How AI Impacts the Future of SEO

  • May 22, 2020
  • 7 min
AI in SEO

Not so long ago, artificial intelligence was a thing of our imagination and inspiration for many sci-fi movies.

Today, however, AI is our reality – a common tool we use every day. According to Gartner, 80% of emerging technologies will be based on AI by 2021. 

One of the industries that benefit from AI is SEO. SEO professionals have already been using automation to increase efficacy, streamline manual tasks, and bring order to their daily workflow. With AI, they can expand their SEO capabilities even further.

In this article, we will discuss how AI will impact the future of SEO.

Google’s AI Algorithms and Search Intent

Google prioritizes searchers’ experiences. Given that it handles over 2 billion searches daily and sees 15% of them for the first time, Google finds it difficult to offer the right content to every user. That is why it introduced RankBrain, a search algorithm based on machine learning. It lets Google serve users with the most relevant content, even if it is not optimized for the keywords they searched for. 

According to Gary Illyes, RankBrain uses historical search data to understand what kind of content they would like to see. The focus is not on keywords anymore. Google now makes sure that the page contains the domain, location, or content relevant to the search query. 

In 2019, Google rolled out another algorithm update, BERT, which understands different types of search intent. This is yet another proof that keywords are losing their prominence. 

Create High-Quality Content

The strategy to involve your top-performing, the high-volume keyword is no longer enough to rank high. Instead, start creating high-quality content that is 10X better than any article on the same topic that can be found on the web. By making your content informative, data-backed, and legible, you will show Google you are a relevant resource and rank higher.

Adapting to Voice-Based Searches

The difference between written search queries and voice ones is logical. When typing a keyword into the search box, you want to find the results faster. Logically, you use shorter phrases, such as “Brad Pitt age.” On the other hand, your voice search query would probably look something like this: “What is Brad Pitt’s age?” 

When conducting voice searches, searchers do not need to stare at their screens all the time. They can now conduct search queries and consume content without even looking at their devices. That is why their keywords are more natural and conversational.

Given the benefits of voice technologies, it is not surprising that 20% of searches on Google are voice-enabled.

You do not have to be an SEO professional to understand that this is one of the opportunities you cannot afford to overlook. 

Optimize for Search Intent

For starters, optimize website content for voice searches, meaning you should make it highly conversational. Instead of optimizing your content for short-tail keywords, observe the way voice searches interact with search engines. As they use long-tail keywords and questions, you should optimize your content for this type of keywords. 

Apart from traditional keyword research tools, you should also use resources like Answer The Public. All you have to do is enter your desired keyword, and the tool will show you what kind of questions people ask using this keyword. By understanding keyword intent, it will be easier for you to optimize your content more strategically and drive the desired actions.

Using Automation and AI to Make Smarter Decisions

An average SEO professional uses several SEO tools and spends a few hours daily on research, monitoring, analytics, and reporting. With the right automated SEO tools, this is no longer necessary. This is one of the ways to use AI in Business.

SEO analytics tools that are based on deep learning and automation will provide you with better insights and turn your SEO insights into actionable tips to take. For example, with a reporting tool like Reportz that focuses on automation, you can access your data in real-time from multiple points. Above all, you can create customized SEO dashboards and integrate different SEO tools. Its algorithm synchronizes this data and analyzes it, making it easier for you to track SEO results, create tailor-made reports, and gain better insights into campaign performance. 

Apart from data analytics and reporting, there are many SEO tasks you can automate using AI tools, including:

  • Keyword research
  • Keyword tracking
  • Link prospecting
  • On-site SEO
  • Technical audits
  • Tag management
  • Content optimization
  • Content distribution

This is where SEO tools like Alli AI can help you. This is one of the first AI SEO tools that will do many SEO tasks for you, from finding links and indexing links to monitoring and predicting your traffic, finding errors on your site, and telling you how to optimize your content. The best thing about it lies in the fact that it monitors changes to Google’s algorithms and automatically adapts your SEO strategy.

Taking Personalization to the Next Level

Machine learning, data mining, and natural language processing help digital marketers provide more personalized content and improve results. There are many ways to use AI tools to capture users’ data and create buyer personas:

  • Directly asking customers about their needs and preferences via questionnaires, bots, or quizzes. 
  • Creating users’ profiles indirectly. AI tools formulate buyer personas and personalized offers based on users’ digital footprints.
  • Combining the abovementioned approaches. 

Many brands rely on AI to personalize user experiences. Thread uses AI to provide custom clothing recommendations to its users. People can take style quizzes to provide data about their style and receive more relevant product offers. Macy’s chatbot interacts with customers, asks questions, recommends products, and provides directions around the store. American Express, on the other hand, uses AI tools to analyze massive amounts of data faster, make better decisions, and recognize fraudulent behaviors. By the way, we also provide AI Services here.

Over to You

So, what can we conclude about the impact of AI on SEO?

First, robots are not going to replace SEO professionals. They will help you automate many aspects of their jobs and boost productivity.

Second, artificial intelligence is all about humanizing your brand image. By using chatbots and creating relevant content optimized for conversational keywords, you will make your brand more relatable and build stronger relationships with audiences.

Third, AI prioritizes user experiences. By helping you collect users’ data, analyze it, and create highly personalized content, you will enhance users’ satisfaction and start generating more leads and conversions. Seeing that, Google will trust you more and rank your site higher.

Do you use AI to boost SEO? We are listening!

Bio: My name is Raul, editor in chief at Technivorz blog. I have a lot to say about innovations in all aspects of digital technology and online marketing. You can reach me out on Twitter.

Author

Tatyana Topal
Tech Journalist

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