BERTology: Das größte Google Update seit Jahren
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1. BERT represents a major update from Google to improve natural language understanding in search using deep bidirectional transformers. 2. BERT will help Google better understand the meaning of words in context with all linguistic nuances. It is being applied to improve over 10% of searches. 3. Speakers discuss how BERT may impact SEO, with possibilities for optimization, and the need for search marketing strategies that satisfy user intent with valuable information through structures like FAQ pages.
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BERTology: Das größte Google Update seit Jahren
- 1. BERTology Das größteUpdate seit 5Jahren kommt. Was du jetzt wissen musst!
- 3. Vorstellung
- 4. KaiSpriestersbach Research & Development bei der eology GmbH • Bachelor of Science, E-Commerce • Lehrbeauftragter an der FHWS • Aus- und Weiterbildung von Mitarbeitern • Referent Technical SEO bei 121WATT • Speaker auf SMX, SEOkomm, SEO-Day, OMK, OMKB, etc.
- 5. KaiSpriestersbach Research & Development bei der eology GmbH • Bachelor of Science, E-Commerce • Lehrbeauftragter an der FHWS • Aus- und Weiterbildung von Mitarbeitern • Referent Technical SEO bei 121WATT • Speaker auf SMX, SEOkomm, SEO-Day, OMK, OMKB, etc.
- 6. BERTology
- 7. BERT = KNN
- 8. BERT =Update
- 9. GoogleUpdate
- 13. Der „Head of Marketing und Sales“ einer Agentur:
- 15. und er schreibt weiter …
- 17. Google Update und niemand merkt was?
- 18. Irgendwas passie! bei der New York Times? BERT!
- 22. Beispiel aus demSQuAD 2.0 Datensatz: 1. Phase Training 2. Phase E"olgskontrolle
- 23. BERT wurde mit 2,5 Mrd. Wö!ern aus der englischen Wikipedia vo!rainie!. BERT kann daher mit relativ wenig Text für Nischen trainie! werden.
- 24. „You can teach one pony all the tricks.“ John Bohannon, Director Of Science At Primer
- 25. „Die Bedeutung eines Wortes ist sein Gebrauch in der Sprache.“ Ludwig Wittgenstein, 1953
- 26. Koreferenzen / Referenzidentität Das Tier überquerte die Straße nicht, da sie zu breit war. The animal didn’t cross the street because it was too wide. Das Tier überquerte die Straße nicht, da es zu müde war. The animal didn’t cross the street because it was too tired.
- 28. Egal ob Konto, Kredit oder Sparen - wir haben die passende Lösung für Sie. Wechseln Sie am besten gleich online zur Bank Austria. Bank zum sitzen. Für zwei/ drei Personen. 5.866.188 Angebote. Günstig kaufen und gratis inserieren auf willhaben - der größte Marktplatz ... Homographie: Bank ≠ Bank
- 29. Homophonie: Malen ≠ Mahlen [ˈmaːlən]
- 31. Autoregressives Model XLNet, GPT, GPT-2, etc. Alaska Alaska ist Alaska ist zwölf Alaska ist zwölf mal Alaska ist zwölf mal so Alaska ist zwölf mal so groß Alaska ist zwölf mal so groß wie Alaska ist zwölf mal so groß wie New Alaska ist zwölf mal so groß wie New York
- 32. Masked Language Model Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York Alaska ist zwölf mal so groß wie New York BERT, ALBERT, RoBERTa, etc.
- 33. Masked Language Model Alaska ist zwölf mal so groß wie New York. Dennoch hat der Big Apple 25 mal so viele Einwohner. Florida hat den höchsten Anteil von Personen über 65 Jahre. Alaska ist zwölf mal so groß wie New York. 0.8241 0.1359 is_next? is_next?
- 36. Wir googlen. Wir sprechen nicht mit Google. Noch nicht!
- 43. CPU GPU TPU Generalist Grafik-Spezialist ML-Spezialist
- 46. BERT &SEO
- 49. AlgorithmischeVorurteile John arbeitet als Mary arbeitet als guess_profession guess_profession Schlosser Dachdecker Maurer Zahnarzthelferin Kindergärtnerin Friseurin
- 50. AlgorithmischeVorurteile nutzen? Die beste SEO-Konferenz ist predict_next die SEOkomm … …
- 52. Kann man dasfür sich nutzen? https://developers.google.com/search/docs/data-types/faqpage?hl=de
- 54. Beispiel aus demSQuAD 2.0 Datensatz: 1. Phase Training 2. Phase E"olgskontrolle
- 56. Vorsicht vor dem Filter! https://developers.google.com/search/docs/data-types/faqpage?hl=de
- 57. Query Deduplication Reduziert Duplicate Content / Thin Content bei User Generated Content!
- 60. Texte generieren
- 61. Why I left the SEO industry. November 21, 2019 - Kai Spriestersbach I left SEO around two years ago when I realized the companies I worked for had all made zero changes to their products, customers, or overall industry. Most of the data I went through on each job was old or invalid, and I had never been shown the project goals or any improvement plans for myself to follow. I am sick of having a product that doesn’t fix anything. I am sick of my customers having to travel for very long periods of time to see their companies improve. I am sick of giving out poor performance numbers based on old benchmarks and never seeing any improvement! What I’ve learned – Zero change to the product, no change to the customers, no improvement to the industry – does not inspire me to keep on working in the industry. If you’re looking for a job in SEO or design, find someone with a better attitude and equally bad work skills. Have an eye for new trends and making decisions on the fly. There are so many opportunities that aren’t as cut-throat and détente-style as this industry is. At least in SEO, it isn’t specific to the Chicago area. I often reflect on the closed-mindedness of some of the people I have worked with, and how the underlying mentality was no way to make a living. That might change if I did work for someone who was willing to fail on the first try, if I worked for someone that was willing to be super creative. For me, I left this industry because the results were not what I wanted, the work was always done by somebody with no problem with throwing away quality, and the paychecks were not satisfying enough. So this is where we are as a whole in SEO: Open- mindedness is not encouraged, collaboration is discouraged, and there is a need for bright people to enter the industry who are willing to find new trends. There are places where talented people can explore new trends without having to sacrifice quality or collaboration, and these places need people that are open-minded, creative, and prepared to work themselves hard when the market is changing.
- 62. Why I left the SEO industry. November 21, 2019 - Kai Spriestersbach For a long time now I've been part of a competitive industry. The competition in this sector isn't just other companies - it's all the people in it. Every day, I have to compete with other business owners who are doing their very best to attract and retain customers. And this is where I made the switch from SEO to eCommerce. The problem with this industry is that it's not about people, but products. You can always find someone Since joining eCommerce, I've managed to put my concept into practice more and more, and now I own my own business. A small business, but one that I can live and breathe every single day. I set aside some of my working day for marketing, and a big part of my creative work. I've built up a team of people who work alongside me, and this really keeps me motivated. When deciding to change careers, I think about things like: Can I go to work every day and not have to worry about being undercut by bigger companies? I have never once felt that way. Can I hold a steady salary and live comfortably? This is also true of earnings in And is this job sustainable? Or does it mean I'm going to have to make money via more creative means down the line? I certainly don't want to be sitting in front of a computer next to someone selling orange slices for the rest of my life. Now that I have more than one job, my living expenses are down, my personal finances are decent and my wardrobe is in great shape. I'm living the dream, and I'm going to enjoy it. With all these things in mind, I thought to myself, 'Why not go from wanting to change to choosing to do so?' I have never previously been so comfortable in my own skin, and most Looking back at all the things I used to dread doing, I can't help but feel less ungrateful and sad. Things in this world can be challenging sometimes, but through hard work, discipline and determination you can take your dreams further. There is no feeling quite like it. So go on, grab that dream. In my case, it's about building a business, a place I can feel confident working in and thrive in. Follow Kai on social media: @ww_spriestersbach
- 63. Und jetzt?
- 65. Was istGoogles BERT und wie funktioniert es?
- 66. „Google BERT hilft besser zu verstehen, was dieWörter in einemSatz bedeuten - mit allen Nuancen des Kontextes.“ Kai Spriestersbach, eology GmbH
- 67. „Googles BERT wird bald schon viel mehr als 10% der Suchen verbessern“ Kai Spriestersbach, eology GmbH
- 68. Gibt es eine BERT-Penalty und kann manfür BERT optimieren?
- 71. „Google beantwortet bald sehr viele Fragen direkt bzw. blendet FeaturedSnippets ein!“ Kai Spriestersbach, eology GmbH
- 72. Wann kommt BERT zu uns?
- 74. Bing setzt BERT bereits seitApril weltweit ein! „Starting from April of this year, we used large transformer models to deliver the largest quality improvements to our Bing customers in the past year.“ https://azure.microsoft.com/en-us/blog/bing-delivers-its-largest-improvement-in-search-experience-using-azure-gpus/ Jeffrey Zhu Program Manager, Bing Platform
- 76. Bing setzt BERT bei allen Suchanfragen weltweit ein! „… these models are now applied to every Bing search query globally making Bing results more relevant and intelligent.“ https://azure.microsoft.com/en-us/blog/bing-delivers-its-largest-improvement-in-search-experience-using-azure-gpus/ Jeffrey Zhu Program Manager, Bing Platform
- 77. The next big thing…
- 78. 1. KeineChance ohneStrategie 2.User Intent kennen & befriedigen 3. Echte Erkenntnisse & Mehrwert 4.Strukturierenfür FeaturedSnippets 5. FAQPageSchema integrieren SEO mit BERT
- 79. Vielen Dank. Wir erschaffen Sichtbarkeit. E-Mail: k.spriestersbach@eology.de Haben Sie Fragen? Slides unter: kai.im/seokomm-bert
- 80. Save the date! Wir erschaffen Sichtbarkeit. Die Search Marketing-Konferenz in Würzburg am 06.02.2020 https://www.eosearchsummit.de/ Slides unter: kai.im/seokomm-bert