Per chi non lo fa come mestiere, risulta difficile capire come fa Google a trovare quello che gli utenti cercano nel suo motore di ricerca. Come per magia cerco “ristorante di pesce Milano” e mi escono esattamente tutti i ristoranti di pesce a Milano.
Google funziona grazie ad un algoritmo (insieme di calcoli matematici e funzioni), che nel corso degli anni è stato più volte modificato da Google stesso per adattarsi al crescente numero di contenuti e di ricerche che richiedono precisione e sicurezza nei risultati.
Questo è un argomento molto utile ed interessante soprattutto per chi porta avanti un progetto editoriale, chi decide di lanciare online un e-Commerce, e per chi, come me, è un Consulente SEO (Search Engine Optimization) e Consulente SEM (Search Engine Marketing).
Ovvero tutti coloro che lavorano per migliorare il posizionamento di un sito web nella SERP (Search Engine Result Page, cioè la pagina dei risultati) e per promuovere la visibilità del sito internet stesso all’interno del motore di ricerca.
L’algoritmo di Google è l’insieme dei processi informatici che riescono a selezionare i risultati di una ricerca, visualizzando solo quelli che realmente sono attinenti alla ricerca stessa dell’utente e li ordina nel modo corretto, secondo una corrispondenza decrescente.
Per ogni argomento che cerchiamo, infatti, ci possono essere milioni di riscontri, di cui solo una parte sono quelli che sono di nostro interesse. L’obiettivo di Google è proprio riuscire a migliorare sempre di più il risultato delle risposte fornite in maniera da risultare congrui con quello che vuole l’utente.
Per esempio, in una delle ultime modifiche all’algoritmo, Google voleva far valutare le foto e scegliere quelle più belle artisticamente. In questo modo sarà in grado di suggerire modifiche intelligenti e selezionare solo le immagini migliori.
Se noi leggiamo un testo, ci risulta facile sapere di cosa parla, cioè capire subito se si intende parlare, ad esempio, di una macchina intesa come automobile, o di una macchina di livello industriale. Questo non è così semplice per un computer, che può usare solo numeri, calcoli matematici, funzioni, equazioni. Ed ecco appunto a cosa serve l’algoritmo.
L’algoritmo di Google, dunque, analizza le parole chiave che immettiamo nella barra di ricerca attraverso migliaia di parametri diversi, che servono per capire quello che stiamo cercando con precisione. Questa tecnica si basa sulla Machine Learning, ovvero sull’intelligenza artificiale.
L’intelligenza artificiale è la capacità di un computer di imparare da sé stesso, aumentando le proprie conoscenze e traendo conclusioni come conseguenza di informazioni già apprese.
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