At our recent SearchLove conferences, I’ve been talking about things we need to do differently as marketers amidst the big trends that are reshaping search. My colleague Tom Anthony, who heads up the R&D; team at Distilled, spoke about 5 emerging trends:
Keywords vs intents
Web search to data search
All of these trends are powered by Google’s increasing reliance on machine learning and artificial intelligence, and mean that ranking factors are harder to understand, less predictable, and less uniform across keywords.
Author : Will Critchlow