In today’s Whiteboard Friday, Rand explores a future marked by machine learning, where Google’s ranking algorithm updates itself based on potentially countless inputs.

Source: moz.com

The idea is that in the future even the factors of the search engines’ algorithm aren’t given by human beings. The machine is getting to figure this stuff out itself, deciding which factors to consider for shaping this ever changing algorithm. Weird things that we never thought of before might be connected with them as the machine learning system tries to build all those correlations, and that means potentially many more inputs into the ranking algorithm, things that we would never consider today, things we might consider wholly illogical. Eventually, we’ll need to figure out the unexpected….