Recommended
More Related Content
Similar to Ric Rodriguez - How Information With Transform The Search Landscape
Similar to Ric Rodriguez - How Information With Transform The Search Landscape (20)
More from Ric Rodriguez
More from Ric Rodriguez (8)
Recently uploaded
Recently uploaded (20)
Ric Rodriguez - How Information With Transform The Search Landscape
- 1. How Information Will Transform The Search Landscape Ric Rodriguez, SEO Consultant
- 2. 2019 - SEO Consultant, Yext 2018 - SEO Director, iProspect 2016 - SEO Director, Croud 2016 - SEO Strategist, Three Whiskey 2014 - SEO Analyst, iCrossing
- 3. There is a massive paradigm shift going on in the world of search
- 4. No click searches are increasing Zero-Click Searches (49%) Organic Clicks To Non-Google Sites (41%) Any Click To Google Sites (6%) Paid Clicks To Non- Google Sites (4%) Source: https://sparktoro.com/blog/how-much-of-googles-search-traffic-is-left-for-anyone-but-themselves/
- 5. The customer journey starts with a question; consumers expect answers
- 6. The role of search is changing 1998 2018 Discovery Prioritisation Answers # Of Websites In Existence Source: https://www.internetlivestats.com/total-number-of-websites/ 17m 29m 52m 86m 172m 207m 697m 969m 1.04bn 1.6bn
- 7. Accessibility + Relevance + Authority Traditional search framework Intent Driven Queries Relevant & Useful Results
- 8. In the age of information, this is a one dimensional strategy
- 9. Providing useful results to users Source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ Factor 2 Factor 3 Factor 4Factor 1 Factor 5 Website 1 4 6 31 9 Total 648 The Jason Barnard Theory
- 10. Providing useful results to users Source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ Website 2 7 8 22 4 896 Website 3 9 2 35 1 270 Website 4 1 3 96 2 324 The Jason Barnard Theory Factor 2 Factor 3 Factor 4Factor 1 Factor 5 Website 1 4 6 31 9 Total 648
- 11. Providing useful results to users Source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ Website BidPosition Website 2 8961 Website 1 6482 Website 4 3243 Website 3 2704 The Jason Barnard Theory
- 12. Providing useful results to users Source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ Website First Bid Primary Position Website 2 8961 Website 1 6482 Website 4 3243 Website 3 2704 Second Bid 627 192 519 297 Final Position 1 4 2 3 The Jason Barnard Theory
- 13. Providing useful results to users Source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ ImagePosition 5831 4682 2353 1724 Snippet 787 551 397 257 News 438 275 195 164 Web 627 519 297 192 The Jason Barnard Theory
- 14. Providing useful results to users Source: https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ ImagePosition 5831 4682 2353 1724 Snippet 787 551 397 257 News 438 275 195 164 Web 627 519 297 192 The Jason Barnard Theory
- 15. This tells us about “how” an input is assessed, but not what the input is
- 16. Search is more than your website what is a horse Direct Answers Websites Meta Search / Platforms Voice / Chat AR / VR Apps Search Results
- 17. Search is more than your website what is a horse Direct Answers Websites Meta Search / Platforms Voice / Chat AR / VR Apps Search Results Knowledge + Artificial Intelligence
- 18. An algorithm is the set of specific instructions that facilitates action
- 19. How a network works – your brain Neurons (brain cells) connect to create a network The connections (“synapses”) talk via chemical signals
- 20. How a network works – your brain When a response is required a cell is “activated” It passes a positive charge to other cells who may do the same
- 21. How a network works – your brain Some cells need a certain level of charge to activate When enough cells activate together, something happens
- 22. A network is only as strong as the connections that make it up
- 23. A simple artificial neural network (39) 1 2 3 4 5 6 7 Hidden Layer Output Layer Input Layer The number “4” Multilayer Perceptron Source: https://www.youtube.com/watch?v=aircAruvnKk – check out the channel!
- 24. A simple artificial neural network (39) 1 2 3 4 5 6 7 Activation is either ”on” or “off” Nodes Edges Multilayer Perceptron Source: https://www.youtube.com/watch?v=aircAruvnKk – check out the channel!
- 25. A simple artificial neural network Weighted edges help to determine the outcome (39) 1 2 3 4 5 6 7 Different layers establish different components – e.g., “a loop” Source: https://www.youtube.com/watch?v=aircAruvnKk – check out the channel!
- 26. A simple artificial neural network (39) 1 2 3 4 5 6 7 (39) Using examples, neural networks can derive an “error score” By adjusting the weighting, the model can make more accurate predictions Source: https://www.youtube.com/watch?v=aircAruvnKk – check out the channel!
- 27. We can use networks to predict intent and serve relevant results
- 28. A possible flow for learning intent Query - Result Type 1 - Result Type 1 - Result Type 2 - Result Type 2 - Result Type 3 - Result Type 3 Local / Map Pack Ecommerce Pages Article Content 1st Time Results
- 29. A possible flow for learning intent Query - Result Type 1 - Result Type 2 - Result Type 3 Clicks* Bounces* B / C* 5201 256 5% 4329 297 7% 1063 491 46% Average based on similar “high confidence” pages 3956 324 8% Intent Scoring *Metrics chosen to illustrate the process, not representative.
- 30. A possible flow for learning intent Query - Result Type 1 - Result Type 1 - Result Type 1 - Result Type 2 - Result Type 2 - Result Type 2 Local / Map Pack Ecommerce Pages2nd Time Results Sequence iterates until the search results yield a high confidence outcome
- 31. The information that provides intent comes from the web as a whole
- 32. Understanding words on a page Term Frequency (TF) Inverse Document Frequency (IDF)/ (Disclaimer: Google uses more complex methods, but this is useful to understanding the concept)
- 33. Term Frequency (TF) Inverse Document Frequency (IDF)/ Understanding words on a page The number of times a word appears in a piece of text (Disclaimer: Google uses more complex methods, but this is useful to understanding the concept)
- 34. Understanding words on a page Term Frequency (TF) Inverse Document Frequency (IDF)/ (Disclaimer: Google uses more complex methods, but this is useful to understanding the concept) The importance of that word in the overall document
- 35. Understanding words on a page A bank generally refers to the land alongside a body of water. Different structures are referred to as banks in different fields of geography, as follows. In limnology, a stream bank or river bank is the terrain alongside the bed of a river, creek or stream. A bank is a financial institution that accepts deposits from the public and creates credit. Lending activities can be performed directly or indirectly through capital markets. Due to their importance in the financial stability of a country, banks are highly regulated. Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography)
- 36. Understanding words on a page A bank generally refers to the land alongside a body of water. Different structures are referred to as banks in different fields of geography, as follows. In limnology, a stream bank or river bank is the terrain alongside the bed of a river, creek or stream. A bank is a financial institution that accepts deposits from the public and creates credit. Lending activities can be performed directly or indirectly through capital markets. Due to their importance in the financial stability of a country, banks are highly regulated. Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography)
- 37. Understanding words on a page A bank generally refers to the land alongside a body of water. Different structures are referred to as banks in different fields of geography, as follows. In limnology, a stream bank or river bank is the terrain alongside the bed of a river, creek or stream. A bank is a financial institution that accepts deposits from the public and creates credit. Lending activities can be performed directly or indirectly through capital markets. Due to their importance in the financial stability of a country, banks are highly regulated. Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography)
- 38. Understanding words on a page A bank generally refers to the land alongside a body of water. Different structures are referred to as banks in different fields of geography, as follows. In limnology, a stream bank or river bank is the terrain alongside the bed of a river, creek or stream. A bank is a financial institution that accepts deposits from the public and creates credit. Lending activities can be performed directly or indirectly through capital markets. Due to their importance in the financial stability of a country, banks are highly regulated. Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography)
- 39. Understanding words on a page A` bank generally refers to the land alongside a body of water. Different structures are referred to as banks in different fields of geography, as follows. In limnology, a stream bank or river bank is the terrain alongside the bed of a river, creek or stream. A bank is a financial institution that accepts deposits from the public and creates credit. Lending activities can be performed directly or indirectly through capital markets. Due to their importance in the financial stability of a country, banks are highly regulated. Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography)
- 40. Understanding words on a page Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography) Bank body water structures fields geography limnology stream river terrain creek financial institution deposits public credit. lending capital markets importance stability country regulated
- 41. Understanding words on a page Source: https://en.wikipedia.org/wiki/Bank. & https://en.wikipedia.org/wiki/Bank_(geography) Bank River / Stream Financial Institution
- 42. Search engines seek to understand the human world through the web
- 43. Entity-based understanding Horse Jockey What is a horse?
- 44. Entity-based understanding Horse Jockey What is a horse?
- 45. Entity-based understanding Horse Jockey Carpenter What is a horse?
- 46. Entity-based understanding Horse Jockey Carpenter Gymnast What is a horse?
- 47. Entity-based understanding What is a horse? Horse Jockey Carpenter Gymnast Horse Horse Vector Domain
- 48. Entity-based understanding ? Horse Jockey Carpenter Gymnast What is a horse? ?
- 49. Entity-based understanding Sports Horse Jockey Carpenter Gymnast What is a horse? ?
- 50. Entity-based understanding Horse Jockey Carpenter Gymnast What is a horse? Gymnastics Sports
- 51. Entity-based understanding Horse Jockey Carpenter Gymnast What is a horse? Gymnastics Deriving context from search history Sports
- 52. Entity-based understanding StablesRaces Horse Jockeys Riding The knowledge graph is a network of connected entities and topics
- 54. Entity-based understanding StablesRaces Horse Jockeys Riding Riding Jockey Stables Race Race Horse Horse
- 55. Entity-based understanding StablesRaces Horse Jockeys Riding Riding Jockey Stables Race Race Horse Horse
- 56. Entity-based understanding Riding Jockey Stables Race Race Horse Horse ”Topic Relevance” “Entity Relevance” Using hierarchy to position us as a subject matter expert (i.e., “trustworthy”)
- 57. Knowing the ”what”, let’s apply the how and consider what this means
- 58. Building a search results page What is a horse?
- 59. Building a search results page What is a horse?
- 60. Building a search results page What is a horse?
- 61. Building a search results page What is a horse?
- 62. Building a search results page What is a horse?
- 63. Building a search results page #6#5#4#3#2#1 What is a horse?
- 64. As a result, the idea of “keyword optimisation” may be unhelpful
- 65. Information A new way to approach search Platform + Presence Intent Driven Queries Intent Driven Answers
- 66. A new way to approach search Platform Create user-centric experiences that inspire, engage and convert
- 67. A new way to approach search Build a footprint that positions you as a trusted online source Presence
- 68. A new way to approach search Information Control the data that powers the knowledge behind every result
- 69. This framework aligns to the past pillars of search
- 70. Information Search experience marketing Accessibility Platform + Presence Technical
- 71. Information Search experience marketing Relevance Platform + Presence Content
- 72. Information Search experience marketing Authority Platform + Presence Outreach
- 73. Information powers knowledge; this is now the basis for search