However, there are thousands of smaller questions still, the more mundane, that also walk with these bigger ones. Not long ago, I wrote about Google’s AI program and the conversations they had with it. The problem here is that if we get too caught up with the bigger picture and what AI means for humanity’s future (or destruction), we lose sight of the smaller questions. For example, while Google got some eerie responses from their AI script, they’re also using it for good now. Specifically, I came across an article on Adweek by Marty Swant about how Google’s AI, RankBrain, could impact the world of search engine marketing:
More Accurate Search Results
Given the rapid development of Google’s AI, Swant thinks that RankBrain will potentially be used to help understand what people are searching for.
RankBrain Isn’t King
While RankBrain is robust, Swant says that it’s simply “one of the many factors used when determining search results—it by no means replaces Google’s current Hummingbird algorithm.” More interesting is what he quotes Alex Kalluf, Senior Director of Intelligence at Figliulo & Partners, as saying. Kalluf mentions that the American mathematician Claude Shannon paving the way for AI is analogous to how RankBrain fits into the bigger Google picture.
Customer Reviews Will Play a Bigger Role
For point number three, Swant quotes Andrew Howlett, CTO of Rain Agency as saying:
Better Paid Search Equals Higher Rates
According to Swant’s article, Google reveled their third quarter earnings report last month and it showed that mobile searches have surpassed desktop searches. That’s not an ideal situation for advertisers though, who have to deal with less physical real estate to place their ads. Per the article, Elite SEM President Zach Morrison thinks that “AI could be [Google’s] way of improving mobile search so that better relevancy could mean better conversions which could help justify higher ad rates”.
Micromoments Matter
What’s a micromoment? Swant says that it’s “a search result personalized for a specific point in time when users might be most interested in a certain set of results”. Further, he quotes Morrison again here as saying:
More Voice Queries
We’ve all seen Google hyping their voice search function, and it’s a project they’re not going to be abandoning anytime soon. In fact, Swant thinks that the application of machine learning proves that to be true. Moving forward, it’s important that marketers remain aware of this trend and adapt congruent strategies. Image Credit: Pixabay
