Scott Services: How machine learning impacts the need for quality content

Wednesday, 1 February 2017

How machine learning impacts the need for quality content

future-of-content-quality-hero-edited-1920x1080

Back in August, I posited the concept of a two-factor ranking model for SEO. The idea was to greatly simplify SEO for most publishers and to remind them that the finer points of SEO don’t matter if you don’t get the basics right. This concept leads to a basic ranking model that looks like this:

ranking score

To look at it a little differently, here is a way of assessing the importance of content quality:

chances of ranking

The reason that machine learning is important to this picture is that search engines are investing heavily in improving their understanding of language. Hummingbird was the first algorithm publicly announced by Google that focused largely on addressing an understanding of natural language, and RankBrain was the next such algorithm.

I believe that these investments are focused on goals such as these:

Better understanding user intent
Better evaluating content quality

We also know that Google (and other engines) are interested in leveraging user satisfaction/user engagement data as well. Though it’s less clear exactly what signals they will key in on, it seems likely that this is another place for machine learning to play a role.

Today, I’m going to explore the state of the state as it relates to content quality, and how I think machine learning is likely to drive the evolution of that.

[Read the full article on Search Engine Land.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.