Machine learning at Google and it’s applications to search rankings and other product innovations isn’t something that is talked about much in the marketing blogosphere. It’s critical, however, to understand that Google is pushing this type of technology throughout it’s enterprise.
One strong sign that Google is years into machine learning is an open source software library they created for Machine Intelligence called TensorFlow, which they have given to the world to iterate on top of.
They have openly admitted they use TensorFlow in assisting with search results. Jeff Dean calls attention to it in this video at the 27 second mark.
Aki Balogh, the Founder of MarketMuse, helps define it further.
“Machine learning and artificial intelligence are technologies that rely on computers to notice patterns in data. When you combine this with large volumes of data (‘Big Data’), you get systems that are really good at specific tasks, because they can pick up on patterns millions of times faster than a human. Often purpose-built systems like MarketMuse or what Brian calls attention to below that Google might use, are called Artificial Narrow Intelligence (ANI). Combining the pattern recognition of an ANI system with the creativity of a human being is a winning combination.”
Marketers and developers have to get along, in fact they need to drink from the same water-cooler most of the time. It’s important for both marketers and developers to be able to work through projects and take a sense of shared ownership as it relates to results. It is common for teams to butt heads and in some cases just not give a damn what the other side expects as an outcome. Here are some ways to address this issue – and it starts with the ‘development process’. Continue reading Developers vs. Marketers: Whose Responsibility is it for Success?
In the SEO business, at times proving success and past ‘wins’ can be a very intangible art that comes across to higher ups as total black magic. Whether you are trying to win over your boss or client to buy in on your new idea, seeking out a raise at your 9-5 job or winning over the budget from a new client, getting them to see the end goal of making more money can be tough.
I have thought through this a bit and have some experiences that I thought I would share as it has come up quite a bit recently for me in running a boutique search agency. I have had to adjust the need to show value as the people who want to know my value have changed in use cases. Continue reading SEOs: How To Prove Your Value to People Who Matter
Call tracking tends to be one of those things I want to measure across any web operation I am involved in – its generally very integral to moving the bottom line. Whether or not a site depends on the income generated from a fat pipeline of new inbound phone calls I still like to monitor them. CallRail gives me a great base foundation to build out and monitor call activity with. With features like the ability to record calls, take notes on callers, monitor geographic regions that are generating the most interest as well as a myriad of other features that I go into further detail below.
Call Rail Review – Behind the scenes:
CallRail sits on top of the Twilio stack so you know the backbone of the SaaS is rock solid. Twilio is a very large, dominant player in the industry that offers vendors the affordability over the traditional, expensive Call routing provider. The benefit you get with CallRail instead of simply setting up a Twilio account is that you get Dashboards and customizations to reporting that you wouldn’t be able to generate without hiring a developer. They even recently added Webhooks so you can better optimize calls in the CRM process. Continue reading CallRail Review – Are You Tracking Your Calls?
If not, you better fake it tell you make it. Most smaller operations, folks running websites out of their house, do not send the signals to Google that they will be looking for over the next few years as they squeeze out smaller/non branded players. We are seeing an increase in leads just on our Agency front where smaller websites that have long standed rankings/traffic are getting pummeled by recent (last 6 months) in changes to the algorithm.
The latest round of concern comes from the US Govt, and I will emphasize this is hypothetical theory, but if Google is getting pressured by the higher powers to take a closer look at lead gen websites that might be serving nefarious purposes, whats to stop them from turning up the brand dial even more to try and solve this problem in scale?
Just because you feel like you have a solid offering, you are a legitimate business etc, doesnt mean you wont get caught in the fire.
Brand signals are something I will be talking about more and more over time but a few things to consider on that front:
Do you have a physical business address tied to your website?
Do you have any trademarks registered?
Do people talk about you in social? (think social mentions and share of voice here)
Are you getting cited by the press in any capacity, and I am not talking about throwing a BS press release through PRWeb?
Are people Googling your website name? (brand name)
Do people talk about your website in Gmail or other email services?