My presentation on SEO patents from SMX Munich in 2014.

1. SEO Patents
Munich
03/26/2014
Malte Landwehr

2. Malte Landwehr
https://plus.google.com/+MalteLandwehr/
http://twitter.com/maltelandwehr
https://www.facebook.com/landwehr
http://www.linkedin.com/in/landwehr
• 2003 – now: SEO
• 2007 – now: ORM
• 2007 – 2014: Computer Science (BSc + MSc)
• 2008 – 2010: CoFounder & Head of SEO
• 2012 – 2013: Research (Social Network Analysis)

3. Malte Landwehr
What does he want?
„Big Dog“ robot from Boston Dynamics

4. Cloud Robotics

5. Patents

6. What is a patent?

7. Details!

8. Details!

9. Why you should monitor

10. Specific search term:
Longer snippets

12. Malte Landwehr
What else to monitor?
• Acquisitions
–Patents
–Acquihire
• Scientific publications

13. Finding & Monitoring
Patents

14. Malte Landwehr
Sources for Patents
• http://www.patentfish.com/
Meta-Search Engine for Patents
• https://www.google.com/?tbm=pts
Google‘s Patent Search Engine
• http://patft.uspto.gov/netahtml/PTO/search-bool.html
United States Patent and Trademark Office
• http://www.microsoft.com/en-
us/Legal/IntellectualProperty/patents/
Patents owned by Microsoft
• http://stks.freshpatents.com/YHOO-sym.php?max=2000
Patents for various companies

15. Play with the data
0
20
40
60
80
100
120
04.2013 05.2013 06.2013 07.2013 08.2013 09.2013 10.2013 11.2013 12.2013 01.2014 02.2014
Patentspublished Yahoo is NOT a tech company
Google
Yahoo

16. Malte Landwehr
Google Patent Search
https://www.google.com/?tbm=pts

17. Advanced Patent Search
http://www.google.de/advanced_patent_search?hl=en

18. Malte Landwehr
Google‘s scientific publications
http://research.google.com/pubs/papers.html
0 50 100 150 200 250 300 350 400
Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization
Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems
Distributed Systems and Parallel Computing
Networking
Economics and Electronic Commerce
Data Management
Speech Processing
General Science
Software Engineering
Hardware and Architecture
Machine Translation
Mobile Systems
Education Innovation
# of publications

19. Malte Landwehr
Google‘s scientific publications
http://research.google.com/pubs/papers.html
0 50 100 150 200 250 300 350 400
Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization
Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems
Distributed Systems and Parallel Computing
Networking
Economics and Electronic Commerce
Data Management
Speech Processing
General Science
Software Engineering
Hardware and Architecture
Machine Translation
Mobile Systems
Education Innovation
# of publications

20. Malte Landwehrhttp://research.google.com/pubs/pub41096.html

21. Classic search engine topics
0
5
10
15
20
25
30
35
2008 2009 2010 2011 2012 2013
Numberofresearchpapers
Information Retrieval and the Web Data Mining

22. Classic search engine topics?
0
10
20
30
40
50
60
70
80
2008 2009 2010 2011 2012 2013
Numberofresearchpapers
Artificial Intelligence and Machine Learning Machine Perception Speech Processing

24. Malte LandwehrObvious trend!
0
20
40
60
80
100
120
140
2008 2009 2010 2011 2012 2013
Numberofresearchpapers
Data Mining, Information Retrieval and the Web
Machine Perception, Speech Processing, Artificial Intelligence and Machine Learning

25. Malte Landwehr
Google scientist‘s views on Wikipedia (56x)
• rigorous structure
• large text collection
with wide coverage
• low coverage
• unstructured and noisy content

26. Malte Landwehr
Google scientist‘s views on Freebase (20x)
• significantly more entities than Wikipedia
• rich taxonomy
• lacks context for most entities
– descriptive text and hyperlinks in Wikipedia

27. Social Graph

28. Suggest comments

29. Malte Landwehrhttps://www.google.com/patents/WO2012173894A2

30. Agent Rank

31. Not just author!

32. Not just whole URLs!

33. Let Google find an expert!
Have a question?

34. Let Google find an expert!
Have a question?
Applicable to
author rank
for search?

35. Voice Search

38. (partly)

39. Google, can you
please tell me, how
many developers does
it take to change a
filament lamp?

40. Malte Landwehr
Case 1: entity relationship recognized
Use the attribute
filament lamp
number of
developers it
takes to
change
1

41. Malte Landwehr
Case 2: entity relationship not recognized
Strike that garbage
Google, can you please tell me, how many
developers does it take to change a filament lamp
light bulb?

42. Malte Landwehr
Case 2: entity relationship not recognized
Strike that garbage
Google, can you please tell me, how many
developers does it take to change a filament lamp
light bulb?
how many developers take change light bulb

43. Changing queries

44. Malte Landwehrhttp://research.google.com/pubs/archive/36340.pdf

45. Small changes in language?
Don’t matter!

46. Spoken language 2 written language

47. Google is NOT building the
Star Trek computer!

48. Malte Landwehr
Quote from Google
It takes a great deal of time
and concentration to process
spoken information, and
most user's pain threshold is
fairly low.
Google Search by Voice: A case study (p 19)

49. Malte Landwehr
Another quote from Google
A Google internal study also
showed that some users […]
prefer to keep their eyes on
the screen at all times
Google Search by Voice: A case study (p 23)

50. Voice search + context

51. Content

52. Gibberish content

54. Parts of documents

55. Malte Landwehr

56. Malte Landwehr

57. Malte Landwehrhttp://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

58. Diversity in SERP

60. Fun with entities

61. Live example: Google can handle entities!

62. Live example: Google can handle entities!
Malte Landwehr
Age: 27
How
old?
27

63. But not only if you feed Google enough data!

64. Thanks for
your attention!