Quick Around in SEO: Artificial Intelligence & Machine Learning


Nowadays, people search for smart insights and instant results, turning the part played by machine learning into an even more crucial aspect in SEO.

Just one look at the recent developments taking place with Google’s RankBrain gives you an idea of how significant it is for search marketing.

According to research, the present technology based on machine learning can improve business productivity by almost 40%.

Machine learning adapts as well as response to information if done well with an SEO agency in India. With time, this is the best possible way to answer a search query. This allows providing higher accuracy in search results at a speed that’s beyond human capacity.

Defining Machine Learning

Before we dive into the things that are going to change, it is important to have a clear, straightforward definition of the meaning of the term ‘machine learning’.

Machine learning refers to a subtopic of AI that is related to algorithms allowing computers to learn. That’s going by Toby Segaran’s book, “Programming Collective Intelligence.”

Deep learning technology, which is the next step of machine-learning, trains itself – on the basis of neural networks. Here, massive data sets get combined with the help of an SEO agency in Indiain order to find patterns for power self-learning for making decisions.

Flawed Regression Analysis

This has to be the largest present fallacy of the industry. Generally, without fail, a few data scientists from well-off companies of the industry claim that they can justify the latest Google Dance.

A typical analysis is made up of perusing through several months of the ranking data that lead up to this event and then looking at the way these rankings shift across every website of each type.

Through today’s approach of regression analysis, these data scientists go through a particular kind of website, which has been affected by reduction while concluding with high certainty that the latest algorithmic shift of Google was given to a particular type of the algorithm that such websites shared.

Then again, that is not the way Google functions. Google’s RankBrain, with a machine learning/deep learning approach, functions completely differently. With Google, there is a large number of core algorithms.

RankBrain’s job is to learn the kind of mixture of such core algorithms, which best applies to these types of search results. As an example, in particular search results, it might understand that the meta title is the most crucial signal.

Staying Niche

Google also understood that they could teach these new systems of deep learning, the way “good” sites look, as well as the way “bad” sites look.

Much like the way in which they weigh algorithms differently in every search result, they have also understood that every vertical had instances of “good” as well as “bad” sites.

That is sure because varied verticals have varied CRMs, varied templates, and varied structures of data.

While RankBrain works, it is actually trying to learn what the right “settings” are for each environment. As you probably have understood by now, these settings are totally dependent on the niche on which it operates.

Therefore, for example, in the healthcare industry, Google already knows that webmd.com is an authentic website, which they also need to rank close to the top of such data on the searchable index. Everything that looks like WebMD’s site is going to be associated with the “good” camp.


It is important to have a look at the way this impacts backlinks. On the basis of the classification procedure, it has become more important now than ever before to stick with the “linking neighbourhood” because RankBrain is going to know in advance about something from a similar backlink profile in the vertical.

Let us consider the same example. If a business has a website about shoes, we already know that RankBrain is going to attempt to compare the aspects of this website with the best as well as worst sites of your industry. Thus, naturally, the backlinks of your site are going to be weighed against the link profiles of such best as well as worst sites.


As it is apparent from the discussion about the Law of Accelerating Returns, Google’s RankBrain, as well as the other kinds of Artificial Intelligence are going to, at some point in time, work beyond the capacity of the human brain. Nobody knows for sure where such technology can lead us.

Every competitive keyword environment has to be checked. Sites will have to stay niche-specific to avoid misclassification and every site has to mimic the structure and composition of the respective top websites in their niche.

In a few ways, the deep learning technique makes stuff simpler for digital marketing services.  With the understanding that RankBrain or similar technologies are almost at par with humans, the rule here is absolutely clear: There cannot be any more loopholes.

In other ways, it has made the job bit harder. The field of SEO is likely to become more technical. Analytics, coupled with big data, is the norm of the day. Any SEO that is not yet familiar with such approaches has to catch up.

About The Author

Leave a Reply

Your email address will not be published. Required fields are marked *