In recent years, artificial intelligence (AI) has turned One of the two most important pillars in the functioning of Google’s search algorithm. How the evolution of AI and machine learning technologies, or Google, is used advanced systems such as RankBrain, BERT and MUM to better understand the search intentions of users and offer more relevant results.
These systems are continually transforming The way SEO professionals need to address their strategies.
Confirm this article:
- The evolution of Google’s AI systems;
- RankBrain: The Pioneer in Search AI;
- BERT: Understanding Natural Linguage;
- MUM: A Multimodal Revolution;
- Taking advantage of AI for SEO: What is possible?;
- Count on support to master SEO
The evolution of Google’s AI systems
Since the launch of RankBrain in 2015, AI has been a key part of Google’s search mechanism. Or RankBrain was The first AI system used by Google to interpret complex queries and better understand the intentions behind the key words that users type. In 2019, Google introduced BERT (Bidirectional Encoder Representations from Transformers), um Significant progress in AI’s ability to understand linguistic nuances and contextuais in your searches, which helped Google to offer more precise results in queries with natural languages.
More recently, or MUM (Multitask Unified Model), announced in 2021, Elevou or use gives AI to a new patamar. O MUM is capable of processing and interpreting text information, images and videos, in several languages simultaneously, to offer more complete and contextualized responses. Isso opens new possibilities to understand even more complex and multidimensional queries.
- Accompany the updates of the Google Algorithm: Accompany our complete article and this is always updated with the updates of the largest search engine in the world.
Let’s better understand how each of these AI models was important for the growth of the search engine:
RankBrain: The Pioneer in Search AI
O RankBrain, launched in 2015, was The first AI system used with Google in its search mechanism. Its main goal is to help interpret complex search queries, especially those that Google has never seen before. It uses machine learning to adapt research results based on user behavior and better understand connections between words.
How does RankBrain work?
RankBrain doesn’t just focus on key words, but also on identifying related concepts. This is done by learning patterns based on previous searches and user behaviors, constantly adjusting the results to provide more relevant answers.
Impacts of RankBrain on SEO
For SEO professionals, this means that optimizing exclusively for specific keywords is not enough. Creating content that covers a broader range of topics and addresses different search intentions can help ensure that your site is considered relevant to complex or unexpected queries.
To overcome these challenges, the strategy must focus on creating quality and long-term content, covering topics that address various nuances of the user’s intention, and not just a specific key word.
BERT: Understanding Natural Linguage
In 2019, Google introduced BERT (Bidirectional Encoder Representations from Transformers), which represents a gigantic leap in the way the search algorithm understands language. O BERT was designed to better understanding of queries in natural languages, especially those that involve prepositions and depend on context.
How does BERT work?
Unlike two previous models that analyze words in sequence, or BERT analyzes all words in a query in a bidirectional manner, or seja, it understands the meaning of a word based on what is before and after it. Isso allows Google to understand nuances of language and context that would be ignored by simpler search mechanisms.
Impacts of BERT on SEO
BERT makes it even more crucial to create content that is natural and responds directly to user questions. Content that prioritizes clarity and usefulness for the reader will be better classified, since Google is now more able to understand the full context of queries.
To apply an efficient strategy, use clear and natural language, optimized to answer user questions. Avoid excessive jargon and unnecessary complexity, and prioritize creating content that addresses the user’s real intent.
- I also read: Content Marketing — Its Importance in the Sales Funil
MUM: A Multimodal Revolution
The MUM (Multitask Unified Model), announced in 2021, is one of Google’s most powerful innovations in terms of AI. O MUM is capable of process information in various ways – text, images and videos – and perform complex tasks simultaneously, using multiple languages.
How does MUM work?
O MUM was designed to understand not just text, but also images and videos. Isso means that Google can now offer answers that combine different types of media, making the search mechanism even more open. Furthermore, MUM can interpret information in several languages at the same time, helping the user to obtain more complete answers, regardless of the form or language of the query.
Impacts of MUM on SEO
For SEO professionals, this opens up new opportunities to optimize visual and audiovisual content, in addition to written content. Like MUM, the relevance of images and videos will increase research, which means that visual SEO will become an essential part of digital marketing strategies.
Invest in multi-mode contents. Include explanatory videos, infographics, optimized images and other visual elements that can be used by Google to enrich the research results. Also, optimize content to be relevant in different languages, taking advantage of MUM’s ability to understand multilingual queries.
Taking advantage of AI for SEO: What is possible?
For SEO professionals, understanding how these AI systems operate is essential to optimize strategies and obtain better results. A AI used by Google tem um direct impact on the way the contents are classified and presented to users, Mastering these new technologies can mean a difference between an effective SEO campaign and one that works as expected.
Here are some ways to make the most of Google’s AI for SEO:
Intention-Oriented Content Creation
As BERT and RankBrain interpret intentions more deeply, SEO professionals should focus less on understanding and addressing user needs. This means that content that explores frequently asked questions, provides clear answers and addresses topics in an open manner will have the best chance of classification.
To stand out, the content needs to be created with a focus on the user’s intention, offering direct and rich responses. This means that SEO professionals must prioritize the creation of content that is aligned with the questions and needs of users, optimizing for queries in natural languages.
- I also read: Content for SEO in ChatGPT: How to Use AI in Digital Marketing Strategies
Aprimoramento da Experiência Multimodal
Like MUM, just optimizing the text will not be enough. Videos, images and graphics will become even more important, and optimizing this type of media will become vital.
Make sure that images and videos include descriptive data, such as alternative texts and captions, so that Google can interpret and classify them correctly.
Ultimately, the model allows Google to integrate different types of content into its responses, such as text, images and videos. For SEO professionals, this means that optimizing not only the written content, but also the visual and audiovisual elements, will be increasingly important.
Also, structuring content that includes the use of explanatory videos, infographics and relevant images can increase the chances of appearing in research results, especially for complex queries.
- I also read: How to Make Your Site Appear on Google: Complete Guide to Indexing and Visibility
Exploring New Long-Tail Opportunities Keywords
With Google’s AI being able to understand longer and more complex queries, there is a clear opportunity to focus on long-tail words that could have previously been ignored.
These more specific queries tend to have less concurrence, and otimizing the content for those key words may result in higher classifications and better conversation rates, since you are only looking for them with greater intention of purchase or decision.
Focus on Technical SEO and User Experience
In addition to high-quality content, user experience (UX) will be essential.
Fast, intuitive and responsive sites, that provide answers easily and fluidly, will continue to be rewarded. Tools like Core Web Vitals play a crucial role in evaluating two sites, and improving these metrics should be a priority.
Ultimately, RankBrain prioritizes pages that offer a positive user experience, and AI is used to measure metrics such as dwell time and interactivity. A combination of AI with technical optimization and end-user focus can significantly boost SEO results.
Keep it updated with changes to the Algorithm
Google updates its algorithm about 300 times a year, which means that new AI features are always being implemented. Therefore, one of the best strategies to maintain its relevance and accompany these changes.
Count on support to master SEO
AI is becoming the center of Google’s evolution and, with it, SEO is changing.
Professionals who deeply understand how Google uses AI in its research tools will be better prepared to create effective strategies and maintain competitiveness in the digital market.
Well, this is an opportunity to innovate, adjusting strategies to optimize content not only for key words, but for the complete user experience.
For this, you and your time need the support of an SEO Agency that understands the needs and evolution of the market. With more than 15 years of experience, Mestre is the main reference in SEO in Brazil.
Discover how our teacher time can boost your business with an innovative SEO strategy!
