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What is RankBrain and How does it Work? By Eric Enge

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: RankBrain: What Do We Know About Google's New Machine-Learning System?. PRESENTATION: What is RankBrain and How does it Work? - Given by Eric Enge, @stonetemple - Stone Temple Consulting, CEO. #SMX #22A

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What is RankBrain and How does it Work? By Eric Enge

  1. 1. #SMX #22A @stonetemple Based on a Study of 500,000 Search Queries What is RankBrain and How Does it Work?
  2. 2. #SMX #22A @stonetemple Who  Am  I? Columnist  &  Contributor CEO  &  Founder 60+  person  Digital  Marke3ng   and  SEO  agency   Lead  Co-­‐Author
  3. 3. #SMX #22A @stonetemple I  had  Brain   Surgery     in  2003  
  4. 4. #SMX #22A @stonetemple Nope  –   Didn’t  Get  a   USB  Slot   Installed  
  5. 5. #SMX #22A @stonetemple Enter  RankBrain  
  6. 6. #SMX #22A @stonetemple Bloomberg   Broke  the   News  in   October  2015  
  7. 7. #SMX #22A @stonetemple (Rankbrain)  interprets  language,  interprets  your  queries,  in  a   way  that  has  some  of  the  gut  feeling  and  guessability  of  people”   Notable  Quote  From  the  Video  
  8. 8. #SMX #22A @stonetemple Some  Basic   Language  Analysis   Concepts  
  9. 9. #SMX #22A @stonetemple Basic  Concept:  Stop  Words  
  10. 10. #SMX #22A @stonetemple Query  That  Doesn’t   Work  Well  With  Stop   Words  
  11. 11. #SMX #22A @stonetemple “The”  and   “Office”  are   capitalized  
  12. 12. #SMX #22A @stonetemple Another  Example  of  Frequence  of  Word  Usage   About  5  Uses  in   Every  330,000   Words  
  13. 13. #SMX #22A @stonetemple Sometimes  this   word  refers  to  a   brand  
  14. 14. #SMX #22A @stonetemple The bags xxx xxxx xx Coach xxx xx x xxxxxxx xxxxx xx handbags. Capitalized  in  the   middle  of  a   sentence   Mentioned  on  a  page   that  discusses  beads   and  handbags   Mentioned  on  a  page  that   discusses  bags  and   handbags   Taking  a  Deeper  Look  at  “Coach”  
  15. 15. #SMX #22A @stonetemple “Yeah  -­‐-­‐  being  able  to  represent  strings  of  text  in  very  high-­‐ dimensional  space  and  "see"  how  they  relate  to  one  another.”   Google  Spokesperson’s  Answer  to  a   Question  I  Asked  About  RankBrain  
  16. 16. #SMX #22A @stonetemple What  Does  High   Dimensional  Vector   Space  Mean?  
  17. 17. #SMX #22A @stonetemple Convert   Phrases  to   Tokens  
  18. 18. #SMX #22A @stonetemple Notice  Patterns  in  Language  Usage  
  19. 19. #SMX #22A @stonetemple Notice  Patterns  in  Language  Usage   The   •  Classic  stop  word   •  But  in  some  cases   critical  to  phrase   meaning   •  e.g.  “The  Office”   Graphic   •  Could  relate  to   violence   •  Could  relate  to   language   •  Could  relate  to   design   •  Meaning   determined  by   context   Without   •  Negatives   traditionally   ignored  by  Google   •  But  in  some  cases   critical  to  meaning   of  page  
  20. 20. #SMX #22A @stonetemple Example  Queries   Cited  by  Google  
  21. 21. #SMX #22A @stonetemple What is the label of a consumer at the highest level of a food chain? “Name”   To  eat,  not   to  buy   “The”  “Top”  
  22. 22. #SMX #22A @stonetemple Can You Get 100% Score on Super Mario Without Walkthrough? Negatives  
  23. 23. #SMX #22A @stonetemple “Our  old  query  parsers  actually   ignored  the  ‘without’  part.   RankBrain  did  an  amazing  job   of  catching  that  and  instructing   our  retrieval  systems  to  get  the   right  results”   Gary  Illyes  in  February  11th  Virtual  Keynote  
  24. 24. #SMX #22A @stonetemple We  Did  a  Study  
  25. 25. #SMX #22A @stonetemple Built  a  DB  of   500K  queries   from  Google  and   Bing  Suggest  
  26. 26. #SMX #22A @stonetemple June/July  2015  Google  Result   January  2016  Google  Result   Pulled  Results  from  Google  on  Two  Different  Dates    
  27. 27. #SMX #22A @stonetemple Search  for  Queries  That  Google  Misunderstood  
  28. 28. #SMX #22A @stonetemple Verify  That  There  is  a  Valid  Search  Result   We  think  the   user  meant  this,   but  we  can’t  be   sure   Original  query  
  29. 29. #SMX #22A @stonetemple Google  didn’t   directly   answer  this,   but  not  really   a  language   issue  
  30. 30. #SMX #22A @stonetemple Aggregate  Results  
  31. 31. #SMX #22A @stonetemple How  Did  The  Results  Improve?  
  32. 32. #SMX #22A @stonetemple Why  Are  PDFs  So  Weak?   July  2015   Answer  
  33. 33. #SMX #22A @stonetemple Now  Relates  “Weak”  to  Security   January   2016   Answer  
  34. 34. #SMX #22A @stonetemple Where  is  Celtics  Bench?   July  2015   Answer  
  35. 35. #SMX #22A @stonetemple Now  Applies  Meaning  of  “Where  is”  Better   January   2016   Answer  
  36. 36. #SMX #22A @stonetemple Who  is  Abs?   July  2015   Answer  
  37. 37. #SMX #22A @stonetemple User  Was  Out  of  Date  on  Name  Spelling  Change   January   2016   Answer   More  Weight  on   “Who  is”  
  38. 38. #SMX #22A @stonetemple What  is  Rare  Blood  Type?   June  2015   Answer  
  39. 39. #SMX #22A @stonetemple Understands  User  is  Looking  for  Examples   January   2016   Answer  
  40. 40. #SMX #22A @stonetemple Who  is  Asking  Teachers  to  Take  a  20  Pay  Cut?   July  2015   Answer  
  41. 41. #SMX #22A @stonetemple Understands  that  “20”  is  “20%”   January   2016   Answer  
  42. 42. #SMX #22A @stonetemple Youtube  plus   July  2015   Answer  
  43. 43. #SMX #22A @stonetemple Google  Connected  YouTube  and  Plus  as  a  Name   January   2016   Answer  
  44. 44. #SMX #22A @stonetemple Ex:  “YouTube  Plus”   Ex:  “weak”   Ex:  “convert  glory   into  an  adjective”   Ex:  “convert  into   million  dollars”   Types  of  Improvements  
  45. 45. #SMX #22A @stonetemple Specific  Types  of  Improvements  
  46. 46. #SMX #22A @stonetemple Impact  On  SEO  
  47. 47. #SMX #22A @stonetemple Well,   Nothing,   More  or  Less  
  48. 48. #SMX #22A @stonetemple More  Obscure  Phrases  May  Bring  Up  Your  Page   Yes,  You  Still  need  to  do  KW  research   You  Can  Increase  Your  Emphasis  on  Truly  Natural  Language   Summary  of  Key  SEO  Implications  
  49. 49. #SMX #22A @stonetemple SEE YOU AT THE NEXT #SMX THANK YOU!

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