How Machine Learning Impacts SEO

For SEO to be most effective, marketers must constantly innovate their practices. Search engine technology evolves at a rapid pace, which means your online marketing strategy must evolve right alongside it for the best results.

The emergence of machine learning is just one change that is projected to have a direct impact on search engine algorithms. To ensure SEO is approached with this new development in mind, one must first understand all that machine learning entails.

What Is Machine Learning?

Machine learning is a type of artificial intelligence. In the most basic terms, a machine learning system, such as a search engine, can access data and make decisions based on the data received, with little human intervention. Other examples of machine learning include self-driving vehicles, in-app recommendations based on user preferences, and personalized news feeds on social media.

When it comes to search engines, machine learning is used for things like ranking search phrases, telling the difference between navigational and informational searches, and help indexing URLs. As search engines become more advanced, the applications of machine learning are expected to expand even further.

How Can You Tailor SEO to Adapt to New Technology?

Because machine learning will be more efficient at determining which websites are of high quality, and which are not, SEO is more important than ever. Online marketing specialists can increase the chance of a higher ranking within search results by taking the following steps:

  • Optimize for Conversational Search – Thanks to the proliferation of smartphones and speakers, voice searchers are more popular than ever. Voice searches tend to be more conversational in nature, and content must be optimized to include long-tail keywords and phrases.
  • Increase Ranking in Local Searches – You can improve your position in local searches by filling out a Google My Business listing. The more information you include about your business, the greater the chance you’ll appear within local searches, which typically offer the best sales conversion opportunities.
  • Improved Link Profile – Your website’s link profile is a major factor in search rankings. You want high-quality sites linking to pages on your website, and you want links to be relevant to the content they’re referencing. You can take steps to remove low-quality links yourself or you can reach out to the specific search engine for help. For example, Google allows websites to disavow bad links, so they don’t affect ranking.
  • Perform Keyword Research – Along with incorporating long-tail keywords and phrases into content, you must also make sure you’re using the most relevant keywords throughout your website. Proper research can help you determine which keywords are most effective for your business, as well as which keywords your competitors are using.

The Future of Content Marketing

Machine learning is just one of many advances that will change the content marketing landscape in the years to come. With as your guide, you can rest assured that your business’s website will be fully optimized to take advantage of this and other emerging trends.