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The Alpabet of Google by Gianluca Fiorelli at The Inbounder New York

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Gianluca Fiorelli's presentation at The Inbounder New York, May 22 2017.

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The Alpabet of Google by Gianluca Fiorelli at The Inbounder New York

  1. 1. GIANLUCA FIORELLI @gfiorelli1 #theinbounder THE ALPHABET OF GOOGLE
  2. 2. Let me start with a question gfiorelli1 #theinbounder
  3. 3. What does any SEO usually think when asked about Google? gfiorelli1 #theinbounder
  4. 4. gfiorelli1 #theinbounder SHAME gfiorelli1 #theinbounder
  5. 5. gfiorelli1 #theinbounder The usual suspects (nothing personal but…)
  6. 6. Inside Search Blog Office Hours Videos Virtual & not Talks Patents/Papers Acquisitions Rumors Propaganda Fandom New Employees
  7. 7. APP Indexing Rich Cards Real time Indexing API Webmaster Blog Interstitial AMP Series Reviews in Local KGraph New AMP Tester More Https PWA Mobile 1st Rich Cards New Mobile Friendly Test API UGC Spam Crawl Budget Google Safe Browsing’s Site Status #Nohacked Similar Item How We Fought Webspam
  8. 8. APP Indexing Rich Cards Interstitial AMP Series New AMP Tester PWA Mobile 1st Rich Cards New Mobile Friendly Test API May 2016 – January 2017 MOBILE MOBILE MOBILE Webmaster Blog
  9. 9. Real time Indexing API Reviews in Local KGraph More Https UGC Spam Crawl Budget Google Safe Browsing’s Site Status #Nohacked Similar Item How We Fought Webspam Webmaster Blog
  10. 10. Research Blog More than 40 posts in 5 months (more than the Webmaster Blog) Only one topic gfiorelli1 #theinbounder
  11. 11. PatentsSentence Compression Patent Associating an Entity With a Search Query Methods & Systems For Classifying Data Using a Hierarchical Taxonomy Ranking Events User-Context-Based Search Engine Recommended News On Map With Geo Entities Will Google Start Giving People Social Media Influencer Scores? How Google May Rank Websites Based Upon Their Databases Answering Queries Google’s Related QuestionsPatent or ‘People Also Ask’ Questions Ranking Local BusinessesBased Upon Quality Measures including Travel Time Google May Check to See if People Go to Geographic Locations Google May Recommend Google Introduces a Social Where Next Suggestion Patent Google Search Query Refinements Patent Updated Google and Spoken Queries: Understanding Stressed Pronouns A New Search Results Evaluation Model from Google Answering Featured Snippets Timely, Using Sentence Compression on News Google Patents Context Vectors to Improve Search How Google May Respond to Reverse Engineering of Spam Detection How Google May Map a Query to an Entity for Suggestions gfiorelli1 #theinbounder http://www.seobythesea.com/
  12. 12. Sentence Compression Patent Associating an Entity With a Search Query Methods & Systems For Classifying Data Using a Hierarchical Taxonomy Ranking Events User-Context-Based Search Engine Recommended News On Map With Geo Entities Will Google Start Giving People Social Media Influencer Scores? How Google May Rank Websites Based Upon Their Databases Answering Queries Google’s Related Questions Patent or ‘People Also Ask’ Questions Ranking Local Businesses Based Upon Quality Measures including Travel Time Google May Check to See if People Go to Geographic Locations Google May Recommend Google Introduces a Social Where Next Suggestion Patent Google Search Query Refinements Patent Updated Google and Spoken Queries: Understanding Stressed Pronouns A New Search Results Evaluation Model from Google Answering Featured Snippets Timely, Using Sentence Compression on News Google Patents Context Vectors to Improve Search How Google May Respond to Reverse Engineering of Spam Detection How Google May Map a Query to an Entity for Suggestions gfiorelli1 #theinbounder http://www.seobythesea.com/ Entity Search Voice Search Informational Retrieval Local Search / Geolocalization Search User Experience Patents
  13. 13. Learning from User Interactions in Personal Search via Attribute Parameterization Related Event Discovery Situational Context for Ranking in Personal Search Improving topic clustering on search queries with word co-occurrence and bipartite graph co-clustering Incorporating Clicks, Attention and Satisfaction into a Search Engine Result Page Evaluation Model Large-Scale Analysis of Viewing Behavior: Towards Measuring Satisfaction with Mobile Proactive Systems Learning for Efficient Supervised Query Expansion via Two-stage Feature Selection Learning to Rank with Selection Bias in Personal Search M3A: Model, MetaModel, and Anomaly Detection in Web Searches Using Machine Learning to Improve the Email Experience Wide & Deep Learning for Recommender Systems gfiorelli1 #theinbounder Papers - Information Retrieval
  14. 14. Learning from User Interactions in Personal Search via Attribute Parameterization Related Event Discovery Situational Context for Ranking in Personal Search Improving topic clustering on search queries with word co-occurrence and bipartite graph co-clustering Incorporating Clicks, Attention and Satisfaction into a Search Engine Result Page Evaluation Model Large-Scale Analysis of Viewing Behavior: Towards Measuring Satisfaction with Mobile Proactive Systems Learning for Efficient Supervised Query Expansion via Two-stage Feature Selection Learning to Rank with Selection Bias in Personal Search M3A: Model, MetaModel, and Anomaly Detection in Web Searches Using Machine Learning to Improve the Email Experience Wide & Deep Learning for Recommender Systems gfiorelli1 #theinbounder Machine Learning Context Personal Search Search User Experience Papers - Information Retrieval
  15. 15. gfiorelli1 #theinbounder Generating Long and Diverse Responses with Neural Conversation Models Language Modeling in the Era of Abundant Data Multilingual Metaphor Processing: Experiments with Semi-Supervised and Unsupervised Learning A Piggyback System for Joint Entity Mention Detection and Linking in Web Queries Collective Entity Resolution with Multi-Focal Attention Conversational Contextual Cues: The Case of Personalization and History for Response Ranking Exploring the Steps of Verb Phrase Ellipsis Papers - Natural Language Processing
  16. 16. gfiorelli1 #theinbounder About 45 Papers in just 1 year! Generating Long and Diverse Responses with Neural Conversation Models Language Modeling in the Era of Abundant Data Multilingual Metaphor Processing: Experiments with Semi-Supervised and Unsupervised Learning A Piggyback System for Joint Entity Mention Detection and Linking in Web Queries Collective Entity Resolution with Multi-Focal Attention Conversational Contextual Cues: The Case of Personalization and History for Response Ranking Exploring the Steps of Verb Phrase Ellipsis Entity Search Context Rhetoric Personalization Search User Experience Papers - Natural Language Processing
  17. 17. WebPass Moodstock Anvato Kifi Launch Kit Orbitera Apigee Eyefluence AcquisitionsUrban Engine API.ai Famebit Kaggle
  18. 18. gfiorelli1 #theinbounder Images Video Video Influencers APP Link Sharing & Recommendations Local & Geolocalization AI Chatbots Vocal Search & Natural Language ML & Datasets Entity Search Collaborative Coding API
  19. 19. ProductsGoogle Assistant DayDream VR Google Home GBoard Google Lens
  20. 20. Search User Experience Search User Optimization TECHNICAL SEO HTTP/2 Mobile First AMP / PWA SEO as MARKETING Video & Images Local Semantic Search
  21. 21. UNDERSTANDING INFORMATION RETRIEVAL FILTERING & CLUSTERING RANKING PAINTING P A R S I N G I N D E X I N G C R A W L I N G
  22. 22. UNDERSTANDING INFO RETRIEVAL FILTERING & CLUSTERING RANKING PAINTING P A R S I N G I N D E X I N G C R A W L I N G ML NO ML
  23. 23. MOBILE FIRST HTTP/2 AMP PWA
  24. 24. MOBILE FIRST
  25. 25. MOBILE FIRST CHECKLIST
  26. 26. #1 Check Mobile Agent / Client Handling
  27. 27. #2 Follow the RAIL Model https://developers.google.com/web/fundamentals/performance/rail
  28. 28. #3 Structured Data for Rich Cards on a Domain and Page Level https://youtu.be/B0BA7Tswavs
  29. 29. Page Level https://youtu.be/B0BA7Tswavs
  30. 30. Domain Level https://youtu.be/B0BA7Tswavs
  31. 31. #4 Beware the URL Hierarchy > Hreflang!!
  32. 32. #5 Review Content UX to avoid higher bounce rate https://youtu.be/DIGfwUt53nI
  33. 33. #6 Review Customer Journey UX with mobile tests
  34. 34. SPEED
  35. 35. SPEEDCHECKLIST
  36. 36. #1 Speed > Go for HTTP/2 Multiplexed resources Browser to Server Prioritized by type & context Keep-Alive by default https://developers.google.com/web/fundamentals/performance/http2/
  37. 37. #2 Speed Front-End with Image Spriting
  38. 38. #3 Tag Handling - Use Tag Assistant extension for Chrome http://itseo.org/tagasstnt
  39. 39. #4 Use JSON-LD for Structured Data https://moz.com/blog/using-google-tag-manager-to-dynamically-generate- schema-org-json-ld-tags
  40. 40. #6 Service Workers (for solving the no- connection issue)
  41. 41. CONTEXT
  42. 42. CONTEXT
  43. 43. Thinking of local search only as MyBusiness optimization may limit the opportunities businesses can have to earn SEO visibility and traffic.
  44. 44. GBoard CONTEXT
  45. 45. CONTEXT
  46. 46. PARSING
  47. 47. SEMANTICS
  48. 48. @gfiorelli1
  49. 49. @gfiorelli1
  50. 50. @gfiorelli1
  51. 51. Personalized Search
  52. 52. @gfiorelli1
  53. 53. @gfiorelli1
  54. 54. PARSING UNDERSTANDING RELEVANCY QUALITY
  55. 55. Video & Images
  56. 56. My sons’ hero
  57. 57. 1.The average age kids start owning a smartphone is 10.3 years; 2.Children from 5 to 13 years old (and also young people up to 20 years old) tend to me more visual than textual; 3.Their influence on the buying habits of their parents has been known for many years and, in 2012, it was equal to $1.2 trillion USD in spending.
  58. 58. Similar items: Rich products feature on Google Image Search
  59. 59. Google Lens
  60. 60. https://www.google.com/intl/en/about/
  61. 61. http://safecont.com/
  62. 62. Generic but non trivial knowledge all all marketing disciplines T E C H N I C A L M A R K E T E R S
  63. 63. https://research.google.com/teams/nlu/
  64. 64. Buyer Persona KW Research Top 10 Ranking Sites * Query Intention Entity Recognition via CNL API Thesaurus Creation

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