Google’s machine-learning algorithm

Google’s rollout of artificial intelligence has many in the search engine optimization (SEO) industry dumbfounded. Optimization tactics that have worked for years are quickly becoming obsolete or changing.

The SEO industry began with people deciphering algorithm updates and determining which web pages they affected (and how). Businesses rose and fell on the backs of decisions made due to such insights, and those that were able to course-correct fast enough were the winners. Those that couldn’t learned a hard lesson.

It has only been recently that Google has possessed the kind of computational power to begin to make “real-time” updates a reality. On June 18, 2010, Google revamped its indexing structure, dubbed “Caffeine,” which allowed Google to push updates to its search index quicker than ever before. Now, a website could publish new or updated content and see the updates almost immediately on Google.


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