Alphabet Inc (NASDAQ:GOOG): Google Updates Its Search Algorithm With RankBrain
Alphabet Inc (NASDAQ:GOOG) (NASDAQ:GOOGL)‘s Google has added a new twist to its usually complicated ranking system. In the updated search algorithm, the company is moving more towards machine intelligence and it calls the latest update RankBrain. Besides Alphabet, other search providers such as Apple Inc. (NASDAQ:AAPL) and Microsoft Corporation (NASDAQ:MSFT) are also hopping into machine learning to bolster their search services.
What does Google’s RankBrain introduce? For the most part, RankBrain is an update to Google search system whereby the machines remove or improve some human elements in the search equation.
As much as Alphabet Inc (NASDAQ:GOOG)’s Google and other search providers may have advanced their ranking algorithms over the years, many behind-the-scene processes are still handled by humans. Moreover, much of the human input in the ranking system is based on what one might call antiquated codes.
With RankBrain, Google aims at allowing machines to take greater responsibility in handling searchers because humans are more limited in their abilities, especially on the aspect of speed. Nevertheless, humans are better at recognizing partners than machines. Therefore, RankBrain will look into patterns structured by humans, learn from them and gradually become more intelligent at delivering more relevant search results.
Because RankBrain is initially conditioned to look into predetermined patterns developed by humans, it isn’t fully machine intelligence, but kind of a hybrid system that compensates for the human limits in search delivery.
However, given that RankBrain will be learning from the patterns that it encounters, it will over time become better and deliver fuller artificial intelligence capabilities.
Rewarding genuine efforts
As for marketers and publishers, Google’s RankBrain doesn’t immediately introduce material disruption. However, in the future it will reward genuine search engine optimization (SEO) efforts and punish those who are not doing things the right way. That means that those who practice SEO within the rules should look up to their efforts paying off more handsomely.
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