🔍 How Google uses AI in search

And: what can you do to reduce the stresses your target audience faces? [View in browser]( | [Share]() [Search Engine Land]() Feb 04, 2022 Feb 04, 2022 Good morning, Search Marketer, feeling stressed? If so, you aren’t alone. Stress comes from many areas of life. Money. Family. Sometimes, it’s events that you have zero control over (e.g., politics, a seemingly endless pandemic, a winter storm). And let’s not forget about work — whether it’s a co-worker, your supervisor, an urgent deadline or that client from hell. I bring this up because of a LinkedIn [post]() by Purna Virji, senior content solutions evangelist at LinkedIn, that caught my attention. She referenced this [article]() discussing Mark Cuban’s online pharmacy. In it, he shared one of the company’s KPIs: “…how much we can reduce the stress of our patients…” Virji noted that “Really good content marketers are ones that channel this sentiment. Think about the last time you read something that helped you get ahead, or get unstuck, or sound smarter in that meeting with that important stakeholder. Helpful content that genuinely adds value can reduce some of the work stresses our audiences face.” This isn’t true of just content marketers. It’s true whether you do SEO, PPC or create any type of digital marketing asset. Always remember that your audience is stressed. One of your purposes as a marketer is to reduce the stress of your audience/users if you can — and if you can’t, at least don’t add to their stress! Ask yourself: “What content or message can I write that can help ease that stress?” And with that said, here are some articles that, hopefully, won’t stress you! Danny Goodwin,Senior Editor [How Google uses artificial intelligence In Google Search]() From RankBrain, Neural Matching, BERT and MUM - here is how Google uses AI for understanding language for query, content and ranking purposes. 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