The document discusses how machine learning impacts search engine optimization (SEO). It explains that machine learning allows search engines like Google to better understand user intent when searching by analyzing a variety of examples. This helps search engines return more relevant results that satisfy different user intents. The document advises SEO practitioners to maximize their odds of satisfying user intent by building keyword lists, grouping keywords, analyzing search volumes and probabilities, and weighting keywords based on perceived importance. Understanding how machine learning works and focusing content on user intent is important for achieving high search rankings.

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SEARCH USER INTENT
(AND LETTING GOOGLE KNOW
YOU’VE MET IT)

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Dave Davies
CEO
Beanstalk Internet Marketing
@beanstalkim
www.beanstalkim.com
I’ve been doing SEO
and PPC since 1999
WHO IS THIS GUY?

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Quick Intro To Machine Learning
WHAT ARE WE COVERING?
How It Impacts Content Strategy?
What You Can Do?
How It Impacts SEO?
(Spoiler Alert: It Involves The User)

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WHAT IS MACHINE LEARNING?
Machine learning
is the science of getting
computers to act without
being explicitly
programmed.

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THE BASIC PROCESS
1 – Give The System A Variety Of Examples
And Their Correct Responses.
(OF THE SUPERVISED MODEL)
The Purpose:
The purpose of this stage is to give
the system a training regimen.
We have not told it which
variables to consider but we have
given it the variables across an
array of examples and the correct
answer so the system can develop
it’s own sense of what matters and
how.

6. #pubcon@beanstalkim
THE BASIC PROCESS
1 – Give The System A Variety Of Examples
And Their Correct Responses.
(OF THE SUPERVISED MODEL)
The Purpose:
The purpose of this stage is to give
the system a training regimen.
We have not told it which
variables to consider but we have
given it the variables across an
array of examples and the correct
answer so the system can develop
it’s own sense of what matters and
how.

7. #pubcon@beanstalkim
THE BASIC PROCESS
1 – Give The System A Variety Of Examples
And Their Correct Responses.
(OF THE SUPERVISED MODEL)
The Purpose:
The purpose of this stage is to give
the system a training regimen.
We have not told it which
variables to consider but we have
given it the variables across an
array of examples and the correct
answer so the system can develop
it’s own sense of what matters and
how.

8. #pubcon@beanstalkim
THE BASIC PROCESS
1 – Give The System A Variety Of Examples
And Their Correct Responses.
(OF THE SUPERVISED MODEL)
2 – Give The System More Examples But
Without The Correct Response.
The Purpose:
In this step the system is given a
“reward” when it can successfully
give a correct response when it
was only given the data to work
with. This continues to train the
system and allows the engineers to
understand the degree to which
the system is correct.

9. #pubcon@beanstalkim
THE BASIC PROCESS
1 – Give The System A Variety Of Examples
And Their Correct Responses.
(OF THE SUPERVISED MODEL)
2 – Give The System More Examples But
Without The Correct Response.
3 – Let It Loose.
The Purpose:
Once the system is adequately
trained to a degree that it beats
current systems or has hit a pre-
determined threshold it can be
deployed into the wild.

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SO WHAT?

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HOW DOES THIS IMPACT SEO?
Basically it turns
this …

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HOW DOES THIS IMPACT SEO?
Basically it turns
this …
Into …
Sundar Pichai
Google CEO

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HOW DOES THIS IMPACT SEO?
Basically it turns
this …
Into …
But more like …
Sundar Pichai
Google CEO
7 of 88,110
Google Engineer

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And …
And …
And …
And …
SO ….
And …
This Person … And …And … And … And …
And …
And … And …And …

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THIS ALL RELIES
ON ENTITIES
Entity: a thing or concept that is singular, unique, well-
defined and distinguishable.
Borg
Car
This PatentThis WordThis LetterThis Pixel
This Color
This Idea

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THIS IS HOW GOOGLE SEES “ME”

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THIS IS HOW GOOGLE SEES “ME”

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THIS IS HOW GOOGLE SEES “ME”

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UMMMMMM ….

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WHY DO THESE SITES RANK?
Here’s A Hint

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THE TOP RANKING SITES
WHAT DO THEY HAVE IN COMMON?

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SEARCH USER INTENT
They fulfill a variety of user
intents.
Google could not fully apply
this criteria as a signal prior to
machine learning and as we all
know satisfying the user is
Google’s top priority.
Well … right after …

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SO HOW DO WE DO THAT?
FINALLY !!!

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MAXIMIZING YOUR ODDS
1 – Build Your Keyword List
OF SATISFYING THE USER INTENT

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MAXIMIZING YOUR ODDS
2 – Group Your Keywords
OF SATISFYING THE USER INTENT

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MAXIMIZING YOUR ODDS
You Can Also Us A Tool Like SEMrush
OF SATISFYING THE USER INTENT

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MAXIMIZING YOUR ODDS
3 – Get Your Probabilities
OF SATISFYING THE USER INTENT
Add a probability column
Find the total searches
Delete the irrelevant rows
Find the % impact of a
grouping using the formula:
=SUM(B2:B43)*100/B144
Add your key

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MAXIMIZING YOUR ODDS
4 – Add Weighting
OF SATISFYING THE USER INTENT
Add the Likely column
(ranking groups by
perceived importance)
Add the Working column
With formula =F3*G3 (for
H3)
Sum your working column
With formula

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MAXIMIZING YOUR ODDS
OF SATISFYING THE USER INTENT
4 – Add Weighting
Turn your weight into a %
Using the formula:
=F3*G3/$H$19*100

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THERE’S ONLY ONE THING LEFT

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THANK YOU !!!
Dave Davies
CEO
Beanstalk Internet Marketing
@beanstalkim
www.beanstalkim.com