Google’s Neural Net Defines Machine Learning Algorithm
Update: 12/6/2015: Search Engine Land updates a news story broken on Bloomberg about Google's using a "machine-learning artificial intelligence system called 'RankBrain' to help sort through its search results."
Original Post: 3/15/2015
I learned something new recently that preempted the scheduled March post, because it’s both reinforcing what Darcy Staley SEO for You is all about...and life-changing, because it means the machines will be in charge.
One of my favorite industry blogs is from SEO guru MOZ. Rand Fishkin posted, “What Deep Learning and Machine Learning Mean For the Future of SEO - Whiteboard Friday.” The video transcription is something like 12 pages long.
Don’t worry. I read it, watched it, and seriously consolidated the info, so you can enjoy the rest of your day without having to do the same.
Google Search Will Be Your Next Brain
Fishkin says, “I found an article that was published in January, absolutely fascinating and I think really worth reading….The article is called "Google Search Will Be Your Next Brain." It's by Steve Levy. It's over on Medium.”
Fishkin goes on to explain that, where Google’s old (and current) search engine algorithms received inputs from humans to define optimized content for search engine results, “over time, the idea is that in the future even the inputs aren't given by human beings. The machine is getting to figure this stuff out itself.” The engineers at Google won’t know what’s going into the new algorithm/s. “Only the machine knows, and the machine can't even really explain it. You could go take a snapshot and look at it, but (a) it's constantly evolving, and (b) a lot of these metrics are going to be weird conglomerations and derivatives of a bunch of metrics mashed together and torn apart and considered only when certain criteria are fulfilled,” he continues.
Darcy Staley SEO for You aka “My Take”
What does this mean for marketing companies and website owners? What does it mean for SEOs like me?
It means, that if you stick with Darcy Staley SEO for You, you’ll be just fine. Because you know that SEO to me has always meant offering World Class Customer Service.
I make sure your website and all related media provides quality, keyworded content, appropriately coded. These SEO practices will bring your customers to you and your responsiveness to them will keep them loyal.
In turn, their engagement with your social media will also improve your SEO, as Google will pay attention to people visiting your site, clicking through several pages and finding the content they desire, spending the time they need to find what they searched in the first place. Which, in turn, will help Google know that your visitors are happy and will continue to improve your rankings.
(You’ll find Fishkin agrees with me, if you continue to read below.)
SEO Moz’s Fishkin’s Take
Fishkin says, “...for SEOs in the future is going to mean much less distinct universal ranking inputs, ranking factors. We won't really have ranking factors in the way that we know them today. It won't be like, ‘Well, they have more anchor text and so they rank higher.’ That might be something we'd still look at and we'd say, ‘Hey, they have this anchor text. Maybe that's correlated with what the machine is finding, the system is finding to be useful, and that's still something I want to care about to a certain extent.’
"But we're going to have to consider those things a lot more seriously. We're going to have to take another look at them and decide and determine whether the things that we thought were ranking factors still are when the neural network system takes over. It also is going to mean something that I think many, many SEOs have been predicting for a long time and have been working towards, which is more success for websites that satisfy searchers. If the output is successful searches, and that' s what the system is looking for, and that's what it's trying to correlate all its metrics to, if you produce something that means more successful searches for Google searchers when they get to your site, and you ranking in the top means Google searchers are happier, well you know what? The algorithm will catch up to you. That's kind of a nice thing. It does mean a lot less info from Google about how they rank results.”
Google Machine Learning Aims to Optimize Customer Service on the Web
The tips and tricks for SEO in light of Google’s machine learning algorithm is simply this: offer quality, relevant content, appropriately keyworded for your business and your audience and new visitors will find you.
I am happy to simply do an SEO content review, analysis and recommendation, or I am available for editing and redesign. Contact me and let’s talk!