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Leveraging the Crowd for SEOSMX Advanced June 8, 2011Natala MenezesSr Product ManagerAmazon Mechanical Turk
© 2011 Amazon.com, Inc. or its Affiliates.
What is Crowdsourcing? Distributed problem
solving
Mechanical Turk makes crowdsourcing easy.
© 2011 Amazon.com, Inc. or its Affiliates.
Mechanical Turk is a marketplace for work.
Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.
Flexibility: Scale your workforce up and down quickly Accuracy: Get high quality, efficient and cost effective
results. Price: Pay only when you are satisfied with the results. Speed: Start receiving results in minutes
© 2011 Amazon.com, Inc. or its Affiliates.
How it works
Micro payments through Amazon Flexible Payments Huge workforce: Over 500,000 Workers, 190 countries Platform can handle millions of tasks, via Web or API
© 2011 Amazon.com, Inc. or its Affiliates.
Business Use Cases
Data Management Data Verification Data Entry & Collection Data De-duplication Algorithm Training
Content & Media Moderate Photos & Content Content Creation & Editing Transcription
Categorization Classification Tagging Sentiment Analysis
Business Services Search Relevancy Product Usability Testing Research
© 2011 Amazon.com, Inc. or its Affiliates.
Search Experts <3 Big Data Search Marketing: Keyword expansion
Adding attribute tags Pulling lists from publicly available tools De-duplication / data cleanup and organization Search query research “How would you search for X?”
Web Research Competitive research – What is the tagline for this
company? What is the SEOMoz Score for this website?
Search Results Analysis Of the two results shown – which is the best result?
© 2011 Amazon.com, Inc. or its Affiliates.
Content Creation Article writing & editing
Write a caption for a photo Summarize the benefits of a product Write a story about a specific topic Edit the grammar & style of an article
Photo selection Find a creative commons photo for an article
Transcription Transcribe video or audio content
Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website.
© 2011 Amazon.com, Inc. or its Affiliates.
Content Management Content Moderation
Is this photo appropriate given our guidelines?
Is this a good question or article for our site?
Content Discovery Do these photos have useful meta tags? What are the keywords used during this
video?
Content Analysis What is the sentiment of this tweet?
Is this tweet positive or negative?
© 2011 Amazon.com, Inc. or its Affiliates.
Use Case: Lead Collection The Problem:
Needed to create a list of local business contacts that met certain criteria: Review rating above 3 stars Vertical focus – family friendly restaurants only Within a certain distance of downtown
The Solution Posted tasks to Mechanical Turk to gather
information about potential contacts. Used this data to prioritize their list, then took the
smaller subset for additional data augmentation
© 2011 Amazon.com, Inc. or its Affiliates.
Case Study: Magnum Photos“An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”
"You can keyword an entire archive within weeks.“-- Meagan Young, Magnum's Web Content Manager
Quickly removed their backlog through access to on-demand workforce 10 x more cost efficient than an in-
house solution
© 2011 Amazon.com, Inc. or its Affiliates.
Things you can’t do: Disrupting or degrading the operation of any website
or internet service Ex. Generate "referred" site visits or click through traffic
Go to this website and click on the most valuable ad Ex. Ask Workers to take action to manipulate a website’s behavior or results
Go to X search engine and search for “Danny Sullivan is Awesome”
Violate the terms and conditions of an activity or website (for instance asking Workers to vote for something) or that directly or indirectly promote a site, service, or opinion or ask Workers to solicit third parties Ex. Ask a Worker to perform a marketing activity on your behalf – for instance voting
for something “Tweet This” or “Like”
Ex. Ask a Worker to write a review on a 3rd party site Go to Yelp and write a review for this restaurant
Capturing PII Ex. requiring disclosure of the Worker's identity or e-mail address, either directly or
indirectly Ex. requiring registration at another website or grouphttps://requester.mturk.com/help/faq#restrictions_use_mt
urk
© 2011 Amazon.com, Inc. or its Affiliates.
Applications & Solution Providers Mechanical Turk supports a robust ecosystem of providers
that have built or can build solutions to meet your needs.
© 2011 Amazon.com, Inc. or its Affiliates.
Thank you.Natala Menezesnatala@amazon.com
@amazonmturk
Facebook.com/amazonmturk
mechanicalturk.typepad.com
© 2011 Amazon.com, Inc. or its Affiliates.
Framework What is crowdsourcing What is mturk What can you do w/ MTurk: big data tasks
Keyword expansion Competitive research / web research Content Creation
How to access Direct or partners
A note on policy
© 2011 Amazon.com, Inc. or its Affiliates.
Content Discovery Search discovery requires attributes – keywords
that users can use to find content that relates to them.
Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.
How it works: Photo or article is sent to
Mechanical Turk for review by
Workers
Workers add creative &
descriptive tags
Tags are added as attributes to
the item
Content is more easily
discovered through Web
and Site search
© 2011 Amazon.com, Inc. or its Affiliates.
Search Enhancement / Relevance Search discovery requires categorization and
expansion or classification of attributes – keywords that users can use to find content that relates to them.
Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.
How it works: Item description
is sent to Mechanical Turk
for review by Workers
Workers add creative &
descriptive tags
Tags are added as attributes to
the item
Content is more easily
discovered through Web
and Site search
© 2011 Amazon.com, Inc. or its Affiliates.
How it works:.
“Design & Publish”
“Validate, Pay & Go”
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