From RankBrain, Neural Matching, BERT and MUM – here is how Google uses AI for understanding language for query, content and ranking purposes.
As Google continues to leverage more artificial intelligence and machine learning in Google Search, one may wonder in what ways does AI and machine learning help Google Search perform its daily tasks. Since 2015, when Google introduced its first AI into search named RankBrain, Google has continued to deploy AI systems to better understand language and thus improve the search results Google presents to its searches.
Several months ago we sent Google a number of questions around how Google uses its AI in search, including RankBrain, neural matching, BERT and Google’s latest AI breakthrough – MUM. We’ve come up with more of an understanding of when Google uses AI, which AI does what in Google Search, how these various AI algorithms may work together, how they have changed over the years and what, if anything, search marketers need to know when it comes to how Google uses AI in search.
