SEO + MTurk


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  • Amazon Mechanical TurkIt is a marketplace for work. In a traditional marketplace, like the retail site that you’re probably already familiar with, there are buyers who spend money to purchase products and there are sellers who make money by selling their products. This is true in the Amazon Mechanical Turk Marketplace as well. Businesses, or Requesters as they are called on Mechanical Turk are buying work. Mechanical Turk Workers sell their work and earn money when the transaction is complete. And just like in the retail experience, Amazon Mechanical Turk takes care of all of the transaction details including getting the work “listed” on the site so Workers see it when they browse for Work as well as completing the payment transaction when work is approved by you, the Requester. Let’s talk in a bit more detail about how it works.
  • Requesters design HITs, Human intelligence tasks. These HITs are composed of Assignments which are published to the Mechanical Turk Marketplace. Workers select tasks to complete and submit their assignments to Requesters.Requesters approve or reject the results and pay Workers.
  • SEO + MTurk

    1. 1. Leveraging the Crowd for SEO<br />SMX Advanced <br />June 8, 2011<br />Natala Menezes<br />Sr Product Manager<br />Amazon Mechanical Turk <br />
    2. 2. What is Crowdsourcing? Distributed problem solving <br />Mechanical Turk makes crowdsourcing easy. <br />
    3. 3. Mechanical Turk is a marketplace for work. <br />Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.<br />Flexibility: Scale your workforce up and down quickly<br />Accuracy: Get high quality, efficient and cost effective results.<br />Price: Pay only when you are satisfied with the results.<br />Speed: Start receiving results in minutes <br />
    4. 4. How it works<br />Micro payments through Amazon Flexible Payments<br />Huge workforce: Over 500,000 Workers, 190 countries<br />Platform can handle millions of tasks, via Web or API<br />
    5. 5. Business Use Cases<br />Categorization<br />Classification<br />Tagging<br />Sentiment Analysis<br />Data Management<br />Data Verification<br />Data Entry & Collection<br />Data De-duplication<br />Algorithm Training<br />Content & Media<br />Moderate Photos & Content<br />Content Creation & Editing<br />Transcription<br />Business Services<br />Search Relevancy <br />Product Usability Testing <br />Research<br />
    6. 6. Search Experts <3 Big Data<br />Search Marketing: Keyword expansion<br />Adding attribute tags<br />Pulling lists from publicly available tools<br />De-duplication / data cleanup and organization <br />Search query research “How would you search for X?” <br />Web Research<br />Competitive research – What is the tagline for this company? <br />What is the SEOMoz Score for this website? <br />Search Results Analysis <br />Of the two results shown – which is the best result? <br />
    7. 7. Content Creation<br />Article writing & editing <br />Write a caption for a photo<br />Summarize the benefits of a product <br />Write a story about a specific topic<br />Edit the grammar & style of an article <br />Photo selection <br />Find a creative commons photo for an article <br />Transcription <br />Transcribe video or audio content <br />Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website. <br />
    8. 8. Content Management<br />Content Moderation <br />Is this photo appropriate given our guidelines? <br />Is this a good question or article for our site? <br />Content Discovery <br />Do these photos have useful meta tags? <br />What are the keywords used during this video? <br />Content Analysis <br />What is the sentiment of this tweet? <br />Is this tweet positive or negative? <br />
    9. 9. Use Case: Lead Collection<br />The Problem:<br />Needed to create a list of local business contacts that met certain criteria:<br />Review rating above 3 stars<br />Vertical focus – family friendly restaurants only<br />Within a certain distance of downtown <br />The Solution<br />Posted tasks to Mechanical Turk to gather information about potential contacts. <br />Used this data to prioritize their list, then took the smaller subset for additional data augmentation <br />
    10. 10. Case Study: Magnum Photos<br />“An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”<br />"You can keyword an entire archive within weeks.“<br />-- Meagan Young, Magnum's Web Content ManagerQuickly removed their backlog through access to on-demand workforce<br />10 x more cost efficient than an in-house solution<br />
    11. 11. Things you can’t do:<br />Disrupting or degrading the operation of any website or internet service<br />Ex. Generate "referred" site visits or click through traffic<br />Go to this website and click on the most valuable ad<br />Ex. Ask Workers to take action to manipulate a website’s behavior or results<br />Go to X search engine and search for “Danny Sullivan is Awesome” <br />Violate the terms and conditions of an activity or website (for instance asking Workers to vote for something) or that directly or indirectly promote a site, service, or opinion or ask Workers to solicit third parties<br />Ex. Ask a Worker to perform a marketing activity on your behalf – for instance voting for something <br />“Tweet This” or “Like” <br />Ex. Ask a Worker to write a review on a 3rd party site <br />Go to Yelp and write a review for this restaurant <br />Capturing PII <br />Ex. requiring disclosure of the Worker's identity or e-mail address, either directly or indirectly<br />Ex. requiring registration at another website or group<br /><br />
    12. 12. Applications & Solution Providers<br />Mechanical Turk supports a robust ecosystem of providers that have built or can build solutions to meet your needs. <br />
    13. 13. Thank you.Natala<br />@amazonmturk<br /><br /><br />
    14. 14. Framework<br />What is crowdsourcing <br />What is mturk<br />What can you do w/ MTurk: big data tasks <br />Keyword expansion<br />Competitive research / web research<br />Content Creation <br />How to access<br />Direct or partners <br />A note on policy <br />
    15. 15. Content Discovery <br />Search discovery requires attributes – keywords that users can use to find content that relates to them. <br />Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.<br />How it works: <br />
    16. 16. Search Enhancement / Relevance<br />Search discovery requires categorization and expansion or classification of attributes – keywords that users can use to find content that relates to them. <br />Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.<br />How it works: <br />
    17. 17. How it works:. <br />“Validate, Pay & Go” <br />“Design & Publish” <br />