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@seoClarity
RankBrain, Artificial Intelligence and the Search ExperienceThe SEO’s Roadmap for 2016
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
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
Some BackgroundWhy Are We Talking about A.I. and RankBrain?
In the News
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
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!
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
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 PichaiCEO
Google Inc.
10
From Binary to Hummingbird
What is Hummingbird?
• Launched in 2013 as an engine overhaul
• Applied context to single and successive searches
• Historical
• Geographic
• Authenticated
• Strived to be conversational
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
Search Experience OptimizationHow You Think About SEO Matters!
Old Definition
Search Engine Optimization
• Focus on optimizing for the engine
• Chasing the algorithm
• Tactical
• Ignores new developments
NEW Definition
Search Experience Optimization
• End-user focused
• A holistic marketing approach
• Includes all TYPES of search experiences – present and future
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
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
How RankBrain Impacts SEOCurrent Implementations and Future Goals
Deep Learning – Google Photos
How RankBrain is Evolving
Single Algorithm – All Users, All
Types
Algorithm for Each Type of
Query
Algorithm for Each User
Local Listings – Old Format
Local Listings – New Intent Focus
By the numbers
>93% In #1 position
By The Numbers
6.1%Keywords
Contain Local Listings
Local Listings – New Format
Knowledge Graph Answers
By the numbers
3.6% Keywords
Contain Instant Answers
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
[Insert Your Name]’s 2016 SEO RoadmapTop Technical and Content Priorities for the New Year
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
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
Tactical: Reevaluate Keyword Research
Keyword Intelligence – Tap Into Conversations
Build the Team - Democratizing SEO
Re-Align Your Metrics
• What is your site’s “stickiness”factor?
• Important Factors to Consider• CTR
• Bounce Rate• Navigation pathway
• Engagement
• Conversion Rate
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?
ConclusionFinal Thoughts from Mitul and Keith
@keithgoode
@mgandhi
Thank You!Q&A Time