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Explainable Machine Learning for Ranking Factors
The document discusses the application of explainable machine learning for SEO ranking factors presented by Vincent Terrasi at BrightonSEO. It highlights the accuracy of machine learning models, specifically using Shapley values to interpret complex models, and the potential of these methods to improve SEO through data science. Key takeaways include utilizing machine learning to identify ranking factors and leveraging the Shapley library for better model understanding.
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Explainable Machine Learning for Ranking Factors
- 1. Explainable Machine Learningfor Ranking Factors @OnCrawl #brightonseo
- 2. Vincent Terrasi Product Director @OnCrawl +20years experience in SEO Data Science coach Speaking today @OnCrawl #brightonseo
- 3. OnCrawl SEO Crawler OnCrawlLog Analyzer OnCrawl Data³ OnCrawl Labs @OnCrawl #brightonseo For more information, visit www.oncrawl.com
- 4. Flight plan - Which rankingfactors are important? - How to interpret "black box" machine learning models? - How does a ranking factor contribute to ranking for individual URLs? - What's next for interpreting machine learning? @OnCrawl #brightonseo
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- 6. Machine Learning Model Ready-To-Use ModelURL TOP10 NOT TOP 10 Accuracy: 92% Error rate: 8% @OnCrawl #brightonseo
- 7. Ranking Factors Accuracy: 92% Errorrate: 8% @OnCrawl #brightonseo
- 8. with Response Time Errorrate: 8% Error rate: 20% without Response Time Variable Importance: 20 - 8 = 12% @OnCrawl #brightonseo
- 9. Explain one variable:Basic Method (e.g.: Citation Flow) Ready-To-Use Model URL with different CF values HIGH INFLUENCE: URL with CF=90 URL with CF=80 …. URL with CF=50 LOW INFLUENCE URL with CF<20 Accuracy: 92% Error rate: 8% @OnCrawl #brightonseo
- 10. Explain one variable:Basic Method (e.g.: Citation Flow) @OnCrawl #brightonseo
- 11. Black box model:Can you explain per URL? @OnCrawl #brightonseo
- 12. Interpretable Accurate Complex model Simplemodel Interpretable or accurate: choose one @OnCrawl #brightonseo
- 13. Can you interpretcomplex models? @OnCrawl #brightonseo
- 14. Explicability with Shapley:Nobel Prize in 2012 Excellent Load Time : +10% WordCount > 600 : +5% TrustFlow > 70 : +5% Threshold 40% Prediction for URL 1 60%0% @OnCrawl #brightonseo
- 15. It is mind-blowingto explain a prediction as a cooperative game played by the feature values. @OnCrawl #brightonseo
- 16. Shapley: Prediction as agame played by feature value Word Count Response Time Inlinks Citation Flow Trust Flow https://clearcode.cc/blog/game-theory-attribution/ @OnCrawl #brightonseo
- 17. Shapley: Simulation with 3features = 2^3 cases https://clearcode.cc/blog/game-theory-attribution/ @OnCrawl #brightonseo
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- 21. ● A lotof computing time. (2k) ● Explanations created with the Shapley value method always use all the features. Disadvantages @OnCrawl #brightonseo
- 22. New way toboost your SEO with Data Science @OnCrawl #brightonseo
- 23. xAI Concept Source :Darpa @OnCrawl #brightonseo
- 24. @OnCrawl #brightonseo Using Google Colab, we’llopen ‘à la carte’ algorithms to address strategic SEO issues based on Python and R. First R&D projects available!
- 25. Key Takeaways: ● Youcan use ML to find your own ranking factors ● Shapley Values is a good method to better understand a model ● Shapley Library is available with Python, R or directly with Dataiku ● Currently, xAI is the best framework to level up your SEO @OnCrawl #brightonseo
- 26. www.oncrawl.com Enjoy a 1-monthfree trial http://cgntv.co/f
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