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1#SEOisAEO - Machine Learning 101 for Digital Marketers
Stephen Kenwright
@stekenwright
Purna Virji
@purnavirji
Lexi Mills
@leximills
Jason Barnard
@jasonmbarnard

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2#SEOisAEO - Machine Learning 101 for Digital Marketers

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3#SEOisAEO - Machine Learning 101 for Digital Marketers

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4#SEOisAEO - Machine Learning 101 for Digital Marketers

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5#SEOisAEO - Machine Learning 101 for Digital Marketers
Artificial intelligence is the precise (or explicit) description
of functions (and presumably hardware) so that it can
simulate human intelligence while machine learning is
aimed at helping machines learn on their own and perfect
their operation, so it could more correctly be called
“machine intelligence”.
David Amerland

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6#SEOisAEO - Machine Learning 101 for Digital Marketers
Ben Dickson

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7#SEOisAEO - Machine Learning 101 for Digital Marketers
Adam Geitgey @ageitgey

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8#SEOisAEO - Machine Learning 101 for Digital Marketers

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9#SEOisAEO - Machine Learning 101 for Digital Marketers
What is
the difference
between AI and ML ?

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10#SEOisAEO - Machine Learning 101 for Digital Marketers
The human mind struggles
to hold more than 3 points at one time.
Machines don’t.
Much ML is an automation of what what’s a
somewhat manual process flawed by the nature of
humans...

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11#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web

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12#SEOisAEO - Machine Learning 101 for Digital Marketers
Are there any
search-specific
ML tech we should be
aware of?
(and how are organisations using it today?)

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13#SEOisAEO - Machine Learning 101 for Digital Marketers
Where do you think
search marketers
should use ML?
(Analytics, Personalization, Multi Sensory)

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14#SEOisAEO - Machine Learning 101 for Digital Marketers
How should you
go about setting up
your business to take
advantage of ML?

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15#SEOisAEO - Machine Learning 101 for Digital Marketers
ML and AEO
for the future of
{industry}.

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16#SEOisAEO - Machine Learning 101 for Digital Marketers
Can you trust
the search engines’ own
ML platforms to do the
right thing for you?

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17#SEOisAEO - Machine Learning 101 for Digital Marketers
1. Knowledge Graph first, then best of top 10 results
2. There is an “Answer” algo on top of search algo
3. Aim to contribute to the Ultimate Source of Truth
4. Strong user satisfaction signals are crucial
5. Schema is the foundation (but alone is not enough)
6. Semantic HTML5 is necessary
7. Blocks of content is key (aka Gutenberg)
8. Quality content and Consistency
9. Give me the facts, Jack
10. Knowledge graph can help make any “answer” more accurate
11. Use the KG to enrich information about us
12. Think in terms of blocks of content, aka “Fraggles"
Position0 - #SEOisAEO

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18#SEOisAEO - Machine Learning 101 for Digital Marketers
Can we use ML
to get Position 0 ?
If so, what would that mean for
the future of a website’s rankings?

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19#SEOisAEO - Machine Learning 101 for Digital Marketers
Stephen Kenwright
@stekenwright
Purna Virji
@purnavirji
Lexi Mills
@leximills
Jason Barnard
@jasonmbarnard

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20#SEOisAEO
Doc Sheldon
@DocSheldon
David Harry
@seodojo
Omi Sido
@OmiSido
Jason Barnard
@jasonmbarnard
Epic #SEOisAEO webinar series, episode 11:
How Does RankBrain
Affect Query Results Today