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How Big Data & Artificial Intelligence will change SEO & Content Marketing
Presented at the Digital Marketing Summit Southampton in October 2016, the presentation takes a leap into the future looking back from 2020 to today. [Please look at the 'Notes' tab for a human-edited transcript (oh, the irony) as SlideShare's transcription service is clearly not using AI!!] The presentation shows how the acceleration of Big Data technologies and AI techniques, such as machine learning and deep learning, will transform how we work with our enterprise B2B marketing solutions providing a new layer of storytelling from the vasts amount of data we're collecting. This will give marketing teams new automated insights around Content Strategy and ROI decisions (not just analytics) and might soon lead to a world where much of the content we need to create can be automated by machines! By taking a quick look at some of the developments in the Artificial Intelligence field, Laurence shows that perhaps the future is not as far away as you might think.
How Big Data & Artificial Intelligence will change SEO & Content Marketing
- 1. Digital Marketing Summit2020 Laurence O’Toole, CEO, Authoritas, @AskLaurence www.authoritas.com @authoritas_com #dmsso16 Big Data Science for SEO & Content Marketing Success
- 2. How Big Data& AI changed Content Marketing Or “Where the hell was I and what happened to my job?” Digital Marketing Summit 2020 Laurence O’Toole, CEO, Authoritas
- 3. STARDATE: YEAR 2020 TUESDAYMORNING (MID): 10:20 A.M. LOCATION: OFFICE, TWICKENHAM 51.509865 -0.118092
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- 5. Could the futureof our industry look (or sound) like that?
- 6. In the future‘Amy’ my AI can… • Converse with me • Converse with other machines • Automate Big Data analysis and insights • Learn what works and what doesn’t • Automate corrective action and predict outcomes • Write and/or edit multi-lingual content • Perform outreach • Organise my diary • Research my presentation and synthesize its findings • Book me a round of golf! • Make most of my team redundant!
- 7. AI will replace35% of UK jobs in <20Yrs • Automation will significantly impact lower paid workers • Telephone Salesperson - 99% chance of being automated out of a job • Content Writer/Author/Translator – 32.7% chance • Account Managers and BDMs – 16% chance • Sales & Marketing Directors - 1% chance of being automated • In our SEOin2020 survey not one of the 15 Top SEOs interviewed or 250+ respondents thought they’d be automated out of a job by 2020 • If you are worried you can search by Job Title here Deloitte & Oxford University 2014 (updated 2016)
- 8. SEO & ContentMarketing will continue to evolve! RankBrain is a small step…. You will need to evolve too if you want to thrive!
- 9. 6 Evolving Themesfor the Industry + Big Data APIs + Big Data Technologies & Computing Power + “Machine Intelligence” Algorithms - APIs, SaaS, Open Source + Shift from SEO/Content Analytics > Content Strategy & Insights + AI-driven Content Creation, Curation, Optimisation and Editing + Human-like Conversations
- 10. Big Data APIs- SEO/Content Marketing • Site Auditing • Site Crawling • Log Analysis • Keyword Ranking • Link analysis • Web Analytics • Webmaster Tools • User Behaviour • Consumer Demand • Competitive Intelligence • Market Intelligence EXTERNAL BIG DATA APIs INTERNAL DATA BIG DATA TECH STACK CLOUD
- 11. Big Data Technologies OpenSource Big Data Technologies Readily Available • NoSQL & Distributed Processing – Cassandra, Big Table, Hadoop, etc • Graph Databases – Neo4J, Titan, etc Computing Power Still Increasing • Moore’s Law • Google’s TPU (Tensor Flow Processor) for Machine Learning • Movidius Machine Learning on a USB stick!
- 12. Machine Intelligence Source: TheEconomist
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- 15. Machine Learning Algorithms •It’s getting easier to integrate Machine Learning into your Apps • Natural Language Processing APIs • MonkeyLearn – Text analysis and classification Machine Learning API • IBM Watson – Language, Vision, Speech & Data APIs • Microsoft Azure Machine Learning API - Language, Vision, Speech, Search & Recommendation APIs • Google Prediction API - Sentiment analysis, Purchase Prediction, Spam Detection • Amazon Machine Learning – Detect Fraud, Forecast Demand, Personalisation & Recommendation APIs
- 16. Machine Learning Algorithms •Machine Learning - Open Source Code • Google Assistant - Tensor Flow • Facebook M Virtual Assistant - Torch • Amazon Echo - DSSTNE • Apple Siri – You can now get your apps to work with Siri • Microsoft Cortana - CNTK • Natural Language Generation APIs • Narrative Science • Wordsmith • Arria Platform
- 17. All this BigData and Big Data Tech, yet no insights? …It’s a familiar story!
- 18. Data should tellyou a story …Even if it’s not the one you want to hear!
- 19. Shift from ContentAnalytics > Content Strategy & Insights • AI Advances • Natural Language Processing & Natural Language Generation • Pattern & Trend analysis, Predictive analytics, Recommendations • Narrow AI in key verticals • E.g. Local SMEs & eCommerce players will benefit from very different trained AI models and solutions • Storytelling through data • Narrative Science & Automated Insights turn tables and charts into human readable stories/insights • Report personalisation and automation
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- 21. New Insights from‘old’ SERP data Combining Big Data APIs + Big Data Technology + Machine Learning Algorithms = New Insights & Winning Strategies
- 22. THE COMPETITION! P PP P KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KWKW CD CDCD CD KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW KW CP CP CP CPCP CP CP CP CP CP CP CP CP CP CP CP CP CP CP CP CP THEOPPORTUNITY! YOUR DOMAIN RD P KW CD CPYOUR DOMAIN YOUR PAGE KEYWORD COMPETING DOMAINS COMPETITORS' PAGES THE OPPORTUNITY! THE OPPORTUNITY! THE OPPORTUNITY! Using a Graph to understand your market
- 23. DIY.com’s Market –Top 100 Sites
- 24. With the nextgeneration of Natural Language Generation algorithms – this pretty bubble chart could be coupled with the following narrative: “Laurence, your best content creation opportunities are in the following categories: Flooring, Bathrooms and Fencing. Our model shows that improving and creating new content in these areas will generate you an additional £10,000 of revenue per month with an estimated ROI of 300%.....So get cracking!” Automated Content Strategy
- 25. Automated Content Strategy? •Or better… “Would you like me to create this content for you?” • Or better still… • “I’ve created this content for you already?” • Or even perhaps (my dream one day)… • “How was the golf yesterday? Whilst you were playing golf, the content I wrote made you another £3,000”.
- 26. Content Creation • AI- Natural Language Generation • AI will not be limited to content editing, optimisation & curation • AI will create content that will be indistinguishable from human written content • But it won’t replace journalists and content writers - it will free them up for more in-depth work • AI Programs are already writing all sorts of content today…..
- 27. Human or Computer? “Kittycouldn’t fall asleep for a long time. Her nerves were strained as two tight strings, and even a glass of hot wine, that Vronsky made her drink, did not help her. Lying in bed she kept going over and over that monstrous scene at the meadow.” (New York Times Test) The Russian novel "True Love" was written by a computer in St. Petersburg in 72 hours. “I was laid out sideways on a soft American van seat, several young men still plying me with vodkas that I dutifully drank, because for a Russian it is impolite to refuse.” Unlike "True Love," this novel was written by a human. It is an excerpt from Gary Shteyngart's "Absurdistan.
- 28. User Perceptions ofRobot vs Journalist Content Writer Source: www.tandfonline.com - Christer Clerwall of Karlstads University in Sweden
- 29. Toutiao’s Xiaomingbot http://www.toutiao.com Xiaomingbot& (Futurism.com) AI wrote 450 articles during the 2016 Olympics
- 30. The Washington Post“Heliograf” The Washington Post uses its in-house created AI “Heliograf” for “Automated Storytelling” during the 2016 Olympics and is planning to use it to cover the US Elections
- 31. Japanese AI novel‘almost’ wins literary prize Source: Digital Trends. Credit: Sergey Soldatov/123RF.com
- 32. IBM Watson/Fox –AI ‘creates’ - Trailer
- 33. AI Creates Screenplay– “Sunspring”
- 34. AI Creates Screenplay– “Sunspring”
- 35. AI Creates Screenplay– Watch the film! If only to read the human comments!
- 36. Automated Insights >1.5Bnnarratives
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- 39. But this iswhere it gets really interesting….
- 40. Human-like Conversations Consumerism hasdriven AI adoption in the B2C space - We’ll soon be able to interact with our Enterprise apps in a similar (familiar) way
- 41. An Analytics Platformthat talks to you?
- 42. Add Conversation toyour Apps?
- 43. BIG DATA APIsINTERNAL DATA BIG DATA TECH STACK CLOUD MACHINE INTELLIGENCE N/B: Represents APIs CONTENT AUTOMATION NATURALLANGUAGEGENERATION HUMANINTERACTION
- 44. You get ‘Amy’ Apersonalised AI that makes your life more productive, more successful, easier and more rewarding…. Unless of course she’s replaced you!
- 45. Source: waitbutwhy.com Because ofthe ‘Law of Accelerating Returns’ the 21st century will achieve 1,000 times the progress of the 20th century. Ray Kurzweil
- 46. Amy and Ihope to see you again at the Digital Marketing Summit 2020! Laurence O’Toole, CEO, Authoritas laurence@authoritas.com +44 208 977 4465 @asklaurence or @authoritas_com www.authoritas.com
- 47. Amy and Ihope to see you again at the Digital Marketing Summit 2020! Laurence O’Toole, CEO, Authoritas laurence@authoritas.com +44 208 977 4465 @asklaurence or @authoritas_com www.authoritas.com
Editor's Notes
- #2 N/B: It is ironic (given the topic of the presentation) that SlideShare’s automatic text extraction and transcription programme is not very sophisticated (probably not using Machine Learning!) and therefore gives you a load of useless garbage under the video! For that reason I have added some notes which you can see on the ‘Notes’ tab in SlideShare. I will also add in a video link to the YouTube recording of the presentation (once it is ready) so you can get the complete picture. TITLE SLIDE – SLIDE 1 Good morning everyone, I’m Laurence O’Toole, CEO of Authoritas (formerly called Analytics SEO) and I’m back from the future. Today, I’d like to share with you my presentation at this event in 4 years’ time! It’s Digital Marketing Summit 2020 – How Big Data and AI changed content marketing.
- #3 SLIDE 2 Or, “Where the hell was I and what happened to my job?”
- #4 SLIDE 3 So please picture the scene as we all magically transport ourselves forward to the Authoritas office in the year 2020 on the day before this event… in a world changed by Big Data and Artificial Intelligence!!
- #5 SLIDE 4 (Imagine me talking to my API in 2020) AMY: Good morning Laurence. You’re late. LAURENCE: Morning, Amy. AMY: My, my, somebody sounds grumpy this morning…. late night? LAURENCE: You know it was! It was a short day and a long night. AMY: Let’s look at your diary for today shall we? LAURENCE: Sure, why not. AMY: You have 42 client meetings. LAURENCE: 42, Streuth! Sounds like it’s going to be a busy day. AMY: That’s just this morning. Don’t worry I can handle….mmm, 41 of them. I’ve booked you in for a round of golf at 2 O'clock. You do however, need to prepare your presentation for the Digital Marketing Summit tomorrow. LAURENCE: Oh, so there’s still something for me to do then…….where is everyone? AMY: I let the last human go last week. Your company is now 99% efficient. LAURENCE: And I suppose I can guess who the 1% is! AMY: Coughs. Let me bring you up to speed. We’ve exceeded agreed targets for all clients and I’ve corresponded with each client’s AI. Between us we’ve answered all the necessary questions a human might think of, and others that you probably wouldn’t! LAURENCE: Ahh, honestly I don’t know what I’d do without you Amy. You still amaze me. AMY: Gosh, you’re making my circuits blush – shall we get on to your presentation? I’ve prepared some slides …or would you like to wing it like you did in 2016? LAURENCE: No, no let’s do it properly, it’s taken 4 years for them to invite me back! What’s the topic for the talk? AMY: How Big Data & AI are changing content marketing. LAURENCE: Hmm, fascinating. How am I supposed to make that sound interesting? AMY: You don’t. I will. I’ve processed all the available slides on SlideShare, crawled every relevant LinkedIn group and processed the most shared blogs and tweets on the subject. LAURENCE: Sounds great. It had better be good – Google are on after me! AMY: I’m aware of that Laurence. That did pose a small problem. I had to remove all references to Black Hat techniques, AI driven-content, AI driven-link building, and AI–driven private blog networks. LAURENCE: Ah, hmm. What does that leave us with then? AMY: Not much, I’ve got one slide left ….The title slide. LAURENCE: Brilliant! Well,…… I suppose the longer the search engines think all this content is still written by humans the better. Maybe I should write my own slides for once….. AMY: [Laugh] Really? OK then….looks like we are winging it again!! Good luck!
- #6 SLIDE 5 The future may not look exactly like that – but the pace that technology is moving at means it’s a lot closer than we think!
- #7 SLIDE 6 She’s pretty impressive huh? Who wouldn’t want one?
- #8 SLIDE 7 Do we really believe content writers could be replaced by machines? Well it is happening today. Please feel free to take the SEO in 2020 survey – we’d love to hear your views about the future of our industry. (THIS SURVEY IS STILL OPEN) We won’t have mass unemployment – although there was an interesting study by MIT (https://www.technologyreview.com/s/515926/how-technology-is-destroying-jobs/) which showed that for years an increase in productivity has lead to increased employment – but this is no longer so directly related and the increases in productivity are not generating as many new jobs as they once did. That being said, the job market will evolve and people will learn new skills. AI will support journalists and content writers/editors in doing their jobs more effectively. So jobs will evolve just like the SEO industry has.
- #9 SLIDE 8 Search engines have only been around 20 years or so. But the pace of change is accelerating. RankBrain was Google’s most significant algorithm change in my opinion. More significant than Penguin and Panda as it marks their first foray into using Machine Learning in Search at scale. Originally meant to help Google service the 15% of queries that are unique and have never been seen before, within a year it was used across all queries! And this is just the start! Search engines are using all these AI fields of work to make better products for users. We need to use this technology to help us make better optimised websites that attract the right kind of users and buyers. And today, we can see that this technology is ubiquitous and in many cases free or close to free!
- #10 SLIDE 9 It is the convergence of these 6 emerging trends that is really exciting and that will change our working lives!
- #11 SLIDE 10 There are so many APIs available now that you can mash-up either in a single focused SEO & Content Marketing SaaS platform like ours (or others) or in your own BI solution (there are also dedicated SaaS solutions which support integrating your own internal data with external data sources. The main point here is that using silo specialist apps has had its day – use them by all means but get that data into one playground where you can analyse it, add machine learning solutions and get joined-up insights.
- #12 SLIDE 11 Let’s explore the technical solutions – this is not a deep dive so feel free to follow the links and find out what suits your use case best.
- #13 SLIDE 12 The next theme is Machine Intelligence – loosely describes everything that people describe on a continuum from Machine Learning > Deep Learning to real Artificial Intelligence! The tech being used in autonomous cars, drones and voice assistants is available to use in your business today!
- #14 SLIDE 13 Collision avoidance. Image recognition – visual, infra-red. On-board deep learning? Recommendations on the fly – farming, bush fires? Voice control?
- #15 SLIDE 14 Voice control? Well it’s here today – not as good as it’s going to be. But you’ll soon be able to take this tech and use it in your business.
- #16 SLIDE 15 Example APIs
- #17 SLIDE 16 Example Open Source Code Example of Machine Learning being used to analyse data and create human-readable summaries or narratives.
- #18 SLIDE 17 We need to get real actionable insights – not just more data.
- #19 SLIDE 18 Storytelling through data. Machines will soon be able to synthesise the patterns and trends they find and highlight the stories that are meaningful to you.
- #20 SLIDE 19 Storytelling through data. Machines will soon be able to synthesise the patterns and trends they find and highlight the stories that are meaningful to you. AI Advances are going to make a considerable difference to marketers – it’ll be like having a data analyst by your side and this will be a boon to creative marketers. Open source machine learning models will be available which will be trained to help optimise different types of business, e.g. Local SMEs will be very different to publishers or ecommerce players. Natural Language Generation Apps will draw the insights out for us and send us automated personalised stories from the same data.
- #21 SLIDE 20 Let’s take some examples of how ranking data can be used in a different way to create more value and more interesting insights than is keyword (‘A’) going up or down.
- #22 SLIDE 21 e.g. Analyse millions of ranking pages and keywords in a graph database and you can see how Google is clustering related topics, websites, pages and keywords together. You can then explore this graph and draw some great insights, such as: Analysing your whole market – not just a few competitors Benchmark market share% of organic vs competition Topics/Themes for content marketing Discover millions of relevant opportunity keywords
- #23 SLIDE 22 This is an example of how you can use a graph to discover new keywords that are relevant! It’s a great example of how to get more insights from traditional ranking data.
- #24 SLIDE 23 This example for DIY.com (UK major retailer B&Q’s website) shows that there are nearly 800,000 opportunity keywords that are relevant and that they could rank for. The site enjoys a 3.9% market share of UK organic search in their market. It shows their top 100 competing sites by common keyword visibility, and shows them by relative domain strength/authority (x axis) against size of organic traffic on Y axis (log scale – the bubbles at the top have way more organic traffic). The size of the bubble is the number of keywords. N/B: This is a massive leap forward over traditional competitive analysis platforms as it only finds relevant keywords from a competitor, not all their keywords. Imagine you compete with Amazon or eBay they will rank for millions of keywords and you only want to discover relevant ones!
- #25 SLIDE 24 You can then run community detection algorithms and create and label relevant clusters of URLs of keywords and pages to create a set of prioritised content clusters for you to either create or optimise (if you are already ranking). All automated. No manual keyword research anymore! Prioritised based on how strong/weak you are against the competition in each specific niche or cluster and how much potential incremental traffic there is!
- #26 SLIDE 25 Could you imagine if machines could not just automate our content strategy but also automate content creation? How cool would that be? Maybe I am dreaming – but I don’t believe that day is far away!
- #27 SLIDE 26 Because machines are already creating content – I’m not talking about old SEO techniques like article spinning. I’m talking about creating original articles (not just data-driven ones) that we are already finding hard to distinguish from ones written by humans!
- #28 SLIDE 27 OK, let’s put ourselves to the test shall we?
- #29 SLIDE 28 So we’ve just shown how hard it is. This was backed up in a small scale study in Sweden. As you can see from the data – Human written news articles were more pleasurable to read – but software written articles were more accurate, trustworthy and objective!! (Albeit also more boring!).
- #30 SLIDE 29 Here’s some examples of machines writing content being read (and accepted) by humans!
- #31 SLIDE 30 They are using software to complement their journalists and free up their time to focus on more in-depth coverage and to help them cover more ground. Look at their plans for US election coverage.
- #32 SLIDE 31 A Japanese novel written by AI passed the first round of screening by human judges!!
- #33 SLIDE 32 IBM Watson’s deep learning machine – you know the one that won Jeopardy – teamed up with Fox pictures to automatically suggest edits for the trailer to their new rather scary looking film about an AI lifeform.
- #34 SLIDE 33 And an AI has even written a screenplay which was then produced on YouTube.
- #35 SLIDE 34 They gave it some help to get started and then having fed it lots of screenplays from Sci-fi movies let it write!!
- #36 SLIDE 35 Watch what it produced on YouTube – it’s not great! But it’s good to see the actor’s do a good job of trying to make it as coherent as possible. But, still it’s good to see that people have started trying this stuff out!
- #37 SLIDE 36 This is automated generated content that is a little more work oriented! Working with Associated Press to automate and scale company analyses. This is improving efficiency and coverage and allows humans to concentrate more on the bigger stories.
- #38 SLIDE 37 Narrative Science’s Quill Engage product does this too and works with Google Analytics, Tableau and PowerBI.
- #39 SLIDE 38 Arria’s NLG platform promises to do the same and here is a good example of an automated client campaign report produced for a marketing agency.
- #40 SLIDE 39 This is exciting but human interaction is the icing on the cake!
- #41 SLIDE 40 As I mentioned earlier – the clever data-science behind products that we are all using (Facebook’s M, Siri, Cortana, Google Assistant, Amazon Echo, Samsung ‘s Viv) can also be used to improve the ease with which we communicate with business software (not just in marketing).
- #42 SLIDE 41 Crystal.io is in beta. Try it. It’s far from perfect but it’s a really interesting development. And I think their manifesto is spot on!
- #43 SLIDE 42 And using APi.ai you can add a layer of machine intelligence and voice interaction to your software platforms and apps. It’s Conversation-as-service – just as we can now get Data Science-as-a-service.
- #44 SLIDE 43 So if you put all these converging themes together what do you get?
- #45 SLIDE 44 You get ‘Amy’ – remember her? You get a platform that learns about your business and its competitive environment. Learns about what you and others are doing, takes the feedback and uses it to improve its models and create a virtuous-circle of ever improving advice.
- #46 SLIDE 45 Final point. I feel human progress is about to take a massive leap. But we cannot see to the right of the chart so this is what it feels like to most of us. The world is accelerating Big Data and AI are going to change the SEO and Content marketing world we know – but more broadly than that they are going to change human life as we know it. The future is closer than you think, it’s here today!
- #47 SLIDE 46 ‘Amy’ and I hope to see you again in 2020 (or before). My contact details. Don’t be surprised if you get a suspiciously automated response on Twitter ;-)
- #48 SLIDE 47 ‘Amy’ says goodbye!