We don't ordinarily think of Google when we think about competition in the digital marketing world, since it seems to reliably dominate most areas in which it does business. A recent segment discussing corporate monopolies on John Oliver's "Last Week Tonight" hilariously referenced Bing as the dominant search engine with a graphic that stated, "Bing. For the most part, however, the digital marketing sphere has been a fairly competitive landscape, though there were exceptions to this maxim. Established brands frequently dominated top SERP positions because of long-standing trust, fresh domains had to wait their turn in line, and black-hat SEO allowed webmasters to game the system and deliver high rankings for thin content. A decade ago, SEO agencies and webmasters could apply simple heuristics and buzzworthy keywords to rank content regardless of its utility to user intent or actual quality.
If you want to take your SEO to the next level – or even keep up – in 2018 and beyond, then you need to understand how artificial intelligence (AI) is shaping SEO, and how you can use this knowledge to boost your rankings. Up until recently, search engine algorithms were entirely hand-coded by engineers but this has its limitations, not least because of the sheer size of the task and the potential for human error. Artificial intelligence such as speech recognition and image classification software has helped to pave the way for integrating'machine learning' into search engine algorithms. Now new technologies are enabling engineers to push the boundaries even further. Artificial intelligence presents an opportunity to create an algorithm that learns from the behaviour of searchers and, ultimately, refines itself with minimal human input, if any. With the help of AI, search engines can consider factors such as your location, your search history, your favourite websites, and what other users click on for a similar query to give you the most appropriate search results for your individual needs. The AI can then analyse your behaviour in response to a particular search and how you interact with the results, and then improve what it offers the next time someone makes the same search.
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.
From simple website optimization for the desktop to the complex and ever-evolving process of enhancing the content, Search Engine Optimization has gone through various changes over the last decade. While some aspects have never changed, such as keywords and meta tags optimizations and link building, SEO evolved a little more when it came to mobile optimization, user experience, and social media marketing. But a big change as notices when Google introduced RankBrain in 2016. RankBrain used a machine-learning algorithm to identify the patterns and the bucket data, and the process resulted in revealing a new system that analyzes a new Google search. Since then, SEO has been changing a lot with Artificial Intelligence and Machine Learning algorithms making tremendous betterment in improving the relevance of content for the searcher. And in the coming 2020, AI is very likely to impact the future of SEO through videos, images, voice search, and pre-trained models. Let's hear a little more about it from the experts – With the inevitable advancement of AI, it has become a necessity for every marketer to reform their marketing strategy to include AI. On top of that, AI tools will also help improve keyword research methods for better content strategy, stronger analytics and reporting system for SEO teams, and smarter personalization. Early adopters will surely reap the benefits of AI. Next, we have Dawn Anderso, Managing Director at Bertey – International SEO & digital strategy consultant, speaker, trainer, and lecturer. The impact of AI on SEO in 2020 is not anywhere near as much as you think.
Back in October 2015, Google announced that a new system, named RankBrain, will become an integral part of their search engine. The story was first presented in a Bloomberg article. RankBrain is one of the newest additions to Google's algorithm (but not an algorithmic update). It represents a machine learning system that should help Google understand search queries better. So far, Google has provided us with very limited information regarding RankBrain. Due to this fact, we have been left with a lot of room for speculation. Here are some facts and presumptions when it comes to this revolutionary system. This is a machine learning system that should provide users more relevant results to their queries. RankBrain is an automated system that is able to learn by itself without any human interference. Furthermore, a great thing about it is that it can learn from its mistakes and continuously improve its results. Have in mind that this wasn't Google's first project involving machine learning. Google news is based on the same concept.