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Ryan Jones of SapientNitro #SEJSummit: The Future is Today

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Can machines learn to create organic answers – outside of what they have been explicitly programmed to do? Ryan answers this question and explains how Google is using machine learning to change the face of SEO.

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Ryan Jones of SapientNitro #SEJSummit: The Future is Today

  1. 1. #SEJSummit @RyanJones 3 Takeaways 1. Focus On Searcher Intent 2. Don’t ask “how do I..” ask “what do they..” 3. Don’t React To Change, Leverage It Photo Credit: Shutterstock.com
  2. 2. #SEJSummit @RyanJones • Manager SEO & Analytics – SapientNitro • 2006 Time Person of the Year • Chief Evangelism Officer - WTFSEO.com Photo Credit: Provided by the speaker
  3. 3. #SEJSummit @RyanJones Let’s Start At The Beginning Photo Credit: Provided by the speaker
  4. 4. #SEJSummit @RyanJones Early Search Engines Focused on Keywords on the page. 20 years later, we still think like this Photo Credit: Provided by the speaker
  5. 5. #SEJSummit @RyanJones Then Google and PageRank Came Around….. Photo Credit: Provided by the speaker
  6. 6. #SEJSummit @RyanJones …..So SEO Became This Photo Credit: Provided by the speaker
  7. 7. #SEJSummit @RyanJones The Customer Journey Is Evolving Old Model New Model Photo Credit: Provided by the speaker
  8. 8. #SEJSummit @RyanJones Our Understanding Has Increased
  9. 9. #SEJSummit @RyanJones META Keywords Directories Words On Pages Links Other Shit Not Relevant To This Presentation Search Is Evolving Too Machine Learning Entities Photo Credit: Provided by the speaker
  10. 10. #SEJSummit @RyanJones What is Machine Learning? Photo Credit: Provided by the speaker
  11. 11. #SEJSummit @RyanJones How Does A Neural Net Work? x y z Bias W1 W2 W3 W4 F(x)Hidden layer
  12. 12. #SEJSummit @RyanJones Photo Credit: Provided by the speaker
  13. 13. #SEJSummit @RyanJones Neural Networks Are About Patterns Photo Credit: Provided by the speaker
  14. 14. #SEJSummit @RyanJones Neural Networks Rely On Training Sets. Which makes Me Think Of….. • Human Raters • Live Experiments • Panda • Penguin • Spam Reports
  15. 15. #SEJSummit @RyanJones It doesn’t matter how it works. It matters what the inputs are. • Quality • Relevance • Trust • Speed • Etc.
  16. 16. #SEJSummit @RyanJones Go Read Eric Enge’s Post: stonetemple.com/rankbrain-myth-busting/ Also AJ Kohn’s Post: blindfiveyearold.com/rankbrain-survival-guide Photo Credit: Provided by the speaker
  17. 17. #SEJSummit @RyanJones Word2Vec, Ngrams, & Query Understanding In Action
  18. 18. #SEJSummit @RyanJones What RankBrain Does NOT Do • Anything with links • Penalize sites • Change any ranking factors about your site. Google never said it was a “ranking factor” they said it was the “3rd most important signal contributing to results.” That’s because RankBrain helps understand your query – and better decide what sites are relevant.
  19. 19. #SEJSummit @RyanJones Crawling •Discovery •Finding Pages Indexing •Like a book. List of words on pages. •Paragraph vectors, B+ trees, nofollow, canonical, etc. Retrieval (relevance) •How relevant is this to my query? •Query Understanding, entities (is jaguar an animal or a car?) Ranking (Post Retrieval) •Order by pagerank desc limit 10 •Penalties, Speed, HTTPS, Mobile Friendly, etc. How A Search Engine Works Note: Google doesn’t separate these. This is for illustration Photo Credit: Provided by the speaker
  20. 20. #SEJSummit @RyanJones Let’s Talk About Retrieval & Ranking Photo Credit: Shutterstock.com
  21. 21. #SEJSummit @RyanJones • 10 years ago we talked about TF- IDF • Relevance was measured against the corpus of results. Photo Credit: Shutterstock.com
  22. 22. #SEJSummit @RyanJones So Why Wouldn’t Other Factors & Algorithms Work This Way? Photo Credit: Shutterstock.com
  23. 23. #SEJSummit @RyanJones “The Future Of Search Is Verbs” Bill Gates, 2009 Photo Credit: Shutterstock.com
  24. 24. #SEJSummit @RyanJones Verbs = Intent Words On Pages I Want To… Go somewhere Do Something Accomplish A Task
  25. 25. #SEJSummit @RyanJones How We Search Changes Photo Credit: Provided by the speaker
  26. 26. #SEJSummit @RyanJones And We Should Leverage That • HTTPS • AMP • Mobile Friendly • Schema.org
  27. 27. #SEJSummit @RyanJones Why We Search Doesn’t Change Stop trying to give me words on a page. Give me a solution. Help me accomplish something. Photo Credit: Shutterstock.com
  28. 28. #SEJSummit @RyanJones How do we leverage that? Stop Asking: How Do I Rank For “Keyword?” What Tricks Can I Use? Start Asking: What Would People Search for “Keyword” Find useful? What Are They Trying To Do? Then Build Something To Help Them
  29. 29. #SEJSummit @RyanJones The Big Secret? If you’ve been doing SEO right, machine learning changes nothing! Photo Credit: Shutterstock.com
  30. 30. #SEJSummit @RyanJones 3 Takeaways 1. Focus On Searcher Intent 2. Don’t ask “how do I..” ask “what do they..” 3. Don’t React To Change, Leverage It Photo Credit: Shutterstock.com
  31. 31. #SEJSummit @RyanJones Thank You! @RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones RyanMJones.com Wtfseo.com Publicis.sapient.com Photo Credit: Shutterstock.com

Can machines learn to create organic answers – outside of what they have been explicitly programmed to do? Ryan answers this question and explains how Google is using machine learning to change the face of SEO.

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