Using emerging artificial intelligence or AI technology, Google is developing a search engine that can think for itself in choosing the best websites to show users. This type of machine learning is impressive; however, it presents many challenges to SEO specialists who are trying to keep up with the advancements in effective search engine optimization methods.
The key to success in moving forward as machine learning becomes more significant is for SEO services to understand how search engines actually use machine learning.
Detects User Patterns
Long before there was an emphasis on machine learning, search engines were able to detect user patterns and use this data to choose what pages to serve users. This is the core of what AI is based on and an essential element that SEO specialists must look for in their target audiences.
Predicts New Signals
While monitoring user patterns, AI now has the ability to predict new user signals based on their browsing activities. These signals become ranking signals for individual users as the search engine relates them to that user, learning more about user interests and search habits. Search engine optimization methods must attempt to do the same.
Generates New Signals Based on Predictions
In a true sense of machine learning, the AI search algorithm not only predicts user signals but adds new custom signals to its data based on these predictions and user queries. SEO services find that more personalized searches increase the generation of custom signals for serving more relative content.
Analyzes Images to Interpret Them
Besides learning about user search habits, SEO specialists find that AI can also analyze images based on type, colors, shapes, and other identifying factors. With this information, it can serve images more appropriately in conjunction with other user patterns as well as find duplicate and similar images on the web.
Identifies Synonyms and Word Similarities
Machine learning is increasingly allowing search algorithms to recognize and associate different word forms and synonyms while interpreting context to match the user. Through the use of semantics, search engine optimization is able to do the same, keeping content relevant based on those variations. Similarly, the algorithm can identify seemingly nonsensical terms and apply context to them based on what it has learned about the user.
Clarifies Search Queries
Overall, SEO services find that by determining important user signals and analyzing search habits, machine learning allows the algorithm to understand user intent in situations where intent or context may be questionable. When there is more than one possible answer based on a query, AI can correlate that query and clarify what the user is likely searching for.
Based on these and other machine learning facts, SEO specialists are discovering that AI allows the algorithm to learn about users based on previous interactions. The more a user interacts with the algorithm, the smarter it gets and the easier it can find precisely what the user is seeking.
The important thing to understand from this is how machine learning is now affecting search engine optimization techniques. With machine learning a part of the ranking factor, SEO services must work harder than ever to optimize for relevance and predict user intent!