In today’s marketing, SEO, or Search Engine Optimization was already a strong component in any modern business marketing plan. But with the advances of artificial intelligence becoming prevalent in the automation and operation of search engine results, the continued and stronger focus towards SEO for your brand can make or break your business in the coming years.

Marketers and business owners need to understand that we are entering a new generation of optimizing websites for search engines. Also, the digital storefront or website, is becoming the primary customer interface in most businesses in modern times. Customer expect, or even demand, to be able to research their purchases in more depth than ever before in history – and if you do not have an online presence that can be found, and that represents your products and/or message, you are highly handicapped when trying to compete with other providers.

The world of SEO and how users Search is continually evolving – you need to adapt with it.

While many of principles of SEO will stay the same, there have been many recent technological advances that are changing how sites are both being searched, and how the engines determine your site’s position in the rankings. As a marketer, now more than ever, it is imperative to consistently represent your site on an ongoing basis to the changing algorithms and guidelines as the engines continue to become more sophisticated, and customers find new ways to search – such as by doing GPS location searches, or search by voice – using Amazon Echo, Apple’s Siri, Microsoft’s Cortana, or Samsung’s new entry, Bixby.

What is Google RankBrain?

The most visible and well documented change to how the search engines will answer these new, more complex search requests is a complex machine learning algorithm system created by Google, called RankBrain.

RankBrain is a machine learning artificial narrow intelligence that was first introduced to the world by Google in 2015. It has been designed to better understand the contextual meaning behind the words a person uses when making a search engine request, and applying this knowledge to provide more accurate results to the increased complexity of searches coming from mobile devices, tablets, desktops and laptops, and voice activated services as well. The artificial intelligence aspect of RankBrain is geared to understand word relationships and usage, rather than simply key phrases, and this allows Google to provide faster, more accurate results to its client base than ever before.

Mobile Search and Voice Search is a very BIG Factor.

The use of voice search, and voice assisted devices, has been on the rise for some time now. In fact, it has been well documented that voice directed search has increased over 35x since 2008, and 7x since 2010. Much of this has been driven by the increase in mobile and smartphone use, but also has been greatly increased by home personal assistants, such as Amazon’s Alexa, and Google Home. Computer AI assistants such as Apple’s Siri, Microsoft’s Cortana, and Samsung’s Bixby are also pushing the envelope of complex, long natural spoken search requests – that had never been in use in the past.

How does RankBrain and Search Engine AI affect your business.

Simply put, as a business owner, you CANNOT ignore these market changes, and from a marketing point of view, you should brace yourself for the reality of needing to keep your business continually updated to stay current with the changes as they happen. While SEO has been growing in importance in your marketing campaign, now it is becoming CRITICAL to consistently adapt your business’s presence to the engines, directories.

 It makes sense to have a SEO Professional work WITH you to represent your business properly.

The small, forgotten details of SEO will matter more than ever, because the engines are becoming more capable of analyzing your site on a much more precise level. Google RankBrain and its counterparts will make search engine results much more relevant to the user, but you have to present your site’s structured data and content to the engines on a regular basis to keep your site index as current as possible, and to make sure your site is presented in rank listings properly.

The process is becoming much more complex, and relying on past results, or trying to maintain your listings by yourself can have a horrible impact on your site’s rank performance.  A qualified SEO professional works with the algorithm changes every day, with commercial software and specialized reporting, and licensed tools to present the information. Bottom line, you get what you pay for – you are taking a huge chance with your business, if don’t address the search engine market, and have someone with experience working with you.

Content should be written for the reader more than ever – the engines are learning understand this.

Machine Learning and Search Engine Artificial Intelligence learns associates over time. It also makes the process of writing content for your sites and materials more natural – you should focus on writing your message as clearly as possibly to appeal to the READER, not the search engine. Google RankBrain, and its peers will recognize and interpret your content in a more human-like fashion – and this will make content development for your online presence more natural, and customer driven.

Let Rook Interactive help you through this process.

If you have question about SEO, Google RankBrain, or the changing impact of AI on your digital marketing, please contact the SEO professionals at Rook Interactive today. We have been working with SEO and Internet Marketing techniques for over 20 years, and always provide a FREE analysis of your online presence upfront, so that we can make INFORMED recommendations that actually provide an impact – and we document and hold accountable our results during your process. Call us today at 303-807-6447, or email us directly at info@rookinteractive.com.