SEO has gone through many changes over the years, from landing page optimization to creating engaging content to meet target user requirement on various smart devices and platforms
The latest rumors around the search engine optimization & tech market are the rise of artificial intelligence and machine learning and how both are offering a more enhanced user experience
If you have noticed, Google’s main focus is always on the user. From search penalty systems to semantics-savvy AI, all the efforts are dedicated to improving the relevance of content for the searcher.
What is Machine Learning and How Is It Different From AI?
Machine learning is all about instructing a computer how to act based on historical data and patterns without being explicitly programmed. People often confuse Machine learning with artificial intelligence (AI) and think of them to be the same but that’s not actually true.
AI, on the other side, is the science behind creating systems, which processes information to a considerable extent in a way similar to that of a human brain
Google is taking the most active initiative in this direction and is even offering a free course on Machine Learning. Google has even made its machine learning framework, TensorFlow, open-source.
A few years ago Google introduced RankBrain algorithm, “a machine learning-based search algorithm that helps Google process search results.” This search engine provides you – the user, with a hassle-free search experience by delivering you the most relevant information close to what you are looking for when searching online.
Google’s most recent algorithm update, BERT (Bidirectional Encoder Representations from Transformers), takes that idea a step further by trying to understand the intent of the user searching online and focusing on concepts, rather than keywords.
Before the advancements of artificial intelligence and machine learning, the infamous blackhat technologies were used to trick search engines like Google, Bing in order to provide less than optimal results. These blackhat technologies were making use of unethical methods to manipulate their ranking on the web
NLP stands for Natural Language Processing, which is a subset of AI (Artificial Intelligence) and consists of machine learning and linguistics – the study of language. It makes communication between computers and humans in natural-sounding language possible.
NLP is the technology behind popular language applications such as:
- Google Translate
- OK Google, Siri, Cortana, and Alexa
- Microsoft Word
Let’s move back to Machine learning & AI
Do you know Machine learning also proves to be a highly effective tool in the fight against spam?
As per the industry reports, In the year 2018 only, the number of spam messages ran not into the billions but trillions.
Users are vulnerable to a fantastic variety of fraud on a daily basis thanks to this flow of spam. But with the use of machine learning, there is a lot of improvement in search engine quality
If Search engine marketers pay more attention to Bert & RankBrain, they will get answers to questions related to every traditional SEO technique previously applied. They can collect data like common keywords or phrases that predominate titles, the sources of links on top-listed pages, and the age of the best-performing pages.
These observations will provide information about the set of ranking factors that are favored by AI for a given subject, so you can optimize for it as per the favorable data.
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