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.