It's no great surprise that machine learning, artificial intelligence (A.I.), and all other manner of futuristic technologies play a vital role in the modern web landscape. However, if Google's latest research is any indicator of future trends, it may not be long before search engine optimization (SEO) as we know it finds itself replaced by a system that turns to deep learning networks to truly understand user intent.
As far as how Google intends to redefine its search engine results pages (SERPs), Search Engine Journal's Roger Montti points to the framework laid out in "Ask the Right Questions: Active Question Reformulation and Reinforcement Learning," a research paper Google Research released at the Sixth International Conference on Learning Representations. In this document, Google's research team posits that query reformulation via machine learning and neural networks is a key feature in the creation of more accurate rankings that properly reflect the desired response from the end user.
The plain English version of this jargon-rich breakdown? Google is currently exploring the process of using machine learning to take a user's query and rework it into multiple different variants of the initial question. From here, the system then feeds these related, yet unique, queries into the company's ranking algorithm and returns a set of results that best fit the actual intent of the searcher.
With this new two-step approach in place of the traditional ranking algorithm that currently stands by itself, the A.I. and machine learning experts at Google believe that they can create a SERP experience that reduces or eliminates the results that may appear to be similar to one another due to the quirks of the English language, but in reality don't actually have all that much in common with each other.
Want to learn more about the rise of machine learning and a change in Google's algorithm that, if rolled out to live users, will almost certainly impact SERPs related to your dealership's local automotive marketplace? Then go ahead and check out the full story from Montti via the link below, or click here if you're feeling especially intrepid and willing to dig into all of the nitty-gritty tech details in the official research paper recently released by Google Research.