4 Ways Artificial Intelligence is Changing SEO


4 Ways Artificial Intelligence is Changing SEO

Google rolled out its artificial intelligence learning algorithm, RankBrain last year but how much has this machine changed SEO?

With RankBrain changing the SEO industry continually, we thought it would be best to discuss how artificial intelligence is changing the game for SEO in 2017.

Here are the ways in which artificial intelligence can affect your SEO and the ability to be found:

1) No More Black-Hat Tactics

Of course, black-hat SEO has been an SEO no-no for many years but that hasn’t stopped many people finding ways to manipulate Google’s search algorithm for personal gain.

As artificial intelligence takes over Google search, it gives Google the ability to catch people breaking their guidelines more easily.  

Artificial intelligence I is continually learning the patterns used by black-hat SEOs, which means if enough patterns are detected your website will be penalised accordingly.

With this in mind, ensure you keep an eye of your links and that you have optimised your website in the right way.

2) Exact Keyword Phrases Aren’t As Important

Search has changed a great deal in the last few years, and Google doesn’t just focus on keywords typed into the search box anymore.

Instead, Google’s RankBrain is dealing with searchers from across all kinds of devices from desktop to mobile as well as voice to type searches.

With people searching differently, Google has to accommodate for their needs and the way they search.

Artificial intelligence is continually learning the difference between searches from across different device as well as typing and voice commands to deliver the best results for the search, which may mean delivering the same webpage from different search phrases.

3) The Need For Better Content

RankBrain is attempting to understand more than just words but the context of content within a website. As the artificial intelligence gets better at analysing the searchers intent, it is more important than ever to get our keyword research right, and work it into your content.

The relevance of the content, context and value are now vital ranking factors. This means your content has to provide real value in order to answer the questions people are asking rather than stuffing keywords into a blog post.

4) Selective Link Building

We all know that quality links are crucial for SEO; however RankBrain will continue to improve its understanding of strong authoritative domains and relevance when it comes to links.

RankBrain will closely monitor whether people are actually clicking on your links, staying and reading the content, so it is important that your links are actually relevant to your content and business. These links will hold a lot higher value with RankBrain.

This means your backlinks ideally will come from websites of the same category or industry (including similar ones) as your business.


Search engines will always be evolving and significant changes may have real impacts on your website so it is crucial you stay vigilant and on top of it. 

Luke Stanley