The impact of artificial intelligence on Google’s algorithm changes in recent years
In recent years, artificial intelligence (AI) has not only changed our daily lives, but has also had a profound impact on Google’s search engine and its algorithms.
Google is constantly updating its algorithms to provide the best search results, using artificial intelligence and machine learning technologies.
These changes have improved the user experience, identified poor quality content, and ultimately resulted in websites that produce valuable and original content ranking better.
Introduction to Google’s artificial intelligence algorithm:
Google introduced its own AI in 2015 with the introduction of the “RankBrain” algorithm. Since then, Google has implemented more AI systems such as Neural Matching, BERT, and its most advanced achievement, MUM.
Each of these algorithms has a specific mission to provide users with more accurate search results.
Currently, RankBrain, Neural Matching, and BERT are used in Google’s ranking system and help understand the search language and content of pages. On the other hand, the MUM algorithm is not yet used for ranking results and is currently used to name corona vaccines and display related topics in video results.
RankBrain Algorithm and How It Works
The RankBrain algorithm was Google’s first attempt to use artificial intelligence in search, introduced in 2015. The algorithm helps Google better understand the relationship between words and concepts and connect general searches to real-world concepts.
.
For example, suppose you searched Google for a specific term like “What is the title of the consumer at the top of the food chain?”
The RankBrain algorithm learns from different pages that this phrase is related to the food chain and animals and provides a result like “apex predator” in response.
This algorithm not only makes complex searches simpler, but it has also allowed Google to deliver results to users with greater accuracy.
1. BERT (2018) – A milestone in natural language understanding
The BERT algorithm, which stands for “Bidirectional Encoder Representations from Transformers,” was introduced in 2019. This algorithm is an advanced technique based on neural networks for natural language processing.
In simple terms, this algorithm helps Google better understand word combinations and analyze the meaning of phrases and search intent. Even small, seemingly insignificant words in search terms are taken into account in these analyses.
Initially, BERT was used in only 10% of English searches, but it quickly expanded to other languages and is now used in most languages and searches. Google has emphasized that the algorithm plays a significant role in analyzing the majority of English searches.
For example, if you search for “Can I get medicine from a pharmacy for someone?” Google will use BERT to understand that you are looking to check on getting medicine for someone else. As a result, it will provide you with the answer with a full and advanced search. Before BERT was introduced, Google might have ignored this assumption and returned results about how to fill a prescription instead of a specific answer.
2. MUM (2021) – Multimedia and Multilingual Understanding
The MUM algorithm goes beyond text. With MUM, Google was able to process not only text but also images, videos, and even different languages simultaneously. This means that users’ complex searches are answered with greater accuracy.
3. SpamBrain (2022) – Combating Spam Content
With the increasing volume of content produced, Google introduced the SpamBrain algorithm, which uses AI to identify spammy content, unnatural links, and black hat SEO techniques.
4. SGE – Search Generative Experience (2023)
Google introduced a new search experience using generative AI. In this model, answers appear directly in search results in a concise, accurate, and interactive way, helping users get to the answer faster.
۵. AI Overviews (۲۰۲۴)
In 2024, Google introduced a feature called AI Overviews, powered by Gemini technology. This feature provides intelligent summaries of content, allowing users to get a large portion of their answers without having to click through to websites.
6. 2025 Updates – Artificial Intelligence at its Peak
In 2025, Google introduced several new algorithms:
MUM 2.0: Better understanding of multimedia data and more accurate responses.
AI Content Understanding: An algorithm to distinguish between human content and content generated by artificial intelligence.
Semantic Search 3.0: Focusing on the true meaning of search and better processing of voice and conversational searches.
Page Experience 2.0: More emphasis on user experience, site speed, and user engagement.
The impact of artificial intelligence algorithms on search results
Google’s AI algorithms play a key role in delivering more accurate, personalized, and relevant results. In addition to fully understanding the search language of users, these algorithms also identify the overall meaning and intent behind searches.
Practical advice for webmasters and content creators
1. Focus on original content; copied and machine-generated content doesn’t rank.
2. Use a variety of formats (text, video, image).
3. Pay attention to the user’s true intent; simply stuffing keywords is no longer enough.
4. Improve user experience (UX); speed and engagement are of utmost importance.
5. Use AI to help, not completely replace a human writer.
summary:
The impact of AI on Google’s algorithms is undeniable. These changes show that the future of SEO depends on a deeper understanding of content and user intent. Therefore, only websites that invest in quality, authenticity, and user experience will succeed.