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How Machine Learning is
Changing Search Engine
Optimization (SEO)
BERNARD HUANG
Bernard Huang
Co-founder Mushi Labs—the loving creators
of Clearscope
1. The Evolution of SEO
2. How search engines work now
3. Search engines use of natural language
understanding (NLU)
4. Wh...
1. The Evolution of SEO
How did SEO begin? And how has it
evolved over time?
2019
● quality
content
● machine
learning
● authority
The Evolution of SEO
2010
● link
authority
● link trust
● keywords
2...
Quality content
● How closely does your content match
with Google’s knowledge graph
Machine learning
● How long someone sp...
2. How do search
engines work now?
A simplified view on Google’s algo
Search
query
deserves X
A simplified view on Google’s
algo (2019)
How Google decides
whether you rank up
or down
{
Determi...
Is your content
in-depth?
Do users like
your content?
Google’s algo
understands
the content
Content is
published
Google’s ...
When you look for something online,
how do search engines know what to
give you?
3. Search engines use of
natural language...
Google’s knowledge graph
Google’s knowledge graph
Publish content on the internet
Search engine’s figures out what
a piece of content could rank for
4. Why Watson NLU
Why we went with Watson NLU to
power Clearscope
Why Clearscope + Watson?
Watson NLU is an industry leader
How Watson NLU works
Getting started with Watson
https://natural-language-understanding-demo.ng.bluemix.net/
5. [live] Clearscope +
Watson NLU
How Clearscope uses Watson NLU to
recommend how content quality can be
improved
Reverse engineering top ranking
content using Watson NLU
6. Real world results
The proof is in the pudding
Optimizely gets +52% more search
traffic in less than 1 month
before article [website optimization]
Optimizely gets +52% more search
traffic in less than 1 month
after article [website optimization]
Optimizely gets +52% more search
traffic in less than 1 month
Wide Open Media Group grows
search traffic across entire web
portfolio
Wide Open Media Group grows
search traffic across entire web
portfolio
@bernardjhuang
bernard@clearscope.io
Want more?
bit.ly/content-that-ranks
bit.ly/programmatic-seo
QUESTIONS?
How Machine Learning is Changing Search Engine Optimization (SEO)
How Machine Learning is Changing Search Engine Optimization (SEO)
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How Machine Learning is Changing Search Engine Optimization (SEO)

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A talk given to the participants at IBM THINK Conference 2019. Topics covered include:
* The evolution of SEO
* How search engines work now
* Search engines use of natural language understanding (NLU)
* Why Watson NLU
* Clearscope + Watson NLU
* Real world results

Published in: Internet
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How Machine Learning is Changing Search Engine Optimization (SEO)

  1. 1. How Machine Learning is Changing Search Engine Optimization (SEO) BERNARD HUANG
  2. 2. Bernard Huang Co-founder Mushi Labs—the loving creators of Clearscope
  3. 3. 1. The Evolution of SEO 2. How search engines work now 3. Search engines use of natural language understanding (NLU) 4. Why Watson NLU 5. [live] Clearscope + Watson NLU 6. Real world results WHAT WE’RE COVERING
  4. 4. 1. The Evolution of SEO How did SEO begin? And how has it evolved over time?
  5. 5. 2019 ● quality content ● machine learning ● authority The Evolution of SEO 2010 ● link authority ● link trust ● keywords 2000 ● # of links ● anchor text ● keyword tags
  6. 6. Quality content ● How closely does your content match with Google’s knowledge graph Machine learning ● How long someone spends on your page Subject matter authority ● How competitive is your other content The State of SEO in 2019
  7. 7. 2. How do search engines work now? A simplified view on Google’s algo
  8. 8. Search query deserves X A simplified view on Google’s algo (2019) How Google decides whether you rank up or down { Determines where Google initially ranks your content { Subject matter authority Relevant backlinks User engagement signals Weeks 1-2 Weeks 2-4 Month 1+
  9. 9. Is your content in-depth? Do users like your content? Google’s algo understands the content Content is published Google’s experimentation process
  10. 10. When you look for something online, how do search engines know what to give you? 3. Search engines use of natural language understanding (NLU)
  11. 11. Google’s knowledge graph
  12. 12. Google’s knowledge graph
  13. 13. Publish content on the internet
  14. 14. Search engine’s figures out what a piece of content could rank for
  15. 15. 4. Why Watson NLU Why we went with Watson NLU to power Clearscope
  16. 16. Why Clearscope + Watson?
  17. 17. Watson NLU is an industry leader
  18. 18. How Watson NLU works
  19. 19. Getting started with Watson https://natural-language-understanding-demo.ng.bluemix.net/
  20. 20. 5. [live] Clearscope + Watson NLU How Clearscope uses Watson NLU to recommend how content quality can be improved
  21. 21. Reverse engineering top ranking content using Watson NLU
  22. 22. 6. Real world results The proof is in the pudding
  23. 23. Optimizely gets +52% more search traffic in less than 1 month before article [website optimization]
  24. 24. Optimizely gets +52% more search traffic in less than 1 month after article [website optimization]
  25. 25. Optimizely gets +52% more search traffic in less than 1 month
  26. 26. Wide Open Media Group grows search traffic across entire web portfolio
  27. 27. Wide Open Media Group grows search traffic across entire web portfolio
  28. 28. @bernardjhuang bernard@clearscope.io Want more? bit.ly/content-that-ranks bit.ly/programmatic-seo QUESTIONS?

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