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Richard Neill HorieHome
SEO & Artificial Intelligence Optimisation
Twitter: @NeillHorieSlideshare: http://bit.ly/europeanswallow
#brightonseo
Do you think you are intelligent?
Don’t worry about being perceived as a
narcissist.
Do you know the airspeed of an unladen
European swallow?
SLIDESHARE VERSION
“Unladen European swallow’s airspeed velocity is eleven metres per second.”
Source: https://www.flickr.com/photos/131292477@N08/25219116374
Alexa can answer; Alexa knows the answer.Alexa is an Artificial Intelligence Assistant.
SLIDESHARE VERSION
#brightonseo
ARTIFICIAL INTELLIGENCE OPTIMISATION
#brightonseo
ARTIFICIAL INTELLIGENCE OPTIMISATION
At Home, we have changed the way our business works, the way we think around technology, because of AI. We have changed from talking about Search Engine Optimisation to Artificial Intelligence
Optimisation. And I think you should too. #brightonseo
SLIDESHARE VERSION
Source: https://youtu.be/862r3XS2YB0?t=5m9s
#brightonseo
Source: https://youtu.be/862r3XS2YB0?t=5m9s
But what do I mean when I saw AI? DO I mean Wall-E, or the Terminator, or AI gods powered by Dyson Spheres? Do I mean the highly technical things talked about by other speakers in the AI
stream?#brightonseo
SLIDESHARE VERSION
Source: https://youtu.be/862r3XS2YB0?t=5m9s
To talk about it properly, I first need to talk about intelligence, which I see as the ability to acquire knowledge and skills. To learn things like the airspeed velocity of an unladen European swallow.
Based on this, AI is just a robot knowing things.#brightonseo
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“In the US, on our mobile app in Android, one in five queries - 20% of our queries - are voice queries and that share is growing.”Sundar Pichai, I/O 2016 Keynote
Source: https://youtu.be/862r3XS2YB0?t=5m9s#brightonseo
2 trillionsearches
2,000,000,000,000Source: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247#brightonseo
1 trillion non-mobile searches
1 trillionmobile
searches
Source: https://youtu.be/862r3XS2YB0?t=5m9s#brightonseo
1 trillionnon-mobile searches
500billionother
mobilesearches
500billion
Android searches
Source: https://www.comscore.com/Insights/Rankings/comScore-Reports-January-2016-US-Smartphone-Subscriber-Market-Share#brightonseo
1 trillionnon-mobile searches
500billion other
mobile searches
#brightonseo
400billion
Androidtext
searches
100 billionAndroid
voice searches
The Amazon Echo was the best selling product on Amazon for 2016. A colleague uses one to read bedtime stories to his children.
Another has given one to his elderly parents for Christmas.
Source: https://www.flickr.com/photos/131292477@N08/25219116374#brightonseo
SLIDESHARE VERSION
Dozens of devices at CES 2017 came bundled with Alexa. These range from fridges to televisions to phones. The next Motorola and
Huawei phones are rumoured to come with Alexa.
Source: https://www.flickr.com/photos/131292477@N08/25219116374#brightonseo
SLIDESHARE VERSION
VOICE SEARCH IS AI
In terms of knowing things and answering questions, voice search is AI. But when you start to consider it, it’s more than just voice
search. Source: https://www.flickr.com/photos/131292477@N08/25219116374#brightonseo
SLIDESHARE VERSION
“[Google] would understand exactly what you wanted, and it would give you the right thing. That's obviously artificial intelligence… and that is basically what we work on.”Larry Page, October 2000
Source: http://web.archive.org/web/20150323042808/http://achievement.org/autodoc/steps/vis?target=pag0-005#pag0-005#brightonseo
Google Assistant is the kind of AI they’ve been trying to develop. I could ask it for places to eat and it will show me breakfast places in Brighton. In fact, I don’t even need to ask – it will recommend
some breakfast cafés proactively.
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#brightonseo
2017But that’s now. Let’s take a step back.
#brightonseo
SLIDESHARE VERSIONSLIDESHARE VERSION
2017
2006
In 2006, Google was answering our needs – it’s just that our needs were expressed as brute keywords. I would have typed ”breakfast
café in brighton” to get the result, but I still got it.#brightonseo
SLIDESHARE VERSION
2017
2006
1996Further back still, we can see that search was answering
questions. Was Ask Jeeves bad at it? Yes, it was less sophisticated, but we also gave it very little to work with.#brightonseo
SLIDESHARE VERSION
2017
2006
1996We had scrolling text, no structured data and our café probably
didn’t even have a website. No wonder it struggled. Just because it wasn’t great, it doesn’t mean it wasn’t AI.#brightonseo
SLIDESHARE VERSION
Source: https://youtu.be/862r3XS2YB0?t=5m9s
My colleague was talking to someone at a conference recently, and AI came up. This person said, “You know, sooner or later, we’ll
be marketing towards robots, not people.” To someone who has done SEO, it’s obvious that this has long been the case, but
outside our bubble, AI is something different and new.#brightonseo
SLIDESHARE VERSION
We are the gatekeepers of content.
From all of our work on SEO, we should know what content our users need, and they’re trying to find out and what AI should tell
them.#brightonseo
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Don’t just rely on keyword research –
look at live chat logs, call centre logs,
standard question setups customer
services deal with, user interviews, etc.
#brightonseo
KNOW QUESTIONS
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Produce content, but write it to answer the
questions being asked, not just
vaguely talk about the same topic.
Consider the structure of your
answer, and look into how content is picked
up by featured snippets.
SLIDESHARE VERSION
#brightonseo
KNOW QUESTIONS
ANSWER QUESTIONS
Build Brand Assistants, like Alexa
Skills, Actions on Google or Facebook
Messenger Bots. Don’t just leave it to customer services, or developers, without
our input.Make sure whatever you build is better than Jeeves, if not
than Google Assistant itself.
SLIDESHARE VERSION
#brightonseo
KNOW QUESTIONS
ANSWER QUESTIONS
BUILD ASSISTANTS
ARTIFICIAL INTELLIGENCEIS OUR DOMAIN
And throughout all of this, we must remember that AI is not someone else’s job. It’s our job. It’s our domain. We have owned it since Ask Jeeves, we own it now, and we need to act accordingly.
#brightonseo
SLIDESHARE VERSION
BLOGbit.ly/aiogoldrush
SLIDESHAREbit.ly/europeanswallow
neill.horie@homeagency.co.ukhttps://www.linkedin.com/in/neillhorie/
@NeillHorie
#brightonseo
Click icon to add picture
RECOMMENDED READING
Actions on Googlehttps://developers.google.com/actions/
Alexa Skillshttps://developer.amazon.com/alexa-skills-kit
Facebook Messenger Botshttps://messengerplatform.fb.com/
API.AIhttps://api.ai/
#brightonseo
AI Assistant Experimentshttp://bit.ly/aioexperiments
Can Google Tell Us The Truth?http://bit.ly/nonfacts
Click icon to add picture
REFERENCES
http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
Google now handles 2 trillion searches per year.
https://youtu.be/862r3XS2YB0?t=5m9sSundar Pichai keynote, over 50% of searches are mobile, and 20% of android mobile are voice.
https://www.comscore.com/Insights/Rankings/comScore-Reports-January-2016-US-Smartphone-Subscriber-Market-Share
At least 50% of mobile devices in the US are android.
https://www.fool.com/investing/2017/01/10/amazoncom-incs-best-selling-product-in-2016.aspx
Echo was the best selling product on Amazon for 2016.
#brightonseo
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