Artificial Intelligence (AI) has transformed the future of Search Engine Optimization (SEO), as
most browsing companies are looking forward to adopting it in improving the user experience.
However, the impact of AI in the SEO dynamics is still in question. Here, we shall explore the
relevance of Google's diversion to the adoption of machine learning in creating a new user
The first question we need to ask ourselves is whether the adoption of AI by Google has had
any negative or positive impact on the SEO industry. The modern web developers are
motivated by the passion for learning new technologies by building on ancient skills.
With the changing algorithms of programming, we are forced to evaluate the impact of AI in the
The adoption of AI in the past was minimal. Most companies used the technique in the
detection of spam and other minor issues in the system. Most of the engineers employed by
Google spent much of their time concentrating on the creation of new programming rules that
would help transform the usability of the web.
The emergence of Pay Per Click (PPC) diverted everyone's attention. Google now had a reason
to pay attention to the AI. The interaction of users and the website became a major issue of
concern to most web developers. Google itself was earning much revenue from the adoption of
Google was initially giving the webmasters or web developers reliable information on all their
undertaking. The head of Google's Webspam Team, Matt Cutts was available to give guidance
on the new algorithms the company was adopting.
For many years now, since its establishment, Google has convinced most webmasters that they
need to digest all their instructions, given that the company had exhausted all the loopholes left
in the field of SEO.
When Cutts left Google, and the post of spokesperson was no longer applicable to the
company, it would now be difficult for most webmasters to understand the slightest change the
company was making on their search engine.
Google continued to major on PPC as a way of increasing their revenue. It came up with
a section on the search engine where individuals could learn the application of PPC.
The switch to AI
Since its establishment, Google has always aspired to automate all the aspects of their search
engine. When the company adopted the use of AI on their search engine, it came as a surprise
to most webmasters.
The diverted algorithms were no longer being communicated by the company like the old days
when Matt Cutts was there. Nobody was going to communicate the hidden attributes of the
algorithms to the public. This made it difficult to find a way out.
The transparency of Google was in question until 2017, when the company allocated the post
of the SEO journalist to replenish their image. Much was still in doubt. Was the company trying
to give the public a signal that explaining their algorithms was not that easy as it used to be in
the old days?
It became clear that this new post was not created to help individuals know what the company
was planning. It was evident to most webmasters that the usual transparent ways of
communicating were over.
So, is everyone an AI expert in the making?
Most digital marketers and SEO professionals know nothing about AI. In fact, to them, AI is just
another slogan used to market the search engines. Ideally, most webmasters still apply the old
algorithms in designing some of the best search engines. It is horrible to point out that most
SEO professionals know little about AI, its genesis, and how it works.
The way forward
Most modern computer engineers and webmasters are specializing in SEO. New ideas and ways
of improving the applicability of AI in the industry are being implemented.
One such idea is given by Scott Stouffer, alumni of Carnegie Mellon, who attempts to come up
with a model on how Google is adopting the AI in restructuring their search engine. The model
is the brainchild of the MarketBrew.com founded by Stouffer.
According to Stouffer, Google has been changing its algorithms for many years now making it
difficult for webmasters to keep track of the changes in their search engine framework.
Notably, one can use the basic model of the search engine to track the general behavior of the
search engine. The off-page and on-page shift in the behavior of the search engine can be
determined using the statistics on the behavior of the search engine.
As explained by Stouffer in his ‘standard model: it is easy for one to evaluate the major causes
of the search engine rankings using the search engine modeling tools. One applies the Particle
Swarm Optimization to come up with a better search engine model built on a clear algorithm.
It is interesting that AI is becoming relevant in the modern SEO industry with companies like
Caffeinated taking the lead with investment into coming up with new techniques of
understanding how Google remodels its search engine is transforming the applicability of the
AI technology in the industry. AI-based search engines implemented by Google have made it
easier for internet users to get the right results to their searches.
With many companies investing in remodeling the SEO industry by coming up with new
techniques of applying AI, it is difficult to locate the next step that Google will take in
transforming their algorithms. Will PPC still be the main revenue provider for Google, with the
ongoing investment in AI development?
Will new SEO developers come up with an elaborate understanding of what Google has been
doing to make their search engine stand out in the industry?
Will the modern SEO developers and digital marketers embrace the new technologies invested
by their counterparts or continue holding on the traditional algorithms?
Those may be hard questions to answer. We really should be looking forward to witnessing
major changes in the SEO industry, if not now, then in the coming years.
Catherine Park is a connector with Caffeinated Projects who help businesses find their
audience online. She loves working in the ever-changing world of digital and is
fascinated by the role content plays in today’s marketing.