Webinar Googles BERT Update @ OMT 2020 von Kai Spriestersbach
0 likes401 views
BERT – Das größte Google Update seit fünf Jahren?! Was du unbedingt darüber wissen solltest Nach RankBrain kommt BERT. Laut Google handelt es sich beim BERT-Update um den größten Sprung seit fünf Jahren und einen der größten Sprünge in der Entwicklung von Suchmaschinen überhaupt. Jedes Mal, wenn eines der Google-Updates einen Namen bekommt, ist die Aufregung in der SEO-Szene besonders groß. Doch diesmal hat eigentlich niemand wirklich etwas gemerkt. Keine Listen von Gewinnern und Verlierern, keine Analysen, was sich geändert hat, keine Hinweise auf irgendetwas. Googles offiziellen Aussagen zufolge wirkt sich BERT auf etwa 10 % der Suchanfragen aus und wird für die Generierung der sogenannten Featured Snippets eingesetzt. Doch was ist BERT eigentlich und was bedeutet das für die Suchmaschinenoptimierung? Kai bringt Licht ins Dunkel. Was Du nach dem Webinar gelernt hast: Was ist Googles BERT eigentlich und wie funktioniert es? Wieso spricht Google vom größten Update seit 5 Jahren und keiner merkt etwas? Gibt es eine BERT-Penalty und kann man für BERT optimieren? Welche Auswirkungen hat BERT auf mein SEO? Wohin geht die Reise mit Google im Blick auf BERT und NLP-Techniken?
![Homophonie: Malen ≠ Mahlen
[ˈmaːlən]](https://image-private.slidesharecdn.com/webinargooglesbertupdateomt2020-kaispriestersbach-200218201049/85/slide-41-320.jpg?hdnea=acl=/webinargooglesbertupdateomt2020-kaispriestersbach-200218201049/85/slide-41-320.jpg*~exp=1743882575~hmac=c93d849565be9cadd144d9c3dc2f2ee3212fa49573066761c2d7155dca3ca7ed&cb=1582056696)
![KnowledgeGraphCompletion
https://arxiv.org/pdf/1909.03193.pdf
Steve Jobs [SEP] founded [SEP] Apple Inc.](https://image-private.slidesharecdn.com/webinargooglesbertupdateomt2020-kaispriestersbach-200218201049/85/slide-90-320.jpg?hdnea=acl=/webinargooglesbertupdateomt2020-kaispriestersbach-200218201049/85/slide-90-320.jpg*~exp=1743882575~hmac=6f19769ce4683abfea8dd70fdc7d6600c5b40f6abf385b32745e7fb6ccc1ccc0&cb=1582056696)
![KnowledgeGraphCompletion
https://arxiv.org/pdf/1909.03193.pdf
Who [SEP] founded [SEP] Apple Inc.?](https://image-private.slidesharecdn.com/webinargooglesbertupdateomt2020-kaispriestersbach-200218201049/85/slide-91-320.jpg?hdnea=acl=/webinargooglesbertupdateomt2020-kaispriestersbach-200218201049/85/slide-91-320.jpg*~exp=1743882575~hmac=4c184456c82ab82ac22e99b3eb338ac8e03932bfa0d2c9f7688301c573e653fa&cb=1582056696)
More Related Content
More from SEARCH ONE (13)
Recently uploaded (20)
Webinar Googles BERT Update @ OMT 2020 von Kai Spriestersbach
- 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. 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.
- 7. BERTology
- 8. BERTology
- 9. BERT = KNN
- 10. BERT =Update
- 11. GoogleUpdate
- 15. Der „Head of Marketing und Sales“ einer Agentur:
- 17. und er schreibt weiter …
- 19. Google Update und niemand merkt was?
- 20. Irgendwas passiert bei der New York Times? BERT!
- 22. Aus einer Präsentation vomSEOday 2019
- 24. Seit 9.12.2019 ist BERT live
- 25. 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
- 27. 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
- 31. Beispiel aus demSQuAD 2.0 Datensatz: 1. Phase Training 2. Phase Erfolgskontrolle
- 32. Beispiel aus demSQuAD 2.0 Datensatz: 1. Phase Training 2. Phase Erfolgskontrolle
- 33. BERT wurde mit >3 Mrd. Wörtern aus der englischen Wikipedia und dem BookCorpus vortrainiert. BERT kann daher mit relativ wenig Text für Nischen trainiert werden.
- 34. „You can teach one pony all the tricks.“ John Bohannon, Director Of Science At Primer
- 35. „You can teach one pony all the tricks.“ John Bohannon, Director Of Science At Primer
- 36. „Die Bedeutung eines Wortes ist sein Gebrauch in der Sprache.“ Ludwig Wittgenstein, 1953
- 37. 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.
- 38. 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.
- 40. 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
- 41. Homophonie: Malen ≠ Mahlen [ˈmaːlən]
- 44. 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
- 45. 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.
- 46. 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?
- 49. Wir googlen. Wir sprechen nicht mit Google. Noch nicht!
- 56. CPU GPU TPU Generalist Grafik-Spezialist ML-Spezialist
- 60. BERT &SEO
- 61. BERT &SEO
- 64. AlgorithmischeVorurteile John arbeitet als Mary arbeitet als guess_profession guess_profession Schlosser Dachdecker Maurer Zahnarzthelferin Kindergärtnerin Friseurin
- 65. AlgorithmischeVorurteile nutzen? Die beste SEO-Konferenz ist predict_next der OMT die SEOkomm …
- 67. Kann man dasfür sich nutzen? https://developers.google.com/search/docs/data-types/faqpage?hl=de
- 69. Beispiel aus demSQuAD 2.0 Datensatz: 1. Phase Training 2. Phase Erfolgskontrolle
- 71. Vorsicht vor dem Filter! https://developers.google.com/search/docs/data-types/faqpage?hl=de
- 72. Query Deduplication Reduziert Duplicate Content / Thin Content bei User Generated Content!
- 74. AutomatisierteÜbersetzung Nicht erlaubt sind: Automatisiert übersetzte Texte, die vor der Veröffentlichung nicht geprüft oder bearbeitet werden. https://support.google.com/webmasters/answer/2721306?hl=de&ref_topic=6001971
- 76. Texte generieren
- 77. 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.
- 78. 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 to sell you a product, but you can never find someone to sell you an idea. 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 the eCommerce industry. I'm not sure what other jobs pay the same as what I earn per month, but I'll be honest - I'm not greedy. 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 importantly, I've never been happier in my own skin. I have to admit I feel lucky. 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
- 79. 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
- 80. 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
- 82. Wie geht dieserSatz weiter? https://talktotransformer.com/
- 84. Wie geht dieserSatz weiter? https://talktotransformer.com/
- 87. BERT & Entitäten
- 88. BERT & Entitäten Knowledge Graph
- 89. BERT & Entitäten Entität?! Knowledge Graph
- 90. KnowledgeGraphCompletion https://arxiv.org/pdf/1909.03193.pdf Steve Jobs [SEP] founded [SEP] Apple Inc.
- 91. KnowledgeGraphCompletion https://arxiv.org/pdf/1909.03193.pdf Who [SEP] founded [SEP] Apple Inc.?
- 96. Entitäten &Audio https://patentscope.wipo.int/search/en/detail.jsf?docId=WO2020027771 Google Assistant is listening…
- 97. Entitäten &Video
- 100. Und jetzt?
- 101. The next big thing…
- 103. BERT ist nicht überall
- 104. Was istGoogles BERT und wie funktioniert es?
- 105. „Google BERT hilft besser zu verstehen, was dieWörter in einemSatz bedeuten - mit allen Nuancen des Kontextes.“ Kai Spriestersbach, eology GmbH
- 106. „Googles BERT wird bald schon viel mehr als 10% derSuchen verbessern“ Kai Spriestersbach, eology GmbH
- 107. Gibt es eine BERT-Penalty und kann manfür BERT optimieren?
- 109. Welche Auswirkungen hat BERT auf mein SEO?
- 111. „Google beantwortet immer mehr Fragen direkt oder blendet FeaturedSnippets ein!“ Kai Spriestersbach, eology GmbH
- 116. 1. KeineChance ohneStrategie 2.User Intent kennen & befriedigen 3. Echte Erkenntnisse & Mehrwert 4.Strukturierenfür FeaturedSnippets 5. FAQPageSchema integrieren SEO mit BERT
- 117. 1. KeineChance ohneStrategie 2.User Intent kennen & befriedigen 3. Echte Erkenntnisse & Mehrwert 4.Strukturierenfür FeaturedSnippets 5. FAQPageSchema integrieren SEO mit BERT
- 118. Vielen Dank. Wir erschaffen Sichtbarkeit. E-Mail: k.spriestersbach@eology.de Haben Sie Fragen? Slides unter: kai.im/omt-bert