Have you ever had your words misinterpreted? It’s that instance when the meaning of what you’re saying is completely misconstrued, or worse, it doesn’t even get you a response. Using a search engine is pretty much like having a conversation in the sense that it’s essential for search engines to know exactly what you’re looking for in order to return relevant search results to you.
You may very well see an improvement in how search engines work in the form of artificial intelligence and machine learning. I’m pretty sure that you’ve all heard of these two pieces of technology. At this point, the question is no longer what they’re going to change, but rather, what aspects of life they won’t be able to change. SEO is just one of the many aspects that’s going to be changed by these technological advancements. In fact, AI has been shaping SEO for quite some time now.
User Intent
Nowadays, Google Rankbrain is one of the best examples of how AI and machine learning can be integrated into SEO. But before we delve further into what Google Rankbrain is and how it works, a vital concept to understand is that of user intent.
User intent holds a strong significance in every search because this directly affects how relevant the search results are going to be. In being able to determine the purpose for which a search is made, Google is better able to provide the answers that the user is asking for. This is especially important when a user’s input is vague. For example: a search for “New Year’s party location” can practically mean anywhere in the world. But, if the user’s location is taken into context, artificial intelligence can conclusively determine that this user wants to find the location of a spot that’s known to host some of the biggest New Year parties in their area.
Rankbrain
Rankbrain is a vital component of Hummingbird (Google’s primary search algorithm) that utilizes machine learning to select the most relevant search results for user search queries. It has been integrated into the Google search algorithm since 2015. And while Google themselves admit that Rankbrain is still a work in progress, the fact is that this is the direction in which technology is headed. The integration of AI into something as simple as a search query is eventual and will only become more mainstream.
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The primary goal here is to make content that is relevant, information-rich, and well-written. Content that delves into a specific topic, rather than a topic that only contains general information, are more likely to be visited by users.
Because Rankbrain is currently able to factor in user intent, it’s able to find very specific answers, even when the search query is vague. With this in mind, content that has specific answers is naturally going to rank higher. Companies such as those found on BestSEOCompanies.com know how best to adapt content to suit modern Google search standards.
But that’s not the full extent of how artificial intelligence can potentially change the field of digital marketing. There’s a very good chance that its integration may force a lot of us to review our SEO basics in order to take maximum advantage of the new technology.
