Siri, send me my p45: how AI will impact search marketing

Guy Thornton, the head of search marketing at Found, discusses the impact of machine learning on search marketing. The way people interact with search engines is constantly changing. In the early days, we quickly adapted our behaviour to get the best results using short strings of keywords rather than full sentences. We understood the logic and reacted appropriately. Today, it’s all change again. We’ve moved away from this keyword-based way of searching and, instead, have become comfortable with more semantic search, accelerated by our growing adoption of the likes of Siri, Cortana and Google Now, all driving the involvement of Natural Language Processing (NLP) algorithms. This latest behavioural shift has once again given much for the search engines to respond to and, understandably, Google is already leading the machine learning…


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