Harmelin Digital Contributor: Tim O’Malley
As Google moves beyond engineers continually making manual adjustments to their Algorithm, Machine Learning is on the rise and the already rapid speed of changes to the Search landscape will only continue to speed up with machines making the decisions on how to weigh all of the factors in what results show up.
What this means for marketers: Speed and relevance will always be the cornerstones of search. Users expect results instantaneously and those results should be exactly what they are looking for with minimal requirement to complete additional searches. Machine Learning within Google’s system will only continue to increase the efficacy which is already well known among users. Taking the constant need for engineers to continually test and make tweaks to the weighting systems out of the picture, Google will see better relevance as the machines will make the decisions that will reach the goal quicker and with the need for fewer human interactions. The first step in managing this brave new world is to be aware of the change and create a web presence that leverages ever changing trends and technologies to stay ahead of competition.