Leveraging Mechanical Turk for SEO
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Mechanical Turk is a crowdsourcing marketplace that allows businesses to access an on-demand global workforce to complete tasks. Through Mechanical Turk, businesses can distribute both microtasks and larger scale projects to be completed quickly and cost-effectively. Common uses of the platform include data entry, content moderation, surveys, and search engine optimization tasks like keyword research and content tagging. Mechanical Turk provides flexibility, accuracy, and fast results at a low variable cost per task completed.
Leveraging Mechanical Turk for SEO
- 1. Leveraging the Crowd for SEOSMX Advanced June 8, 2011Natala MenezesSr Product ManagerAmazon Mechanical Turk
- 2. What is Crowdsourcing? Distributed problem solving Mechanical Turk makes crowdsourcing easy.
- 3. Mechanical Turk is a marketplace for work. Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.Flexibility: Scale your workforce up and down quicklyAccuracy: Get high quality, efficient and cost effective results.Price: Pay only when you are satisfied with the results.Speed: Start receiving results in minutes
- 4. How it worksMicro payments through Amazon Flexible PaymentsHuge workforce: Over 500,000 Workers, 190 countriesPlatform can handle millions of tasks, via Web or API
- 5. Business Use CasesCategorizationClassificationTaggingSentiment AnalysisData ManagementData VerificationData Entry & CollectionData De-duplicationAlgorithm TrainingContent & MediaModerate Photos & ContentContent Creation & EditingTranscriptionBusiness ServicesSearch Relevancy Product Usability Testing Research
- 6. Search Experts <3 Big DataSearch Marketing: Keyword expansionAdding attribute tagsPulling lists from publicly available toolsDe-duplication / data cleanup and organization Search query research “How would you search for X?” Web ResearchCompetitive research – What is the tagline for this company? What is the SEOMoz Score for this website? Search Results Analysis Of the two results shown – which is the best result?
- 7. Content CreationArticle writing & editing Write a caption for a photoSummarize the benefits of a product Write a story about a specific topicEdit the grammar & style of an article Photo selection Find a creative commons photo for an article Transcription Transcribe video or audio content Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website.
- 8. Content ManagementContent Moderation Is this photo appropriate given our guidelines? Is this a good question or article for our site? Content Discovery Do these photos have useful meta tags? What are the keywords used during this video? Content Analysis What is the sentiment of this tweet? Is this tweet positive or negative?
- 9. Use Case: Lead CollectionThe Problem:Needed to create a list of local business contacts that met certain criteria:Review rating above 3 starsVertical focus – family friendly restaurants onlyWithin a certain distance of downtown The SolutionPosted tasks to Mechanical Turk to gather information about potential contacts. Used this data to prioritize their list, then took the smaller subset for additional data augmentation
- 10. Case Study: Magnum Photos“An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”"You can keyword an entire archive within weeks.“-- Meagan Young, Magnum's Web Content ManagerQuickly removed their backlog through access to on-demand workforce10 x more cost efficient than an in-house solution
- 11. Things you can’t do:Disrupting or degrading the operation of any website or internet serviceEx. Generate "referred" site visits or click through trafficGo to this website and click on the most valuable adEx. Ask Workers to take action to manipulate a website’s behavior or resultsGo to X search engine and search for “Danny Sullivan is Awesome” Violate the terms and conditions of an activity or website (for instance asking Workers to vote for something) or that directly or indirectly promote a site, service, or opinion or ask Workers to solicit third partiesEx. Ask a Worker to perform a marketing activity on your behalf – for instance voting for something “Tweet This” or “Like” Ex. Ask a Worker to write a review on a 3rd party site Go to Yelp and write a review for this restaurant Capturing PII Ex. requiring disclosure of the Worker's identity or e-mail address, either directly or indirectlyEx. requiring registration at another website or grouphttps://requester.mturk.com/help/faq#restrictions_use_mturk
- 12. Applications & Solution ProvidersMechanical Turk supports a robust ecosystem of providers that have built or can build solutions to meet your needs.
Editor's Notes
- #4: Amazon Mechanical TurkIt is a marketplace for work. In a traditional marketplace, like the Amazon.com retail site that you’re probably already familiar with, there are buyers who spend money to purchase products and there are sellers who make money by selling their products. This is true in the Amazon Mechanical Turk Marketplace as well. Businesses, or Requesters as they are called on Mechanical Turk are buying work. Mechanical Turk Workers sell their work and earn money when the transaction is complete. And just like in the Amazon.com retail experience, Amazon Mechanical Turk takes care of all of the transaction details including getting the work “listed” on the site so Workers see it when they browse for Work as well as completing the payment transaction when work is approved by you, the Requester. Let’s talk in a bit more detail about how it works.