Machine learning is an aspect of artificial intelligence specifically focused on the algorithms that provide computers with the ability to perform increasingly complex tasks. It isn’t a particularly new technology and is already being used by Google in several key areas, including serving related articles within Google News and helping Gmail to maintain its ability to accurately detect more than 99% of all spam emails.
Developments within machine learning technology
We’ve all been hearing the term more often, particularly over the last few years, because new developments are consistently being made which have prompted us all to rethink the extent of the capabilities that machine learning could achieve within the near future. Remaining engaged with those developments and understanding how to adapt is key to ensuring we can make the most of this new technology.
Google’s central focus is on consistently delivering relevant and valuable content for every single search query. In an increasingly interconnected digital landscape, the search giant must now begin to dig deeper to comprehensively understand how it can interpret this landscape in more detail. Machine learning and SEO are going to become increasingly integrated, with changes to how content ranks within SERPs an almost guaranteed result of Google’s efforts to locate only the highest quality sources of information.
The changing landscape of SEO
The creation of engaging, valuable content and the successful provision of a consistently high quality user experience form the reliable foundations that every solid SEO strategy needs. As machine learning technology develops, ensuring these key tools are implemented seamlessly is going to become even more important.
With machine learning technology potentially developing the ability to address technical SEO issues automatically through Google Search Console, SEO professionals will be free to turn their attention towards the creation of intention based content and the delivery of a seamless user experience. This means developing increasingly comprehensive content strategies, maintaining an inherent understanding of audience demographics and accurately predicting user intent, ultimately refining the process of delivering helpful, ultra relevant and timely solutions.
Establishing and maintaining quality
On-page optimisation and links are always going to form an important part of digital strategies, but all indications suggest the future of successful SEO unquestionably values quality over quantity. The possession of low quality and the loss of high quality links are going to have an increasingly negative effect on visibility, meaning consistency is going to become an even more integral part of ranking highly for those all-important key competitive keywords.
Understanding and successful utilisation of end user data
As one of the key signals Google uses to determine whether websites are providing their users with useful and relevant information that fully meet their needs and intentions, it is not unreasonable to predict that end user data may eventually become more important than a strong portfolio of quality links. If Google finds your content isn’t providing the necessary information to fully answer search queries and fulfil user intentions, securing solid positions in key SERPs is going to become increasingly difficult.
In the world of SEO, nothing stays the same for very long, with machine learning just one of the next challenges we need to face with a measured, considered and adaptable approach to building successful digital strategies.