The Effects of Machine Learning on Rankings and SEO

For a long time search engines relied on static ranking factors. Those webmasters and SEOs who knew what to pay attention for were able to reach the best positions on Google's SERPs. This has changed recently and will be changing in the future: The increasing usage of machine learning techniques leads to both dynamic ranking criteria and – as confusing as it may sound – a greater influence of human signals. Machine learning is nothing new. Its roots go back to the 50s of the last century.