How Machine Learning is Changing SEO
In 2016, Andrey Lipattsev, Search Quality Senior Strategist at Google, said that high-quality content and link building are the top crucial signals they use in ranking websites for research. Although this was from years ago, it still rings true today because quality content has consistently served as a factor in gaining traffic and ranking.
Machine learning is changing search engine optimization (SEO) in many ways. With machine learning algorithms now running in the background, it is not purely a matter of what you have but how Google perceives you that determines your rankings in the search engine results pages (SERPs).
Google has made many changes over the last few years. At some point, websites started to get penalized for even tiny mistakes. Continue reading to learn more about how machine learning influences your on-page SEO and how you can rank better and stay on top.
How Machine Learning is Changing SEO
Understand content Machine learning helps Google better make sense of the content. It can now determine a page's topic based on its understanding of the text, not just by analyzing keywords. You can no longer keyword-stuff your content in an attempt to rank higher. Instead, you must produce personalized quality content for your target audience. Machine learning is also helping Google analyze the relationships between pages. Google can now determine which pages are most relevant to a particular topic and rank them accordingly.
Focus on user intent Another way machine learning is changing SEO is by focusing on user intent. Google is now more interested in grasping what users are looking for when they enter a query into the search engine. It would be best if you focus on creating content that meets the needs of your site visitors. Using keyword research to determine what people are looking for and creating content that provides solutions to their problems will help. If your content doesn't match the intent of the user's query, it will not rank high in search results.
Obtain high-quality links Google now uses machine learning to identify high-quality links. You must concentrate on obtaining links from reputable websites if you want your site to rank high in search results. One way to apply this is by publishing engaging and relevant content that people will want to share, participating in link exchanges with credible websites, and using social media to promote your content.
Optimize for mobile Last but not least, machine learning is revolutionizing SEO by placing a greater emphasis on mobile optimization. It is no longer an option but a necessity for business websites that want to thrive. Google now uses machine learning to determine the best mobile user experience. That means you must focus on designing websites that are easy to use and navigate on smartphones and tablets. You can do this by using a responsive interface, optimizing your images for mobile devices, and keeping the text legible even on small screens.
Conclusion
SEO is constantly changing as Google uses machine learning to improve its search results. If you wish your business page to rank high in the SERPs, you must keep up with the latest changes and prepare your website accordingly.
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