Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

TechSEO Boost 2018: Search & Spam Fighting in the Age of Deep Learning

889 Aufrufe

Veröffentlicht am

It used to be a simpler world, when spammers were stuffing their pages with invisible keywords and participating in obvious link exchanges… As the web and AI technologies evolved, so did spam techniques and the methods used to detect them. In this session, you learn how Bing is using modern machine learning (including deep learning) to improve relevance, how this changes the spam landscape and what techniques we are using to counter these new threats.

Veröffentlicht in: Marketing

TechSEO Boost 2018: Search & Spam Fighting in the Age of Deep Learning

  1. 1. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost How Bing is using Deep Learning (and modern Machine Learning) to improve relevance and counter new threats Search and Spam Fighting in the Age of Deep Learning –
  2. 2. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost The shifting landscape of Search
  3. 3. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Bing is the largest application of AI at Microsoft
  4. 4. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Bing is the largest application of AI at Microsoft
  5. 5. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost AI is powering NLP and NLG for Voice Engagements What should I eat? Have you tried staring into the fridge, closing it, then returning as if there might be something new in there? Give it a few tries, then order pizza.
  6. 6. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Ways AI is used in Search Today Ranking Recommendations Query Mapping Sequence Classification Computer Vision … and many more!
  7. 7. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost What is the difference between AI, Machine Learning and Deep Learning?
  8. 8. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Human (cognitive) intelligence exhibited by technology. The practice of using algorithms to parse data, learn from it, then perform a certain type of task. A subfield of machine learning. It’s a technique for training neural networks with many layers and decision making nodes. AI, ML, DL build upon each other
  9. 9. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost 1957 – Term Frequency 1972 – Inverse Document Frequency 𝑇𝐹𝐼𝐷𝐹 𝑞, 𝑑, 𝐷 = ෍ 𝑡∈𝑞 𝑇𝐹 𝑡, 𝑑 ∙ 𝐼𝐷𝐹(𝑡, 𝐷) 𝑇𝐹 𝑡, 𝑑 = 𝑓 𝑡,𝑑 𝑑 𝐼𝐷𝐹 𝑡, 𝐷 = log( 𝑁 𝐷−𝑑𝑓𝑡+0.5 𝑑𝑓𝑡+0.5 ) TF – Hans Peter Luhn (IBM) IDF – Karen Spärck Jones (Univ. Cambridge) Once Upon A Time
  10. 10. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost 1994 – BM25 (“Best Match”) 𝐵𝑀25 𝑞, 𝑑, 𝐷 = ෍ 𝑡∈𝑞 𝑇𝐹′ 𝑡, 𝑑 ∙ 𝐼𝐷𝐹(𝑡, 𝐷) 𝑇𝐹′ 𝑡, 𝑑 = 𝑓𝑡,𝑑 ∙ 𝑘 + 1 𝑓𝑡,𝑑 + 𝑘 ∙ 1 − 𝑏 + 𝑏 ∙ 𝑑 avgdl 2004 – BM25F (multiple weighted fields) ෪𝑓𝑡,𝑑 = σ 𝑠 𝑣𝑠 𝑓𝑡,𝑠 ෪𝑑 = σ 𝑠 𝑣𝑠 𝑠 avg෩dl One Step Further
  11. 11. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost A Spammer’s Dream 𝑇𝐹′ 𝑡,𝑑 = 𝑓𝑡,𝑑 ∙ 𝑘 + 1 𝑓𝑡,𝑑 + 𝑘 ∙ 1 − 𝑏 + 𝑏 ∙ 𝑑 avgdl ෪𝑓𝑡,𝑑 = σ 𝑠 𝑣𝑠 𝑓𝑡,𝑠 ෪𝑑 = σ 𝑠 𝑣𝑠 𝑠 avg෩dl 0 0.5 1 1.5 2 2.5 3 0 5 10 15 20 Score Term Frequency BM25 (k=1.6, b=0.75, avg doc size) Keyword Stuffing (same term repeated many times) URL & Title Keyword Stuffing (same term repeated many times in URL & title) Machine Generated Content (many different terms in the document) Thin Content (short, very targeted documents) 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 0 500 1000 1500 2000 Score Document Size BM25 (f=5, k=1.6, b=0.75, avgdl=1000)
  12. 12. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost 1998 – Link structure 𝑅′ 𝑢 = 𝑐 ෍ 𝑣∈𝐵 𝑢 𝑅′ (𝑣) 𝑁𝑣 + 𝑐𝐸(𝑢) 2006 – User behavior 𝑆 𝑀 𝑑, 𝐼 𝑑, 𝑂 𝑑, 𝑤𝐼 = 𝑤𝐼 1 𝐼 𝑑 + 1 + 1 𝑂 𝑑 + 1 1 𝑂 𝑑 + 1 Adding More Signals
  13. 13. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost RankingSignals ?ML Blending It Together Machine-Learned Ranking 2005 – RankNet
  14. 14. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost A Neural Network… in 2005! Input layer: 569 features Hidden layer: 10 hidden nodes Output layer: document “score” Cost function: ~number of pairwise errors RankNet
  15. 15. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Bing was the first search engine to be powered by neural networks.
  16. 16. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost RankingSignals ?ML Blending It Together Machine-Learned Ranking 2005 – RankNet 2006 – LambdaRank 2010 – LambdaMART
  17. 17. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Neural Networks work best with… • A lot of training data. • A lot of computing power. Boosted tree ensembles as an alternative. Fast forward… • We have a lot of data! • We have a lot of computing power! • Lots of research around NNs. LambdaMART BM25 <= 2 >2 #BackLinks <= 2 > 2 Age <= 3 > 3 1000s of other trees
  18. 18. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost 2013 – Deep Structured Semantic Models 𝑥 → (𝑦 1 , 𝑦 2 , … , 𝑦 128 ) 𝑅(𝑞, 𝑑) = cosine(𝑦𝑞, 𝑦 𝑑) 2014 – Convolutional Latent Semantic Model (captures rich contextual structures better) Beyond Keywords
  19. 19. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost The Vector Space “Things to do with children in the Big Apple”
  20. 20. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Duplicate/Copied Content – Find & Replace REPLACING KEYWORDS WITH SYNONYMS Bringing the children to NYC, but not sure what the best NYC childs attractions are? Don’t sweat it – there are dozens of exciting things to do with your children in NYC! New York City features some of the best toy shops in the world, and the bright lights and massive skyscrapers make NYC one of the best places to bring your child! You’ll be dazzled by all of the fun things to do with children in New York City! With so many popular childrens attractions and cheap events in NYC, it can be hard to decide where to look first. Luckily, NYCTourist has you covered. Scroll below for the top things to do with children in NYC. New York City is the city everyone deserves to experience at least once. There’s something for everyone in the Big Apple so don’t let your child miss out on their slice. Travelling with children may be difficult and finding appropriate attractions may be even harder but it’s possible to do. From tall city buildings to vast green parks New York City is always exciting, so make sure your children see that side too. Here are some activities that will satisfy any children Big Apple appetite and keep you adults interested too. 1. Broadway shows Let the performers leave you and your children in awe with a magnificent show earning Broadway status. See classics this summer such as The Lion King, Annie, or Cinderella or for a little more action there is Newsies and Spider-man. Children will talk about the performances long after it’s over and with shows playing both on Broadway and off, there will always be something for the entire family to enjoy. Top 10 Things for Children This Summer ORIGINAL Bringing the kids to NYC, but not sure what the best NYC kids attractions are? Don’t sweat it – there are dozens of exciting things to do with your kids in NYC! New York City features some of the best toy shops in the world, and the bright lights and massive skyscrapers make NYC one of the best places to bring your kids! You’ll be dazzled by all of the fun things to do with kids in New York City! With so many popular kids attractions and cheap events in NYC, it can be hard to decide where to look first. Luckily, NYCTourist has you covered. Scroll below for the top things to do with kids in NYC. New York City is the city everyone deserves to experience at least once. There’s something for everyone in the Big Apple so don’t let your kids miss out on their slice. Travelling with kids may be difficult and finding appropriate attractions may be even harder but it’s possible to do. From tall city buildings to vast green parks New York City is always exciting, so make sure your kids see that side too. Here are some activities that will satisfy any kids Big Apple appetite and keep you adults interested too. 1. Broadway shows Let the performers leave you and your kids in awe with a magnificent show earning Broadway status. See classics this summer such as The Lion King, Annie, or Cinderella or for a little more action there is Newsies and Spider-man. Kids will talk about the performances long after it’s over and with shows playing both on Broadway and off, there will always be something for the entire family to enjoy. Top 10 Things for Kids This Summer
  21. 21. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Duplicate/Copied Content – Reordering NYC Tour Tips Tip #1: Check the age requirements for tours and tickets. For some tours you need to be age 6 or more. Broadway shows are typically age 4 or more. And the 9’11 museum is probably best for those 10 and older. Tip #2:Do a Tour! They’re an easy and convenient way to see the city. Guides are great at making it fun and interesting for kids (and adults.) Believe me, you won’t regret doing a tour. Tip #3: Book Early! Tours are super popular and sell out months in advanced. When you see something you like, reserve your dates right away. CHANGING THE SEQUENCE OF CONTENTORIGINAL NYC Tour Tips Tip #1: Do a Tour! They’re an easy and convenient way to see the city. Guides are great at making it fun and interesting for kids (and adults.) Believe me, you won’t regret doing a tour. Tip #2: Book Early! Tours are super popular and sell out months in advanced. When you see something you like, reserve your dates right away. Tip #3: Check the age requirements for tours and tickets. For some tours you need to be age 6 or more. Broadway shows are typically age 4 or more. And the 9’11 museum is probably best for those 10 and older.
  22. 22. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Still Duplicate/Copied Content? NYC Tour Tips Tip #1: Do a Tour! They’re an easy and convenient way to see the city. Guides are great at making it fun and interesting for kids (and adults.) Believe me, you won’t regret doing a tour. Tip #2: Book Early! Tours are super popular and sell out months in advanced. When you see something you like, reserve your dates right away. Tip #3: Check the age requirements for tours and tickets. For some tours you need to be age 6 or more. Broadway shows are typically age 4 or more. And the 9’11 museum is probably best for those 10 and older. NYC Tour Tips Tip #1: Do a Tour! They’re an easy and convenient way to see the city. Guides are great at making it fun and interesting for kids (and adults.) Believe me, you won’t regret doing a tour. Tip #2: Book Early! Tours are super popular and sell out months in advanced. When you see something you like, reserve your dates right away. It’s never to early to start planning. Tip #3: Check the age requirements for tours and tickets in NYC. For some tours you need to be age 6 or more. Broadway shows are typically age 4 or more. And the 9’11 museum is probably best for those 10 and older. Tours are one of the best ways to get to see a city, especially if you are on a time crunch, or if the city is huge and you aren’t sure where to start. Here are three tips to help you with your planning: Are you planning your trip to New York City and wondering what activities and things to do to keep your entire family entertained? NYC is great for kids and families alike. Check out our Tips and Guides for your 2018 visit to NYC with kids. DIFFERENT CONTENT ADDING NEW CONTENTORIGINAL
  23. 23. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Image Source: https://legallogik.com/wp-content/uploads/2017/05/TicketAide-Ticket-Stop-Sign.jpg
  24. 24. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Collect known encoding failures: {chevy monte carlo} {chevrolet monte carlo} different {where do horses race} {what are race horses} same Being More Resilient Training Set
  25. 25. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Key Takeaways • Deep Learning improves search relevance by focusing on intent instead of keywords. • These advanced models will increase the complexity of technical SEO. • Quality content will become easier to match with the appropriate user queries. • Deep Learning helps detect some of the more advanced spam techniques… • …but will create new attack vectors that we are working hard to anticipate.
  26. 26. Frédéric Dubut | @copernix Christi Olson | @christijolson #TechSEOBoost Thank You – Stay connected. Say Hi. Ask Questions and Provide your input! fdubut@microsoft.com chriol@microsoft.com

×