2020 Yılında SEO: Yapay Zeka ve Makine Öğrenme Dünyasında SEO'nun Geleceği

2020 Yılında SEO:
data-driven SEO agency
Yapay Zeka Dünyasında SEO’nun Geleceği

Yapay Zeka Dünyası SEO'nun Geleceği
SEO endüstrisinin liderlerinin görüşleriyle, 2020 yılında SEO nerede olacak?
Rand Fishkin & Marcus Tober’e sağladıkları veri paylaşım izninden ötürü
teşekkür ederiz.

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SEO’nun Geleceğini Anlamak için, Geçmişe Bir Bakış Atmalıyız
Bu sunumda verilerini kullandığımız, Rand Fishkin, Marcus Tober, Hatem Mahmoud,
Yashwanth Korla ve Dharmesh Shah’a teşekkürler!
+ + =

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Geleceği Görmek için Önce Geçmişi İnceleyelim

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Burada Genel Geçer Bir Başlık Var ve Bunu Değişiriz
Burada da konuyla alakalı bazı güzel mesajlar var dostlar.
Burası da ikinci satır.

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Geleceği Görmek için Önce Geçmişi İnceleyelim

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3key points
of 2020’s SEO
Semantics

3key points
of 2020’s SEO
Semantics Content

3key points
of 2020’s SEO
Semantics Content
Machi
Learni

3key points
of 2020’s SEO
Sem
(be pa

170

175

191
Don’t forget it:
Google is getting smarter day by day

3key points
of 2020’s SEO
Cont
(espe

3key points
of 2020’s SEO
Cont
(especially 10x cont

3key points
of 2020’s SEO
M
L

Google’s Last 3 Years of
Advancements Erased a
Decade of Old School
SEO Practices

They Finally Launched Effective Algorithms to Fight
Manipulative Links & Content
Via Google

And They Leveraged Fear + Uncertainty of
Penalization to Keep Sites Inline
Via Moz Q+A

Google Figured Out Intent
Rand probably doesn’t
just want webpages
filled with the word
“beef”

They Looked at Language, not Just Keywords
Oh… I totally
know this one!

They Figured Out When We Wanted Freshness
Old pages on this
topic probably
aren’t relevant
anymore

Google Learned to ID Entities of Knowledge

During These Advances,
Google’s Search Quality
Team Underwent a
Revolution

Early On, Google Rejected Machine Learning in the
Organic Ranking Algo
Via Datawocky,
2008

By 2013, It Was
Something Google’s
Search Folks Talked
About Publicly
Via SELand

Google is Public About How They Use ML in Image
Recognition & Classification
Potential ID Factors
(e.g. color, shapes, gradients,
perspective, interlacing, alt tags,
surrounding text, etc)
Training Data
(i.e. human-labeled images)
Learning
Process
Best
Match
Algo

Google is Public About How They Use ML in Image
Recognition & Classification
Via Jeff Dean’s Slides on Deep Learning; a Must Read for SEOs

Deep Learning is Even More Advanced:
Dean says by using deep learning,
they don’t have to tell the system
what a cat is, the machines learn,
unsupervised, for themselves…

We’re Talking About
Algorithms that Build
Algorithms
(without human
intervention)

Machine Learning in Search Could Work Like This:
Potential Ranking
Factors
(e.g. PageRank, TF*IDF,
Topic Modeling, QDF, Clicks,
EntityAssociation, etc.)
Training Data
(i.e. good & bad search results)
Learning
Process
Best Fit
Algo

Training Data
(e.g. good search results)
This is a good SERP – searchers
rarely bounce, rarely short-click,
and rarely need to enter other
queries or go to page 2.

Training Data
(e.g. bad search results!)
This is a bad SERP – searchers
bounce often, click other results,
rarely long-click, and try other
queries. They’re definitely not
happy.

What Does Deep Learning
Mean for SEO?

The Query Success Metrics Will Be All That
Matters to the Machines
Long to Short Click Ratio Relative CTR vs. Other Results
Rate of Searchers Conducting
Additional, Related Searches
Metrics of User Engagement
on the Page
Across the Domain
Sharing/Amplifcation Rate
vs. Other Results

The Query Success Metrics Will Be All That
Matters to the Machines
Long to Short Click Ratio Relative CTR vs. Other Results
Rate of Searchers Conducting
Additional, Related Searches
on the Page
Across the Domain
Sharing/Amplifcation Rate
vs. Other Results
If lots of results on a SERP do
these well, and higher results
outperform lower results, our
deep learning algo will consider
it a success.

OK… Maybe in the future.
But, do those kinds of
metrics really affect SEO
today?

Remember Our Queries & Clicks Test from 2014?
Via Rand’s Blog

Since then, it’s been much harder to move the
needle with raw queries and clicks…

Case closed! Google says they don’t use clicks in the rankings.
Via Linkarati’s Coverage of SMX Advanced

But, what if we tried long
clicks vs.
short clicks?
Note SeriousEats,
ranking #4 here

11:39am on June 21st,
I sent this tweet:

40 Minutes & ~400
Interactions Later
Moved up 2 positions after 2+ weeks
of the top 5 staying static.

70 Minutes & ~500
Interactions Total
Moved up to #1.

Stayed ~12 hours, when it
fell to #13+ for ~8 hours,
then back to #4.
Google?You
messing with us?

Via Google Trends, we can see the relative
impact of the test on query volume
~5-10X normal volume over
3-4 hours

BTW – This is hard to replicate. 600+
real searchers using a variety of
devices, browsers, accounts, geos,
etc. will not look the same to Google
as a Fiverr buy, a clickfarm, or a bot.
And note how G penalized the page
after the test… They might not put it
back if they thought the site itself was
to blame for the click manipulation.

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It is not just machine learning
It is about experience!

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Google is not a search company.
It is an AI company!
#284

2020 Yılında SEO: Yapay Zeka ve Makine Öğrenme Dünyasında SEO'nun Geleceği

2020 Yılında SEO: Yapay Zeka ve Makine Öğrenme Dünyasında SEO'nun Geleceği

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2020 Yılında SEO: Yapay Zeka ve Makine Öğrenme Dünyasında SEO'nun Geleceği