Tag Archive | "Search"

Daily Search Forum Recap: December 11, 2017

Here is a recap of what happened in the search forums today…


Search Engine Roundtable

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Daily Search Forum Recap: December 8, 2017

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


Search Engine Roundtable

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Machine Learning and It’s Impact on Search

The terms machine learning (ML) and artificial intelligence (AI) have been cropping up more often when it comes to organic and paid search. Now a recent report by Acquisio has confirmed just how effective machine learning for search results.

According to Acquisio, paid search accounts that have been optimised for machine learning have 71% higher conversion rates and have lower cost-per-click (CPC). But these were not the only benefits that accounts using machine learning enjoyed. The web marketing company also revealed these accounts were also able to reach their target spending levels and had lower churn rates.

The data implies that small marketing teams and CMOs now stand on an even playing field with more established companies now that ML is more affordable, effective and accessible to everyone.

This doesn’t mean that marketers should ignore organic search and original, value-laden content. Paid search might be the easiest way to rank high in search engines, particularly since AI will be doing the bulk of the work, developing campaigns that have greater odds of being seen by the right searchers at the proper time. However, organic search is more authentic and will last longer than paid searches.

The goal now is to understand how ML impacts the search system and how to take advantage of the technology’s evolution that made paid and organic searches more effective.

Paid vs Organic Search: Which Wins in the End?

There’s been an ongoing debate as to which is better – paid or organic searches. Interestingly, both have come out on top, but at different times and conditions. The results have depended on the type of research done and other outside factors. For instance, a study conducted in 2011 showed that organic search was more effective. However, paid search has outpaced its counterpart from 2013 onwards. But this appears to be due to the changes Google has made to its algorithm.

So which is better? Andy Taylor, the Associate Director of Research at Merkle, believes that flexibility is the best option. Instead of just sticking to one approach, companies should determine what search strategy is ideal for their business at the moment and the technology that’s currently available. After all, the ideal marketing strategy for your company now will probably change in a few months as customers change their expectations and technologies expand.

Machine Learning is Changing More Than Search

The rise of machine learning has also resulted in a shift to data-driven models instead of the conventional attribution models. This multi-touch attribution model (MTA) relies on an analytics scale that’s more descriptive and takes into account various touchpoint outputs, like ad interactions, ad creative, or exposure order. It also allows marketers to have a better understanding of how factors, like a distinct set of keywords and ad words, can affect a conversion.

But it’s not just search capacities that machine learning has an impact on. The technology is also being used to refine and make algorithm changes. It has been theorized that Google’s RankBrain utilizes machine learning to assess if the company has to revise its own rankings based on what the consumer searches for and whether the user was satisfied with the result.

Machine Learning Will Push for More Sophisticated Content

Because machine learning technology is developing more advanced SEM capacities and sophisticated algorithms, search engines are pushing marketers and content producers to deliver more refined content. This would eventually lead to search engines becoming more discerning to the quality of online content a company is putting out. This means producing high-quality content that particularly targets what the consumer is looking for becomes more vital than ever before.

Machine learning and AI are impacting every aspect of marketing. Companies should start understanding them and how to utilize ML-optimized tools effectively in their marketing campaigns.  

The post Machine Learning and It's Impact on Search appeared first on WebProNews.


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Search Engine Land’s Community Corner: Dixon Jones retiring from Majestic, UK Search Awards winners & how to speak at SMX

Our weekly roundup of news, announcements and events happening throughout the search marketing industry.

The post Search Engine Land’s Community Corner: Dixon Jones retiring from Majestic, UK Search Awards winners & how to speak at SMX appeared first on Search Engine Land.



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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Daily Search Forum Recap: December 6, 2017

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


Search Engine Roundtable

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Yahoo parent sues Mozilla for replacing it with Google as Firefox default search

Mozilla countersues and says that poor Yahoo search quality caused Firefox to lose market share.

The post Yahoo parent sues Mozilla for replacing it with Google as Firefox default search appeared first on Search Engine Land.



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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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SearchCap: Apple search ads, Google’s newest search features & latest carousel test

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Apple search ads, Google’s newest search features & latest carousel test appeared first on Search Engine Land.



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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Daily Search Forum Recap: December 1, 2017

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


Search Engine Roundtable

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14 Years Covering The Search Industry

Today is the 14th year anniversary of this site, the Search Engine Roundtable. This site, started as a way to keep my notes on the changes happening in the SEO/SEM space, has been consistently around and documenting those changes for 14 years straight…


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Introducing the Search Engine Land Community Corner

New feature to highlight the search marketing community launches today with this week’s group of SEOs honored by their colleagues at Search Engine Roundtable.

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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