Join seoClarity's own Co-Founder and Chief Architect, Mitul Gandhi, along with Chief SEO Evangelist, Keith Goode, as they discuss the major changes to the search landscape in 2015, what Google's priorities are for the coming year, and how to plan for growth and success in 2016. Topics will include: - Google's top priorities - Mobile and Machine Learning - RankBrain and how it fits into Google's algorithm - Local search and the increasing prevalence of personalized SERPs - How to set priorities for your business in 2016 - How to incorporate the Search Experience mentality into your approach to SEO

2. @seoClarity
RankBrain, Artificial
Intelligence and the Search
Experience
The SEO’s Roadmap for 2016

3. First Poll of the Day
How are you feeling about the future of SEO?
A. I’m looking for a new career
B. I’m so scared my brain has shut down
C. What is this “SEO” you speak of?
D. I feel pretty good about it

4. Today’s Agenda
• RankBrain – What is it? What’s Google’s End Game
• Search Engine Optimization vs. Search Experience
Optimization
• How RankBrain Impacts SEO
• What Every 2016 SEO Roadmap Should Include

5. Some Background
Why Are We Talking about A.I. and RankBrain?

6. In the News

7. What Is RankBrain?
The Basics:
• RankBrain uses artificial intelligence to contribute to the SERPs
• It makes sense of words or phrases with which it isn’t familiar
• It guesses, based on a variety of inputs, what words might have
similar meaning

8. What Is RankBrain?
Google’s
Algorithm has
over 200
elements
RankBrain is
only ONE of
those 200
elements
In a short time,
RankBrain has
become the 3rd
most important
factor!

9. How Good is RankBrain?
How Does RankBrain Compare
to Humans?
• Tested against Google search
engineers
• Engineers were asked to guess at
which pages should rank higher
• RankBrain had an 80% success
rate
• Human engineers only guessed
correctly 70% of the time

10. Google and Machine Learning
“Machine learning … is a core transformative way by which we
are rethinking everything we are doing. … We’re thoughtfully
applying it across all of our products…”
Sundar Pichai
CEO
Google Inc.
10

11. From Binary to Hummingbird

12. What is Hummingbird?
• Launched in 2013 as an
engine overhaul
• Applied context to single and
successive searches
• Historical
• Geographic
• Authenticated
• Strived to be conversational

13. Google’s Goals for Deep Learning
Google’s Dilemma:
• Cannot write algorithms for each
task we want to accomplish
separately
• Need to write general algorithms
that learn from observations
From Jeff Dean’s keynote, “Large Scale Deep Learning”
http://static.googleusercontent.com/media/research.google.com/en//people/jeff/CIKM-keynote-Nov2014.pdf

14. Search Experience Optimization
How You Think About SEO Matters!

15. Old Definition
Search Engine Optimization
• Focus on optimizing for the engine
• Chasing the algorithm
• Tactical
• Ignores new developments

16. NEW Definition
Search Experience Optimization
• End-user focused
• A holistic marketing approach
• Includes all TYPES of search experiences – present and future

17. Hierarchy of the Search Experience
 Usability
Is your site fast, responsive,
engaging, shareable, crawlable,
and indexable?
01
 Relevance
You establish relevance with great
content that inspires, educates,
informs, and entertains.
02
 Authority
Earned links, company online
reputation, article references,
citations, co-citations, etc.
03

18. Second Poll of the Day
How do you think about SEO in your business?
A. I want to build a lasting relationship with my users
B. Users bring money. I like money.
C. SEO is just one channel of many
D. I like to buy links and spam sites
E. I have no strong opinions about SEO

19. How RankBrain Impacts SEO
Current Implementations and Future Goals

20. Deep Learning – Google Photos

21. How RankBrain is Evolving
Single Algorithm
– All Users, All
Types
Algorithm for
Each Type of
Query
Algorithm for
Each User

22. Local Listings – Old Format

23. Local Listings – New Intent Focus

24. By the numbers
>93%In #1 position

25. By The Numbers
6.1%Keywords
Contain Local Listings

26. Local Listings – New Format

27. Knowledge Graph Answers

28. By the numbers
3.6%Keywords
Contain Instant Answers

29. Third Poll of the Day
How have Google’s SERP changes in 2015 affected you?
A. I’ve benefited from the Local 3-pack
B. I’ve been negatively impacted by Local 3-pack
C. I’ve benefited from Knowledge Graph Answers
D. I’ve gained/lost traffic this year and don’t know why
E. I don’t know/Other

30. [Insert Your Name]’s 2016 SEO
Roadmap
Top Technical and Content Priorities for the New Year

31. Elements of a Successful 2016 Roadmap
Own Your Search Experience
1. The 7-Step Roadmap
2. Build the Team
3. Re-align Your Metrics
4. Test, Test, Test

32. The 7-Step Roadmap for 2016
1. Architecture Issues
2. Indexing Issues
3. Audience and Market Size evaluation
(Topic development)
4. Audience segmentation (Topic
management)
5. Content Mapping
6. Content Optimization
7. Links (External, Internal & Social)
Usability
Relevance
Authority

33. Tactical: Reevaluate Keyword Research

34. Keyword Intelligence – Tap Into
Conversations

35. Build the Team - Democratizing SEO

36. Re-Align Your Metrics
• What is your site’s “stickiness”
factor?
• Important Factors to Consider
• CTR
• Bounce Rate
• Navigation pathway
• Engagement
• Conversion Rate

37. Test, Test, Test
Test
EvaluateImplement
Hypothesis
• How do successful sites do
this?
• What is the best approach to
testing?
• Where can I get more
information?

38. Conclusion
Final Thoughts from Mitul and Keith
@keithgoode
@mgandhi

39. Thank You!
Q&A Time