We don’t receive as many updates from Google as we once did, and the rate wasn’t all that rapid to begin with. John Warner believes he knows why, and explained his theory in this talk: the key is automated machine learning.
- Speaker: John Warner
- Job role and company: Senior SEO, Marketing & Content Executive, Click Consult
- Website: https://www.click.co.uk/
- Twitter profile: @JCPWarner
- LinkedIn profile: https://www.linkedin.com/in/john-cp-warner/
- Link to the slides: TBC
What was the talk about?
Our very own @JCPWarner giving great advice on the importance of link quality and relevancy, as opposed to the quantity of links #BrightonSEO pic.twitter.com/FphtG9SWH9
— Click Consult (Part of Ceuta Group) (@ClickConsultLtd) April 12, 2019
John Warner has something he calls a conspiracy theory: that Google is preparing (both legally and technologically) to pass the development of its ranking algorithm to a machine learning process. This will fundamentally change how SEOs need to work.
“Future machine intelligences will not be programmed.”
Potential impact on the industry
If machine learning takes over, named updates will disappear altogether. Instead, updates will be frequent and opaque sums of automated tweaks. Without any specific feedback from Google staff, SEOs will need to understand the generalities better to succeed.
- The most important development is that of neural networks.
- EAT is key for the future of search.
- Link origin will get more significant: look past DA and focus on relevance.
- Schema.org is set to start updating every month.