Historically, getting content to reach the top of a search engine results page usually hinged on your team’s ability to fulfill the rules of Google’s algorithm – no matter how complex, obscure, and sometimes unwritten.
However, that picture is changing now that AI has arrived behind the scenes of the top search engine, says Dale Bertrand, Fire and Spark’s content and SEO strategist. Its machine learning delivers more precise, adaptive, and contextual search results. It also gives marketers another approach to search result success – a purpose-driven strategy.
