{"id":671,"date":"2024-01-08T23:29:55","date_gmt":"2024-01-08T23:29:55","guid":{"rendered":"https:\/\/tncomputermedics.com\/?p=671"},"modified":"2024-01-10T00:24:25","modified_gmt":"2024-01-10T00:24:25","slug":"googles-ai-future-and-what-it-means-for-seo","status":"publish","type":"post","link":"https:\/\/tncomputermedics.com\/googles-ai-future-and-what-it-means-for-seo\/","title":{"rendered":"Google’s AI Future and What It Means For SEO"},"content":{"rendered":"\t\t
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Every technologist, futurist, or thinker that you can think of agrees: AI is going to be HUGE in the future.<\/p>

People like Elon Musk warn that AI will bring about the downfall of man. Others point to the ways in which AI is going to revolutionize art, medicine, and science for the betterment of all mankind. Whichever side of the argument they land on, they all agree that AI is going to be a BIG deal.<\/p>

What\u2019s interesting though, is to think about how AI will affect specific industries and aspects of our lives. In particular, how will AI affect something like digital marketing?<\/p>

Actually, we already have a lot of insight into that. Because Google, as it just so happens, is\u00a0all about AI<\/a>. In fact, the company has built its business around AI \u2013 to the point that it now describes itself as an \u201cAI first business.\u201d<\/p>

The world of digital marketing is already being impacted by this to a large degree, and the effects are only going to become more far reaching as time goes on.<\/p>

Understanding what Google means by this, and how it affects the very DNA of search, is of critical importance for any marketer that wants to perform well now and in the future. Read on and we\u2019ll discover just how Google\u2019s AI aspirations are transforming the way we promote ourselves online.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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What is an AI-First Company?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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When Google says that it is an AI-first company, it means that all of its products have AI at their core. Specifically, it means that all of its products have Google Assistant at their core!<\/p>\n\n

Google\u2019s Sundar Pichai, says that he doesn\u2019t want Google to simply use AI in its hardware and software, but rather to invent products and services from the ground up that couldn\u2019t exist <\/em>without AI. A perfect example of this is Google Clips\u2013 a camera that you wear that takes photos automatically when it thinks something exciting is happening. This is the kind of concept that is only possible thanks to machine learning and computer vision.<\/p>\n\n

Even the Pixel line of phones can be seen primarily as an attempt to put Google Assistant right into people\u2019s pockets.<\/p>\n\n

And this is where the real \u201cbig idea\u201d makes itself known. Google wants to get to a point where all of us talk to it every single day, using natural language. Google Assistant has the ability to answer questions about nearly any given topic, by understanding what the user is asking, looking for relevant information on the web, and then reading that back in an easy-to-understand manner.<\/p>\n\n

Because if AI really is <\/em>going to be the next HUGE thing on the web like everyone is saying, then Google wants to make sure that it is the go-to platform that everyone uses. This is Google betting BIG on the future, and going all-in on an AI focussed line of products and services. So what does all this have to do with internet marketing?<\/p>\n\n

The thing to recognize here, is that Google Assistant works using <\/em>Google Search \u2013 the two products are in fact so closely linked as to be almost one and the same. Google Assistant is ultimately a very fancy form of voice search, and Google Search is essentially an assistant that you talk to by typing.<\/p>\n\n

For a while now, Google has been leaning toward a more natural-language type of search. Back in the old days, Google worked essentially just by looking for matches between search terms and keyphrases. If someone searched for a specific phrase, then Google would look for content that used that precise <\/em>term. But this had problems. For one, it made it extremely easy for marketers to \u201cgame the system.\u201d You could manipulate Google\u2019s algorithms by inserting keyphrases repeatedly, even if your content wasn\u2019t of any interest to the person looking for it.<\/p>\n\n

At the same time, it meant that high quality content that didn\u2019t <\/em>happen to do keyword research wouldn\u2019t get anywhere.<\/p>\n\n

And it meant that Google would often serve up the wrong content. It would look for keyword matches, but with no regard to the sentence. If you searched for \u201cdecision tree\u201d then it might bring up content about making decisions about trees \u2013 rather than the flow-chart meaning that you meant.<\/p>\n\n

Google adapted by introducing RankBrain \u2013 an algorithm designed to better understand what the user actually meant <\/em>rather than what they said.<\/p>\n\n

RankBrain can do a few things. For one, it takes words and segments them: categorizing them into phrases that it thinks might be related to one another. This helps Google to better understand what a user wants to learn about, and it means that Google can guess what a word it isn\u2019t familiar with might mean. Those groups of words (word vectors) are categorized using a process known as distributed representation. What that means, is that words that are close together in terms of meaning and context are grouped, thereby helping Google to understand more and allowing it to be more flexible in the way that someone searches.<\/p>\n\n

RankBrain will then try to map the query into words that it can understand and will look for related terms and phrases. These will then be used to sift through the huge indices of content that Google has access to, and to find the most relevant results for the user.<\/p>\n\n

In the past, Google wanted you to search terms like:<\/p>\n

\u201cBuy hats online\u201d<\/p>\n\n

But now it wants you to speak naturally using a phrase like:<\/p>\n\n

\u201cHey Google, where can I get nice hats online?\u201d<\/p>\n\n

Thanks to RankBrain, it will know that in this context, \u201cwhere can I get\u201d is essentially equivalent to \u201cbuy.\u201d Thus the user feels they can speak to Google more like a human, and that they will get more relevant results than ever before.<\/p>\n\n

RankBrain is also able to understand the relationships between words, and that includes the role of words like \u201cand\u201d and \u201cor.\u201d These can subtly change the meaning of a search term, but previous versions Google\u2019s algorithm would simply have ignored those joining words.<\/p>\n\n

RankBrain also improves on its own results over time. It can use data such as CTRs in order to ascertain whether it provided the correct results, and use this information to inform itself for next time. It\u2019s constantly improving.<\/p>\n\n

RankBrain is so advanced, that it actually needs specially designed chips called Tensor Processing Units (TPUs) in order to work. When you search for something on Google, it will actually outsource the question to these TPUs in the cloud and use that to sift through huge amounts of content.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How RankBrain Changes Search?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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So, now you understand how search has been impacted by Google\u2019s decision to become an AI-first company, the next question should be: what can you do about it?<\/p>\n\n

How can you make sure that your site is futureproof and able to thrive on RankBrain? One answer is to use something called Latent Semantic Indexing.<\/p>\n\n

Traditional keyword use is not dead, but it certainly isn\u2019t the be-all and end-all it once was. After all, if Google wants people to search by speaking to it using natural language, then it can hardly expect to use clean and clear-cut search terms.<\/p>\n\n

If people are indeed looking for hats by saying \u201cwhere can I get some nice hats online?\u201d \u2013 which is the way that people speak \u2013 then how can this lend itself to a search term? You can hardly lace that type of language into your content the way you once did with \u201cbuy hats online.\u201d<\/p>\n\n

And seeing as different people speak differently, this also means that the search volume for any one given phrase is likely to decrease.<\/p>\n\n

This is why it\u2019s good news that Google is now able to understand synonyms. The keyphrase you target can be \u201cbuy hats online\u201d and if someone searches for \u201cwhere to get hats online\u201d your site might still <\/em>come up. Because Google understands that given the context, those two phrases mean the same thing. At the same time though, this means that you\u2019re now also competing with all those people who created websites targeted phrases like \u201conline hat store.\u201d Suddenly, the value of specific keyphrases is significantly diminished.<\/p>\n\n

To really see how this works, consider this example. Let\u2019s say that you search for:<\/p>\n\n

\u201cWhat is the first song in Tangled?\u201d<\/p>\n\n

Normally, the old Google would have responded by looking for articles that repeated that question (probably awkwardly). Today, Google is able to actually bring up <\/em>the first song from YouTube. That\u2019s impressive for a number of reasons.<\/p>\n\n

It means that Google understands that Tangled refers to the film for example, and not just the adjective. It can do this because RankBrain uses word vectors and relationships to see that if you\u2019re talking about songs, then you\u2019re probably talking about the film.<\/p>\n\n

It\u2019s also impressive that it knows the first song. How does it do this? Well, if the video on YouTube is called \u201cTangled opening song,\u201d then RankBrain can help Google to understand that the two phrases mean essentially the same thing, and to thereby provide that as a relevant response.<\/p>\n\n

It\u2019s impressive stuff, but again, it makes it hard for those of us using traditional forms of SEO!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How to Thrive in an Ai-Driven Google<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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So what can you do to ensure that your pages continue to be served by Google in this new era? The rest of this report is going to be dedicated to answering that question. Here are some of the best ways to ensure your site works with this new smarter Google.<\/p>\n

Note: <\/strong>With all the following said, it is still important to continue using traditional keywords and search phrases. This will still form the lynch pin of your SEO strategy, it\u2019s just that you will now also be using some slightly more subtle techniques as well.<\/p>\n

Questions<\/strong><\/p>\n

The first tip is to consider using more questions in your content. This is a smart strategy because of course, people who speak to Google naturally often do-so in the form of questions. You don\u2019t just say \u201cbuy hats online\u201d as we have already established! Unfortunately, questions are harder to naturally include in your content. But if you are creative, then there are plenty of ways to make this work. One of the best and most obvious is just to include questions in your headings.<\/p>\n

So you might use a heading that says \u201cWhere Can I Buy Great Hats?\u201d and then dedicate the next section of the text to answering that question. Likewise, you can use rhetorical questions within your text. But how do I use rhetorical questions in my text? You ask.<\/p>\n

The answer is in that previous sentence\u2026 just in case you didn\u2019t notice! Throughout any piece of content, try to think of the questions that people might ask in order to get to your content \u2013 and then find ways to lace those phrases into your writing.<\/p>\n

LSI<\/strong><\/p>\n

What you might also benefit from paying attention to though, is something called latent semantic indexing, or LSI.<\/p>\n

Latent semantic indexing is a term that has recently become popular in SEO circles as the \u201canswer\u201d to Google\u2019s new strategies. This basically means that you aren\u2019t just using direct keywords and phrases, but that you are instead using them in conjunction with related terms and synonyms. By doing this, you better communicate to Google what your content is all about.<\/p>\n

Remember the example earlier with the decision trees? Imagine if someone searched for \u201cbest trees for winter\u201d and your post on decision trees came up. That wouldn\u2019t be great for Google o<\/em>r <\/em>for you (that is hardly targeted traffic!).<\/p>\n

But if you were to include terms related to your topic \u2013 such as flow chart, choices, etc. then Google would know that you\u2019re talking about a form to help people make decisions, rather than decisions about <\/em>trees!<\/p>\n

Likewise if you write an article about Apple the electronics manufacturer, how does Google know that you\u2019re not talking about apples as in the fruits? The answer again comes down to related terms and context. If you also <\/em>happen to have mentioned computers, Mackintosh, iOS etc., then this can help Google to know that you\u2019re talking about the tech giant and not food.<\/p>\n

How to Use LSI in Your Content<\/b><\/p>\n

So how do you go about using LSI in your own content?<\/p>\n

The surprising answer is that you shouldn\u2019t need to think about it at all. That\u2019s because good writing should include synonyms and related terms naturally<\/em>. Google has designed its algorithm to work with the content that is already out there, and it shouldn\u2019t require you to do anything different. That\u2019s the whole point of Google getting smarter \u2013 it should become better at identifying natural content that already exists. If you need to change the way you write to match Google, then it defeats the whole object!<\/p>\n

That said, there are one or two things you can do. The first is to make sure that you are using as much relevant language as possible. If you are someone who tends to have a narrow vocabulary, then trying to include more contextual terms and related phrases may help.<\/p>\n

Another tip is to consider using contextualizing terms in your keywords. For example if you write about \u201cdifficult exercises\u201d then this could refer to physical exercise or it could refer to mental exercises. By adding \u201cfor toning\u201d on the end however, you make it clear that you\u2019re talking about physical exercise. You\u2019re still also targeting that simpler \u201cdifficult exercises\u201d term, but by using \u201cdifficult exercises for toning\u201d you are inviting more searches to lead to your page.<\/p>\n

Long Tail Keywords<\/strong><\/p>\n

A similar concept is the long tail keyword. Long tail keywords are search terms that people use occasionally to find your content, but that no sane SEO would ever attempt to target<\/em>.<\/p>\n

For instance, someone might search for \u201cwhat is the average size of a tomato\u201d and find your page. But there likely isn\u2019t anywhere near enough search volume for you to want to specifically target that phrase. So what some marketers will focus on, is creating as much content as possible while lacing it with lots of random phrases and terms that people might just so happen to search for.<\/p>\n

The more content you add, the more people will find their way to your site through random long-tail searches. The best part is that this makes your business extremely resilient, as you can\u2019t see your traffic completely fall off a cliff just because someone supplanted you for a single search term.<\/p>\n

But long tail keywords also suit themselves perfectly to a more natural- language oriented Google. Why? Because when you ask Google a question, you won\u2019t use the same set phrase as everyone else. Instead, you\u2019ll likely ask a question using natural language. Every time someone asks a question, they\u2019ll probably use a slight variation on the phrase. Again, the best way to satisfy the spoken-word Google is to write broadly on your subject, using as much related language as possible.<\/p>\n

Schema Markup Language<\/strong><\/p>\n

The only issue with this approach of using large amounts of related content, is that it can become a little confusing for Google. With so much content to sift through, how does it know what\u2019s relevant to the question at hand?<\/p>\n

Remember, Google ideally wants to be able to read the answer aloud back to the user without even having to load the website. When you ask what goes into a bolognaise, Google wants to be able to reel ingredients off of a list.<\/p>\n

Google therefore needs your help when it comes to identify key parts of your content, and that\u2019s where schema markup comes in.<\/p>\n

This is essentially a form of structured data. It means that you\u2019re taking your content and then adding in HTML<\/a> tags that help to identify what specific pieces of text actually are.<\/p>\n

Markups can be used to help identify ingredients in a recipe, the date and location of an event, the star rating of a product, or the author of an article. All this allows Google to better pinpoint answers to questions, and to help users with their queries.<\/p>\n

Using these markups is a simple matter of finding the HTML online and then just pasting it onto your page. Alternatively, there are plenty of tools and plugins that will automate the process for you.<\/p>\n

The problem with markups of course is that they allow Google to use your information without the user even needing to load your page. That means no ad clicks, no affiliate sales, and no brand awareness. This is something Google has been increasingly guilty of lately, and it\u2019s something that may become a big issue in the future.<\/p>\n

For now though, it\u2019s still worth your while using markups. For one, these are also what Google uses to make its \u201crich snippets.\u201d These are more dynamic and engaging search results which have the effect of jumping out of the page to get considerably higher CTRs.<\/p>\n

At the same time, if you don\u2019t use markups, then you know that your competition will. For now, it\u2019s better to get into Google\u2019s good books, and hopefully reap the rewards with your position in the SERPs.<\/p>\n

Write Great Content<\/strong><\/p>\n

Finally, the last tip is to write great content. Remember: the other reason that Google is getting smarter is so that it can get better at providing users with content that is useful and relevant. Google wants people to keep using its search tool, and as such, it needs to ensure the results are as accurate as possible.<\/p>\n

Every time Google gets smarter, it\u2019s going to become better at identifying spammy content vs high quality content. If your site is focussed purely on creating the best content possible, then your goals will be aligned with Google. From then on, every change will help to give your site more visibility in the SERPs.<\/p>\n

Don\u2019t try to \u201cbeat\u201d Google, just focus on creating the best content you can!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Every technologist, futurist, or thinker that you can think of agrees: AI is going to be HUGE in the future. People like Elon Musk warn that AI will bring about the downfall of man. Others point to the ways in which AI is going to revolutionize art, medicine, and science for the betterment of all mankind. Whichever side of the argument they land on, they all agree that AI is[…]<\/p>\n","protected":false},"author":1,"featured_media":676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,24],"tags":[25,30,26,28,29,27,31],"class_list":["post-671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-common-computer-problems-and-solutions","category-tech-news-and-updates","tag-ai","tag-ai-driven","tag-artificial-intelligence","tag-google","tag-lsi","tag-rankbrain","tag-seo"],"acf":[],"yoast_head":"\nGoogle's AI Future and What It Means For SEO - Expert in Cyber Security and Computer Repair Services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tncomputermedics.com\/googles-ai-future-and-what-it-means-for-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google's AI Future and What It Means For SEO\" \/>\n<meta property=\"og:description\" content=\"Every technologist, futurist, or thinker that you can think of agrees: AI is going to be HUGE in the future. People like Elon Musk warn that AI will bring about the downfall of man. Others point to the ways in which AI is going to revolutionize art, medicine, and science for the betterment of all mankind. 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