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How AI/ML Can Supercharge Your SEO (a TNW round table)

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Here is the deck I prepared for a round table at TNW Conference 2019 on AI-powered SEO.

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How AI/ML Can Supercharge Your SEO (a TNW round table)

  1. 1. HOW AI/ML CAN SUPERCHARGE YOUR SEO
  2. 2. We help website owners expand traffic with an organic sustainable growth ...using semantic web technologies
  3. 3. THE NEW SEO MEETs W O R D L I F T ● A Semantic Platform for SEO ● 460+ active subscriptions ● Partner of WooRank (a leading SEO tool from Belgium) ● Available as WordPress plugin and as JavaScript library ● Started in 2017 after few years in R&D ● Alive & Kicking 🎉
  4. 4. TRUSTED BY
  5. 5. Symbolic vs. Analogical Man: Top-Down vs. Bottom Up Symbolic vs Connectionist AI Logical vs.Analogical or Symbolic vs. Connectionist or Neat vs. Scruffy Marvin Minsky
  6. 6. Symbolic vs Connectionist AI Logical vs.Analogical or Symbolic vs. Connectionist or Neat vs. Scruffy Marvin Minsky Numerical Opacity: Symbolic Apple vs. Connectionist Apple
  7. 7. ARTIFICIAL INTELLIGENCE Reasoning NLP Planning Machine Learning Supervised Unsupervised Reinforcement Learning Deep Learning (Neural Networks) Harald Sack - “Do neural networks dream of semantics?” cc-by 2018 “The goal of AI is to develop machines that behave as though they were intelligent.” John McCarthy
  8. 8. Agentive SEO = Human-in-the-Loop AI Process (NLP, ANN, Reasoning, …) Human Validation OutputConfident Uncertain Active Learning
  9. 9. Gary Illyes on the importance of image search for publishers and webmasters https://twitter.com/methode/status/1126875386619412481?s=19
  10. 10. Image SEO using Deep Learning for Image Captioning 1. Improve image alt tag and description (when missing) 2. Improve % of images displayed in Google Image Search 3. Improve Average CTR on Google <start>a man and a woman sitting at a table with a cake. <end> BETA
  11. 11. Image SEO using Deep Learning for Image Captioning 1. Improve image alt tag and description (when missing) 2. Improve % of images displayed in Google Image Search 3. Improve Average CTR on Google <start>a group of people sitting at a table and he seems 😐. <end> BETA Is training data available ? Use SOTA models NO Train your own model YES
  12. 12. THE DEMO Agentive SEO WordLift Image seo plugin
  13. 13. Image SEO using Deep Learning for Image Captioning (WordPress Plugin) 1/2 D EM O existing title proposed caption confidence
  14. 14. Image SEO using Deep Learning for Image Captioning (WordPress Plugin) 2/2 D EM O
  15. 15. “Open data needs to be taken as serious as open source software.” Chris Taggart 1. Semantic (open) Data is an essential building block LEARN IN G
  16. 16. Semi-automate Structured Linked Data using NLP 1. Annotate/Link Named Entities in posts and pages 2. Build a Knowledge Graph optimised for SEO 3. Improve Impressions and Clicks on Google ● 148.166 new users from organic search in 6 months ● +92.64% growth when compared to similar websites in Austria W O RD LIFT
  17. 17. From URLs to a Knowledge Graph data expansion for travel destinations BETA 1. Crawl urls that can benefit from structured data 2. Collect data from LOD to enrich each page 3. Improve Impressions and Clicks on Google
  18. 18. “The ground truth is overrated. There’s this underlying perception that ‘I’ve got the data to answer my business question,’ and sometimes it’s just not the case.” Tim Delisley 2. Subject-Matter- Experts need to be on the team from day one LEARN IN G
  19. 19. Boost CTR by analysing the Semantic Similarity between Queries and Titles 1. Find titles to improve 2. Improve these titles (or enrich the search snippet) to match the most relevant query 3. Get a better % of CTR on Google Search EXPERIM EN T We use TF-Hub Universal Encoder to analyze the semantic similarity between titles and queries on a travel website.
  20. 20. EXPERIM EN T
  21. 21. Higher similarity (y axis) seems to have a correlation with the rankings (x axis) Similarity (y) | Position (x) Titles that could be improved by adding the location (alternatively the location can be added using schema:breadcrumb) EXPERIM EN T
  22. 22. “Data science should go at the speed of thought.” Cassie Kozyrkov 3. The ML/AI stack is evolving and UX is improving - things become simpler LEARN IN G
  23. 23. DRIVING FORCES BEHIND AI TRANSFORMATION CLEAN DATA = DIRTY MOTIVE? dixonhjones Majestic CEO - “Structured Data: A Dirty Little Secret”
  24. 24. DRIVING FORCES BEHIND AI TRANSFORMATION IS DATA FOR GOOGLE ONLY?
  25. 25. Google Analytics goes Semantic Traffic by Topic Topics mentioned in an article W O RD LIFT
  26. 26. “We want raw data NOW.” Tim Berners-Lee 4. Always link data with other data - data becomes the center of your new product/service LEARN IN G
  27. 27. GRAZIE!!

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