MARCUS TOBER. Google RankBrain: Is the rise of the machines the future of SMX Paris June 1, 2016 #SMX

Transcription

1 MARCUS TOBER Google RankBrain: Is the rise of the machines the future of search? SMX Paris June 1, 2016

2 Searchmetrics Made with love in Berlin More than 220 passionate people Innovator in SEO Software since 2005

3 Marcus Tober Founder and CTO of Searchmetrics In love with SEO and SEARCH since 2001 Study of computer science In Berlin, so I m the Techie!

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5 Redundancy Exponential Growth of Online Content caused an Online Excess over all Channels (Search, Paid, Products) Difficult for SEOs, Marketer and Google to understand this Online Landscape

6 Online Excess "samsung galaxy s7 price 1,780,000 results Only 10 results get traffic

7 Online Excess Fallout 4 walkthrough

8 Online Excess galaxy s7

9 Why do traditional SEO Ranking Factors fail?

10 #1 Google s intelligence

11 RankBrain: Google strikes back

12 Machine Learning (ML) AI

13 Spectrum of Intelligence An algorithm that improves over time Aims to bridge the gap between ML and AI solves more complex problems Human like intelligence Machine Learning (ML) Deep Learning Artificial Intelligence

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15 Go The limits of machine learning More than 2,500 years old Played by 40m worldwide Deemed uncrackable by Machine Learning/AI (until AlphaGo)

16 Is Go really that hard? (well actually, yes ) Number of... possible moves atoms possible moves in a chess game in the observable universe in game of Go x x

17 Not so simple That s 1,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000 possible positions!

18 Deep learning AlphaGo vs Human 5 sets between March 9 th and March 15 th 2016 End result: 4 - Alpha Go 1 Human

19 MACHINE LEARNING - FAST FACTS - ML and deep learning solve problems that cannot be solved by numerical means alone. Deep learning operates on multiple levels to solve more complex problems. Google s recent success in cracking Go is a major step for ML/AI research

20 Understanding RankBrain

21 Capturing thoughts Geoffrey Hinton Legend in Neural Network Research. World renowned A.I. researcher. Invented some of the core algorithms of Deep Learning back in the 80s Working with Google since 2011 New novel concept: Thought Vectors

22 #2 Different industries, different Ranking Factors

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24 Bad SEO 1 Keyword = 1 Landing Page + SEO-Checklist KW in Title KW in Description KW in Headline KW-Density Linkbuilding Content in Footer Etc.

25 Good SEO 1 Topic = 1 Landing Page + Content-Checklist Content Quality User Intention Content Experience Etc.

26 The traditional approach The Searchmetrics Ranking Factors The industry leading study that we all know and love

27 Big Data! Ranking Factors Data Set Top 30 Google positions Searchmetrics Research Cloud Top 10,000 search terms by search volume 100+ Ranking Factors Desktop + Mobile = more than 60M Data points

28 #1

29 Analysing industry by industry. With data-driven insights. E-Commerce Finance Health

30 WHY? Because each Industry has to deal with different search intentions Wants to shop best product Wants cheapest offer Wants valid information

31 Searchmetrics Hypothesis Traditonal Ranking Factors can no longer make sense of organic rankings.

32 Content-Relevance: A New Hope

33 E-COMM Introducing Relevance Keyword: security camera system 10 out of top 10 e-commerce websites for this keyword have an add to cart function above the fold

34 New Ranking Factors 2016

35 Referring Domains RANKING FACTORS ecommerce Health Finance T10 Ø: Correlation:

36 Number of Backlinks RANKING FACTORS ecommerce Health Finance T10 Ø: 69.6 M 24.8 M 9.8 M Correlation:

37 Will Google destroy the relevance of backlinks for rankings in the future?

38 Good bye Backlinks Example: App Streaming Google s search engine will index information exclusively contained inside apps and will even offer users a chance to stream virtual versions of the apps if they don't already have them installed

39 Word Count & Images Example: Natural detox #1 #15

40 Word Count & Images Example: Natural detox Rank #1 Word count: 3,967 Structured content High User Engagement

41 Word Count & Images Example: Natural detox Rank #15 popsugar.com/fitness/natural-ways-detox # photo Image galery (6 Images, short texts) Word count: 1336 Low User Engagement

42 But How to stay relevant?

43 The content relevance you must think about

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48 Holistic data-driven Approach Searchmetrics Suite: Content Optimization #1 mortgage #12

49 Holistic data-driven Approach Calculator Mortgage comparison Help section Relevant information

50 Holistic data-driven Approach Calculator Mortgage comparison Relevant information Help section #12

51 Content Updates Example bankrate.com 2009 TODAY 2012

52 Holistic data-driven Approach Searchmetrics Suite: Content Performance

53 #3 Mobile Customer Journey

54 Desktop vs Mobile Example: Dating Translation Widget 5 Ads 4 Images 3 News 10 Organic RESULTS 4 Ads 6 Apps 3 News 4 Images 2 Organic

55 Desktop vs Mobile: App Integrations Mp3 Download

56 Internal link count RANKING FACTORS ρ Desktop = 0.09 Ø Top10 Desktop: 117 Ø Top10 Mobile : 83 ρ Mobile = Desktop Mobile

57 Word count RANKING FACTORS Ø Top10 Desktop: 2926 Ø Top10 Mobile : 2005 ρ Desktop = 0.11 ρ Mobile = Desktop Mobile

58 The User Intention you must think about

59 Search Query & Expectations???

60 Search Query & Expectations Keyword: costume ideas #1 #14

61 Search Query & Expectations Keyword: costume ideas Rank #1 popsugar.com/smart-living/cheap-halloween- Group-Costumes #photo part Image-Gallery Short Description Useful Links High Social Engagement User Intention = Inspiration!

62 Search Query & Expectations Keyword: costume ideas popsugar.com/smart-living/cheap-halloween-group-costumes #photo Keyword costume ideas group costumes team costume ideas creative costumes creative dress up ideas group halloween ideas trio costumes Keywords total: 1434 Position Position Ø: 4

63 Search Query & Expectations Keyword: costume ideas Rank #14 savers.com/halloween/costumes/all 14 Product Suggestions No Product Text General Footer-Text User Intention Shopping!

64 Data-driven content analysis Relevant content to fulfil the user s intention Success in search & all other channels

65 Outlook for SEO SEO is as important as ever, but it s changing T h i s i s w h e r e w e a r e g o i n g RankBrain is not used on all queries: for example short/popular queries with well known results are not filtered by RankBrain your content matches user/query intent Relevance is crucial for good rankings RankBrain can detect how relevant your content is Make sure your content matches user/query intent

66 The Future of Search: An abundance of redundance Machine learning and Searchmetrics Share a Philosophy: Incremental improvements through powerful data insights Using Machine and Deep Learning to make sense of complex data. A data driven approach is only way to make sense of the abundance of redundance online. This applies for content, too.

67 Content Relevance: The future of the ranking factors, search strategy and Googe has begun.

68 But Market is still not educated enough

69 From Tactics to Strategic Approach Outdated Tactics Keyword Checklist SEO Go blind Succesful Strategies Topics User Focus Search Intention BIG DATA You don t know, what you don t know

70 Data is Power Without data, you are powerless online Successful marketing strategies need to be measurable and data-driven

71 Our Secret Sauce is our Software The Searchmetrics Suite Search Experience Optimization Makes Digital Marketing Better, Faster and More Profitable.

72 Industry Standard for Understanding Content Performance Longest running record of Google data Historical Data Most inputs. More that just SEO Largest Data Set Appl e Watc h Interpret Customer Intent Only platform with transactional search data

73 Thank you for your attention!