Artificial Intelligence in Google Search

Source | Henny Jones

Translator | Hirakawa

Planning | Liu Yan

This article was originally published on the HData Systems blog and translated by InfoQ.

Each of us knows what Google does. You probably found this blog post with the help of Google. Really, the accuracy of Google’s search results is impressive. Google Search is actually a search engine. While it’s an integral part of our lives, most of us don’t know much about search engines.

There are many search engines like Yahoo, Bing and Ask.com, but we don’t even know or never use it because we are so used to Google.com. One of the reasons we are hooked on Google is that we think Google knows everything. Even before we have finished typing the sentence we want to search for, Google provides the query we want to search for. This is possible because Google uses artificial intelligence. Nothing new to learn, right? No, there is. Do you know how Google uses artificial intelligence? We just know that this does happen. So, read on to learn more about it.

An overview of artificial intelligence in Google Search

search ranking

At Google, the most common use of AI is to rank search results. No matter what you search for, Google will rank a variety of results including web pages, zero results, maps, videos, and even images. What do you think? Is this thing random? No, Google relies on artificial intelligence to accurately rank these results.

According to reports, not only Google, but Youtube is also the most searched word in the world in 2021. This AI technology involves various factors such as query type, query keywords, how well the resulting website is optimized, and more. Google puts the top 10 query results on the first page, with a variety of ads, organic search results, maps, and more, all factors considered.

No matter how hard you try to understand how Google does it, no one knows exactly how this AI algorithm works. There are various companies that offer SEO services in order to help businesses rank better on the Google search engine.

understand human language

Most people feel that Google knows us better than other search engines. You don’t even need to type the entire sentence, Google will provide several options you might want to search for. For example, try searching Youtube and I’m sure you don’t even have to type the whole word to get accurate results.

It does this because Google understands human language. Of course, not literally, but, it understands what you want. Google uses NPL (Natural Language Processing) to understand what you are searching for and feed back results based on that. NPL is a collection of artificial intelligence and ML algorithms that feed back results that take into account aspects such as the user’s previous search queries, the context of the search query, and various other factors, allowing Google to understand human language and provide results based on the user’s search query accurate results.

Google’s algorithm

When people mention Google’s algorithm, most people attribute it to Google searches and results. Well, that’s not entirely wrong either. But Google’s algorithms include sophisticated, AI-driven algorithms that influence Google searches and results. The effect of Google’s algorithm can have both positive and negative effects on the results.

Google publishes guidelines for how well each Google algorithm works. The benefit of AI is helping these algorithms bring more accurate results to users. Although Google’s algorithm is difficult to understand, it provides the search engine with the most useful results and the highest quality results possible, both in terms of content and the actual user experience.

RankBrain

RankBrain is Google’s hidden charm. RankBrain-powered features help Google accurately reflect topical results based on search queries. At the same time, it learns on its own to figure out what you actually want to search for, based on all your past search queries, and determine the accuracy of the results.

BERT

BERT (Bidirectional Encoder Representation from Transformers) is the most amazing use of artificial intelligence in Google search. BERT helps Google understand what users are trying to search for, focusing on entire sentences rather than just isolated words.

Google knows that sometimes entire sentences can mean different things than the words we use in our search queries. So in 2019, Google rolled out an update called BERT to help Google better understand search meaning and intent based on artificial intelligence.

For example, if someone searches for “LA to Lasvegas”, is that referring to the way to travel from LA to Lasvegas, or the distance from LA to Lasvegas, based on an understanding of the context. Before the introduction of BERT, Google might ignore the “To” between LA and Lasvegas, considering the remaining words rather than the entire search query. Combining artificial intelligence, NLP, NLU (Natural Language Understanding) and sentiment analysis, BERT can understand the relationship between all words and provide accurate results for search queries.

summary

These are just some of the ways we clearly know how Google Search uses AI to feed back results. Google is as big as the concept of artificial intelligence. The complexity of combining the two is unimaginable. Not just Google. No matter what industry you belong to, AI can do wonders for you. It can help you improve your business operations and also help you increase your ROI. You can turn to data science service providers in the United States, India, Canada, and the United Arab Emirates to precisely meet your project needs. They have experts who understand the complexities of data and AI.

The text and pictures in this article are from AI Frontline