Google's LaMDA A.I.
and the Future of SEO
By Daclaud Lee, Project Manager / SEO Consultant at Archmore Business Web
Artificial Intelligence (A.I.) will most likely be the future of search engines, not only in terms of solving the user queries but also identifying what people look for. Advanced AI algorithms will identify user behavior and provide relevant content through personalized results. In short, search engines optimized with AI will become even smarter.
The development of Google’s language-processing capabilities has been a longstanding effort. Early on, they set out to translate the web. More recently, we’ve invented machine learning techniques that help algorithms better grasp the intent of Search queries. Google's advances in these and other areas have made it easier and easier to organize and access the vast quantities of content on the web.
SEO has changed a lot and will continue to evolve. In the primitive days of search engine optimization, all you had to do was stuff and repeat the same keyword over and over again and add the background color over the text to hide and your website would rank for whatever keyword you wanted it to rank for. Obviously things are a lot different now and you have to play by Google's rules in order to get your website ranked.
What is LaMDA?
LaMDA is short for “Language Model for Dialogue Applications” a language model that was developed on the basis of human conversation. It picked up on several of the nuances that distinguish open-ended conversation from other forms. The original intent of LaMDA was to turn search into a conversation. As simple as it sounds, finding the right product that works best for you and your family can be difficult. Google's A.I. developers started with this simple idea and built out an entire experience around it
Understanding Language in Search Queries
Back in 2019 Google released BERT, which was a big advancement in helping search engines understand language. BERT was intended to help better understand search intent; what people mean when they search. BERT applies the technical details in a search query and did a better job to understand what it all meant for the user. By applying BERT models to both ranking and featured snippets in Search, Google was able to do a much better job helping users find useful information.
With BERT, search was able to understand the context of the words in the user's query and allows search queries to be done in a way that feels natural for the individual to provide relevant answers about the things you find online.
What Does A.I. Mean for Search Results?
Google states that A.I. will be used to make their products more useful. This can mean that your experience with Google assistant will be better, your emails will be composed more spam free and your search queries will be more tailored to what you (as an individual) are looking for rather than what the masses are looking for. It can even help Google re-write your meta descriptions and meta titles if it deems it necessary.
SEO will be more precise and tailored to the user's personal experience with AI. In order for users to see the content that is most relevant to them, AI will analyze the information on their devices and websites and make recommendations based on their interests and habits.
Sentient A.I. or Just Wishful Thinking?
Google engineer, Blake Lemoine recently made the claim that LaMDA is sentient. He explains in this video interview how he was able to derive this conclusion and what it might mean for artificial intelligence. The development of a machine learning algorithm, which can mimic human conversation, has been met with great controversy since its initial conception. Google supposedly denies that their A.I. can be sentient, but the engineer who worked with LaMDA disagrees. Learn more about what he discovered in his video interview.
No, LaMDA is Not Sentient (yet)
According to Google, it is impossible for LaMDA to be sentient because it is against Google's programming. There is a lot of evidence that the LaMDA A.I. is actually not sentient, but instead is made up of algorithms that include the "best response for any type of situation". Basically what that means is that it's all based on probability and telling you what you most likely would like to hear based on the data collected. There is probably going to be more debate on whether or not LaMDA could be considered sentient, but what we do know is that the A.I. can learn from human behavior patterns as well as historical data. You can see a video of this below.
What Does A.I. Mean for SEO?
A.I. can help with SEO in many ways and could even make optimizing a website a lot easier. The good news is that there are plenty of SEO tools out there that use this technology, they just need to be used correctly and at the right time. A.I. could potentially help you understand why your website is not ranking in the search engines.
Artificial Intelligence is changing the way we do things, and SEO is no exception. A.I. SEO refers to using Artificial Intelligence to guide search engine optimization of a web page or a website to gain better rankings and organic traffic. From keyword research and content creation to analysis of SERP, AI can assist in all aspects of online marketing – saving you time, money and effort.
By Daclaud Lee,
Project Manager and SEO Consultant at Archmore Business Web
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