How Is Artificial Intelligence Changing the Landscape of SEO?

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Artificial Intelligence - these two words have been uttered frequently in IT firms' boardrooms because it’s a dominant force that hopes to impact us as a society positively. The introduction of smart home assistants and digital marketing tools are just some of how AI has been changing the landscape of many homes and industries.
According to the International Data Corporation, the AI market, by 2024, is expected to reach the $500 billion mark with a five-year compound annual growth rate (CAGR) of 17.5%, with total revenues reaching $554.3 billion.
The graphical growth flows as this year by year.
Google has invested a lot of resources into AI and has incorporated AI algorithms to help with data analysis to help its users get more informative and valuable search results.
This begs the question; how does AI affect SEO? That’s the subject we’ll be discussing here in this article.

1. AI Enhances the Ranking Algorithms

When it comes to keyword and website rankings, algorithms such as Google’s Hummingbird reign supreme, they’re the ones that help search engines sift through millions of content online and ensure that the results they find are of high-quality to the user. To further refine the content a user receives, Google introduced RankBrain.
More recently, BERT - two machine learning algorithms that help Google comb through and search websites to give users more specific results to their queries. The AI here contextually understands user queries and provides the most relevant results.
It means that AI algorithms are now processing content faster and are offering only the most targeted, related, valuable, and high-quality results to their users.
These AI algorithms assimilate the content by understanding the user's intent and focusing on the main idea and not just the keywords.
For example, BERT helps translate the human language for computers by using a method that mimics human language processing. Incredible right?
Therefore, it’s becoming increasingly important for SEO specialists to factor in AI ranking algorithms in their strategy and focus on creating authentic content.

2. AI Helps in Analyzing Video Content

Unlike text-based content, video is dependent on descriptions, keywords, video length, meta tags, etc to help search engines rank their content. However, with advancements in AI, search engines like Google are getting better at analyzing what the visual content is all about, taking into account the context and audio/visual cues.
The best example for this is visuals of Diago Maradona when you search for the “hand of God.”
This is a game-changer for video content creators, who will have to start thinking about SEO or thumbnail images when creating the video.
Gone are the days of clickbait titles and their non-relevant videos. The increase in video content on all platforms, especially social media, means that AI algorithms will get smarter at sifting out content and delivering accurate results to user searches. Since these algorithms are self-learning, SEO experts and content creators will see a dynamic change in the way people receive their content.

3. AI Can Deliver Personalized Results

Thanks to Artificial Intelligence, search engines now know a fair bit about you, which helps their algorithms personalize the search results you receive. Based on your location, social media/Google account data, etc., your specific queries and searches will be tailor-made for you.
And it even suggests the topics that you often engage with.
For example: if you conduct a particular search such as ‘positive thoughts’ in Bangalore, Mumbai, or Chennai, the results will change accordingly - this is because search engines are using updated information it has learned about you to offer you precise, accurate, and real-time results.
In the future, Google may be able to use AI to make more personalized predictions. They could consider various factors, such as your search history, or look at search data of others like you in the same area to recommend search results.
Understanding predictive results will help SEO experts get a leg up when ranking their websites and content. However, navigating this ever-changing, ever-learning landscape can be tricky if Google and other search engines aren’t clear with their AI/algorithms changes.

4. AI Helps SEO Experts to Do More With their Time

AI software, when implemented for SEO, can save experts a whole lot of time. Instead of doing time-consuming work such as tag management, content optimization, keyword research, internal linking, etc. - these jobs can be managed and handled by AI software. For example, with a simple plugin, its AI helps SEOs with relevant keywords and People Also Search keywords, which is a daunting task if done manually.
Thus, it allows SEO experts to pay more attention to other aspects of SEO such as content curation/creation, strategy, planning, etc.
Implementing digital marketing AI tools is also a huge time saver for SEO specialists. These tools typically help with sorting and displaying data that is vital in making SEO plans and decisions.
Instead of manually, tools such as Import.io, which give people access to information from any website, can be of great help. As long as the SEO firms focus on user experience and intent, having a good balance of AI software and human labor will make the process a lot more efficient.

5. AI Delivers Better Results through Smart Home Assistants

The introduction of smart home devices such as Siri and Alexa have made it extremely easy for users to use their voice to search for their desired answers. Unlike traditional searches, where the user gets the top 10 ranked websites for answers, the smart home assistant gives one single answer from one source.
With the rise in smart home devices' sales over the years, voice searches have become popular, fun, and convenient. This is why search engines have relied upon AI and their predictive algorithms to help give their users better results.
Thus, along with search engines, most websites, apps, and e-commerce stores have implemented voice searches on their platforms.
The many advancements in this field have led to what experts are now calling VSEO - voice search engine optimization - where experts focus on voice searches and make it part of their overall SEO plans so that their websites rank number one.

6. AI Protects Your Site from Black Hat SEO Techniques

Artificial Intelligence is improving how search results are being offered and will only provide the most relevant content to the user, therefore Black Hat SEO techniques will be outdated.
Trying to trick Google’s AI and algorithms with techniques like cloaking, clickbait, keyword stuffing, duplicate content, etc will result in your website being penalized by de-indexing, causing it to drop in rank.
Search engines have developed highly effective artificially intelligent algorithms that screen spam content and penalize sites.
Thanks to AI, content creators and SEO specialists need to focus on curating valuable and authentic content for users.
Gone are the days where Black Hat techniques will see long-term or even short-term ranking results, which is great news for users but makes SEO experts more challenging.

7. AI Improves Chatbots - The New Website Search Bar

When it comes to searching for information on a particular site, users would typically locate the search bar, which made it an effective tool in the past. However, the developments in chatbot software, NLP and AI, have improved the way users find information on a company page or ecommerce site.
Instead of searching with keywords in a search bar, users are now guided to a chat, where they interact with AI assistants that can easily point them in the right direction. Chatbots can promote campaigns, advertisements and help with customer service.
For example, the World Health Organization has a Whatsapp chatbot on its website to help people with Covid information.
Plus, they offer these services in a more personal and conversational way, therefore, creating the feel of interacting with a salesperson - giving your website a much-needed personal touch.
SEO experts are now considering the positive benefits these AI tools have on a website, and many have seen an increase in conversion rates and sales.

AI Marketing Tools You Can Use, TODAY!

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Now that you’ve gotten a fair idea that AI is becoming an integral player in SEO, why not use it to help with another big player - digital marketing?
According to a study by the digital agency Smart Insights, AI was rated number 3 on their list of marketing activities that will significantly impact the business. This was back in 2018. Since then, the advancements with AI have made it imperative that marketing and SEO agencies use AI software/tools to market their websites and products.
It has boosted marketing activities so much that Nike used it to offer customized shoes.
Let’s look at some of the AI tools that digital marketing and SEO agencies are using to help their clients.

1. Acquisio Turing

Have you ever dreamed of having someone that can give you real-time digital marketing data at any time of day? That’s precisely what this machine learning tool does.
Acquisio Turing is an AI technology stack that uses 30 sets of predictive algorithms to analyze and display data across advertising platforms, 24/7. Data such as - location, positioning, ad platforms, seasonality, etc. - this AI self-learns from the data to help you make an informed bid and budget decisions.

2. Grammarly

Writing concise, grammatically correct, and coherent content is the backbone of many websites. Plus, well-written information automatically builds trust with users. Having a grammar teacher with you at all times may not be possible, but there is an AI tool that’s just as good - it’s called Grammarly. It’s an automated proofreading software that won’t catch all your errors but does an expert job at correcting content and suggesting/predictive better copy and captions.
This is available in the freemium version along with a chrome extension which is free and provides great real-time insights.
Additionally, Grammarly’s integration with browsers, Google docs, and other apps makes writing quality digital content easier.

3. Import.io

Having information at your fingertips in a matter of minutes is crucial in making any digital marketing decisions. Using an AI-assisted platform like Import.io helps with just that. It enables any company to receive vast amounts of data from any web page, even if it is hidden or requires login forms.
If you’re looking for competitor price research, reviews, or even competitor complaints - with Import.io, a great deal of information is available through spreadsheets, visualizations, or machine learning algorithms. A digital marketing tool like this will surely give you a competitive edge.

4. Cortex

Trying to make your social media strategies take flight?
Try using Cortex, a social media content optimization platform that analyzes exactly which photos or videos make the biggest splash and impact.
Brands like Ritz Carlton, Oreo trust this AI-influenced marketing tool, and Toyota, to name a few. Their AI insights give you precise data about visual content to help you make improvements to your company’s visual language.
Cortex is a great advantage to have when creating strategies, campaign plans, and it is 100% mobile-friendly.

5. Acrolinx

This content tool uses AI to analyze all the written content your website/company has created and then proceeds to help align it to your brand’s identity.
Acrolinx allows you to fix a standard of settings such as the type of tone, level of language (college, high-school, etc), specific company jargon, etc. Once you input these parameters, it then compares them to your existing content and scores them accordingly.
Furthermore, it suggests areas that need improvement. This AI tool is ideal for those looking to fine-tune or revamp the content of their company/website.

6. Copilot

Have you ever interacted with a chat assistant while surfing a page?
The chances are that the company uses an AI chat program, such as Copilot, to help connect with customers. Ecommerce sites benefit from having a chat assistant to provide a more personal feel service for their customers.

Relevant : Artificial Intelligence on Ecommerce

Think of it as an in-store salesperson, except this one integrates with Shopify, Big Commerce, and Facebook messenger. Real-time communication with customers means that you can promote products, remind them of leftover products in shopping carts, send updates, announce sales, etc.

This is a great tool for any new or existing ecommerce site. Having an AI tool like this one on your side could mean higher conversion rates, increased revenues, and strong customer loyalty.

FAQ About AI & SEO

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There is no doubt that Artificial Intelligence and SEO are interlinked in a way that can’t be separated. Also, with the advancements in both, it’s natural that people would have a lot of questions concerning these areas. We’ve picked the top three frequently asked questions about AI and SEO and will answer them as best we can.

Q1: How Will AI or Machine Learning Help SEO?

AI has become such an integral part of SEO because of the sheer volume and complexity of data and its analysis.
It helps analyze or generate topic ideas, find out trending keywords, spam content, and many more.
AI tools help break down and assimilate multiple sources of information that a human mind might not fully compute. SEO specialists are aided by AI software to help them make informed decisions and create better strategies to help with website ranking.
Digital marketers have been using AI tools such as Grammarly, Copilot, Import.io, Optimail, etc., for years. They have observed the benefits of significant marketing results.
Many specialists have already begun to let AI software, tools, and platforms better understand the nature of data and its effects on SEO.
If they haven’t already, they should start to implement AI marketing tools and consider AI algorithms like RankBrain and BERT in their plans to get precise and real-time results. In conclusion, AI or machine learning can help experts navigate the landscape of SEO.

Q2: Will Artificial Intelligence Make SEO Obsolete?

The short answer is no, AI will NOT make SEO obsolete, but it is changing the nature of how experts are creating their plans, making decisions, and curating content. However, as long as search engines keep fine-tuning and changing the way they rank websites, a human component or SEO expert is required to help business owners figure out SEO.
Even though Google is investing heavily in AI, it is a huge leap of faith for any business to trust their whole business model to a computer. Therefore, as long as companies, business owners, e-retailers, NGOs, etc., keep choosing to go with human experts, SEO will not become obsolete.
However, there is a school of thought wherewith the advancement in AI, in 10 to 15 years, there could be a significant shift where companies rely on AI-assisted software to help them with SEO, removing the human component. This typically would only happen if humans stopped using search engines and relied on AI to do the searches for them.
As yet, AI has not been able to replicate a human brain or predict just how humans think and search for information.
So, no, AI will not make SEO obsolete just yet.

Q3: Will AI Replace SEO Writers?

Yes, but that’s only if SEO doesn’t change from here on out, and SEO always changes. The variables when it comes to writing content change with the variables of SEO.
For example: in the past, keyword stuffing was important; now, more organic content is preferred. Therefore, an SEO writer needs to keep up with the times and know what trends are coming their way.
However, having content writing tools, such as Snazzy, Grammarly, etc., will help writers become more efficient. However, the writer still has to edit the final content and make it legible for readers and AI algorithms looking for authentic content.
The nature of SEO writers will have to evolve, so implementing AI tools can help.
Currently, AI content writing software is good at replicating content. There are several content-generating AIs in the market.
However, when it comes to creating interesting storylines or something completely fresh and new, it cannot create content as good as an actual creative writer.

In Conclusion - AI Will Positively Impact SEO

As long as search engines continue to place ‘value for user’ as its top priority, all AI tools, SEO techniques will have to work together for this goal. However, there is no denying the power of AI and the immense benefits and convenience for companies, SEO experts, clients, and even users. It’s here to stay, so the quicker we can understand its nature, the better for all.
Those were some of the top questions, concerns, and thoughts behind AI and how it has and is continuing to change SEO's future. Do check back to our website for more easy-to-understand tech info and updates!