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How Machine Learning is changing SEO
The document discusses the impact of machine learning on SEO, detailing how machine learning algorithms work and their influence on ranking factors. It highlights the gradual nature of changes brought by machine learning in contrast to past algorithm updates like Panda and Penguin, emphasizing the importance of user signals and quality content. Key actions for adapting to these changes include focusing on user engagement metrics and maintaining strong content promotion strategies.
How Machine Learning is changing SEO
- 1. How Machine Learning ischanging SEO 1 / What’s Machine Learning 2 / How it works 3 / Rankings Factors Evolution 4 / How it’s changing SEO 5 / What actions we can take Marcin Chirowski Head of SEO & Content Marketing
- 2. Who are youMarcin? + 38% UVs + 162% UVs + 97% UVs July-12 206,099 January-17 1,383,504 Monthly Unique Vistitors + 571% / Who are you Marcin? SEO & Content Marketing Consulting Cracking the SEO code since 2006
- 3. Machine learning gives computersthe ability to learn without being explicitly programmed. “ “ Source: https://en.wikipedia.org/wiki/Machine_learning Author: Arthur Lee Samuel coined the term in 1959 / What’s Machine Learning 3/15
- 4. / How itworks 4/15 Simplified architecture of a machine-learned search engine. 1. Machine Learning algorithm get’s a Training data set 2. ML algo then learns that data set 3. New examples are feeding constantly into Learning algo 4. ML algo identify the patters based on millions of examples 5. ML algo make a prediction and feed back to the ranking model
- 5. / Ranking FactorsEvolution 2017 Algorithm Evolution 2015 7/15 200+
- 6. / How it’schanging SEO Our distorted view on AI vs. reality• Unknown % of ranking factors impacted • Unknown why something is ranking on Top • An Ever-Evolving Search Algorithm • Machine learning doesn't eliminate all your traffic overnight (like Panda or Penguin). It's gradual process. • Semantic search is here to stay • User signals will play the key role Rankings Influence Correlation
- 7. / What actionswe can take 1 / Put more focus on user signals: Bounce Rate %, Page Depth, Avg. Time on Site, CTR % 2 / Find the donkeys & replace them with unicorns 3 / Don’t forget about creating great content & making sure you are promoting it well, as backlinks remain an important Google ranking factor
- 8. / Q&A Thanks! Done MarcinChirowskiSEO & Content Marketing Freelance Consulting