We’ve all noticed a trend that Google is increasingly sophisticated in its ability to find relationships with topics we search and their results page that are, well, a little spooky-smart.
As Eric Van Buskirk of Clickstream points out in his SEO research, Google is using machine learning to better understand the latent content meaning in text on websites. Not many people know about this or understand it’s much different than if the algorithms used synonyms for word alternatives. The search giant’s language processing of web pages is not at all like throwing a thesaurus against pages of text. To add to the “learning,” the software code combines data about the connection between entities in website text with the terabytes of data they have on users click choices. The where and what of user’s clickstream in search results helps in learning about topics they’ve searched.