Has machine learning created a new model for SEO ranking?
When Google introduced RankBrain into its ranking algorithm, many wondered how that might impact SEO. Columnist Larry Kim theorizes that it has placed greater importance on user signals.
The way Google ranks pages in its search results today is much different from the way it ranked them two years ago.
Why? In early 2015, Google began its slow rollout of RankBrain, a machine-learning artificial intelligence system that helps process search results as part of Google’s ranking algorithm. As of June 2016, RankBrain is being used for all Google queries.
But how does machine learning impact rankings exactly? That’s the big question.
SEO used to be all about building links and using the right keywords. Links and keywords still matter, but machine learning has transformed the traditional SEO ranking model into something new.
Let me explain.