Dave Davies @ Pubcon

The document discusses how machine learning impacts search engine optimization (SEO). It explains that machine learning allows search engines like Google to better understand user intent when searching by analyzing a variety of examples. This helps search engines return more relevant results that satisfy different user intents. The document advises SEO practitioners to maximize their odds of satisfying user intent by building keyword lists, grouping keywords, analyzing search volumes and probabilities, and weighting keywords based on perceived importance. Understanding how machine learning works and focusing content on user intent is important for achieving high search rankings.