Semalt Expert Explains How Machine Learning And Artifical Intelligence In¢uence SEO

23.05.2018

Semalt Expert Explains How Machine
Learning And Arti cal Intelligence
In uence SEO

Search engines like Google use arti cial intelligence and machine learning to present a visitor with most relevant
search results. How does Google search algorithm function? Why has your site failed to rank? These are important
questions a site owner should ask before attempting to rank a website.

Keep it in mind that SEO is not simple. It is not an overnight procedure. One has to take into account essential
components before starting the process. Therefore, it is important to understand how Google worked back then
and how its algorithm functions presently.

The Customer Success Manager of Semalt Digital Services, Alexander Peresunko, speci es the in uence of ML&AI
on SEO performance with the help of the following essential points.

Google algorithm was characterized by simpler time for SEO. The old time for internet marketing and SEO was back
ten years ago. The term "internet marketing" was exclusively derogatorily segregating a fraction of phishers,
spammers and anyone who wished to shove products online. The concept worked, and most people could rank their
websites within few days by keyword stuf ng, creating irrelevant links and by spamming.

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23.05.2018

Presently, Google search engine is divided into several elements. It
is the only way Google search algorithm can handle web's 70
Trillion+ web pages. In this regard, Google uses arti cial
intelligence (AI) to discover components that create the ow of
rank factors. One technique employed by Google in optimizing
your site is crawling and indexing. It involves following internal
links of a site from one page to another. A webmaster or site
owner can decide which pages they wish Google to crawl. Also,
they can deindex the whole site with robots.txt if they want.
Google uses Googlebot in sorting pages by anchor text, links or
contents. Formulas and algorithm are another interesting
methods that Google present. Google writes formulas and programs to deliver excellent search results.

How do AI and ML affect SEO?

The most important question is whether AI and Machine learning
affect SEO positively or negatively. Different SEO experts have
demonstrated diversi ed opinions and philosophy about the
subject. On the positive side, a site owner using White-Hat SEO
approaches should automatically achieve Google rankings. Google
wants to see the generation of user engaging, shareable and great
content in addition to optimizing onsite. The rest of the
techniques should be manipulated. Moreover, it can take a while
before a site ranks, but it is important to allow this to come
naturally. Therefore, ensure a static ranking in Google and avoid
spam.

On the downside, AI and Machine Learning helps Google algorithm to grow in pace that is dif cult for even Google
developers to cope up or maintain. From this point of view, site owners will have to work on experiments concerning
ranking factors that matter for Google. Experts argue that eventually site optimization and SEO will be harder than
initially anticipated. Also, this can mean an easier process of searching information. It is simpler to provide users
with what they need in precise than to feed search engines with the information they want. If a site has a great user
experience and content, it does not matter what Google requires. The customers will be happy and contented.
Having satis ed customers is a perfect idea for any business.

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