How Google is Getting Smarter and What That Means for Marketers?

Introduction

In today’s ever-evolving digital landscape, Google, the search engine giant, continues to raise the bar with its ever-improving algorithms and artificial intelligence. This article explores how Google is getting smarter and what it means for marketers.

Over the years, Google has undergone significant transformations. It started as a simple search engine, but it has now evolved into a complex and intelligent system. This transformation has been driven by advancements in machine learning and AI technologies.

Understanding Google’s Intelligence

Google’s smart capabilities shine through its algorithms, meticulously crafted to offer users the utmost in pertinent and valuable information. These algorithms take into account a plethora of variables, including user intent, geographical location, and browsing history, in order to furnish tailored search outcomes. Consequently, when two users search for identical queries, their individual profiles can lead to disparate results.

Creepy Google

Many of us rely on Google in our daily routines, and yet it continually manages to astound us with its capabilities. Have you ever experienced a moment when you used Google to search for something and marveled at its seemingly eerie intelligence?

Take, for instance, Google’s recent ability to suggest search terms that are remarkably accurate. For instance, if you initially search for “Star Trek series” and later begin typing “Who is the cast of …,” there’s a high probability that Google will recommend completing your query with “…Star Trek series.” Google has evolved to the point where it recognizes our inclination to conduct multiple searches on the same topic and can expedite our query inputs, saving us valuable typing time. Simultaneously, this feature also encourages users by suggesting what to search next, thereby prolonging their engagement with Google and benefiting the search giant in the process.

How does Google achieve this remarkable feat? In part, it’s due to a highly potent component of its algorithm known as RankBrain.

Introducing RankBrain

In essence, RankBrain represents an algorithm engineered to enhance its comprehension of users’ search intent. In the past, Google operated by seeking precise keyword matches. For instance, if someone queried a phrase like “buy hats online,” Google would search for a website containing that exact phrase somewhere within its text. While this approach was straightforward, it harbored inherent flaws. Among other issues, it was susceptible to manipulation by website owners attempting to deceive Google.

RankBrain revolutionizes this process by dissecting search phrases into “word vectors,” which classify search terms based on their meaning and contextual relevance. Consequently, RankBrain can then endeavor to grasp the underlying question and subsequently locate a genuine online answer.

This capability also enables Google to steer clear of errors when dealing with words that possess multiple meanings. Take, for instance, a search for “data trees.” In the past, Google may have struggled to differentiate between the concept of a flow chart and data related to trees. The previous Google might have displayed an article guiding you on “giving data about trees.”

In contrast, the current Google methodically scans for associated terms and phrases within the content, which could encompass terms like “flow chart” or “choices.” By identifying these terms within the text, Google discerns that the user’s intent revolves around “data trees” (in the context of flow charts) rather than data concerning trees.

The Impact on Search Engine Optimization (SEO)

For marketers, Google’s increasing intelligence has a profound impact on SEO strategies. Here are some key considerations:

1. User-Centric Content: Google now prioritizes content that genuinely serves the needs of users. Marketers must focus on creating high-quality, informative, and engaging content that addresses specific user queries.
2. Semantic Search: Google’s algorithms have become more adept at understanding the context of a search query. This means that content creators should incorporate semantic keywords and phrases to enhance relevance.
3. Voice Search Optimization: n the era of voice-activated devices and virtual assistants, it’s imperative to focus on optimizing for voice search. Marketers should align their content with the natural, conversational tone often used in voice search queries.
4. Mobile Friendliness: Google prioritizes mobile-friendly websites, recognizing the expanding mobile user base. It is crucial to ensure that your website is responsive and loads swiftly on mobile devices.
5. Structured Data Markup: Incorporating structured data markup assists Google in gaining a more profound comprehension of your page content, potentially resulting in the display of rich snippets in search results. This enhancement can contribute to higher click-through rates.

Staying Ahead of the Game

In the competitive digital landscape, staying ahead of the game is essential for marketers. To do so, consider these strategies:

1. Regularly Update Content: Google rewards fresh and up-to-date content. Regularly update your website with new information to maintain relevance.
2. Monitor Analytics: Use tools like Google Analytics to track user behavior on your website. Analyzing this data can help you refine your content and SEO strategies.
3. Backlink Building: High-quality backlinks from reputable sources remain a valuable ranking factor. Invest in building a strong backlink profile.
4. Engage on Social Media: Google takes social signals into account. Actively interacting with your audience on social media platforms can enhance your online visibility.
5. Adapt and Evolve: Stay vigilant for Google’s updates and shifts in its algorithms. Be ready to adjust your strategies accordingly.

In Conclusion

Google’s expanding intelligence underscores its dedication to delivering the finest search experience to users. However, this evolution also transforms the landscape of internet marketing. Marketers now need to shift their focus towards synonyms and related terms, rather than monotonously repeating the same phrase. A more sophisticated Google demands more intelligent marketing strategies!

In the past, we strived to mimic machines to appease the colossal search engine. Today, we must revert to more human-like approaches, as the machine itself becomes increasingly human in its understanding and interactions.

References

https://blog.google/products/marketingplatform/analytics/new_google_analytics/

https://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/search/search-getting-smarter/

https://martech.org/artificial-intelligence-is-getting-even-smarter/