How Google is Getting Smarter and What That Means for Marketers
How Google is Getting Smarter and What That Means for Marketers
Most of us
use Google every single day, and still, it finds ways to surprise us. Have you
ever gone to search for something in Google, only to find that it does
something almost creepily intelligent?
For
example, you might have noticed lately how Google will suggest search terms for
you and often get them right. If I search “Ninja Turtles history” and then
later start typing “Names of…”, there is a good chance that Google will suggest
I finish that query with “…the Ninja Turtles.” Google is now smart enough to
recognize that we tend to search more than once around the same topic, and it
can help us to save time typing out questions as a result. At the same time,
this also provides some encouragement as to what
to search, thereby keeping users on Google for longer and benefiting the
search giant too.
But take a
moment to reflect on just how impressive this is really. Not only has to Google
understood that you are likely to be looking for more things related to your
first, search, but it has also understood that the Ninja Turtles have names – that they are a group of
fictional characters.
How can it
do this? Partly it comes down to a very powerful new feature of the algorithm
called the rank brain.
Introducing Rankbrain
Essentially,
RankBrain is an algorithm designed to better understand what people mean when
they search for something.
Previously,
Google worked by looking for exact keyword matches. If someone searched for a
phrase such as “buy hats online,” then Google would look for a website that
featured that exact phrase somewhere in the text. This was a simple method, but
unfortunately, it was also flawed. Apart from anything else, it was very easy
for website owners to try and “trick” Google.
RankBrain
changes this by splitting search phrases up into “word vectors” that categorize
search terms by their meaning and their context. This way, RankBrain can then
attempt to understand the question and then find an actual answer online.
This also allows
Google to avoid making mistakes when looking at words with more than one
meaning. For example, if you were to search for “decision trees,” then Google
might once have gotten confused between the flow chart, and decisions about trees. The old Google might have
brought up an article telling you how to “make decisions about trees.”
The new
Google however will look for related terms and phrases in the text, which could
include such things as “flow chart” or “choices.”
By
recognizing these terms are also in the text, Google will know that the user
was asking about decision trees (flow charts) and not tree decisions!
Google is
getting smarter all the time, and is becoming increasingly adept at second
guessing users and knowing how to provide them with useful answers. This
changes the game for internet marketers too though, who now need to think in
terms of synonyms and related terms, instead of just repeating the same phrase
over and over!
A smarter
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