What is Machine Learning and Why is It Considered as the ‘Future of SEO’?

As technology evolves, so too, are the trends in a particular niche. When it comes to the field of Search Engine Optimization, there is this relatively new thing that is being pitched to be the “Future of SEO” and this has gained the interest of many online marketing services.

This thing is called Machine Learning. Its basic definition is “a field of computer science that gives computers the ability to learn without being explicitly programmed by the user.”

Essentially, what this means is that computers can learn what a person likes or dislikes by learning their habits and other key indicators such as their behavior and preferences.

That being said, machine learning is actually a field of science that started in the early 90s, but only really took off in 2010 thanks to the collective interest of giant companies such as Google and Facebook, among many others.

Google is actually one of the companies that have invested huge sums of money to further the advancement of Machine learning and artificial intelligence.

Be that as it may, why do experts deem machine learning to be the future of SEO? Here are some things that we should delve deeper into for you to understand it better:

Content Actually Matters

This is not to say that content doesn’t matter in this day and age, it does. In fact, it is one of the main determinants of SEO success.

However, we have to look at it in a different light, at least, when machine learning is concerned. You see, part of the reason why Google created a really powerful search engine is to satisfy the user’s intent.

For instance, if a website sells many different products, an engineer would be looking for specific items and a mom will also look for specific products as well.

Both of them are customers, but both of them also have specific needs. That is where machine learning comes in.

The computers are programmed to “learn” the habits of people who visit their website to provide them with near-accurate solutions to solve their problems.

If your content is somehow relevant to their search query, your website will invariably be ranked much higher than the ones who do not. That is why there is now a heavy emphasis on your content more than ever.

On-Page SEO and Links Might Become Obsolete

Inbound/Outbound Linking, as well as On-Page SEO, are actually two of the best strategies that you can employ on your site for the hope of a higher ranking.

However, they might all become obsolete when the time comes that Machine Learning will be refined to a degree to make it the de facto standard.

This presents a lot of pros, but it also has some cons as well. Basically, people who employ shady tactics like link scheming and redirecting people to malware-laden websites will be penalized for their actions. In addition, blackhat SEO will be completely non-existent since the algorithm will ensure that they will not be ranked anywhere on the SERPs.

The major downside, however, is that people will have to think of SEO much differently than what we’re used to before. So, they might have to change a lot of things just to suit the new SEO standards and that can be really time-consuming on the part of the web administrators.


Machine learning is going to be an interesting part of SEO in the near future. As of today, the new AI might not be up to par with current SEO practices, but it will in the coming years. Will it provide a better experience to both the site admins and the visitors? We will have to wait and see.

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