There's no shortage of topics to discuss when we're talking about artificial intelligence (AI). It's hot for a good reason: AI changes the game for the future of everything from social marketing to search. It's particularly well-suited to change the latter, as search engine results placement (SERP) is already a science rooted squarely in a series of algorithms, some more understood than others. Because it thrives in this algorithmic space, AI is about to shake up search--and SEO--as you know it. If you want your business to succeed in this digital world where Google alone processes over 40,000 searches per second, optimizing your website and content is not a choice; it's a business imperative.

The intention behind the query will matter more than the query itself. A key way AI is shaking up the world of search is by prioritizing query intent over query And no, I'm not just talking about misspelling a word--it's bigger picture than that. I'm talking about RankBrain, Google's machine learning system that makes up the three-legged stool that is Google's page ranking algorithm (behind relevant links and meaningful content). RankBrain harnesses the ability of AI to aggregate data--and infer from that data--to provide answers to questions that may not have even asked. It also thinks one step ahead: What will the person making this query want next?

There's no shortage of topics to discuss when we're talking about artificial intelligence (AI). It's hot for a good reason: AI changes the game for the future of everything from social marketing to search. It's particularly well-suited to change the latter, as search engine results placement (SERP) is already a science rooted squarely in a series of algorithms, some more understood than others. Because it thrives in this algorithmic space, AI is about to shake up search--and SEO--as you know it. If you want your business to succeed in this digital world where Google alone processes over 40,000 searches per second, optimizing your website and content is not a choice; it's a business imperative.