1.
1#SEOisAEO - How Does RankBrain Affect Query Results Today
Doc Sheldon
@DocSheldon
David Harry
@seodojo
Omi Sido
@OmiSido
Jason Barnard
@jasonmbarnard

2.
2#SEOisAEO - How Does RankBrain Affect Query Results Today

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3#SEOisAEO - How Does RankBrain Affect Query Results Today
RankBrain is a continuation of the advanced query parsing
and interpretation Google’s been doing since Hummingbird;
getting better at identifying intent and
serving up content that satisfies that intent.
When you intelligently target topics, Google will
automatically help you rank for phrases searchers use to
access that information.
Rand Fishkin @randfish
2016

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4#SEOisAEO - How Does RankBrain Affect Query Results Today
Investigating Google RankBrain and Query Term Substitutions
2016

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5#SEOisAEO - How Does RankBrain Affect Query Results Today
Give us
the context

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6#SEOisAEO - How Does RankBrain Affect Query Results Today
A
Q
Intent
Understanding
Credibility

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7#SEOisAEO - How Does RankBrain Affect Query Results Today
What is RankBrain’s
relationship with
word vectors?
Just good friends, lovers, married?

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8#SEOisAEO - How Does RankBrain Affect Query Results Today
What is RankBrain’s
relationship with
the Knowledge Graph?
Just good friends, lovers, married?

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9#SEOisAEO - How Does RankBrain Affect Query Results Today
1. Identify the main question the content block addresses
2. Identify entities, attributes and relationships needed to
answer the question
3. Add vocab used by your target audience
4. Sprinkle in a little additional vocab from Wikipedia
5. If 3 and 4 missed any, add important co-occurrence
6. Express entities, attributes and relationships using
semantic triples
7. Put fluffy / poetic / unclear prose in an <aside>
Jason’s RankBrain Recipe

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10#SEOisAEO - How Does RankBrain Affect Query Results Today
#FlipFlopFly
RankBrain Recipe...
Flip, Flop or fly?

11.
11#SEOisAEO - How Does RankBrain Affect Query Results Today

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12#SEOisAEO - How Does RankBrain Affect Query Results Today

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13#SEOisAEO - How Does RankBrain Affect Query Results Today
Go ahead :)

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14#SEOisAEO - How Does RankBrain Affect Query Results Today
Create. Great. Content.
Google will figure it all out with word vectors,
the Knowledge Graph and a bit of ML magic.
Users will find you, love what you offer, buy your
stuff.
And we’ll all live happily ever after.

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15#SEOisAEO - How Does RankBrain Affect Query Results Today
Is that it?
Can we stop the webinar series now ?

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16#SEOisAEO - How Does RankBrain Affect Query Results Today
What RankBrain was in 2016
Is not where it will end up.
● The starting point affected ambiguous queries
which is somewhere Google could implement the
technology at the time
● It will move into other areas of search

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17#SEOisAEO - How Does RankBrain Affect Query Results Today
Where was it?
Where is it now?
Where is it heading?

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18#SEOisAEO - How Does RankBrain Affect Query Results Today
How does RankBrain
(present and future)
affect our search
marketing efforts?

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19#SEOisAEO - How Does RankBrain Affect Query Results Today
Doc Sheldon
@DocSheldon
David Harry
@seodojo
Omi Sido
@OmiSido
Jason Barnard
@jasonmbarnard

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20#SEOisAEO - How Does RankBrain Affect Query Results Today
Amit Singhal
Search - Information retrieval
John Giannandrea
Metaweb
Knowledge Graph
AI / ML
RankBrain
Jeff Dean
Google Translate - statistical machine translation
Bigtable
MapReduce - large-scale data processing
Spanner
TensorFlow
RankBrain
Ben Gomes
Crawling indexing systems
Google Ads / AdSense serving
Google Translate
Spanner
BigTable
MapReduce
Feb 2016
April 2018

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21#SEOisAEO - How Does RankBrain Affect Query Results Today

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22#SEOisAEO
Dawn Anderson
@dawnieando
Jan-Willem Bobbink
@jbobbink
Patrick Stox
@patrickstox
Jason Barnard
@jasonmbarnard
Epic #SEOisAEO webinar series, episode 12:
What does Machine Learning DO in AE Today -
and what might it do Tomorrow