This presentation discusses Google's obsession with artificial intelligence and how it will change internet marketing. It notes Google's goal to have the world's top AI research laboratory and its view of search as just one step along the path to developing advanced AI. The presentation suggests that as Google's search engine becomes more AI-complete, SEOs' influence will grow and that both Google and good SEOs will thrive by focusing on entities, knowledge graphs, social graphs, and authorship to adapt to Google's AI-driven systems.

1. Gil Reich (@GilR)
Managing Greatness
GOOGLE & ARTIFICIAL INTELLIGENCE

2. This presentation
1. Google’s obsession with AI
2. How it will change the way
we do internet marketing
Gil Reich, Managing Greatness. @GilR 2

3. April Fools, 2000
Gil Reich, Managing Greatness. @GilR 3

4. Try again
Gil Reich, Managing Greatness. @GilR 4

5. Google Glass
Gil Reich, Managing Greatness. @GilR 5

6. Watch out for that tree
Gil Reich, Managing Greatness. @GilR 6

7. In-store directions
Gil Reich, Managing Greatness. @GilR 7

8. A book?
Gil Reich, Managing Greatness. @GilR 8

9. Great for stalking
Gil Reich, Managing Greatness. @GilR 9

10. A few hours later
Gil Reich, Managing Greatness. @GilR 10

11. The perfect date for geeks
Gil Reich, Managing Greatness. @GilR 11

12. Quotes from ArtificialBrains
Google will fulfill its
mission only when its
search engine is AI-
complete. - Larry Page, May 2002
(The Big Switch, page 212)
Gil Reich, Managing Greatness. @GilR 12

13. Larry’s obsession
Every time I talk about
Google's future with Larry
Page, he argues that it will
become an artificial
intelligence. - Steve Jurvetson, January
2005 (source)
Gil Reich, Managing Greatness. @GilR 13

14. Google X Lab
Google wants to be the
best in search. To reach
that goal Google wants to
have the world's top AI
research laboratory. - Google
internal company paper, October 2006 (source)
Gil Reich, Managing Greatness. @GilR 14

15. Strong AI
Gil Reich, Managing Greatness. @GilR 15

16. Don’t panic
HAL had a lot of information,
could piece it together, could
rationalize it. Hopefully it would
never have a bug like HAL did
where he killed the occupants of
the spaceship. - Sergey Brin, November
2002 (source)
Gil Reich, Managing Greatness. @GilR 16

17. The road to omniscience
Gil Reich, Managing Greatness. @GilR 17

18. The purring test
Gil Reich, Managing Greatness. @GilR 18

19. Calling all data
 In May 2010 I said that we weren’t using
Social Signals. Now we are.
 What we ended up doing is taking multiple
data sources and intersecting them, so if one
data source had a false negative, the others
wouldn’t.
Gil Reich, Managing Greatness. @GilR 19

20. User engagement
Gil Reich, Managing Greatness. @GilR 20

21. Social & knowledge graphs
Gil Reich, Managing Greatness. @GilR 21

22. Feeding the knowledge graph
Gil Reich, Managing Greatness. @GilR 22

23. Structured data
Gil Reich, Managing Greatness. @GilR 23

24. Document classifier
Government sites
Scrapers
Wikipedia
Thin Content
New York Times
Gil Reich, Managing Greatness. @GilR 24

25. Does this make me look …
Gil Reich, Managing Greatness. @GilR 25

26. What’s in a name?
Gil Reich, Managing Greatness. @GilR 26

27. Correlation is causation
Gil Reich, Managing Greatness. @GilR 27

28. Footprint of a scraper
Gil Reich, Managing Greatness. @GilR 28

29. UGC tips
 If you can, fix:
 Spelling
 Capitalization
 Punctuation
 Emoticons ?
Gil Reich, Managing Greatness. @GilR 29

30. Beware scalable solutions
“If you bring industrial thinking to social, you’re
screwed” – Avinash Kaushik
Gil Reich, Managing Greatness. @GilR 30

31. Buying links?
Gil Reich, Managing Greatness. @GilR 31

32. SEO is the undead
SEO will probably be dead
in 6 months. – Leo Laporte,
PubCon 2011
3 points he missed:
1. Backend is still search / AI
2. Google is an AI company
3. SEOs’ influence will likely grow
Gil Reich, Managing Greatness. @GilR 32

33. Conclusion
Gil Reich, Managing Greatness. @GilR 33

34. Thriving with AI
 Be like a good site.
 Keywords -> Entity, Knowledge,
Social & Author Graphs.
 In its bones, Google is an AI company;
search is just a step on the path.
 Google & good SEOs are the undead.
Gil Reich, Managing Greatness. @GilR 34

35. If you missed anything …
Gil Reich, Managing Greatness. @GilR 35