CONTENT What is machine learning? How do search engines use machine learning? Why is machine learning important for SEO?
Machine learning has been around for some time. As it continuously grows and develops, it will further affect changes in the SEO landscape. The impact of machine learning algorithm in search engines will further increase. This article aims to define what machine learning is and explain how it can affect your SEO strategy.
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Quick Recall! Let’s define first what a search engine is. A search engine is a program that crawls, indexes, and retrieves a website from the internet to answer a user’s query. Search engines have three primary functions: crawling and indexing, retrieving, and ranking. Search engines use an algorithm to decide how the pages rank in their search engine results page. That is where machine learning enters the picture.
What is machine learning?
According to Search Engine Journal, Stanford University defines machine learning as “the science of getting computers to act without being explicitly programmed.” Machine learning is a subfield of Artificial Intelligence (AI) that is concerned with algorithms that enable computers to learn, with or without supervision. Investopedia defines AI as “a term for simulated intelligence in machines” that are programmed to think and act like a person.
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How do search engines use machine learning?
Search engines like Google use machine learning algorithms to satisfy the user’s intent as quickly as possible. By assessing the results of numerous signals to learn about a user’s positive or negative experience on different pages, search engines are able to rank a site accordingly. Search Engine Journal explained how the unsupervised machine learning model is used to group entities into groups by similar traits or variables. They also provided a sequence of a common supervised machine learning model: Give the program a set of known data with a large array of possible variables connected to  known positive or negative result Give the program a goal and a reward every time it selects the positive result to establish further the relationship between the variables and the result Integrate it with the algorithm once the success reaches the success metric
Why is machine learning important for SEO?
Knowing how machine learning works will allow you to understand SERPs and the way they rank pages. This knowledge is necessary for your SEO strategy. By trying to think like a search engine, you can know the type of content Google provides users for a  specific query. This will guide you to create valuable content.
Source https://anythingseo.wordpress.com/2018/06/26/how-search-enginesuse-machine-learning/