AI in search is in charge of everything, from the search results you see to the related topics you are encouraged to investigate further.

And today, a modern search engine cannot function without advanced AI.

We've spent years at Marketing AI Institute researching and deploying AI across several marketing activities, including understanding AI for search to rank our content better.

What Is AI for Search?

AI is an umbrella word for various intelligent technologies that can learn and improve independently.

You've probably heard about machine learning, neural networks, voice search, computer vision, image recognition, natural language generation (NLG), and natural language processing (NLP).

These are all called AI, even if they do different things and are at various stages of maturity.

You don't have to comprehend every type of AI to grasp AI for search. All you need to know is that intelligent AI computers can learn and improve without direct human intervention.

Without AI, it is impossible to serve up reliable search results in real time at this pace and scale.

As a result, AI now powers practically every aspect of a search engine, including:

• Indexing and comprehending the information of all online pages
• Understanding human language to interpret search requests
• Query matching to the most accurate and high-quality results
• Evaluating and reevaluating content quality to enhance search results consistently and so much more.

Every search result you see is the direct product of artificial intelligence decisions.

How Is AI Used in Search?

Search Engine Rankings

The common application of AI in search engines is to rank web pages, videos, and other content in search results.

Google (and other search engines) rely on advanced artificial intelligence to decide how information is ranked. These AI systems' algorithms have several criteria that prioritize various factors, ranging from the types of keywords in the content to your site's user experience.

These criteria work together to assist Google's AI in deciding which pages to serve in response to your search query.

While Google provides recommendations on what is necessary for its algorithms, no one outside the firm has complete insight into how these algorithms make judgments.

Recognizing Search Queries

Search engines are computer programs, but they must be able to understand human language to provide users with the information they seek.

In other words, to show you the proper stuff, search engines must first understand what you're requesting.

That is a textbook example of natural language processing (NLP), a branch of artificial intelligence dedicated to teaching computers to understand our written language.

Image Search and Voice Search

Voice and picture search are emerging search capabilities enabled by AI.

AI technologies such as NLP have improved to the point where they can interpret human voices in real-time, such as when using Google Assistant. These artificial intelligence-powered devices can understand your words and translate them into search results.

The same is accurate with photos. Image recognition AI systems can determine what is displayed in an image and then give relevant search results based on that image.

 How is AI used in Google Search?

Google's Algorithm

When people talk about Google's 'algorithm,' they usually mean the method by which Google returns search results. Many businesses are preoccupied with 'algorithm adjustments' that affect their search traffic.

But Google's 'algorithm' is more than that, and it's a sophisticated web of AI-powered algorithms that govern what and how search results appear.

Nobody on the outside understands how these algorithms function entirely, but they frequently try to study the components of these algorithms to do effective SEO.

RankBrain

RankBrain is a crucial piece of artificial intelligence at the heart of Google search. This method assists Google Search in determining which subjects are relevant to your search.

This enhances search result accuracy since Google can typically determine what you're looking for—and avoids confounding your search terms with topics that sound similar but have distinct meanings.

BERT (Bidirectional Encoder Representations from Transformers) is a sort of AI used by Google to understand search meaning and intent better.

Conclusion

Search engines optimize for a pretty simple thing. They want the user to use the search engine more and as frequently as possible. To do so, they must deliver the finest possible outcome, and users will go elsewhere if they do not.

Search engines, like brands and individuals, have reputations to uphold and do not want to accept subpar results. Every keyword, content quality, page load speed, and page experience are affected. There is no doubt that advanced search engine optimization strategies are essential.