How marketers should respond to Google search’s new bots

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In late 2015, Google revealed a little about how it is using sophisticated Artificial Intelligence (AI) and machine learning techniques to help improve its search results. Systems such as its RankBrain technology are helping the search engine better understand the meaning of ‒ and intentions behind ‒ the words that searchers enter into the search box.

Research conducted at Searchmetrics indicates that these efforts are paying off: the content presented in search results is more relevant and does a better job of answering searchers’ questions than ever before.

This means not only do digital marketers need to focus on creating good quality content, but also to make it highly relevant to the specific search intent of their target audiences.

At the same time the study underlined that many simplistic techniques that marketers use to artificially help their pages rank higher ‒ such as collecting backlinks and increasing the number of times keywords are mentioned in text – are becoming less effective.

The findings come from our annual study of Google Ranking Factors.  Based on analysis of the top 20 search results for 10,000 keywords on Google.com, in this research we try to identify the main factors that high ranking web pages have in common in order to provide insights and guidance for digital marketers.

The latest study includes an analysis of a new factor, the Content Relevance* score, which helps measure the semantic relationship between the words entered in search queries and the content shown in results: the higher the score, the more relevant the results. And the analysis shows that content displayed in higher ranking search results is significantly more related (has a higher score) to the searchers’ queries than those positioned lower down.

Read the source article at MyCustomer.