What Is Artificial Intelligence?
Artificial intelligence is defined as any intelligence present in machines, in contrast to natural intelligence, which is possessed by humans and other living beings, such as animals. Perhaps in the future, AI will appear to us as a computer program like Agent Smith or in the form of robots like C-3PO. But today, artificial intelligence is built into the software that we use every day. This includes Google, out smartphones and tablets, and programs like Siri, Alexa, and Cortana.
Artificial intelligence is what tells Google how to interpret users’ search queries. Artificial intelligence is what allows you to talk to Alexa like she’s an actual person. Artificial intelligence is what guides self-driving cars like the one Tesla is developing. Even though artificial intelligence doesn’t yet look like it does in science fiction, it’s here and we use it every day, often without realizing it. The future is now.
What Is RankBrain?
RankBrain is a core part of Google’s algorithm. It uses machine learning to provide the most relevant results to users when they search. Before Google added RankBrain, search results were produced by their basic algorithm. With RankBrain, Google has become much better about interpreting additional information about the search, including a user’s location and the actual intent behind the search.
What sets the addition of RankBrain apart from earlier updates to Google’s core algorithm is that it involves machine learning. Machine learning is a subset of artificial intelligence and involves machines and computers learning on their own through experience. This means that over time, RankBrain will only improve.
What Is BERT?
BERT is an update that was added in 2019. Where RankBrain uses machine learning to interpret searches, the addition of BERT allows Google to use natural language processing. Google has always been able to read text, but actually interpreting what the words in that text mean has traditionally been a challenge for machines.
BERT makes it easier for Google to understand what a user actually means with the words they type and deliver more relevant results.
What Does AI Mean for SEO?
Google uses artificial intelligence to better interpret exactly what users mean when they make a search query. This means that SEO has advanced far beyond simply putting the right keywords into your content as many times as possible. It also means that web traffic directed to your site is higher quality and made up of more users who are genuinely interested in what you have to say. It’s a win-win situation for both users and for webmasters.
The best thing you can do for your SEO is to produce high-quality content that will interest readers and keep them wanting to read more. The use of AI also means that more people are performing voice searches than ever before, so optimizing for voice search by using long-tail keywords is a good idea. On top of that, because Google is better than it has ever been before at interpreting users’ intent, which means that you have to be as well. Keyword research can tell you what users are searching for and what they’re looking for when they make that search.