Optimizing search engines is an ever-changing thing and impacts the way that we find things online. What you might not be aware of is that machine learning is completely changing the way that we optimize those search engines. And, naturally, this will evolve over time as well as all things do.
Making the best use of Google’s Rank Brain algorithm is of the utmost importance and it is learning about SEO at a pretty rapid rate. Knowing what needs to be done to both analyze and adopt this new way of interacting online is important. Before proceeding, it is important to know just what machine learning is and what impact it will have.
What exactly is machine learning?
Before we can go further, we have to know what “machine learning” is. Machine learning is the way that we analyze data automatically using a specific type of analytical method. Artificial intelligence like this can learn about certain data patterns and ultimately make decisions without the guidance of human interaction.
Machine learning has actually been around for a long time, but it has just recently become much faster at analyzing and producing results from ever-growing volumes of data. Being able to process these massive amounts of data in short order can change the way that data is processed.
Google Rank Brain
Google developed this property in 2015 and it is an algorithm learning artificial intelligence system that gives the user more relevant search results than ever before. It works with Google’s AdWords and, in its beginning stages, was only initially applied to some searches. Today, it is applied to every single search that Google runs.
Google is always making updates and tweaking various parts of its overall business, but the Rank Brain is something that will have a tremendous impact on the vast majority of internet users, be it those who are just searching or those who run their own websites.
What does Rank Brain do?
Knowing what Rank Brain does can give users a little bit better of an idea of just how the search algorithms work and how Google parses through all of this data to give its users the most relevant search results. Rank Brain makes guesses from the phrase or word that the user enters to find other words or phrases that might also have that similar meaning and then it filters the results accordingly.
What this means is that the data is handled in a way that completely changes the way keywords and queries are used. The terms are sorted into distributed representations, which are also known as vectors. This means that the phrases or words that are closest to each other in terms of linguistic similarity are then grouped together.
What Rank Brain then does is it tries to map that query into terms or words that are the most likely to match that original search. This basically means that the machine is trying to guess what users mean when they are making a search and then it records and makes adaptations to the results in order to give the user a better overall search experience.
Being able to give users what they want in a shorter period of time means less wading through websites before finding what is ultimately relevant to your search. This is a huge change to the way that we search and how Google parses through those massive amounts of data.
What does it mean for the user and how can users adapt?
Whereas Google used to be dominated by keywords, Google’s Rank Brain has changed the way that businesses or blogs operate in order to get higher rankings on Google. Search Engine Optimization used to be a fairly simple thing, but now it has gotten to be a far more complicated process and users need to know how to optimize their website in the proper ways to ensure that it is shown in the right place and is relevant for the right searches.
Including a strong SEO strategy into your digital marketing campaign means learning to follow the new machine learning principles. Ranking highly in search results might not be as easy as it once was, but you are more likely to find your content featured when it is relevant to the search terms that are being used.
Getting into the minds of people who are using those search terms is the best way to get those people to visit your website; thinking about what those users are looking for and what they want should be how you determine what terms to take the most advantage of.
While it might not be as straightforward as it used to be, there are definitely things that can be done to boost your overall rankings and make your business more relevant in Google searches. Making sure that you adopt to the new machine learning SEO will make the difference between your business being relevant and disappearing entirely.
Making those snippets count
What you might not have realized is that your titles, meta descriptions, and URLs are all very important factors when determining your SEO. They are actually the first pieces of information that get looked at when those search results are generated.
When you update each of those, the subject should be clear and easy to understand. When you make it clear what your post, page, or website are about, the direct results will ultimately be in your favor. This is one of the biggest keys to standing out in a sea of competitors.
Click-through rates are one of the most important factors that there is when it comes to ranking. This is in contrast to the previous thought that content length, number of backlinks and other factors that were previously thought to be the biggest issues.
To improve your overall click-through rates, you need to make sure that your titles and descriptions are as concise as possible to make it easier for search users to find. Follow that up with useful content that is relevant for the end-user and you really have a searchable piece of content.
Focus on your keywords
When you have a clear message that you want to convey, your keywords should be a clear reflection of this. But you also have to make sure that you include other words that are associated with the keywords that you are using to be considered by Google when you return o search results.
Making sure those keywords are relevant to the content of the page or post are very important. You will also need to use those words in your image tags, descriptions, and other portions of the content on your website. But the thing is that it has to make sense to a person who reads it rather than being adapted for SEO.
Google is looking at the topic rather than the keyword itself and pages will rank higher organically when the content answers the search query the first time, which prevents users from bouncing back to the search results over and over again.
Keep your site up to date
Here’s the thing about SEO rankings: they are always evolving. Just because you have good results at the time that you create the page does not mean that those results will persist over time. If you don’t update your website on a regular basis, those page rankings will eventually slide.
Making sure your content is fresh and up to date is important so that it stays relevant to the readers of today. Letting the content on your website remain stagnant is a sure-fire way to make sure that new content will pass up your page in the search rankings.
Even if your business is a niche, you should make sure that you follow up with new content like blog posts or pictures that will both update and freshen the look of your website. Even improving the overall visual appearance of your website and modernizing the overall layout will help. Follow up on current trends, include high-quality pictures, and use infographics as well.
Using new and engaging content will also show the search engines that your site is not dormant and has both good and relevant information for the users who are generating the searches. It is also a great option to keep a blog on your website to help keep your site updated on a regular basis.
Make sure to do your research
Take a look at other websites that Google deems to be authoritative. Analyze what they do and mimic some of these aspects with your own website. This will help you learn the craft of getting your own content to rank higher in future searches.
This tactic will also help to make your website even more visible in search results related to your topic. Take a look at URLs, snippets, and how those sites entice their readers and engage them. Make your topic clear and concise and structure it to be useful and helpful.
These are all great keys to ensuring that your site stays relevant to both the user and the search results.