Search engine optimization grows and changes much as the Web itself does. With the recent addition of Google Plus to the services that Google offers, and this year’s introduction of the Big Panda updates, one of the growing areas of SEO involves seeing how Google and other search engines might incorporate more user information into how they rank webpages. The introduction of Google Plus has highlighted the importance of looking at how the search engine collects information regarding how people search, how they browser the Web, what they publish online, and how they interact with others in social networks, and what the search engine might do with that information. With the Panda updates, we’ve seen Google introducing a way of modeling information in large scale data sets, like the Web, to try to identify and predict features of webpages that can be used to rank pages not only on the basis of relevance and popularity (based upon the links pointing to those pages), but also … [Read more...] about Google and Large Scale Data Models Like Panda
Large scale machine learning
How machine learning impacts the need for quality content
Back in August, I posited the concept of a two-factor ranking model for SEO. The idea was to greatly simplify SEO for most publishers and to remind them that the finer points of SEO don’t matter if you don’t get the basics right. This concept leads to a basic ranking model that looks like this: The reason that machine learning is important to this picture is that search engines are investing heavily in improving their understanding of language. Hummingbird was the first algorithm publicly announced by Google that focused largely on addressing an understanding of natural language, and RankBrain was the next such algorithm. I believe that these investments are focused on goals such as these: Better understanding user intent Better evaluating content quality We also know that Google (and other engines) are interested in leveraging user satisfaction/user engagement data as well. Though it’s less clear exactly what signals they will key in on, it seems likely that this … [Read more...] about How machine learning impacts the need for quality content
Machine learning for large-scale SEM accounts
A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time. In this post, I will talk about how concepts from machine learning could potentially be applied to help with the efficiency part. I’ll use keyword categorization as an example. To paraphrase Steve Jobs, a computer is like “a bicycle for the mind.” The generally understood meaning of this statement is that, in the same way a bike can increase the efficiency of human-powered locomotion, computers can increase human mental productivity and output. With the existentialism out of the way, let’s get to something tangible — We’ll explore here how relevant/valuable it could be to try and automate the process of placing new key phrases into an existing … [Read more...] about Machine learning for large-scale SEM accounts
The Video Machine Learning Armageddon
Video marketing is being revolutionized by fast data, machine learning, and artificial intelligence. The dawn of data-driven video is upon us. Video takes the lion’s share of marketing spend and fast-growing mobile video is surpassing all other marketing methods. Video industry leaders who embrace these advanced technologies will establish a formidable competitive advantage. Understanding behavior and content consumption is key in optimizing mobile video. Brands have an insatiable appetite for consumer engagement, as evident in brands’ adoption of video, report YouTube, Facebook and InMobi. The industry is moving away from the video interruption ad model and premium video is taking a key spot. A major battle is brewing between video networks, publishers, and content creators. Those who have intelligent data will win the video marketing revolution. With few exceptions, old school person-to-person media buying is fading fast. Machine learning is being used to ensure the … [Read more...] about The Video Machine Learning Armageddon
2017: The Year of Machine Learning, Intelligent Content and Experiences
Digital (and in our case search and content) data holds the keys to marketing success. It contains the critical patterns on consumer intent and behavior, preferences, and content/topics that brands need to provide customers with that critically personal, one-to-one experience that people today want to see. The problem, however, is that the human brain is only capable of processing 1m gigabytes of memory. In other words, the amount of information available far exceeds the processing ability of humans. The term ‘Big data’- although often overused and misunderstood – is the science that drives the art of content marketing creation and engagement. However, it can only solve the critical questions of the modern marketer if people can learn how to use it. In 2017, the key to effective content marketing – that attracts, resonates and converts – is incorporating machine learning and automation into the production process. The role of machine learning As we head … [Read more...] about 2017: The Year of Machine Learning, Intelligent Content and Experiences