How Machine Learning is Changing Local SEO

Written by: Jason Bayless | April 01, 2017

Effective Local SEO

Local SEO isn’t a jigsaw puzzle. For local businesses, it can be a catalyst for increasing customers, business visibility and prominence and a method to enhance the business offering. SEO (Search Engine Optimization) requires a bit of knowledge and skill to produce the best results. There are several ways to make local SEO more effective. These include:

. Studying the impact of SEO on products and services locally

. Learning how to implement SEO into regular business promotions and public relations

. Utilizing machine learning techniques to advance local SEO initiatives

Machine Learning – The Next Revolution Changing Local SEO

It is important for local business owners to always stay current with technology for their advertising and promotions for sales and marketing campaigns. Today’s social media and mobile devices have a huge impact on how local SEO is used.

What is Machine Learning?

Machine learning is basically the ability of computers to teach themselves to adapt to new computer programming to process new data without human input. In the early days of networked computers, this was referred to as “computers talking to each other.” One computer program sends data to another. The receiving computer must then decide the program compatibility to be able to process the data received.

With the enormous advances in computer technology, it was inevitable computer programs would eventually be able to autonomously teach themselves how to adapt to new programs and quickly process data. The basic strengths of this type of artificial intelligence (AI) are that programs can grow and change without human intervention.

How Machine Learning is Changing Local SEO

Formerly local SEO was largely dependent on the use of keywords in business blogs and website content. With Machine Learning, computer programs decide keywords that match specific algorithms.

For local SEO, for example, Machine Learning may choose to avoid using specific locations that occur in batch data. Machine Learning may instead choose serial keywords to identify the location. For example, there may be 50 local businesses that use the town or city name, i.e. Rochester, N.Y., in their website content. Machine Learning would adapt an algorithm that ignores Rochester, N.Y. It would select only the business name, Rochester Heating and Cooling, as the serial keyword.

In a wider scope, however, how browsers choose to define the articulation of keywords by Machine Learning adaptation can impact the cost to businesses. This is basically how Machine Learning is changing local SEO.

The Impact of Machine Learning on Local SEO

In effect, the more crucial impact of Machine Learning on local SEO is the duality of algorithms. To make this easier to understand, think about how many passwords are used to unlock computer programs and computer files. In some cases for security purposes, there may be two or more passwords. The initial password that allows the user to open the program, a password that allows access to files and a password to open a specific computer file stored in the system.

Machine Learning creates its own algorithm. Browsers, like Google, also create their unique algorithms. Users relying on Machine Learning for data mining, program growth, and changes will be required to adapt their SEO to conform to two algorithms. This might mean conflicts in the use of keywords accepted by Machine Learning algorithms and browser algorithms.

However, on the plus side, Machine Learning requires users to consider how it affects their search engine results page (SERP) and also local SEO page ranking. Machine Learning, given its autonomy in growth and change, also changes local SEO by relating the types of site visitors to local site purpose.

Study the methods for how Google uses Machine Learning in its SEO algorithm. (Ref.

Refining Machine Learning to Local SEO

Users are responsible for redefining the quality aspects of their ranking and also focus the attention of site user satisfaction. Machine Learning can be implemented in supervised and unsupervised classifications for Local SEO use.