How Machine Learning Improves SEO For the Better?

Machine learning is still a relatively new topic and is very deep in terms of technical concepts and the opportunities it offers to businesses. We have been hearing about machine learning very often now But do we really know what machine learning really is and how it can change the organic search results? If you are not very sure about how machine learning improves SEO (Search Engine Optimization) for the better, it is time to start paying close attention to how things are changing rapidly in the search engine optimization domain with the rise of this technology. In this article, you will learn the nitty-gritty of optimizing machine learning in your favour.

What is Machine Learning?

Machine learning refers to machines being able to learn by themselves without being explicitly programmed. It is an application of AI which enables systems to learn and improve from experience automatically. While working with machine learning, various sets of algorithms are required. These algorithms use a set of training data to enable computers to learn. Machine learning is a subset of artificial intelligence.

How to Adapt Your SEO Strategy?

In today’s technology-driven world, nothing stays the same for too long, and it is important to stay up to date with the latest technological trends to avoid being left behind. You are more likely to succeed if you stay ahead of the game. While there are several ways to promote your blog or website, it is also important to get organic traffic. To achieve this, it is important to be SEO savvy and understand the ranking factors for your blog or website topic. The most important element to understand in terms of an SEO is to keep your content relevant and readable and to give your customers and users the answers they want.

Machine learning is a great buzzword, and it might be useful to unleash some of its power into your marketing strategy. It is important to understand that machine learning is only as good as your data, and your data will only be as effective as your goal. One such popular algorithm rolled out by Google in 2015 is the RankBrain. It uses machine learning to improve search results. It is an algorithm learning artificial intelligence system that works similar to AdWords. It tries to figure out what people are looking for and delivers results catered to those needs. It grows and learns over time to improve its feedback process.

RankBrain guesses from the word or phrase entered, and finds words or phrases with a similar meaning and then filters the results. Here, data is handled in a completely different way as the keywords or terms are sorted into word vectors which are also known as distributed representations. The words or phrases that are closest in terms of linguistic similarities are grouped together. RankBrain will then map this query with words or terms that match the original search. The machine actually tries to guess what people mean and tries to adapt the results accordingly. It provides a better user experience by giving them what they want within a short time.

How Can Machine Learning Improve SEO?

Some of the ways in which machine learning can help improve SEO are:

1. Getting Good Data

The data you gather is very crucial to machine learning systems. You can pull up the Google Search Console and plug in your individual URLs and domain to see relevant data. Google Search Console is a web service developed by Google to track site traffic and performance, fix bugs or issues, and make your site shine in the search results delivered by Google.

To maximize data collection, you must get hold of an easy plugin for Excel or sheets, and that will help collect data into a workable table. This will show you how machine learning affects your rankings and all the changes that happen over time.

2. Analyzing the Data

SEO Tools for Excel offers an Excel plugin that will directly insert data from Google Search Console into the Excel spreadsheets. For Google Sheets, you can avail the same service from Search Analytics for Sheets. After you gather your data, Excel will offer easy machine learning tools to help you get started.

3. Machine Learning Feedback Loop

Machine learning helps break down your data and figure out what you must focus on in your next SEO overhaul. You might notice that the meta descriptions and the length of titles correlate to ranking or you might even find that pages that contain a certain keyword will have a high bounce rate. You can further fine-tune the machine learning algorithms by pulling up more data from your site past Google Search Console such as data from ads and marketplaces and data from a CRM system.


SEO is changing rapidly with advances in machine learning. Machine learning is used by Google to improve its search algorithms, and it is an area of data science that you must use to improve your SEO. If the marketing team of an organization switches from manual data analysis to machine-based solutions, there will be a paradigm shift from running SEO as an analyst to running SEO as a predictor. Using machine learning for advanced data metrics will let your data help you predict realistic SEO improvements for your site.

To enroll in machine learning certifications and become a machine learning expert, check out Global Tech Council.