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

SLIDESHARE VERSION

“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.

SLIDESHARE VERSION

#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

SLIDESHARE VERSION

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

SLIDESHARE VERSION

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