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AI is changing SEO faster than you think

Article Link: https://techcrunch.com/2016/06/04/artificial-intelligence-is-changing-seo-faster-than-you-think/

In the article, Artificial Intelligence is changing SEO faster than you think, author John Rampton discusses how Google’s new AI machine learning algorithm RackBrain is highly impacting the SEO (Search Engine Optimization) industry. RackBrain operates on the search result level and customizes Google’s core algorithms for each specific search. When RackBrain operates, it groups “good” sites together and “bad” sites in another, using deep learning capabilities that it has learned. The author explains this grouping algorithm with the example that any health-related webpages that have a similar structure to WebMD’s site (a reputable health website) will be sorted into the “good” sites and any health-related webpages that have a similar structure to a spam website will be sorted into the “bad” site. However, before comparing these websites to reputable websites that are on top of Google’s search index, RackBrain must classify the site (i.e., health site, clothing site, news site).

As a result of this algorithm, the author predicts that future websites will “mimic the structure and composition of their respective top sites in their niche”  and that “each competitive keyword environment will need to be examined on their own”. This relates to what we are currently learning in the course: search using links. The algorithm focuses on the general information search in which the search terms are short and the search engine provides a variety of links. Similar to what we learned in class about how search engines returns pages in order of authority score, RackBrain returns pages in order of reputability and sites with similar structure as highly reputable sites.

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