How Google is Using Machine Learning (SEO and SEA)- #SEOisAEO with Jeff Ferguson

Jef gets us started with a repeat of his groovy Elvis impersonation. Then gets serious and gives some amazing insights into what machine learning Google is using that affects SEO. Obviously Rankbrain, but also crawling and extracting unstructured and structured data for the web. I love the idea Jeff throws out – that Schema.org is the only thing we are doing ONLY for the search engines. We debate whether Schema.org is needed for understanding or is it really mostly for improving confidence. We move onto how many legs does a horse have (pretty funny) and how fast does an ostrich run. Jeff has a lovely line on cocky human beings. Onto ML in Google Ads, specifically DSA. Volume of data is incredibly important, and is a factor we (I) often overlook. Lastly Smart Display – Maybe machine learning will push some ugly ads because they work better… in which case we still need the human touch!

By Jason BARNARD

Jason Barnard has over 2 decades of experience in digital marketing.

He currently teaches Brand SERP optimisation to students at Kalicube.pro and writes regularly for leading marketing publications such as Search Engine Journal, SEMrush, OnCrawl, Searchmetrics as well as appearing regularly on digital marketing webinars and speaking at major conferences around the world such as BrightonSEO, PubCon, SMX London, YoastCon.