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How Will AI Change the Future of SEO?

Artificial intelligence (AI) is penetrating every department of every industry, from automating factory work to improving areas previously thought untouchable by machines (like human resources).

But as a veteran in the online marketing world, I can’t help but let my imagination wander on how AI and machine learning are going to impact the world of search engine optimization (SEO)—the strategies organizations use to rank higher in search engine results pages (SERPs).

Historically, Google has updated its algorithms with two primary goals in mind: Google is already making use of machine learning in a few different ways, and it’s only a matter of time before it advances.

This was a step in the right direction, because it meant users could find better results, and search optimizers could no longer get away with keyword stuffing.

RankBrain was a modification that allowed Google to study massive quantities of user search data and automatically improve its interpretation of user phrases.

It was primarily focused on long, convoluted, or hard-to-understand phrases, ultimately reducing them down to a length and simplicity level the algorithm could more easily handle.

I’m guessing that rather than seeing manual update after manual update, we’ll see more algorithm changes designed to self-update based on machine learning insights.

suspect we’ll also see major AI advancements applied to better understand the quality of the content and links produced by search optimizers.

It would be easier for an AI agent to gradually learn what makes good content “good,” than to rely on a manual agent coding those parameters into a system.

If you can capitalize on predictive searches, you can get a massive edge on the competition—but then again, if Google’s algorithmic methods are opaque, you may have a hard time understanding how and when your results appear for users.

As Google gets better at dissecting user queries with RankBrain and Hummingbird, and becomes better at parsing the web with smart algorithms, I suspect we’ll see even more of these user-attention-grabbing entries.

It will “learn” constantly, with every new search query, and possibly roll new updates to its live algorithm on a constant basis, making it difficult to keep up with its iterative evolution.

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