SEO in the Age of HAL & Siri

GOOGLE & ARTIFICIAL INTELLIGENCE

Gil Reich (@GilR)Managing Greatness

Gil Reich, Managing Greatness. @GilR

This presentation

1.Google’s obsession with AI

2.How it will change the way we do internet marketing

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Gil Reich, Managing Greatness. @GilR

April Fools, 2000

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Gil Reich, Managing Greatness. @GilR

Try again

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Gil Reich, Managing Greatness. @GilR

Google Glass

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Gil Reich, Managing Greatness. @GilR

Watch out for that tree

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Gil Reich, Managing Greatness. @GilR

In-store directions

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A book?

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Gil Reich, Managing Greatness. @GilR

Great for stalking

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Gil Reich, Managing Greatness. @GilR

A few hours later

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Gil Reich, Managing Greatness. @GilR

The perfect date for geeks

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Gil Reich, Managing Greatness. @GilR

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)

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Gil Reich, Managing Greatness. @GilR

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)

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Gil Reich, Managing Greatness. @GilR

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)

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Gil Reich, Managing Greatness. @GilR

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)

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Gil Reich, Managing Greatness. @GilR

Strong AI

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The road to omniscience

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Gil Reich, Managing Greatness. @GilR

The purring test

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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.

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User engagement

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Gil Reich, Managing Greatness. @GilR

Social & knowledge graphs

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Gil Reich, Managing Greatness. @GilR

Feeding the knowledge graph

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Gil Reich, Managing Greatness. @GilR

Structured data

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Semantic markup

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Document classifier

Gil Reich, Managing Greatness. @GilR

Government sitesWikipediaNew York Times

ScrapersThin Content

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Does this make me look …

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What’s in a name?

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Correlation is causation

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Footprint of a scraper

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UGC tips

If you can, fix: Spelling Capitalization Punctuation

Emoticons ?

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Beware scalable solutions

“If you bring industrial thinking to social, you’re screwed” – Avinash Kaushik

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Buying links?

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SEO is the undeadSEO will probably be dead in 6 months. – Leo Laporte, PubCon 20113 points he missed:

1.Backend is still search / AI2.Google is an AI company3.SEOs’ influence will likely grow

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Gil Reich, Managing Greatness. @GilR 34

Conclusion

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.

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Gil Reich, Managing Greatness. @GilR

If you missed anything …

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