Machine learning is the latest buzzword in the world of
technology; so it’s naïve to think search engines would remain unaffected of
this new phenomenon. Google’s search engine algorithm ‘RankBrain’ is already
using it. However, the question is — how will it impact your website? Is there
anything you can do to insulate your website ranking?
The problem with this question lies in various hidden
assumptions. The first assumption is — machine learning is something you can
optimize and the second one is — what does this mean in a traditional sense?
What Google wants to achieve through machine learning
This is not a simple answer. It also entails the biggest
insight on what’s happening in the digital world. It tells us what lies in
future and how the machine learning technology fits in the whole scheme of
things. The purpose of this is quite straightforward — Google is trying to
generate more money. Were you expecting a feel good answer? If yes, you’ll
certainly be disappointed.
Here is how it can help Google increase its revenue
There are a variety of ways in which Google can increase its
revenue. Some of the more obvious ones as follows:
- · Increase the number of users
- · Increase the frequency of returning visitors
- · Increase the revenue generated per user
- · Decrease the bounce rate
- · Increase the options for users to complete their action
Google knows that it can succeed only when users rely on it
consistently and frequently. It also needs to increase their area of influence
since that will increase its ability to advertise to a wider set of audience.
And wider presence also means more revenue for Google.
So what machine learning is about
Before we delve deeper, having a brief understanding about
machine learning will be important. It would also make it clear what Google
wants to achieve out of the machine learning technology. This will help you understand
the full-scope of this novel thing. So we will discuss about machine learning
within the confines of Google search.
Machine learning is a form of artificial intelligence that
enables machines to learn and adapt continuously based on certain data or
signals without any external help. They develop and grow themselves, and not
with the help of a programmer. Earlier, programmers used to sit and hammer out
different ways to plug the gaps in a ranking formula when its weaknesses start
being exploited by pesky.
Let’s imagine a scenario
What will happen if a machine learning algorithm is given
the ability to add a new ranking factor on its own and also create its own
success metrics with the goal of helping Google earn more money? This is where
it can impact your website.
So… what do you do?
The answer is simple: Help Google make more money. This does
not mean you should invest more in AdSense. With the advent of Google Home and
voice search and mobiles surpassing desktops, the days of organic SEO is
nearing its end. So, the idea of appearing in the top 10 results will soon
become more outdated.
Dave Devices, a famous columnist, says, “We are heading to a
world where machine learning will facilitate such rapid adjustments to
algorithms and such customization of individual results and understanding of
context that the only requirement of a result is that it meet the user’s needs.
Not that it’s organic, not that it has links — just that it meets a need.” This
is the only thing you need to do.
Summing up
Keeping up with every micro search engine algorithm is not
possible. The only thing you can do is understand the technology and see how
users are taking to it.
Read more at: Virtual Employee
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