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Machine Learning and SEO: The Four Areas to Pay Attention

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Tech Social
June 05, 2018

Tech Social
Tech Social has written 5 articles for WebKnowHow.
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SEO is one of the most important things to take note of when building your website. After all, you wouldn't be able to be discovered without staying on top of search engine results related to your niche! One of the ways to obtain the SEO ranking is Machine learning.

If you haven't heard of it or focused on that aspect yet, you're not the only one. While we've been hearing many things about machine learning, not many SEO experts have actually implemented it to improve their rankings. But little do they know that not focusing on machine learning will leave them behind.

But how exactly does machine learning affect SEO and what do we need to focus on? Read on to learn all about machine learning and how to improve your SEO ranking with it.

What is Machine Learning?

Before we go into what you need to focus on with machine learning, let's first define what it is for those who aren't familiar with the term.

Machine learning is a subdued of artificial intelligence, which focuses on algorithms that computers learn from. Artificial intelligence is the science of having computers performs tasks that require the skills and knowledge that come from human beings.

This is the main reason why SEO is continuing to change, as Google learns to look and understand things in deeper ways compared to the past. That way, it will have the search engine give better results to keep users satisfied.

So if your website content does not provide users with the positive experience, you won't be able to rank high in SERPs as machines begin to become smarter and learn. That's why it's crucial to learn about machine learning!

How Will Machine Learning Change SEO Rankings?

How will the ever-evolving machine learning change the way SEO works? In many ways, actually!

It will bring new responsibilities for website owners, who need to make sure that they have the useful and relevant content which can be viewed from all types of devices and platforms.

Google and other popular search engines want to ensure that they connect the best content to our potential clients for a better user experience. It's why one should develop content around intent to become better.

So SEO experts aren't just optimizing for search engines but they also become content experience analysts to provide the best experience for users.

Unfortunately, many brands still have a difficult time trying to develop the best content, usually asking many questions on what to post. That's where strong content strategies come to play, especially content which guides your customers' way through their purchasing journey.

We'll get to that in the next section.

Now that you know about machine learning and how it affects your SEO ranking, how can you utilize it to stay on top? Here are the four areas to focus on:

1.  Relevant Content

Like mentioned, content is one of the most important hint to focus on, which is the driving force of SEO. Search engines focus on finding the satisfying user intent (what users search for when typing on the search field). With that being said, content and digital marketers, SEO experts, and designers must share the one goal of ensuring that web users will find what they look for.

Your content must focus on:

  • Providing the best experience

  • Useful enough to let customers move forward and follow the call-to-action

  • Satisfy the user's intent and answer their questions

  • Providing the high-quality and relevant information required

If not, then chances are that your website will have lower rankings. This is because search engines with advanced machines can now read and comprehend content, learning like a human. It is what helps determine what stays on top.

2.  Technical SEO is Still Important

Technical SEO will be less important but still significant enough that it still needs to be studied on. Having the technical knowledge on SEO and how to fix any issues on your website will still be required to increase user experience and stay on top.

3.  Prioritize the Best User Experience

User experience will continue to be one of the most important factors to focus on when staying on top. You will need to have good click-through rate and better user engagement. To do this, you will need to scrutinize your website to ensure that everything runs quickly and in the best design possible for easy navigation and aesthetic appearance. Also, remember that it must be mobile-friendly and in fast loading speeds!

4.  About On-Page Optimization and Link Quality

As machines continue to advance and learn all about algorithms, the traditional optimization methods will begin to lose its importance. Sure, the meta descriptions, title tags, URLs, and the alt texts still play a significant role. But they won't be the major factors that make or break your best SEO ranking.

With that being said, you have to be more creative and start focusing on user experience and content. This will be identified by the AI algorithms. Organic links and paid links won't be as important, as search engines will now be able to assess the true value of a page without the need for extra links around the web.

So it's best to begin creating new strategies and build ORGANIC links, avoiding paid or spammy ones that may lower your ranks.

Wrapping It Up

SEO is rapidly changing as technology continues to advance. Through machine learning, you will be able to stay relevant with search engines and continue to stay on top of your competitors. You must adapt and connect with your audiences with the right content and web experience.

I hope that this article is the starting point to prepare for the future of SEO. Avoid limiting your efforts and continue to expand your horizons by learning more about machine learning today.

If you have any questions or would like to share your tips and experiences on machine learning and SEO, then comment below. Your thoughts are much appreciated.

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