The impact of artificial intelligence on SEO

SEO offers your site the possibility of being found easier by various users. When the SEO strategy is optimal, the chances are you'll end up in a top position on the Google search page. With that in mind, to fully understand the way that SEO works you must first understand how the modern search engines function. Basically, artificial intelligence.

What is artificial intelligence?

AI is the pinnacle of technological progress. It allows hardware and software components to function much like the human brain, eliminating any discontinuity in logical thinking, as well as the relatively low memory capacity. In this regard, the possibility emerges that not only can an enormous chunk of data be analyzed, but also that precise information about it can be obtained. In some cases, AI perspective on information is much deeper, faster or wider than the human one.

Considering that fact, AI leads to high-quality search engine results. For example, if you upload enough giraffe photos on the Internet, it will learn to identify a giraffe. If you show it sufficient malware-type coding, it will learn to recognize a virus. If the raw human language is introduced to it (words or phrases that are used on search engines), it will learn to understand questions and will be able to provide answers. In other words, AI is growing with every bit of data available.

There are generally three types of artificial intelligence:

1. Narrow AI - it focuses on a single function (e.g. chess, spam filters, etc.);

2. General AI - this has a general function, being equivalent to the abilities of a single person;

3. Artificial superintelligence - higher than the general AI, functioning at a greater capacity.

Google RankBrain is an algorithm similar to narrow AI. Specifically, this is a system that mirrors human learning methods. Also known as deep learning, narrow AI uses retroactive dispersion to identify the errors exiting the system (e.g. mixing up a zebra with a giraffe), so that it improves the next searches.

Google RankBrain evolution

Launched in 2015, Google RankBrain in a system that uses AI to create more relevant results for the searches made on Google. Previously, Google focused on algorithms designed by humans.

In time, RankBrain successfully replaced the technologies that were based on algorithms. Today, it is the dominant technology and has an important impact on the search engine.

Marketing metamorphosis

RankBrain already has a great influence on SEO, but the result is a non-linear one. The algorithms that Google used in the past still exist. The change is in the way that those methods apply. RankBrain is focused on understanding how it can combine those algorithms to provide the user with the best results.

For example, in some search results cases, RankBrain learns about the major importance of meta titles. This will lead to a superior online experience. In another search result, the same meta title can lead to an inferior experience. This is when PageRank acts. RankBrain determines which sites offer quality information and which do not.

How can a quality site be defined?

RankBrain determines which sites offer relevant information and analyzes them by their common traits. This includes the keywords used and their density. Moreso, RankBrain analyzes the structure of the sites. For example, if a site has a generalist approach, chances are that it will be labeled as low quality. In consequence, it will have a lower position than a more precise site. RankBrain also cares about backlinks. To give an instance, a shoe site sending to a clothes site will not raise any suspicion. We cannot say the same about a shoe site that links to another site specialized in computer technology.

The new standard

Quality sites become the new standard, this directly influencing the way in which SEO activity must be conducted. Using quality backlinks helps, but this is only the beginning. You can develop your SEO approach only if you understand how RankBrain works.

Priority on quality

The spotlights must be on quality. No matter the content type, quality is essential. This leads to a higher engagement from users and RankBrain will notice it.

User experience

User experience also is an important reference. The sites that have a friendly architecture, quality images and can ease your navigation experience really do make the difference. RankBrain will not provide a good position in SERP to a site that has a high bounce rate or on which the users spend a small amount of time.

In light of the permanent changes that Google implements, SEO becomes a real cat and mouse game, with AI playing an important role. Nowadays, quality SEO can only be made by adapting to the new standard.