If you are looking for an answer to the question What is Artificial Intelligence? and you only have a minute, then here's the definition the Association for the Advancement of Artificial Intelligence offers on its home page: "the scientific understanding of the mechanisms underlying thought and intelligent behavior and their embodiment in machines."
However, if you are fortunate enough to have more than a minute, then please get ready to embark upon an exciting journey exploring AI (but beware, it could last a lifetime) …
SEO is currently changing and shifting thanks to things like Artificial Intelligence and voice searches. Do these changes mean that SEO is dead? This is a highly controversial topic which brings up lots of questions like privacy issues to accurately finding results compared to search. Or is it just changing, the same way it's changed many times already? There are some issues that we'll have to delve into in more depth in order to discuss this question, and by the end of it, you should have a better idea of where SEO is heading and how to adapt and which changes are most significant.
When I mention "artificial intelligence" or "machine learning," the first thing that crosses your mind is probably humanoid robots. However, AI goes far beyond that. It represents an umbrella term used for sophisticated technologies, such as super-smart algorithms, machine learning, and natural language processing. Download our free e-book to learn everything you need to know about chatbots for your business. The recent ISG report claims that businesses are starting to recognize the importance of AI.
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.
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.
In the world of SEO, it's important to understand the system you're optimizing for. Another crucial areas to understand is machine learning. Now, the term "machine learning" gets thrown around a lot these days. But how does machine learning actually impact search and SEO? This article will explore everything you need to know about how search engines use machine learning.
Back in November of 2015, Google officially confirmed they had implemented a machine learning AI called RankBrain into their query-filtering process. Rankbrain learns from each user query and applies these learnings to each successive query. Machine learning AI helps Google recognize the natural language people use when they type online and then use this information to provide the most relevant search results. The goal is to optimize the user experience by providing nothing but the highest quality information. RankBrain will play a large role in processing voice search queries as the popularity of home assistants like Alexa and Google Home continue to rise.
There are plenty of articles covering machine learning right now but most of them talk about how it will impact search engines and the way we optimise for them. Which is fine, except there is another side of the story: what machine learning will do for marketers. It's time to stop obsessing about Google's algorithm and realise that machine learning is much bigger than Google. This technology is going to provide us with marketing tools like we've never had before – and knowing how to make the most of machine learning will be one of the most important marketing skills you can have. The goal with machine learning for Google and search engines in general is to better understand the the meaning behind each individual query (15% of which Google has never come across before).
Understanding SEO is the first rule for being able to optimize your site and its content so that would-be customers can actually find your company online. When your SEO is on point, you are more likely appear in search engine results when someone looks for the type of products or services you sell. However, to be able to truly understand SEO, you need to comprehend how modern search engines work -- and that means understanding artificial intelligence, or AI. AI is a technological advancement that enables a combination of hardware and software to function like a human brain -- minus the inherent flaws in logic and the relatively small memory capacity. It makes it possible to not only analyze large amounts of data but to draw meaningful insights about the information.
There has been plenty of speculation about just how much Google uses machine learning when it comes to the search algorithm, especially outside of RankBrain itself. During a recent Google Webmaster Office Hours, the role of machine learning in the algo came up. The question was specifically about Panda and whether it uses a machine learning algo classifier on sample pages to train high quality versus low quality content. And while we know Google does use machine learning for RankBrain, which enables Google to serve high quality results for the type of search queries that are never or rarely seen, they haven't talked much about it from outside of RankBrain. I don't actually know what the Panda algorithm uses so I can't really answer that question for you.
AI has evolved significantly since the days of Siri's languid chats with John Malkovich. It not only eases the burden of compiling and parsing information but is beginning to offer new and unique insights. Marketers, in particular, are finding that AI is more applicable to their business challenges, with user-friendly, pragmatic products seeing successful adoption. And, as AI and machine learning marketing capabilities are giving B2B marketers more lift and scale across their programs, this exciting tech is poised to become standard best practice as fast as it becomes available. Here are four key ways that AI platforms and technologies are changing the game for B2B marketers right now.