Should the SEO industry be worried about AI?
Over the last few years, Google has started looking into Artificial Intelligence (AI) to power their market leading search engine, but what does that mean for those who work in the search engine industry? That’s a question we can hopefully answer for you.
Artificial Intelligence is nothing new for Google. In fact they’ve used AI in various forms for quite some time now, but only for very specific roles, like their email spam filters. The only types of artificial intelligence Google have used have been pre-programmed ‘rules’ that have the sole purpose of closing loopholes that lend themselves to being exploited by those in the SEO industry.
Google set out to change this. They were always one step behind the SEO industry and, whilst they might not admit it, the last thing Google want is for it to be easy to rank well organically. It simply goes against their primary business model, that being the pay-per-click (PPC) ad business. PPC revenues represent almost 90% of Google’s total revenues as recently as 2016. These two distinctly different parts of their business have, and always will be, at odds with one another.
The speed at which Google transitioned to a search engine powered by artificial intelligence caught a lot of the SEO industry by surprise. Unlike the subtle and smooth algorithm updates that had been scattered throughtout the past, this was a sudden and fundamental change in how sites were being indexed. Much of the search engine algorithms and their weightings were now controlled by a continuously updating machine-learning system that changed its weightings from one keyword to the next.
So, should you be worried? The answer is a tough one. Google is unlikely to stray to far from the algorithms it has always used. Search engine optimisation still requires the same techniques that it needed in the past. You just have to make sure that you keep yourself up to date with your techniques. There is always someone who has good seo ideas that you can use to help boost your ranking.
One thing is for sure, Google’s ranking AI is still fairly new, so it will be interesting to see where it goes from here.
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Posted by: Harvey Griffiths on November 16th, 2017 @ 4:09 PM