SEO
Google LIMoE – A Step Towards Goal Of A Single AI
Google announced a new technology called LIMoE that it says represents a step toward reaching Google’s goal of an AI architecture called Pathways.
Pathways is an AI architecture that is a single model that can learn to do multiple tasks that are currently accomplished by employing multiple algorithms.
LIMoE is an acronym that stands for Learning Multiple Modalities with One Sparse Mixture-of-Experts Model. It’s a model that processes vision and text together.
While there are other architectures that to do similar things, the breakthrough is in the way the new model accomplishes these tasks, using a neural network technique called a Sparse Model.
The sparse model is described in a research paper from 2017 that introduced the Mixture-of-Experts layer (MoE) approach, in a research paper titled, Outrageously Large Neural Networks: The Sparsely-Gated Mixture-of-Experts Layer.
In 2021 Google announced a MoE model called GLaM: Efficient Scaling of Language Models with Mixture-of-Experts that was trained just on text.
The difference with LIMoE is that it works on text and images simultaneously.
The sparse model is different from the the “dense” models in that instead of devoting every part of the model to accomplishing a task, the sparse model assigns the task to various “experts” that specialize in a part of the task.
What this does is to lower the computational cost, making the model more efficient.
So, similar to how a brain sees a dog and know it’s a dog, that it’s a pug and that the pug displays a silver fawn color coat, this model can also view an image and accomplish the task in a similar way, by assigning computational tasks to different experts that specialize in the task of recognizing a dog, its breed, its color, etc.
The LIMoE model routes the problems to the “experts” specializing in a particular task, achieving similar or better results than current approaches to solving problems.
An interesting feature of the model is how some of the experts specialize mostly in processing images, others specialize mostly in processing text and some experts specialize in doing both.
Google’s description of how LIMoE works shows how there’s an expert on eyes, another for wheels, an expert for striped textures, solid textures, words, door handles, food & fruits, sea & sky, and an expert for plant images.
The announcement about the new algorithm describes these experts:
“There are also some clear qualitative patterns among the image experts — e.g., in most LIMoE models, there is an expert that processes all image patches that contain text. …one expert processes fauna and greenery, and another processes human hands.”
Experts that specialize in different parts of the problems provide the ability to scale and to accurately accomplish many different tasks but at a lower computational cost.
The research paper summarizes their findings:
- “We propose LIMoE, the first large-scale multimodal mixture of experts models.
- We demonstrate in detail how prior approaches to regularising mixture of experts models fall short for multimodal learning, and propose a new entropy-based regularisation scheme to stabilise training.
- We show that LIMoE generalises across architecture scales, with relative improvements in zero-shot ImageNet accuracy ranging from 7% to 13% over equivalent dense models.
- Scaled further, LIMoE-H/14 achieves 84.1% zeroshot ImageNet accuracy, comparable to SOTA contrastive models with per-modality backbones and pre-training.”
Matches State of the Art
There are many research papers published every month. But only a few are highlighted by Google.
Typically Google spotlights research because it accomplishes something new, in addition to attaining a state of the art.
LIMoE accomplishes this feat of attaining comparable results to today’s best algorithms but does it more efficiently.
The researchers highlight this advantage:
“On zero-shot image classification, LIMoE outperforms both comparable dense multimodal models and two-tower approaches.
The largest LIMoE achieves 84.1% zero-shot ImageNet accuracy, comparable to more expensive state-of-the-art models.
Sparsity enables LIMoE to scale up gracefully and learn to handle very different inputs, addressing the tension between being a jack-of-all-trades generalist and a master-of-one specialist.”
The successful outcomes of LIMoE led the researchers to observe that LIMoE could be a way forward for achieving a multimodal generalist model.
The researchers observed:
“We believe the ability to build a generalist model with specialist components, which can decide how different modalities or tasks should interact, will be key to creating truly multimodal multitask models which excel at everything they do.
LIMoE is a promising first step in that direction.”
Potential Shortcomings, Biases & Other Ethical Problems
There are shortcomings to this architecture that are not discussed in Google’s announcement but are mentioned in the research paper itself.
The research paper notes that, similar to other large-scale models, LIMoE may also introduce biases into the results.
The researchers state that they have not yet “explicitly” addressed the problems inherent in large scale models.
They write:
“The potential harms of large scale models…, contrastive models… and web-scale multimodal data… also carry over here, as LIMoE does not explicitly address them.”
The above statement makes a reference (in a footnote link) to a 2021 research paper called, On the Opportunities and Risks of Foundation Models (PDF here).
That research paper from 2021 warns how emergent AI technologies can cause negative societal impact such as:
“…inequity, misuse, economic and environmental impact, legal and ethical considerations.”
According to the cited paper, ethical problems can also arise from the tendency toward the homogenization of tasks, which can then introduce a point of failure that is then reproduced to other tasks that follow downstream.
The cautionary research paper states:
“The significance of foundation models can be summarized with two words: emergence and homogenization.
Emergence means that the behavior of a system is implicitly induced rather than explicitly constructed; it is both the source of scientific excitement and anxiety about unanticipated consequences.
Homogenization indicates the consolidation of methodologies for building machine learning systems across a wide range of applications; it provides strong leverage towards many tasks but also creates single points of failure.”
One area of caution is in vision related AI.
The 2021 paper states that the ubiquity of cameras means that any advances in AI related to vision could carry a concomitant risk toward the technology being applied in an unanticipated manner which can have a “disruptive impact,” including with regard to privacy and surveillance.
Another cautionary warning related to advances in vision related AI is problems with accuracy and bias.
They note:
“There is a well-documented history of learned bias in computer vision models, resulting in lower accuracies and correlated errors for underrepresented groups, with consequently inappropriate and premature deployment to some real-world settings.”
The rest of the paper documents how AI technologies can learn existing biases and perpetuate inequities.
“Foundation models have the potential to yield inequitable outcomes: the treatment of people that is unjust, especially due to unequal distribution along lines that compound historical discrimination…. Like any AI system, foundation models can compound existing inequities by producing unfair outcomes, entrenching systems of power, and disproportionately distributing negative consequences of technology to those already marginalized…”
The LIMoE researchers noted that this particular model may be able to work around some of the biases against underrepresented groups because of the nature of how the experts specialize in certain things.
These kinds of negative outcomes are not theories, they are realities and have already negatively impacted lives in real-world applications such as unfair racial-based biases introduced by employment recruitment algorithms.
The authors of the LIMoE paper acknowledge those potential shortcomings in a short paragraph that serves as a cautionary caveat.
But they also note that there may be a potential to address some of the biases with this new approach.
They wrote:
“…the ability to scale models with experts that can specialize deeply may result in better performance on underrepresented groups.”
Lastly, a key attribute of this new technology that should be noted is that there is no explicit use stated for it.
It’s simply a technology that can process images and text in an efficient manner.
How it can be applied, if it ever is applied in this form or a future form, is never addressed.
And that’s an important factor that is raised by the cautionary paper (Opportunities and Risks of Foundation Models), calls attention to in that researchers create capabilities for AI without consideration for how they can be used and the impact they may have on issues like privacy and security.
“Foundation models are intermediary assets with no specified purpose before they are adapted; understanding their harms requires reasoning about both their properties and the role they play in building task-specific models.”
All of those caveats are left out of Google’s announcement article but are referenced in the PDF version of the research paper itself.
Pathways AI Architecture & LIMoE
Text, images, audio data are referred to as modalities, different kinds of data or task specialization, so to speak. Modalities can also mean spoken language and symbols.
So when you see the phrase “multimodal” or “modalities” in scientific articles and research papers, what they’re generally talking about is different kinds of data.
Google’s ultimate goal for AI is what it calls the Pathways Next-Generation AI Architecture.
Pathways represents a move away from machine learning models that do one thing really well (thus requiring thousands of them) to a single model that does everything really well.
Pathways (and LIMoE) is a multimodal approach to solving problems.
It’s described like this:
“People rely on multiple senses to perceive the world. That’s very different from how contemporary AI systems digest information.
Most of today’s models process just one modality of information at a time. They can take in text, or images or speech — but typically not all three at once.
Pathways could enable multimodal models that encompass vision, auditory, and language understanding simultaneously.”
What makes LIMoE important is that it is a multimodal architecture that is referred to by the researchers as an “…important step towards the Pathways vision…”
The researchers describe LIMoE a “step” because there is more work to be done, which includes exploring how this approach can work with modalities beyond just images and text.
This research paper and the accompanying summary article shows what direction Google’s AI research is going and how it is getting there.
Citations
Read Google’s Summary Article About LIMoE
LIMoE: Learning Multiple Modalities with One Sparse Mixture-of-Experts Model
Download and Read the LIMoE Research Paper
Multimodal Contrastive Learning with LIMoE: the Language-Image Mixture of Experts (PDF)
Image by Shutterstock/SvetaZi
SEO
Google Discusses Fixing 404 Errors From Inbound Links
Google’s John Mueller responded to a thread in Reddit about finding and fixing inbound broken links, offering a nuanced insight that some broken links are worth finding and fixing and others are not.
Reddit Question About Inbound Broken Links
Someone asked on Reddit if there’s a way to find broken links for free.
This is the question:
“Is it possible to locate broken links in a similar manner to identifying expired domain names?”
The person asking the question clarified if this was a question about an inbound broken link from an external site.
John Mueller Explains How To Find 404 Errors To Fix
John Mueller responded:
“If you want to see which links to your website are broken & “relevant”, you can look at the analytics of your 404 page and check the referrers there, filtering out your domain.
This brings up those which actually get traffic, which is probably a good proxy.
If you have access to your server logs, you could get it in a bit more detail + see which ones search engine bots crawl.
It’s a bit of technical work, but no external tools needed, and likely a better estimation of what’s useful to fix/redirect.”
In his response, John Mueller answers the question on how to find 404 responses caused by broken inbound links and identify what’s “useful to fix” or to “redirect.”
Mueller Advises On When Not To “Fix” 404 Pages
John Mueller next offered advice on when it doesn’t make sense to not fix a 404 page.
Mueller explained:
“Keep in mind that you don’t have to fix 404 pages, having things go away is normal & fine.
The SEO ‘value’ of bringing a 404 back is probably less than the work you put into it.”
Some 404s Should Be Fixed And Some Don’t Need Fixing
John Mueller said that there are situations where a 404 error generated from an inbound link is easy to fix and suggested ways to find those errors and fix them.
Mueller also said that there are some cases where it’s basically a waste of time.
What wasn’t mentioned was what the difference was between the two and this may have caused some confusion.
Inbound Broken Links To Existing Webpages
There are times when another sites links into your site but uses the wrong URL. Traffic from the broken link on the outside site will generate a 404 response code on your site.
These kinds of links are easy to find and useful to fix.
There are other situations when an outside site will link to the correct webpage but the webpage URL changed and the 301 redirect is missing.
Those kinds of inbound broken links are also easy to find and useful to fix. If in doubt, read our guide on when to redirect URLs.
In both of those cases the inbound broken links to the existing webpages will generate a 404 response and this will show up in server logs, Google Search Console and in plugins like the Redirection WordPress plugin.
If the site is on WordPress and it’s using the Redirection plugin, identifying the problem is easy because the Redirection plugin offers a report of all 404 responses with all the necessary information for diagnosing and fixing the problem.
In the case where the Redirection plugin isn’t used one can also hand code an .htaccess rule for handling the redirect.
Lastly, one can contact the other website that’s generating the broken link and ask them to fix it. There’s always a small chance that the other site might decide to remove the link altogether. So it might be easier and faster to just fix it on your side.
Whichever approach is taken to fix the external inbound broken link, finding and fixing these issues is relatively simple.
Inbound Broken Links To Removed Pages
There are other situations where an old webpage was removed for a legitimate reason, like an event passed or a service is no longer offered.
In that case it makes sense to just show a 404 response code because that’s one of the reasons why a 404 response should be shown. It’s not a bad thing to show a 404 response.
Some people might want to get some value from the inbound link and create a new webpage to stand in for the missing page.
But that might not be useful because the link is for something that is irrelevant and of no use because the reason for the page no longer exists.
Even if you create a new reason, it’s possible that some of that link equity might flow to the page but it’s useless because the topic of that inbound link is totally irrelevant to anyting but the expired reason.
Redirecting the missing page to the home page is a strategy that some people use to benefit from the link to a page that no longer exists. But Google treats those links as Soft 404s, which then passes no benefit.
These are the cases that John Mueller was probably referring to when he said:
“…you don’t have to fix 404 pages, having things go away is normal & fine.
The SEO ‘value’ of bringing a 404 back is probably less than the work you put into it.”
Mueller is right, there are some pages that should be gone and totally removed from a website and the proper server response for those pages should be a 404 error response.
SEO
Site Quality Is Simpler Than People Think
Google’s John Mueller, Martin Splitt and Gary Illyes discussed site quality in a recent podcast, explaining the different ways of thinking about site quality and at one point saying it’s not rocket science. The discussion suggests that site quality could be simpler than most people know.
Site Quality Is Not Rocket Science
The first point they touched on is to recommend reading site quality documentation, insisting that site quality is not especially difficult to understand.
Gary Illyes said:
“So I would go to a search engine’s documentation.
Most of them have some documentation about how they function and just try to figure out where your content might be failing or where your page might be failing because honestly, okay, this is patronizing, but it’s not rocket science.”
No Tools For Site Quality – What To Do?
Gary acknowledged that there’s no tool for diagnosing site quality, not in the same way there are tools for objectively detecting technical issues.
The traffic metrics that show a downward movement don’t explain why, they just show that something changed.
Gary Illyes:
“I found the up-down metric completely useless because you still have to figure out what’s wrong with it or why people didn’t like it.
And then you’re like, “This is a perfectly good page. I wrote it, I know that it’s perfect.”
And then people, or I don’t know, like 99.7% of people are downvoting it. And you’re like, ‘Why?’”
Martin Splitt
“And I think that’s another thing.
How do I spot, I wrote the page, so clearly it is perfect and helpful and useful and amazing, but then people disagree, as you say.
How do you think about that? What do you do then?
How can I make my content more helpful, better, more useful? I don’t know.
…There’s all these tools that I can just look at and I see that something’s good or something’s bad.
But for quality, how do I go about that?”
Gary Illyes
“What if quality is actually simpler than at least most people think?
…What if it’s about writing the thing that will help people achieve whatever they need to achieve when they come to the page? And that’s it.”
Martin Splitt asked if Gary was talking about reviewing the page from the perspective of the user.
Illyes answered:
“No, we are reframing.”
Reframing generally means to think about the problem differently.
Gary’s example is to reframe the problem as whether the page delivers what it says it’s going to deliver (like helping users achieve X,Y,Z).
Something I see a lot with content is that the topic being targeted (for example, queries about how to catch a trout) isn’t matched by the content (which might actually be about tools for catching trout) which is not what the site visitor wants to achieve.
Quality In Terms Of Adding Value
There are different kinds of things that relate to site and page quality and in the next part of the podcast John Mueller and Gary Illyes discuss the issue about adding something of value.
Adding something of value came up in the context of where the SERPs offer good answers from websites that people not only enjoy but they expect to see those sites as answers for those queries.
You can tell when users expect specific sites for individual search queries when Google Suggests shows the brand name and the keyword.
That’s a clue that probably a lot of people are turning keywords into branded searches, which signals to Google what people want to see.
So, the problem of quality in those situations isn’t about being relevant for a query with the perfect answer.
For these situations, like for competitive queries, it’s not enough to be relevant or have the perfect answer.
John Mueller explains:
“The one thing I sometimes run into when talking with people is that they’ll be like, “Well, I feel I need to make this page.”
And I made this page for users in air quotes…
But then when I look at the search results, it’s like 9,000 other people also made this page.
It’s like, is this really adding value to the Internet?
And that’s sometimes kind of a weird discussion to have.
It’s like, ‘Well, it’s a good page, but who needs it?’
There are so many other versions of this page already, and people are happy with those.”
This is the type of situation where competitive analysis to “reverse engineer” the SERPs works against the SEO.
It’s stale because using what’s in the SERPs as a template for what to do rank is feeding Google what it already has.
It’s like, as an example, let’s represent the site ranked in Google with a baseline of the number zero.
Let’s imagine everything in the SERPs has a baseline of zero. Less than zero is poor quality. Higher than zero is higher quality.
Zero is not better than zero, it’s just zero.
The SEOs who think they’re reverse engineering Google by copying entities, copying topics, they’re really just achieving an imperfect score of zero.
So, according to Mueller, Google responds with, “it’s a good page, but who needs it?”
What Google is looking for in this situation is not the baseline of what’s already in the SERPs, zero.
According to Mueller, they’re looking for something that’s not the same as the baseline.
So in my analogy, Google is looking for something above the baseline of what is already in the SERPs, a number greater than zero, which is a one.
You can’t add value by feeding Google back what’s already there. And you can’t add value by doing the same thing ten times bigger. It’s still the same thing.
Breaking Into The SERPs By The Side Door
Gary Illyes next discusses a way to break into a tough SERP, saying the way to do it is indirectly.
This is an old strategy but a good one that still works today.
So, rather than bringing a knife to a gunfight, Gary Illyes suggests choosing more realistic battles to compete in.
Gary continued the conversation about competing in tough SERPs.
He said:
“…this also is kind of related to the age-old topic that if you are a new site, then how can you break into your niche?
I think on today’s Internet, like back when I was doing ‘SEO’, it was already hard.
For certain topics or niches, it was absolutely a nightmare, like ….mesothelioma….
That was just impossible to break into. Legal topics, it was impossible to break into.
And I think by now, we have so much content on the Internet that there’s a very large number of topics where it is like 15 years ago or 20 years ago, that mesothelioma topic, where it was impossible to break into.
…I remember Matt Cutts, former head of Web Spam, …he was doing these videos.
And in one of the videos, he said try to offer something unique or your own perspective to the thing that you are writing about.
Then the number of perspective or available perspectives, free perspectives, is probably already gone.
But if you find a niche where people are not talking too much about, then suddenly, it’s much easier to break into.
So basically, this is me saying that you can break into most niches if you know what you are doing and if you are actually trying to help people.”
What Illyes is suggesting as a direction is to “know what you are doing and if you are actually trying to help people.”
That’s one of my secrets to staying one step ahead in SEO.
For example, before the reviews update, before Google added Experience to E-A-T, I was telling clients privately to do that for their review pages and I told them to keep it a secret, because I knew I had it dialed in.
I’m not psychic, I was just looking at what Google wants to rank and I figured it out several years before the reviews update that you need to have original photos, you need to have hands-on experience with the reviewed product, etc.
Gary’s right when he advises to look at the problem from the perspective of “trying to help people.”
He next followed up with this idea about choosing which battles to fight.
He said:
“…and I think the other big motivator is, as always, money. People are trying to break into niches that make the most money. I mean, duh, I would do the same thing probably.
But if you write about these topics that most people don’t write about, let’s say just three people wrote about it on the Internet, then maybe you can capture some traffic.
And then if you have many of those, then maybe you can even outdo those high-traffic niches.”
Barriers To Entry
What Gary is talking about is how to get around the barrier to entry, which are the established sites. His suggestion is to stay away from offering what everyone else is offering (which is a quality thing).
Creating content that the bigger sites can’t or don’t know to create is an approach I’ve used with a new site.
Weaknesses can be things that the big site does poorly, like their inability to resonate with a younger or older audience and so on.
Those are examples of offering something different that makes the site stand out from a quality perspective.
Gary is talking about picking the battles that can be won, planting a flag, then moving on to the next hill.
That’s a far better strategies than walking up toe to toe with the bigger opponent.
Analyzing For Quality Issues
It’s a lot easier to analyze a site for technical issues than it is for quality issues.
But a few of the takeaways are:
- Be aware that the people closest to the content are not always the best judges of content is quality.
- Read Google’s search documentation (for on-page factors, content, and quality guidelines).
- Content quality is simpler than it seems. Just think about knowing the topic well and being helpful to people.
- Being original is about looking at the SERPs for things that you can do differently, not about copying what the competitors are doing.
In my experience, it’s super important to keep an open mind, to not get locked into one way of thinking, especially when it comes to site quality. This will help one keep from getting locked into a point of view that can keep one from seeing the true cause of ranking issues.
Featured Image by Shutterstock/Stone36
SEO
Is Alt Text A Ranking Factor For Google Image Search?
Alt text is used to help computers read images.
But can alt tags affect your organic search rankings?
Read on to learn whether there is any connection between alt text and improved rankings in Google Image Search results.
The Claim: Alt Text Is A Ranking Factor
What is alt text?
Alt text is an HTML image attribute. It allows you to create an alternative text version of your image if it cannot load or has an accessibility issue.
Because of its importance to Google Image Search, it is considered a ranking factor.
[Ranking Factors 2023] Download the free ebook + cheat sheet →
Alt Text As A Ranking Factor: The Evidence
Google emphasizes how alt text plays a vital role in getting your images recognized by Google Image Search.
You will find a page on image best practices in Google Search Central’s Advanced SEO documentation. In a section called “about alt text,” Google discusses the use of alt text.
“Google uses alt text along with computer vision algorithms and the contents of the page to understand the subject matter of the image. Also, alt text in images is useful as anchor text if you decide to use an image as a link.”
While the company doesn’t specify that alt text will improve your rankings, it warns website owners that improper use can harm your website.
“When writing alt text, focus on creating useful, information-rich content that uses keywords appropriately and is in context of the content of the page.
Avoid filling alt attributes with keywords (also known as keyword stuffing) as it results in a negative user experience and may cause your site to be seen as spam.”
It also offers the following examples of good and bad alt text usage.
Google Sites Help documentation indicates that images may come with pre-populated alt text, including keywords for which you may not want to optimize.
“Some images automatically include alt text, so it’s a good idea to check that the alt text is what you want.”
For example, when I download stock photos, a text description of the image is embedded in the file.
Screenshot by author, August 2023When uploaded to a content management system (CMS) like WordPress, the text descriptions may need to be moved to the alt text field or modified to remove unnecessary keywords.
Screenshot from WordPress, August 2023In Google Search Central’s “Search Engine Optimization Starter Guide,” it offers the following advice about alt tags when using images as links:
“…if you’re using an image as a link, the alt text for that image will be treated similarly to the anchor text of a text link. However, we don’t recommend using too many images for links in your site’s navigation when text links could serve the same purpose.”
In 2020, John Mueller, Google Search Advocate, answered a question about the alt text of a quote image during a Google Webmaster Office Hours. In the answer, he talked about how Google uses it:
“For Search, what happens with the alt attribute is we use that to better understand the images themselves, in particular, for Image Search. So if you didn’t care about Image Search, then from a Search point of view, you don’t really need to worry about alt text.
But if you do want these images to be shown in Image Search, which sometimes it makes sense to show fancy quotes in Image Search as well, then using the alt attribute is a good way to tell us this is on that image and we’ll get extra information from around your page with regard to how we can rank that landing page.”
Moz mentions ranking factors about alt text. Instead of saying that the alt text itself is a ranking factor, Moz advises:
“…alt text offers you another opportunity to include your target keyword. With on-page keyword usage still pulling weight as a search engine ranking factor, it’s in your best interest to create alt text that both describes the image and, if possible, includes a keyword or keyword phrase you’re targeting.”
In 2021, during a Twitter discussion about ALT text having a benefit on SEO, Google Developer Martin Splitt said:
“Yep, alt text is important for SEO too!”
Later in 2021, Mueller noted that alt text is not magic during a conversation about optimization for indexing purposes.
“My understanding was that alt attributes are required for HTML5 validation, so if you can’t use them with your platform, that sounds like a bug. That said, alt text isn’t a magic SEO bullet.”
[Recommended Read] → Ranking Factors: Systems, Signals, and Page Experience
Alt Text As A Ranking Factor: Our Verdict
Alt text is a confirmed ranking factor for image search only. You should craft descriptive, non-spammy alt text to help your images appear in Google Image Search results.
Alt text is definitely not a ranking factor in Google Search. Google has clarified that alt text acts like normal page text in overall search. So it’s not useless, but it’s not a separately considered ranking factor in your page content.
That doesn’t mean you should ignore alt text. It’s a helpful accessibility tool for screen readers. When you’re writing alt text, ask yourself what you want someone who can’t see the image to understand about it.
Featured Image: Paulo Bobita/SearchEngineJournal
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