Organisations are now resorting to artificial intelligence to enhance their search engine ranking. Search engine optimisation (SEO), which is an important criterion for gaining traffic, has a tremendous scope to be improved by AI and machine learning -- and not just for keywords and phrases. AI algorithms can help make better sense of parameters like search history, browsing history, activities within a website, and others to deliver a better experience. Since the time when SEO meant a simple optimisation of landing pages on desktop, to the present day where it indulges in more complex processes of enhancing content and engaging audience on various platforms, SEO has been a game changer in the online world. SEO gained importance when Google revealed that they used RankBrain, an ML algorithm, to process their search results in a unique way.
SEO is a results business. So imagine if you have access to data that tells you precisely what you need to do in order to optimise your website and improve visibility in search engines. Well, you don't have to imagine, the technology is already available. Although AI SEO is still in its infant stages, in the next couple of years it will dominate how digital marketing companies develop SEO strategies. AI is already being used in digital marketing to gather data on ad targeting, determine the relevancy of content, identify customer segments for cross-selling, streamline marketing campaigns and analyse emotional values which have the most impact on a target audience.
With growing criticism over misinformation in search results, Google is taking a harder look at potentially "upsetting" or "offensive" content. SAN FRANCISCO -- With growing criticism over misinformation in search results, Google is taking a harder look at potentially "upsetting" or "offensive" content, tapping humans to aid its computer algorithms to deliver more factually accurate and less inflammatory results. The humans are Google's 10,000 independent contractors who work as what Google calls quality raters. They are given searches based on real queries to score the results, and they operate based on guidelines provided by Google. On Tuesday they were handed a new one: to hunt for "Upsetting-Offensive" content such as hate or violence against a group of people, racial slurs or offensive terminology, graphic violence including animal cruelty or child abuse or explicit information about harmful activities such as human trafficking, according to guidelines posted by Google.
Google's rollout of artificial intelligence has many in the search engine optimization (SEO) industry dumbfounded. Optimization tactics that have worked for years are quickly becoming obsolete or changing. And is it possible to find a predictable optimization equation like in the old days? That is to say, when changes came, they came wholesale. Large and abrupt movements, sometimes tectonic, were commonplace in the past.
Google is one of the most used search engines online in comparison with the other search engines. I have a great respect for Sergey Brin and Larry Page. They have done some great innovative research programs especially in health sector, projects such as improving the future of healthcare by implementing structured data and AI. Google is one of my daily tools when working on projects. The reason of my frustration is that Google has been a biased search engine even after its A.I and machine learning implementation.