Google’s AI search may improve content marketing efforts

The search tool was developed as part of Google’s ongoing quest to deliver accurate results to search queries. It focuses on plain speech over keywords.

Google is shifting its search to an artificial intelligence system called RankBrain, and it’s certain to have profound implications for search engine marketers.

Google has called RankBrain a “learning system” that interprets search queries with an element of almost human understanding.

Here’s how it works, according to Bloomberg Business:

“RankBrain uses artificial intelligence to embed vast amounts of written language into mathematical entities—called vectors—that the computer can understand. If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly, making it more effective at handling never-before-seen search queries.”

Search has been mainly keyword-based in the past, but an artificial intelligence model will make queries based on plain speech more answerable.

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