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How Artificial Intelligence is Changing SEO and Website Traffic Dynamics Dramatically

by Fahad Saleem

The rise of Artificial Intelligence is set to trigger yet another key change in the course of human history. For the last 20 years, the explosive growth in the realm of technology is about to be exponentially grow further as Artificial Intelligence based on the concepts of deep machine learning, super-intelligence and data science steadily and swiftly makes its way through all the dynamics of technology. Search Engine Optimization is not an exception, and Google has already started to index search results based on Artificial Narrow Intelligence algorithm, Google RankBrain. This algorithm is based on deep learning, and it shows recommendations, carries out search results based on inferring information from raw data and keywords.

SEO will no longer be the same again. Low quality websites which give nothing new to the readers, use clickbait titles and stuff their content with keywords, without solving the actual problem of the readers will be trashed automatically by the Artificial Intelligence.

There are more than 200 factors which Google’s core search algorithm takes into account before indexing the search results. According to Scott Stouffer, the CTO and Cofounder of MarketBrew, and a search engine expert, says that Google’s RankBrain algorithm uses different factors for every search result. For example, if you type ‘best jeans’ in the Google search bar, it would probably favor the websites having the most useful, relevant Meta or keywords, while in another search terms, say ‘laptops’,it would rank the websites based on content depth and page ranks. RankBrain is massively mixing and changing the dynamics of the search results and metrics for every search result. It is quite hard to figure out exactly on what grounds it favors or punishes a website. However, Stouffer thinks that recording different search results for a same term on difference instances might reveal a connection and trend of result changes and algorithmic shifts.

Backlinks are also being massively affected by the Google’s AI based RankBrain algorithm. In order for your site to avoid the punishment of Google, backlinks must be relevant, that is, they must be from the same category and industry. Suppose you have a health website, and you get backlinks from websites from finance or art websites regularly. RankBrain won’t like it. And if some other health websites, which are already bad in Google’s record, have backlinks from these categories, your website will be automatically deemed as a bad website, and your traffic will plummet.

Here is the key: it is always preferable to restrict your website to a single niche. In this way, you slash the pool of competitors, and Google will compare your website to the websites from your niche domain, and you will have more chances of getting high traffic, with less checks and balances.

The future of SEO relies upon Big Data, Data Science, AI based calculations and deep learning. If you have a website, or planning to start one, equipping yourself with the knowledge of AI-based SEO will enormously increase your chances of success.

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