1.
By @FrancoisGoube, CEO @Oncrawl
Embrace Augmented SEO
How to deal with Rankbrain & AI

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I ❤️ SEO on the beach

3.
I 🧡 to Read
Google Patents

4.
I Spend all my
Free Time at
The Beach

5.
Data-driven SEO Crawler
and Log Analyzer

6.
Let’s Dive Into
MACHINE LEARNING
AND AI From AN SEO
PERSPECTIVE

7.
Artificial Intelligence is when a computer:
Can feel
Can exhibit intelligence
Can understand their environment
Can understand your reaction
Can adjust its actions to achieve a goal
What is the difference between AI & ML?

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Machine Learning is when a computer:
Is fed with Data to do very boring work for you
Executes algorithm(s)
Know only what it is taught for
Can do only what it programmed for
Can take decisions regarding a specific problem
Can learn from experiences
Takes better decisions than tons of humans
What is the difference between AI & ML

9.
What’s in For SEOS?

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Is that page beautiful?
It’s blue so
I love it
I love it
If you tell me
where Sarah
Connor is
AI & Humans
Machine
Learning
CTR of page A is 48%
Average CTR of Topic
is 32%
I ❤️ this page

11.
The rise of Machine Learning leads us
to be Augmented SEO Pros

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But How ?

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Combine
YOUR
DATA

14.
Back to Basics

15.
Crawl
1 32
RankIndex
discove
r
organiz
e
respon
d
Re-
Ranking
How a search engine works

16.
Uncover
What Google
is Not
telling you

17.
Google consumes annually
as much energy
as the city of San Francisco
journaldugeek 12/12/2016

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Google Crawl Budget
Are the resources $ that Google setup to crawl your website optimized?

19.
What Google says about crawl budget
If you observe that new pages are usually explored the same day
they are published, then you don't really have to worry about
the exploration budget
[…] if a site has less than a few thousand URLs, it will be browsed
correctly most of the time
[…] we do not have a single term to describe everything this term
seems to mean on the outsidene

20.
What Google should say is…
Help me point in the right direction,
Help me discover and value your money pages!

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What Google should say is…
Help me point in the right direction,
Help me discover and value your money pages!

22.
What Google should say is…
I hate your 💩 pages I am crawling every day.

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Read between the lines
SEO Best kept Secrets

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If it can’t scale, it can’t be merged into Google
Algorithms need Data
Algorithms will “decide” based on the learnings from every topic and every
website indexed
Demystify Google updates and algos
We know that some metrics are more important than others to
trigger the increase in crawl frequency

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Demystify Rankbrain

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Interpretation of the
query
Matching with the
knowledge base
Assumption of what the
Internet user is looking
for (Context)
Does the user
like the result?
CTR / BOUNCE RATE
Yes
Perfect, I keep my
ranking
I'll try a new ranking
next time.No
What we know About Re-ranking

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Our (Rankbrain) algorithm is able to
represent strings of text in very high-
dimensional space and “see” how they
relate to another
NLP as Rankbrain’s foundation

28.
????????????????

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is the collective name for a set of
language modeling and feature
learning techniques in natural
language processing – NLP -
where words or phrases from the
vocabulary are mapped to vectors
of real numbers
Word Embeddings

30.
Google maintains a knowledge base on named entities
and understands the relationships between entities:
Automated Language & Rankbrain
Processing

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Entity
#1
Entity
#2
vectorized
distances
related
entities
vectorized
distances
related
entities
Automated Language & Rankbrain
Processing
Google can then evaluate the distance between two concepts

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For the machines to understand
Each entity or concept is vectorized

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For each entity, Google knows:
Entity#1
Sentences
that contain
the entity
In which
context /
topic the
entity is used
Often used
with entity #2
in a paragraph
Often used
with entity #2
in a site on the
subject
Often used
with entity #2
on the same
page

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how old is the wife of bill gates ?
Assumption
of a request
on age
Type of
relation
=
wife
Individual
/
Personality
This is what helps Google doing that:

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An example: “Apple”
Phone
Computer
Brand
/Apple
Local store /”apple”
Search intent is everything
Fruit

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Phone
Computer
Brand
/Apple
Local store / ”apple”
It is entity detection that
infers the context &
Search Intent
Search intent is everything
Rankbrain learns from:
 Entities in queries
 What pages were clicked
 What is the CTR of my SERPs
 Is there some deviant Bounce rates?
Fruit

37.
For my SEO? WTF?

38.
You need to help Google!
(Free takeways)

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 Google classifies types of request:
• Transactional
• Informational
• Navigationnal
• Use your usage metrics
• Time spent on page
• Pages per session
• Bounce rates
 Oncrawl’s flexible segmentation allows you to map your website with these metrics
Classify your pages by search intent
Exemple :
Page ranking high + High bounce rate
= High probability of page ranking on Informational intent
= You should try to get the “Position 0”

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Toolbox.oncrawl.com
So you know what content you have and how you should
enhance it with other entities
Easily check your entities

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Understand your Website
Map your website by:
• Type of content
• Pages categories
Understand which entities are present in
my content
 Anchors Texts
 Analyze how pages with entities are
linked in my site

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 Help Google understand your content with rankbrain’s eyes:
 Use named entities in your link anchors
 Create packages of linked pages according to entity typology
 Example of a media site:
Quick wins
Help Google infer the context

43.
Average Crawled pages
by Google
Ignored pages
Number of pages concerned 875 256 1 340 872
Number of words 897 457
Number of entities in the content 18 3
Number of entities in anchors 6 0
Which steps?
 Crawl your site
 Categorize your pages with groups
 Extract named entities by page group
 Identify pages with/without entities  Adjust your content
 Monitor the number of words per group of pages / per packet
 The goal is to define the “ideal content metrics” to maximize your crawlability
 Data Explorer export
 Comparison with log data
 Filter by group

44.
Assume your average CTR is your topic Average CTR
 If the standard deviation is big:
 Below average CTR  Pages at Risk
 Over average CTR  Pages that will rank higher
Identify your pages at risk

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Use Oncrawl Rankings to detect pages that
might be boosted or penalized by Rankbrain

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One more thing…

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Please
Keep your
SEO SAFE
(and your basics right)

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Google does not like digging too deep into a site
Don’t make stupid mistakes

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It’s easy to know which ranking factor you need to work on

50.
Ex: Should I use schema.org, what can I gain?
Predict your ROI

51.
1 month Free Trial
(Catch @Marion_OnCrawl)

52.
Thank you!
@Oncrawl

53.
See your website with Google’s eyes.

54.
1 month Free Trial
(Catch @Marion_OnCrawl)