Back in 2015, Google released its new AI-powered RankBrain algorithm<\/a> and later on went to admit that it\u2019s one of the top 3 ranking factors. Over the past five years, the search engine giant has been developing sophisticated methods for improving user experience, showing only the best and most relevant results to searchers, and penalizing low-value websites.<\/p>\n This article will discuss the way artificial intelligence will change SEO and how SEO marketers<\/a> can leverage it for their own benefit.<\/p>\n In an attempt to make sure that their users get the most relevant search results as quickly as possible, and on any device, Google takes into consideration different user engagement and their behaviour on every website.<\/p>\n There are several signals and metrics that the search engine closely monitors when it comes to deciding whether a particular web page is valuable and relevant to their searchers:<\/p>\n These four user-experience metrics heavily influence rankings, meaning that Google is becoming increasingly intuitive when it comes to determining whether a particular website is relevant for a specific query as well as whether it\u2019s easy to navigate and user friendly.<\/p>\n Engaging visitors who land on a web page is of crucial importance \u2013 they will be more likely to stay longer and explore the entire website. This advanced technology can be used for this purpose too \u2013 conversational AI, whose use cases go from insurance bots to<\/a> augmented reality chatbots implemented by beauty brands, assists website visitors in finding what they\u2019re looking for easily, answers their questions, solves potential product issues, and even accepts payments.<\/p>\n All this seems pretty straightforward \u2013 Google analyzes whether its users are satisfied with the results it shows them for a particular search and ranks websites based on how relevant they are, how good their content is, and how user friendly they are.<\/p>\n But, let\u2019s stop for a moment and grasp this information: Google receives approximately 63,000 searches per second. Or 5.4 billion searches per day.<\/p>\n Another staggering stat illustrates the complexity of the ranking process \u2013 15% of all daily searches are entirely new<\/a>, which makes it even more difficult for Google to show the best and most relevant results.<\/p>\n That\u2019s a lot, meaning that only a powerful algorithm based on artificial intelligence and machine learning such as RankBrain can process, analyze, and make sense of these metrics and leverage such a massive amount of insights to provide the best possible results and user experience.<\/p>\n When artificial intelligence is mentioned, most people visualize super-intelligent and powerful machines that can talk, think, and behave like people, but for the time being, this concept exists only in the sci-fi genre.<\/p>\n At the moment, one of the central use cases of AI refers to a wide range of technologies, including big data, capable of processing gargantuan data sets coming from different sources. In other words, big data analytics is capable of analyzing and finding patterns, finding trends, and systematically extracting insights in unstructured, semi-structured, and structured data. That\u2019s something that traditional data analytics can\u2019t.<\/p>\n When it comes to SEO, AI powers Google\u2019s Knowledge Graph, a centralized platform pulling different information from a variety of sources such as Wikipedia, Wikidata, and CIA World Factbook. This information is then used to improve search engine results and provide interlinked answers and descriptions about entities, people, facts, real-world objects, abstract concepts -you name it.<\/p>\n Basically, the Knowledge Graph crawls the entire Web in search of the information about, say, a particular company. This includes websites, social media accounts, customer reviews, or mentions in the media.<\/p>\n Companies can influence how they\u2019re represented in the Graph by providing accurate and updated information on their official sources and accounts.<\/p>\n Creating high-quality content that adds value to readers is a central point of every SEO strategy.<\/p>\n Brands that want to attract visitors and increase dwell time have to produce a lot of relevant, educational, and entertaining content, a task that can be challenging in terms of time and resources.<\/p>\n Enter GPT-3.<\/p>\n OpenAI, an Elon Musk-backed AI lab, released a third version of their generative pre-training transformer capable of generating human-like content. Just like other deep learning systems, GPT-3 identifies patterns and statistical regularities, invisible and incomprehensible to humans, in a vast amount of data. It has been trained on a corpus of almost a trillion words of text extracted from the Web.<\/p>\n The training data contained all kinds of texts, including poetry, prose, recipes, fanfiction, religious articles, different guides, and every imaginable kind of resource.<\/p>\n This robust program that can complete text prompts without any additional guidance.<\/p>\n Hence, it can be used to help SEO and marketing professionals<\/a> with generating unique and meaningful meta descriptions, meta titles, alt tags, product descriptions, or any other similar web page element. Not only will it automate and streamline this tedious process, but also make sure that the copy isn\u2019t duplicate.<\/p>\nUser Experience Is an Imperative<\/h2>\n
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Big Data Analytics Matters Big Time<\/h2>\n
High-Quality Content Will Reign<\/h2>\n
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