With the inception of RankBrain, the concept of machine learning has assumed greater importance and prominence. It is a new technology that has taken the world of ranking by storm. In fact, the search engine giant, Google is making use of it alongside RankBrain. How does Google use this new concept?
It basically uses machine learning for “signal aggregations and newer signals”. This is usually done so that Google is able to understand how machine learning differs in behavior and features from that of non-machine learning and this analysis can be better employed in rankings.
You will be in a better position to understand how SEO is impacted by machine learning if you can reckon how the search engine giant will make use of this new technology. Way back in the year 2009, few studies have indicated that even when Google or Bing delayed displaying search results, this adversely impacted “user satisfaction”.
As such, users tend to click less if search results are delayed. This in turn will and has impacted in the past the amount of revenue generated.
One of the main reasons for the poor user satisfaction is that these days, users do not just depend on Google for search results, it has competition from other angles too that include the likes of Facebook and other social media platforms where just by texting to your near and dear ones, you get information about what you are looking for. At least, you get to know the resource or alternative source of information.
In other words, it can be safely said that Machine learning could be a driving force for “quality search results”, and most importantly, it could also have been an integral part of Google’s occasional updates that include Panda and Penguin.
So, what inference can be drawn from it? The following can be ascertained from the above paragraphs-
Machine learning is being employed even more these days and has gained immense popularity. In fact, all the virtual business stalwarts and branded names have made use of this technology in some way or the other.
Ranging from the bigger names like Microsoft, Facebook, Apple, and Amazon, all have employed the likes of machine learning and are deriving optimum benefit from this concept. And for the SEO professionals, it can only be said that at one point of time, machine learning will undoubtedly dominate the scenario in the SEO world aside from the algorithms that are already in place and being used over the years.
As such, experts are of the opinion that it is best to “fine-tune” your SEO approach and strategies so that you are able to work in tandem with the dynamic environment in the SEO world.
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