Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge
What is RankBrain and How does it Work? By Eric Enge
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Transcript of What is RankBrain and How does it Work? By Eric Enge
#SMX #22A @stonetemple
Based on a Study of 500,000 Search Queries
What is RankBrain and How Does it
Work?
Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.
Example Title Slide:
Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, here’s how to replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit SLIDE #1 to include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.
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Who Am I?
Columnist & Contributor
CEO & Founder
60+ person Digital Marke3ng and SEO agency
Lead Co-‐Author
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(Rankbrain) interprets language, interprets your queries, in a way that has some of the gut feeling and guessability of people”
Notable Quote From the Video
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Another Example of Frequence of Word Usage
About 5 Uses in Every 330,000
Words
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The bags xxx xxxx xx Coach xxx xx x xxxxxxx xxxxx xx handbags.
Capitalized in the middle of a sentence
Mentioned on a page that discusses beads
and handbags
Mentioned on a page that discusses bags and
handbags
Taking a Deeper Look at “Coach”
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“Yeah -‐-‐ being able to represent strings of text in very high-‐dimensional space and "see" how they relate to one another.”
Google Spokesperson’s Answer to a Question I Asked About RankBrain
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Notice Patterns in Language Usage
The • Classic stop word • But in some cases critical to phrase meaning
• e.g. “The Office”
Graphic • Could relate to violence
• Could relate to language
• Could relate to design
• Meaning determined by context
Without • Negatives traditionally ignored by Google
• But in some cases critical to meaning of page
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What is the label of a consumer at the highest level of a food chain?
“Name” To eat, not
to buy
“The” “Top”
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“Our old query parsers actually ignored the ‘without’ part.
RankBrain did an amazing job of catching that and instructing our retrieval systems to get the
right results”
Gary Illyes in February 11th Virtual Keynote
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June/July 2015 Google Result January 2016 Google Result
Pulled Results from Google on Two Different Dates
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Verify That There is a Valid Search Result
We think the user meant this, but we can’t be
sure
Original query
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User Was Out of Date on Name Spelling Change
January 2016
Answer
More Weight on “Who is”
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Ex: “YouTube Plus”
Ex: “weak”
Ex: “convert glory into an adjective”
Ex: “convert into million dollars”
Types of Improvements
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More Obscure Phrases May Bring Up Your Page
Yes, You Still need to do KW research
You Can Increase Your Emphasis on Truly Natural Language
Summary of Key SEO Implications