Although RankBrain is still coming up on its fourth birthday, people who have been following its development are just now catching glimpses of how intelligent artificial intelligence will eventually dominate SEO in future years. Google’s latest step in this development of intelligent artificial intelligence is, of course, Bidirectional Transforming Keywords (BTK), which Google revealed at the end of September. But what exactly is it and how does it impact SEO?
To understand how Google plans to dominate the SERPs with its new keyword-oriented feature, it’s crucial to understand what goes behind making Google’s popular search engine, not only through Search Engine Results Pages (SERPs) but also through its Knowledge Graph. Google’s Knowledge Graph gives webmasters a bird’s eye view of the entire web as a whole through a cleverly designed interface that shows both the most-frequently used keywords and key phrases along with other less-frequently used keywords. The main goal behind this interface, according to Google, is to enable webmasters to better understand their target audience and to provide the best overall user experience. A major part of that experience is the knowledge panel, which Google calls its Knowledge Tree.
The Knowledge Panel is modeled after the natural intelligence concept of the neural network, which is a combination of neurons and synapses that can achieve self-improvement. Like a better-performing computer, the Knowledge Panel is able to make decisions based on both prior knowledge and input from its own database of information. This is how Google intends to revolutionize SEO by incorporating voice search into its strategy. The addition of voice search functionality to its knowledge panel is just one example of the type of technologies that are now being integrated into Google SEO efforts.
The fact that Google is moving away from keyword-based searches and towards topics that are topic-specific is not a surprise to those who have been following SEO closely. It took Google long to build its Knowledge Panel, and over the last couple of years, it has been progressively becoming more content and knowledge-based than ever. However, it still has a long way to go when it comes to voice search, and while it offers a way for webmasters to quickly find the most-frequently used keywords, it fails to address the problem of SEO voice itself. That is why content, and specifically rich content, are so important in driving up organic search results.
So, what is the answer? As mentioned above, Google’s Knowledge Graph uses a knowledge-panel model that combines content knowledge with various other features such as the supplemental index and image search. One way in which Google is taking steps to address this problem is by introducing two new features: the vertical and horizontal search engines. Google is still working on getting its search results categorized according to topic, but it is clearly planning to incorporate topics into its image search and supplemental index.
As opposed to keyword-based searches, however, content-based content such as articles, blog posts, press releases, and user-generated content are expected to do much better in terms of performance in the organic segment of the Google search results. To do this, Google has introduced two new features: contextual link building. In its contextual link building program, Google will categorize links to your website based on the content contained in the URL. This will allow webmasters to target specific content by using specific anchor texts instead of just using generic anchor texts. Google’s new contextual link feature also allows webmasters to specify rules for determining which of a website’s links should be included in the page’s meta tags, thus making it much easier for them to control what should be shown in the search results.
Meanwhile, Google’s vertical search update will allow webmasters to easily gain access to their websites’ metadata and keywords by using the right keywords in the title, description, and tags. The search results will then show web pages that contain the most relevant information to the query. Although Google has not yet provided details about how this will work, webmasters can already take advantage of it by including the right keywords in their titles, descriptions, and other meta tags. For example, if a webmaster wants to rank for the term “wedding photos”, they just need to include the keyword “wedding photos” in their Meta tag so that when the search results are displayed, it will only show pages that include a picture of the couple as well as the keyword “wedding”.
Both of these SEO updates are designed to increase the relevancy of websites’ content to the queries on Google. With these SEO updates, Google is trying to improve its user experience by delivering better results to its users. SEO companies can help their clients by optimizing their content to ensure that it appears in search results. However, clients should also work on improving their own websites by adding new content on a regular basis. Doing so will ensure that the search results will always be up-to-date with the latest information.