The Secret Life of Queries: Parsing, Rewriting & SEO Rebecca Berbel | Oncrawl Koray Tuǧberk Gübür | Holistic SEO slideshare.net/Oncrawl @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur ^(([^:/?#]+):)?(//([^ /?#]*))?([^?#]*)(\?([ ^#]*))?(#(.*))? https://www.google.com/sear ch?q=search+engine+keywo rds#anchor

#brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur WHAT THAT MEANT FOR SEO #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur NOT ANY MORE. #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur LET'S TAKE A LOOK. #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur PARSING #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur Parsing a query

#brightonSEO @RebBerbel @KorayGubur REWRITING #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur Query segments

#brightonSEO @RebBerbel @KorayGubur Keyword clustering

#brightonSEO @RebBerbel @KorayGubur Keywords → Questions

#brightonSEO @RebBerbel @KorayGubur Question Templates

#brightonSEO @RebBerbel @KorayGubur Query refinements

#brightonSEO @RebBerbel @KorayGubur CONTEXT #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur User Intent

#brightonSEO @RebBerbel @KorayGubur User Intent

#brightonSEO @RebBerbel @KorayGubur Location/Time

#brightonSEO @RebBerbel @KorayGubur FINDING ANSWERS #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur BERT

#brightonSEO @RebBerbel @KorayGubur Candidate Passages

#brightonSEO @RebBerbel @KorayGubur Candidate Passages

#brightonSEO @RebBerbel @KorayGubur Candidate Passages

#brightonSEO @RebBerbel @KorayGubur PHEW. LET'S TAKE A STEP BACK.

#brightonSEO @RebBerbel @KorayGubur THERE'S MORE (but we'll stop here)

#brightonSEO @RebBerbel @KorayGubur GOOGLE DOES NOT USE THE TEXT YOU TYPED TO SEARCH FOR RESULTS. #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur WHAT THAT MEANS FOR SEO #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur BUILD TOPICAL RELEVANCE Oncrawl / Koray

#brightonSEO @RebBerbel @KorayGubur REMEMBER NEURAL MATCHING Danny Sullivan (Twitter)

#brightonSEO @RebBerbel @KorayGubur GROUP TARGETED QUERIES Stefan Neefischer

#brightonSEO @RebBerbel @KorayGubur THINK SEARCH INTENT Johanna Maier / Lidia Infante / Lazarina Stoy

#brightonSEO @RebBerbel @KorayGubur DOES IT WORK? #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur Semantic networks & topical relevance

#brightonSEO @RebBerbel @KorayGubur Semantic networks & topical relevance 10K to 70K clicks per month (5 months) 10K to 200K+ clicks per month (5 months) 0 to 330K+ clicks per month (6 months) +400% growth (6 months)

#brightonSEO @RebBerbel @KorayGubur Thank you! @RebBerbel rebecca@oncrawl.com @KorayGubur Holistic SEO ktgubur@holisticseo.digital #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur Appendix - References & further reading Ask the Right Questions: Active Question Reformulation with Reinforcement Learning Bew: Towards Answering Business-Entity-Related Web Questions Bill Slawski - Google Describes a Machine Learning Model For a Searchable Index Bill Slawski - Searching Quotes of Entities Modified at Google Bill Slawski - Adjusting Featured Snippet Answers by Context Bill Slawski - Citations behind the Google Brain Word Vectors Approach Bill Slawski - Featured Snippet Answer Scores Ranking Signals Bill Slawski - New Approaches for Structured Data:Evolution of Question Answering Bill Slawski - Question Answering using Text Spans with Word Vectors Bill Slawski - Weighted Answer Terms for Scoring Answer Passages Bing: Contrastive Multi-document Question Generation Bing: Generating Clarifying Questions for Information Retrieval Candidate Answer Passages Context scoring adjustments for answer passages Corroborating Answers from Multiple Web Sources Dense Passage Retrieval for Open-Domain Question Answering Detecting spam documents in a phrase based information retrieval system Efficient string matching: an aid to bibliographic search [1975] Generating related questions for search queries Google AI Blog - REALM: Integrating Retrieval into Language Representation Models #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur Appendix - References & further reading How to Ask Better Questions? A Large-Scale Multi-Domain Dataset for Rewriting Ill-Formed Questions Implicit question query identification Inferring Search Category Synonyms Indexing Relational Database Content Offline for Efficient Keyword-Based Search K2Q: Generating Natural Language Questions from Keywords with User Refinements Latent Retrieval for Weakly Supervised Open Domain Question Answering Multi-stage query processing system and method for use with tokenspace repository Natural Questions: a Benchmark for Question Answering Research On Faithfulness and Factuality in Abstractive Summarization Query Composition System Retrieval-augmented language model pre-training and fine-tuning Scaling Up All Pairs Similarity Search Scoring candidate answer passages Search Engine Round Table - On Google Passage Indexing vs Featured Snippets Selecting content using query-independent scores of query segments Semantic Search Engine & Query Parsing Summarizing News Articles Using Question and Answer Pairs via Learning Synthetic QA Corpora Generation with Roundtrip Consistency System and method for providing query refinements #brightonSEO @RebBerbel @KorayGubur

#brightonSEO @RebBerbel @KorayGubur Appendix - References & further reading TyDi QA: A Benchmark for Information-Seeking Question Answering in Typologically Diverse Languages Understanding searches better than ever Using the Web for Language Independent Spellchecking and Autocorrection Weighted Answer Terms for Scoring Answer Passages What can you do with a Web in your Pocket? #brightonSEO @RebBerbel @KorayGubur