@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