When it comes to search engine optimization, only one website can win the battle for top spot. Columnist Jim Yu argues that winning this battle means relying on machine learning to analyze and interpret data. Search engine optimization represents a battle for content visibility – one brand’s loss is another’s gain. Among the obstacles that stand in the way of claiming a larger share of search visibility, I would argue that the main ones have to do with the quality of data marketers are relying on right now.