How Google Search uses artificial intelligence
Posted: Thu Mar 27, 2025 10:39 am
Older SEO tactics and strategies are becoming less effective. While you carefully focus on keywords and backlinks, Google’s AI is rapidly evolving and dramatically changing the way search results are ranked.
All of these changes happen behind the scenes, making it increasingly difficult to understand why all your efforts aren't working.
To make your SEO work as it should, it’s important to fusion data understand how artificial intelligence systems work so you can tailor your SEO strategy accordingly. In this blog, we’ll take a look at Google’s AI developments—RankBrain, BERT, and MUM—and how these improvements have been reshaping search for years.
Once you understand the principles of artificial intelligence, you will be better able to create content that aligns with Google's AI-based approach, increasing your chances of ranking better in search results.
Google's AI systems
Google has been using RankBrain AI to identify URLs since 2015. Three years later, Ben Gomes, Google’s vice president of education and former head of search, called AI the next chapter in search. At the time, Gomes explained that AI would allow Google to deliver a better user experience.
AI has created three fundamental chapters in how search works:
From answers to travel: “To help you pick up where you left off, learn about your new hobbies and interests, we’re introducing new features in search results to help you with your frequently asked questions.”
All of these changes happen behind the scenes, making it increasingly difficult to understand why all your efforts aren't working.
To make your SEO work as it should, it’s important to fusion data understand how artificial intelligence systems work so you can tailor your SEO strategy accordingly. In this blog, we’ll take a look at Google’s AI developments—RankBrain, BERT, and MUM—and how these improvements have been reshaping search for years.
Once you understand the principles of artificial intelligence, you will be better able to create content that aligns with Google's AI-based approach, increasing your chances of ranking better in search results.
Google's AI systems
Google has been using RankBrain AI to identify URLs since 2015. Three years later, Ben Gomes, Google’s vice president of education and former head of search, called AI the next chapter in search. At the time, Gomes explained that AI would allow Google to deliver a better user experience.
AI has created three fundamental chapters in how search works:
From answers to travel: “To help you pick up where you left off, learn about your new hobbies and interests, we’re introducing new features in search results to help you with your frequently asked questions.”