searchlove london 2016 | dr. pete meyers | tactical keyword research in a rankbrain world

Tactical Keyword ResearchIn A RankBrain World

Dr. Pete Meyers, Marketing Scientist, Moz

Searches Are Evolving

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Search.GoogleBlog.com

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AUGUST 2013

Source: SearchEngineLand.com

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APRIL 2015*

Source: SearchEngineLand.com

@dr_peteSource: BackChannel.com

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height

“Tallness”tall

feet meters

sizebig

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Now, Just BuildGreat

Concepts

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The Old Way Is Dying

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Results w/ all terms in Title & Description:

57%

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The Algo Is Learning

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Deep learning is a branch of machine learning based on a set of algorithms that attempt to model high-level abstractions in data by using a deep graph with multiple processing layers, composed of multiple linear and non-linear transformations.

Source: Wikipedia.org

Deep learning is a branch of machine learning based on a set of algorithms that attempt to model high-level abstractions in data by using a deep graph with multiple processing layers, composed of multiple linear and non-linear transformations.

@dr_peteSource: Wikipedia.org

?

@dr_peteSource: Wikimedia.org

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X 1,000,000

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By early 2014, Google’s machine learning masters believed [the heuristic approach] should change. “We had a series of discussions with the ranking team,” says Dean. “We said we should at least try this and see, is there any gain to be had.” The experiment his team had in mind turned out to be central to search: how well a document in the ranking matches a query (as measured by whether the user clicks on it).

Source: Bloomberg.com

– Jeff Dean (Google)

@dr_peteSource: Udacity.com

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RankBrain uses artificial intelligence to embed vast amounts of written language into mathematical entities -- called vectors -- that the computer can understand. If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly, making it more effective at handling never-before-seen search queries.

Source: Bloomberg.com

– Greg Corrado? (Google)

@dr_peteSource: TensorFlow.org

WORD2VEC

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RB ≠ TRANSLATION

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COMPLETE RUBBISH

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IS THIS RANKBRAIN?

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We Have to Adapt

@dr_peteSource: Moz.com/explorer

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OPTION #1

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OPTION #1

X

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The Shard HeightThe Shard height in meters is 309 meters. Compared to other buildings in London, The Shard height ranking is number one. It's interesting to note that the Shard height comparison to London’s Big Ben is just over three times as high. Sometimes, British people say “metres” instead of meters. The Shard height in metres is also 309 metres.

OPTION #2

The Shard HeightThe Shard height in meters is 309 meters. Compared to other buildings in London, The Shard height ranking is number one. It's interesting to note that the Shard height comparison to London’s Big Ben is just over three times as high. Sometimes, British people say “metres” instead of meters. The Shard height in metres is also 309 metres.

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OPTION #2

X

@dr_peteSource: Moz.com/explorer

@dr_peteSource: Moz.com/explorer

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OPTION #3(a) How Tall Shard (b) Height in Storeys (c) Tallest in Europe

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(a) How Tall Shard(a) “How tall is The Shard?”(b) Height in Storeys(b) “The Shard is ___ storeys high”(c) Tallest in Europe(c) “Tallest building in Western Europe”

OPTION #3

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How Tall Is The Shard?The Shard of Glass (AKA Shard London Bridge) is 309 metres or 1,016 feet tall. The Shard is 72 storeys high, with an open-air observation deck on the 72nd floor. The London Shard is currently the tallest building in Western Europe, although Moscow's Federation Tower holds the broader European height record at 373 metres.

OPTION #3

It’s All in The 3 G’s

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1. GATHER KEYWORDS

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2. GROUP KEYWORDS

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2. GROUP KEYWORDS

(a) What Does It Cost?((b) Average Rent((c) Living Expenses(

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3. GENERATE IDEALS(a) What Does It Cost?

(a) “What does it cost to live in London?”(b) Average Rent(b) “How much is the average rent?”(c) Living Expenses(c) “Living expenses in London per month”

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GATHERGROUP

GENERATE

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FIND GAPS

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KEYWORDSCONCEPTS

*KEYWORDS*

Write for Brains*

@dr_peteBrain Icon: Marek

Polakevic

2???20161999

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“Shard height London”“How tall is the Shard“London Bridge?”

“How tall is the Shard“London Bridge?”“Shard height London”

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