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SearchLeeds 2019 - Britney Muller - Moz - Machine Learning for SEOs

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What is Machine Learning and how can we apply it to digital marketing? Britney Muller's SearchLeeds talk explained the machine learning basics, what ML can be used for, providing examples of ML solving SEO tasks and executable programs you can start using immediately.

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SearchLeeds 2019 - Britney Muller - Moz - Machine Learning for SEOs

  1. 1. Machine Learning for SEOs @BritneyMuller Senior SEO Scientist
  2. 2. @BritneyMuller
  3. 3. @BritneyMuller
  4. 4. Machine Learning is becoming more accessible & will free us up to work on higher level strategy.
  5. 5. Machine Learning for SEOs #1 Machine Learning Examples #2 What is Machine Learning? #3 Tools & Resources
  6. 6. @BritneyMuller
  7. 7. @BritneyMuller
  8. 8. @BritneyMuller
  9. 9. bit.ly/rand-b @BritneyMuller
  10. 10. How Can Machine Learning Help YOU!?!
  11. 11. Content Research Shout out to Kameron Jenkins for talking about this tool!
  12. 12. Automate Videos
  13. 13. Automate Transcriptions
  14. 14. #TTTLIVE19 bit.ly/tf-for-poets
  15. 15. #TTTLIVE19
  16. 16. #TTTLIVE19
  17. 17. Automate Meta Descriptions @BritneyMuller
  18. 18. @BritneyMuller
  19. 19. @BritneyMuller
  20. 20. @BritneyMuller
  21. 21. Machine Learning will free us up to work on higher level strategy.
  22. 22. Machine Learning for SEOs #1 Machine Learning Examples #2 What is Machine Learning? #3 Tools & Resources
  23. 23. What is Machine Learning? Machine Learning is a subset of AI that combines statistics & programming to give computers the ability to “learn” without explicitly being programmed.
  24. 24. But, how does it ‘learn’!?
  25. 25. If Machine Learning was a car data would be the fuel.
  26. 26. 10 Year Challenge?
  27. 27. Gboard - the Google Keyboard
  28. 28. Training data will get better & Machine Learning will free us up to do more strategic work.
  29. 29. Machine Learning for SEOs #1 Machine Learning Examples #2 What is Machine Learning? #3 Tools & Resources
  30. 30. #TTTLIVE19
  31. 31. @BritneyMuller
  32. 32. Use Google's own NLP to know how G is understanding your content (vs your competitors)!!!
  33. 33. #TTTLIVE19
  34. 34. CPU > GPU > TPU
  35. 35. Our Data Science Team at Moz is innovating in this space and have developed ground- breaking features coming soon!
  36. 36. Getting Started • Search ‘Harvard CS109’ in GitHub • Google CodeLabs – Break things!!! • MNist --The “Hello World!” of Machine Learning • Colab Notebooks OR Jupyter Notebooks • Learn With Google AI • Image-net.org • Kaggle • MonkeyLearn
  37. 37. • Yearning Learning (free book preview by Andre Ng) • Neural Networks & Deep Learning • Correlation vs Causation (by Dr. Pete!) • Exploring Word2Vec • The Zipf Mystery • BigML • Targeting Broad Queries in Search • Project Mosaic Books • Algorithmia • How to eliminate bias in data driven marketing • TensorFlow Dev Summit 2018 [videos] • NLP Sentiment Analysis • Talk 2 Books • The Shallowness of Google Translate • TF-IDF • LSI • LDA • Learn Python • Massive Open Online Courses • Coursera Machine Learning • RAY by Professors at UC Berkeley Advanced Resources
  38. 38. ML for SEO Takeaways: ➢ 1. Machine Learning combines statistics & programming ➢ 2. An ML model is only as good as its training data ➢ 3. YOU can create a ML model today ➢ 4. ML will help us level up as an industry! ➢ 5. Diversity is paramount in ML
  39. 39. Thank You!

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