Exposure across product discovery channels is essential for fashion retailers. To state the obvious: if customers don't see your products when they're searching, they're probably not going to buy them. So, retailers spend millions every year trying to make sure that they're top of the pile, or at least present in the search results of whichever channels they think are most important. Unfortunately, many of them are leaving money on the table by failing to optimise the process by which products get digitised and fed into channels like Google Shopping.

We've been hearing a lot about machine learning for the past couple of years, but do we really know what it is and how it will change the organic search results? What skill sets do SEOs need and what role will we play in the near future? If you still aren't sure how machine learning is changing SEO, it's time to pay close attention. Although machine learning isn't new (it's been around and has been used for years), we must learn new skills and adapt to how things are rapidly changing with the rise of this technology. Soon you could notice a big drop in your client's search engine visibility, conversions, and traffic.