Forbes on how machine learning is reshaping online search
The Forbes contributor Jayson DeMers has shared an article highlighting how machine learning is reshaping online search.
DeMers says, “Right now, the only known machine learning-based part of Google’s algorithm is RankBrain, an update from 2015 designed to work in conjunction with Hummingbird. In case you aren’t familiar with Hummingbird, it’s the update from 2013 that improved Google’s ability to identify the semantic context for user queries, rather than merely identifying the specific keywords and phrases found within those queries. In other words, it enables Google to understand the meaning behind your queries, rather than dissect the queries themselves.
RankBrain uses machine learning to improve this ability even further, rising quickly to become the third-most important signal that contributes to the results of a search query. Essentially, it’s designed to process all the idiosyncratic, unpredictable variations of queries likely to be invented by users. For example, queries like “bike repair shop near me,” “where’s the nearest place to repair my bike?” and “how can I have my bike fixed quickly?” all have the same basic intention, and in an ideal search landscape, would return highly similar results”.
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