Explainable Machine Learning for Ranking Factors
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It’s now common knowledge that machine learning can be used to predict your ranking factors, your traffic, or perfectly classify images, but it's impossible to point to the factors that most influence a prediction or a classification in each specific case. However, new methods and techniques make algorithms more understandable to humans, even when dealing with very complex models. This is a huge benefit for machine learning use cases in SEO.
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Explainable Machine Learning for Ranking Factors
- 1. Explainable Machine Learning for Ranking Factors @OnCrawl #brightonseo
- 2. Vincent Terrasi Product Director @OnCrawl +20 years experience in SEO Data Science coach Speaking today @OnCrawl #brightonseo
- 3. OnCrawl SEO Crawler OnCrawl Log Analyzer OnCrawl Data³ OnCrawl Labs @OnCrawl #brightonseo For more information, visit www.oncrawl.com
- 4. Flight plan - Which ranking factors are important? - How to interpret "black box" machine learning models? - How does a ranking factor contribute to ranking for individual URLs? - What's next for interpreting machine learning? @OnCrawl #brightonseo
- 6. Machine Learning Model Ready-To-Use ModelURL TOP 10 NOT TOP 10 Accuracy: 92% Error rate: 8% @OnCrawl #brightonseo
- 7. Ranking Factors Accuracy: 92% Error rate: 8% @OnCrawl #brightonseo
- 8. with Response Time Error rate: 8% Error rate: 20% without Response Time Variable Importance: 20 - 8 = 12% @OnCrawl #brightonseo
- 9. Explain one variable: Basic Method (e.g.: Citation Flow) Ready-To-Use Model URL with different CF values HIGH INFLUENCE: URL with CF=90 URL with CF=80 …. URL with CF=50 LOW INFLUENCE URL with CF<20 Accuracy: 92% Error rate: 8% @OnCrawl #brightonseo
- 10. Explain one variable: Basic Method (e.g.: Citation Flow) @OnCrawl #brightonseo
- 11. Black box model: Can you explain per URL? @OnCrawl #brightonseo
- 12. Interpretable Accurate Complex model Simple model Interpretable or accurate: choose one @OnCrawl #brightonseo
- 13. Can you interpret complex models? @OnCrawl #brightonseo
- 14. Explicability with Shapley: Nobel Prize in 2012 Excellent Load Time : +10% WordCount > 600 : +5% TrustFlow > 70 : +5% Threshold 40% Prediction for URL 1 60%0% @OnCrawl #brightonseo
- 15. It is mind-blowing to explain a prediction as a cooperative game played by the feature values. @OnCrawl #brightonseo
- 16. Shapley: Prediction as a game played by feature value Word Count Response Time Inlinks Citation Flow Trust Flow https://clearcode.cc/blog/game-theory-attribution/ @OnCrawl #brightonseo
- 17. Shapley: Simulation with 3 features = 2^3 cases https://clearcode.cc/blog/game-theory-attribution/ @OnCrawl #brightonseo
- 21. ● A lot of computing time. (2k) ● Explanations created with the Shapley value method always use all the features. Disadvantages @OnCrawl #brightonseo
- 22. New way to boost your SEO with Data Science @OnCrawl #brightonseo
- 23. xAI Concept Source : Darpa @OnCrawl #brightonseo
- 24. @OnCrawl #brightonseo Using Google Colab, we’ll open ‘à la carte’ algorithms to address strategic SEO issues based on Python and R. First R&D projects available!
- 25. Key Takeaways: ● You can use ML to find your own ranking factors ● Shapley Values is a good method to better understand a model ● Shapley Library is available with Python, R or directly with Dataiku ● Currently, xAI is the best framework to level up your SEO @OnCrawl #brightonseo
- 26. www.oncrawl.com Enjoy a 1-month free trial http://cgntv.co/f