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Google algorithms are constantly developing and getting more complex. They’ve gone from naive search to the most sophisticated algorithms. It has an impact on the analyzed industry in different ways: on the one side of the coin, promoting websites online becomes quite difficult.
But, on the other side, the results gained higher quality, and dishonest manipulations with sites no longer make it to the top. So SEO is a business of results. Imagine if you had access to data that told you exactly what you needed to do to optimize your website and improve its visibility in search engines.
AI is now being used in digital marketing to collect data on ad targeting, determine content relevance, identify customer segments for cross-selling, optimize marketing campaigns and analyze which emotional values impact their target audience. And here, you’ll learn how AI is transforming the SEO industry so you can go a few steps further and ensure successful campaigns for your business.
AI: the Concept and Types
AI is a development area dealing with creating intelligent technology and operating systems with skills related to human intelligence, i.e., learning, creativity, and language understanding. Artificial Intelligence allows machines to adjust to specific parameters, learning from their practice, and easily cope with a broad range of tasks. In general, AI falls into several categories concerning their capacity to imitate human capabilities. Three types of it we’ve described in the table below.
|Artificial Narrow Intelligence||It doesn’t have a very wide range of actions. You can train these systems to do only certain tasks. For instance, Rankbrain is from Google, Siri — is from Apple, and Alexa — is from Amazon.|
|Artificial General Intelligence||It relates to human skills and can solve many tasks due to learning by doing.|
|Artificial Superintelligence||It surpasses human intelligence.|
The first type, or Artificial Narrow intelligence, is the single kind of AI successfully fulfilled by people now. It is goal-oriented and designed to accomplish specific tasks. However, the topic of AI is pretty broad and if you want to understand it better, use Best Writers Online to read reviews about the best writing services, through which you can get any information you want.
Why Do People Require ML
People want to facilitate everyday tasks with the help of machines, and in half a century, they’ve already made significant progress. And now the question of the differences between the usual methods of programming machines and ML is especially critical. The computer operates in compliance with a particular scheme. It is a setup of consecutive operations that goes according to given laws and is created to cope with some problem.
You can study a detailed definition of this concept in Wikipedia or use the Trust My Paper writing service, where you can find a qualified author who provides the most relevant information on this issue as an essay. A main peculiarity of an algorithm is a sequence of actions that follow certain laws. But the classical method of programming relies on the common understanding of an algorithm.
|Face Up to the Problem → Its Analysis → Identification of the Rules →|
|Translation of The Following Laws into Program Code Automating the Solution to the Problem Under Certain Criteria|
But sometimes the classical method of automation goes wrong. We can isolate and explicitly write down rules for several problems, for instance, text processing, quality checking, or classifying complicated patterns in information. The human brain solves various situations, but discovering the laws it submits seems to be a difficult task.
For instance, people easily identify a dog’s concept in various pictures of different colors and shapes or if the dog is artificial. However, people face the major obstacle of solving an issue when we can’t distinguish the clear laws that an algorithm must comply with. And mankind needs a new way to automate routine tasks. It is where AI comes to the rescue.
AI sidesteps the mistake of the typical method. Instead, it gives opportunities to the machines to find patterns to analyze information as per particular ways. And the number of information humans need to process, and thus the workload of humans grows exponentially. Thus, artificial intelligence became necessary for people to facilitate everyday tasks and save human resources for companies.
Application of AI to Search Engine Algorithms
As the volume of documents on the web increases, so do the search engines and their ranking algorithms. Benefits of ML have a positive impact on artificial intelligence development. This field has been under development since the early 2000s, but the first important advancement was Word2vec.
|✔️ Word2vec is a system of methods for processing and modeling the human language units using neural networks.|
Then, in 7 years, Google created RankBrain based on Word2vec.
|✔️ RankBrain is an AI-powered, self-learning system allowing Google to fasten its keyword category checking to give customers the up-to-date information according to their request. RankBrain quickly understands the text’s meaning, finds connections between language units it is not familiar with, and adapts to the language and country of the query.|
So all the above mentioned made the search queries more suitable. Google claims that the following is the third major factor in the ranking algorithm, on par with content and links. And the cherry on top is the BERT algorithm issued in 2019.
|✔️ BERT is an NLP, a learning system that uses data from neural networks and is developed to fully understand human speech. So it is supposed to allow a machine to find out what the language units in a sentence mean, considering the context. Thus, Google uses this tool to understand users’ queries easier and give the relevant answers.|
How is the SEO Transformation Progressing
The main question here is how these changes have affected SEO. Here it all comes from the origins. Back in 2015, with the introduction of RankBrain into the main search algorithm, Google announced that promotion results depended on artificial intelligence. So AI has been implemented in local search and voice, with a special place in personalized results.
It all affects what and how SEO specialists do with projects. Furthermore, it sets the trend of SEO now and in the future. That is, SEO without AI does not exist. Today, AI can be used where there are a lot of routine processes, and it makes sense to train a machine to do it for you according to pre-designed models. Typically, there are the following tasks in SEO that expose the use of AI.
🧠 Semantics clustering;
🧠 Selection of performers;
🧠 Classifying query types by determining the kind of leads and landing pages;
🧠 Classification of site pages based on screenshots;
🧠 Automating the purchase of links;
🧠 Writing/generating texts;
🧠 Search and correction of errors in the text;
🧠 Compiling recommendation systems based on user behavior;
🧠 Creating algorithms for identifying LSI words in search engines;
🧠 Developing chatbots with linguistic analysis;
🧠 Automatic determination of the subject of the site.
In general, there are many tasks for which people can apply AI. It all depends on what you want to do and how much data you need to process monthly. There is always the question of cost-effectiveness. In addition, the number of tools for AI-based SEO is increasing every year. Among the most accessible services are the following:
✔️ Some of them solve specifically SEO tasks, like the Moz service;
✔️ Others are engaged in content creation, like Talk To Transformer;
✔️ Others work to solve more global problems, such as predictive analytics platforms.
How BERT Affected Search Engine Rankings?
BERT better understands the user’s intent and context for ambiguous user queries. Its update positively affects sites with no problems with simple things (or they are already eliminated).
|Cannibalization||If you have pages with very similar content that are sharpened for different keys, it’s better either semantically separate these documents or merge them into one. Otherwise, you’ll face ranking problems. For example, you can’t just write three different articles under the key “SEO website promotion” since they won’t rank properly.|
|Unpublished titles||Google has begun to study the behavioral factor actively. And BERT is the answer to the problem of inconsistency between the old algorithm and the user’s intent. So unclickable key-sharpened titles will be a thing of the past.|
|Same content for different pages||Burnout of semantics leads to the search engine seeing many identical pages with different titles. So it lowers or raises the ranking of what it considers appropriate.|
We can see the most significant impact on the results of some types of search queries (long-tail keywords). It is for them the results are more often generated using BERT technology, where the user has a straightforward question and wants to get a meaningful answer. Sometimes queries can be unclear to users themselves. But anyway, the task of AI is to understand the query by providing results that correspond to it in the best possible way.
Following the above, we can conclude that the influence of technologies based on neural networks in the optimization field is tremendous and grows every year as specialists can adopt new search engine algorithms and tools. Therefore, to stay ahead of the competition and ensure successful campaigns for your business, you must always keep your finger on the pulse of AI developments.
Lillie Jenkins is a creative copywriter and content writer. She has worked as a copywriter since graduating school, so her writing skills are well-honed. She writes publications in such fields as marketing, business, education, and personal life. More than writing Lillie loves to travel and read professional literature.