The Machine Learning Revolution: How it Works and its Impact on SEO

Posted by EricEnge

Machine learning is already a very big deal. It’s here, and it’s in use in far more businesses than you might suspect. A few months back, I decided to take a deep dive into this topic to learn more about it. In today’s post, I’ll dive into a certain amount of technical detail about how it works, but I also plan to discuss its practical impact on SEO and digital marketing.

For reference, check out Rand Fishkin’s presentation about how we’ve entered into a two-algorithm world. Rand addresses the impact of machine learning on search and SEO in detail in that presentation, and how it influences SEO. I’ll talk more about that again later.

For fun, I’ll also include a tool that allows you to predict your chances of getting a retweet based on a number of things: your Followerwonk Social Authority, whether you include images, hashtags, and several other similar factors. I call this tool the Twitter Engagement Predictor (TEP). To build the TEP, I created and trained a neural network. The tool will accept input from you, and then use the neural network to predict your chances of getting an RT.

The … Read the rest

February 4, 2016  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

What Deep Learning and Machine Learning Mean For the Future of SEO – Whiteboard Friday

Posted by randfish

Imagine a world where even the high-up Google engineers don’t know what’s in the ranking algorithm. We may be moving in that direction. In today’s Whiteboard Friday, Rand explores and explains the concepts of deep learning and machine learning, drawing us a picture of how they could impact our work as SEOs.

For reference, here’s a still of this week’s whiteboard!

Whiteboard Friday Image of Board

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are going to take a peek into Google’s future and look at what it could mean as Google advances their machine learning and deep learning capabilities. I know these sound like big, fancy, important words. They’re not actually that tough of topics to understand. In fact, they’re simplistic enough that even a lot of technology firms like Moz do some level of machine learning. We don’t do anything with deep learning and a lot of neural networks. We might be going that direction.

But I found an article that was published in January, absolutely fascinating and I think really worth reading, and I wanted to extract some of the contents here for Whiteboard Friday because I do think this

Read the rest

March 6, 2015  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Machine Learning for SEOs

Posted by Tom-Anthony

Since the Panda and Penguin updates, the SEO community has been talking more and more about machine learning, and yet often the term still isn’t well understood. We know that it is the “magic” behind Panda and Penguin, but how does it work? Why didn’t they use it earlier? What does it have to do with the periodic “data refreshes” we see for both of these algorithms?

I think that machine learning is going to be playing a bigger and bigger role in SEO, and so I think it is important that we have a basic understanding of how it works.

Disclaimer: Firstly, I’m no expert on machine learning. Secondly, I’m going to intentionally simplify aspects in places and brush over certain details that I don’t feel are necessary. The goal of this post is not to give you a full or detailed understanding of machine learning, but instead to give you a high-level understanding that allows you to answer the questions in my opening paragraph should a client ask you about them. Lastly, Google is a black box, so obviously it is impossible to know for sure exactly how they are going about things, but … Read the rest

December 23, 2013  Tags: , ,   Posted in: SEO / Traffic / Marketing  No Comments

Machine Learning and Link Spam: My Brush With Insanity

Posted by wrttnwrd


Know someone who thinks they’re smart? Tell them to build a machine learning tool. If they majored in, say, History in college, within 30 minutes they’ll be curled up in a ball, rocking back and forth while humming the opening bars of “Oklahoma.”

Sometimes, though, the alternative is rooting through 250,000 web pages by hand, checking them for compliance with Google’s TOS. Doing that will skip you right past the rocking-and-humming stage, and launch you right into writing-with-crayons-between-your-toes phase.

Those were my two choices six months ago. Several companies came to Portent asking for help with Penguin/manual penalties. They all, for one reason or another, had dirty link profiles.

Link analysis, the hard way. Back when I was a kid…

I did the first link profile review by hand, like this:

  1. Download a list of all external linking pages from SEOmoz, MajesticSEO, and Google Webmaster Tools.
  2. Remove obviously bad links by analyzing URLs. Face
  3. Read the rest

April 24, 2013  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Build and Operate a Content Marketing Machine

Posted by Toby Murdock

Content Marketing is hot. White hot. SEO and digital marketing thought leaders are declaring that Content Marketing is the next big thing. Even Rand is touting its importance.

The strategy of Content Marketing makes sense: instead of pushing messages about your product at prospects, pull prospects towards you by publishing content about your prospects’ interests. Search rank, traffic, leads and all sort of goodness flow from this approach.

So the conversation is no longer about if or why an organization should practice Content Marketing. But the still unanswered question is “How?” How does a brand actually become a publisher, produce great content, and attract traffic and generate conversions?

So if you’re wondering “How?”, fear not. This post will provide a guide on how to build and operate a Content Marketing Machine. But, to be clear, I’m not talking about dipping a toe in the water: doing some blog posts, busting out an … Read the rest

May 24, 2012  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

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