Google Search has undergone significant changes in recent years, largely due to the introduction of artificial intelligence (AI). According to IT expert Sergey Viazmikin, who specializes in SEO and search tools, technological advances in machine learning and natural language processing have allowed Google to improve the accuracy and efficiency of search, making it more intuitive and personalized.
According to Sergey Viazmikin, one of the key events in the history of search engines was the introduction of the Bidirectional Encoder Representations from Transformers Algorithm (BERT) in 2019. BERT allowed Google to better understand the context of user queries, taking into account not only individual words but also their connection and positions in a sentence. This has led to a significant improvement in the quality of search results, especially for complex and long queries where the meaning of individual words depends on the context.
“Before the introduction of AI, search engines were mainly focused on keywords. However, people often formulate queries in natural language using complete sentences and questions. Thanks to AI technologies such as BERT and later models, Google has become better able to understand complex natural language queries. Now users can ask questions the way they would ask a person and get more relevant results,” says the IT expert.
As Sergey Viazmikin noted, AI has also allowed Google to significantly improve the personalization of search results. Machine learning algorithms analyze user behavior, preferences, and search history to provide the most relevant results. This is especially useful in the context of local search, where the results are adapted to the geographical location of the user. For example, the “cafe near me in Monaco” query now gives more accurate results, taking into account not only the location but also the user’s preferences.
With the development of AI, Google has been able to better deal with the issue of misinformation and low-quality content. Machine learning algorithms help to evaluate the reliability and credibility of sources, reducing the likelihood of unreliable information getting to the top of search results. This is especially important in the era of fake news and misinformation when users need verified and reliable data.
“One of the most interesting areas where AI is actively used is visual search. By using such tools as Google Lens, users can search for information using photos and images. For example, it is enough to take a picture of a plant to find out its name or scan the text to get its translation. This function has become possible thanks to computer vision and deep learning technologies,” explains Sergey Viazmikin.
In recent years, Google search has undergone significant changes due to the introduction of artificial intelligence. AI technologies have improved the understanding of natural language, increased the accuracy and relevance of results, made visual and voice search possible, as well as improved the overall user experience. These changes have not only improved the quality of the search but also made it more convenient and intuitive for users around the world. In the future, we can expect even more exciting and innovative changes that will continue to transform the way information is searched on the Internet.
