DW Tips

The last couple of updates to Google's algorithms has had search engine optimisation (SEO) specialists coming to terms with impact of machine learning.

In time, machine learning will have a bigger impact on SEO, and it is important to stay ahead of this fast changing technology. However, does it have the power to change everything we know about search engine optimisation?

What is machine learning? Well, it has nothing to do with keyword density, content word counts, or the number of inbound links to a page. Machine learning is taking the data collected by search engines, looking for patterns, and then empowering algorithms to actually teach themselves. Essentially, it is the next step towards search engines using artificial intelligence to make ranking decisions. Machine learning can consume, analyse, and interpret large amounts of data in real-time.

How will machine learning change SEO? The answer is mostly in the realm of content quality and relevance. In the hundreds or thousands of blogs written on a single topic, machine learning has the ability to recognise which are the most relevant and useful based on user intent. While much of technical SEO is likely to not actually change much, machine learning will make it more difficult to game the system. Therefore, as we have always advised, it is best to create quality content that brings real value to your visitors.

What haven't we covered yet that is important to you? If you would like to talk about how machine learning is changing search engine optimization, or need more information, please contact us.