All About AI and the Future of SEO
A shift is happening in how SEO agency experts determine best practices. Playing the algorithms to rank high on search engine results pages (SERPs) might have worked once upon a time. However, advances in computing science have led to more intelligent algorithms.
This guide prepares you for using artificial intelligence (AI) in your SEO strategy by discussing areas of concern, including:
- A quick overview of both AI and SEO
- The role of AI in your SEO strategy
- How Google’s new algorithm affects both
There is a lot to discuss, so get ready to take notes.
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Understanding AI and SEO
AI is one of those subjects that comes up a lot but that not many people understand. It is not exclusive to science fiction concepts like self-aware computers or robotic law enforcement. Many applications are already in use today, from online chatbots to virtual assistants like Siri.
On the other hand, SEO is a well-documented but still sometimes misunderstood concept. Many SEO agencies and experts will tell you that SEO is more than just the content you create and upload to your website. When used correctly, SEO helps you reach people and increase sales.
Before going into AI’s role in the future of SEO, you must first know what both terms mean.
What Is AI?
AI is the science of constructing a computer or machine that can simulate human intelligence, allowing it to “think” independently. Essentially, it refers to software or machinery that can process information and act on it accordingly. This concept goes hand-in-hand with machine learning (ML), which allows AI to build knowledge.
What Is SEO?
SEO is a compilation of best practices and strategies that give you the greatest chance at ranking high on SERPs. It usually means following trends such as search-intent-focused content and pillar pages made to meet your target market’s needs.
3 Ways AI Shapes Future SEO
The future of AI technology leans toward improving quality of life and the user experience (UX). However, current applications in productivity and efficiency are also sure to continue developing. Below are brief discussions of three ways SEO is changing in response to AI.
1. Expedite Critical Work Processes
As mentioned, productivity and efficiency are the primary areas of AI development. Many critical jobs are time-consuming due to the sheer volume of information that needs processing. Limited human resources and work hours can make some jobs much harder than they should be.
Think back to difficult moments as a website or business owner. Did you ever
- Feel you did not have enough hours to finish all your work?
- Think you spent too much time working on a single task?
- Dread the thought of dealing with repetitive tasks every single day?
- Overlook important details while reviewing lengthy documents?
- Feel you cannot manage your many tasks simultaneously?
AI solves all of the above and more by shouldering the burden of mundane, repetitive tasks. Machines process and analyze blocks of data faster than people. However, AI is not ready to make independent decisions because it lacks the capacity to make subjective judgments.
While data-driven processes seem suited for AI, they still need human oversight to function as intended. For instance, you can train it on unbiased data and designate a reviewer to check its output for consistency and accuracy. Clearly, AI is poised to play a supporting role in content creation.
2. Use AI To Gain Competitive Edge
Many existing AI applications already shape SEO best practices for sharpening your competitive edge. Developers specifically train SEO marketing and keyword tools on clickstream data. Through machine learning, these tools are able to make topic suggestions based on real data.
Market insight is another way that AI shapes your SEO strategy. You can learn a lot about your audience’s on-site behavior and that of your competitors by using tools and software that track website traffic. Some can even help narrow down the search intent that led users to your page.
Besides the features mentioned above, you stand out from competitors when implementing AI-powered accessibility. Adoption is still in its early stages, which means that many forms of AI and ML are still uncommon. But being an early adopter helps position you as an industry leader.
3. Change How You Make Content
Updated keyword research strategies are just some of the benefits AI brings to content creation. Other examples of AI-powered content include virtual avatars, voice synthesizers, and background filters. In fact, using all three goes beyond simply creating high-quality content.
AI can shape your branding and identity through articles, videos, and images unique to you. Take the case of brand mascots, for example. Many businesses have beloved characters that help sell their products as well as establish a brand that is familiar to their target market.
Individuals have also used AI to their advantage. Virtual YouTubers have amassed a sizable fan base thanks to their endearing avatars and engaging personalities. This piece of technology works well with voice synthesizers to give users content that is both unique and immersive.
The New Google Algorithm and You
While AI offers invaluable utility, remember that it does not necessarily answer every single SEO-related problem. It can do efficient keyword research and even compose sensible articles by synthesizing information from relevant sources. However, the effect is not always positive – it may not yet be ready for prime time.
As a result, Google’s August 2022 update favors content that emphasizes the human element. In other words, whatever you publish online should be authentic and helpful to users. Human oversight is still necessary to shape your articles to meet user needs fully and accurately.
To illustrate, what once was E-A-T is now E-E-A-T, which stands for experience, expertise, authority, and trustworthiness. These tenets of high-quality content are your first guide when researching or writing your articles. Overall, AI should serve mainly as support for SEO.
As AI continues to improve, it becomes harder to disconnect it from your digital strategies. Everything from content research to task automation presents an opportunity for overhaul with AI integrations. However, the human element is still as important as ever.
After all, SEO practices work best when you prioritize creating for your users rather than ranking highly on the SERPs. Need help preparing to integrate AI into your SEO strategy? Contact us to learn how we can help.
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