How AI is Transforming SEO

AI and Machine Learning are transforming the world around us, and nowhere is it more evident and relatable than in the much-contested world of Search Engine Optimization (SEO). Google's search engine ranking algorithm, for example, has been fluidly evolving for years now. In the latter parts of 2015, Google introduced an AI-based search query ranking algorithm named "RankBrain". In the pre RankBrain era, Google utilised relatively basic algorithms to determine which results to prioritize for a given user search query, including basic keyword matching and backlinks, or site authority. In the post RankBrain era, each user query now goes through an interpretation model that can apply a whole myriad of signals, like the user's location, personalisation and previous browsing history, device and the words of the query, to name a few, to determine the searcher's true intent.