Most of the concepts surrounding AI are based on speculation collected from search engine behavior and patents. Unfortunately, misconception gives rise to fear and this has lead to the current situation where many are unable to utilize AI in favor of SEO. Before we delve deeper into the subject, we need to know what AI is all about.
What is Artificial Intelligence in SEO?
Artificial Intelligence, unlike popular belief, is not a static formula. It is a continually developing system that has been designed to identify, sort and present the required data to meet user demand at that particular point of time from available variables that go far beyond the keywords typed.How is AI changing SEO?
The year 2015 saw the introduction of RankBrain by Google to its algorithm chart thereby cementing the significance of Artificial Intelligence in SEO. 3 years down the line and search marketers are using AI to uncover new insights, automate labor-intensive tasks to offer an entirely new level of personalization to end users. The AI revolution is real, and it is happening. The significant areas where AI is changing SEO include:- Web Development
- On-Site Content Display
- Ads
- Testing
- Interactive Buttons
AI and Machine Learning
AI and machine learning are not the same. Machine learning is a subset of AI. It relies on algorithms to collect data from the existing surrounding to take actions without being explicitly programmed to do so. In other words, they rely on their experience to deliver the desired results. For example: 1. Google uses machine learning to analyze the context of the content to offer better search results. 2. Amazon’s Echo analyses the user's behavior and of other similar customers to provide new product ranges to choose. 3. Apple uses machine learning to increase the security of the device whereby the user’s face and fingerprints are recognized to unlock the hardware. 4. Facebook uses machine learning to identify the user image and their context.How Will AI and Machine Learning Impact Content?
Content that fails to engage is no longer of any importance. “Content is King” is an outdated adage. The main focus is on creating a content that “engages” the end users and leads them to go for the services offered and the products displayed. For example: to improve user experience, RankBrain interprets the environment from which the content is derived and thereby aims at providing better search results. The goal is to offer search results that are matching to the closest answer to the query enquired. If the content generated for SEO purpose fails to live up to the need of the time, it will get lost amidst thousands of contents created daily. To step up and become visible, the content has to be “concept-related content” rather than “keyword-related content.”How to use AI for SEO?
In this tricky environment, it becomes equally important for the SEO professionals to survive the challenges thrown at them. The following 5 strategies can change your game plan completely: 1. Keyword Optimization through keyword gathering, grouping and generating exemplars. 2. Use of Cluster Analysis & Predictive Analytics. Regroup your content on a single chosen topic and use the trends to predict the user demand to arrive at the search results. 3. Leveraging Customer Reviews to the hilt. There is nothing better than authentic customer feedback to create better awareness and higher page ranking. 4. Utilizing the available Customer Data to predict shoppers buying habits. 5. AI powered Chatbots are a great way to attract customers towards a sale.AI SEO software and tools
The popular AI SEO software and tools can be summarized as mentioned below:- Acrolinx – For analyzing and optimizing quality content
- Automated Insights
- One Spot – For customizing marketing channels
- Narrative Science – For generating immersive narratives from the data available
- Market Brew – For figuring out SEO rankings
- CanIRank – For SEO strategy formulations
- Albert – Use AI for online marketing tricks
- Pave AI – For analyzing Google Analytics
Simple AI strategies in SEO for amazing results
AI strategies are not always complicated. Gooogle’s RankBrain aims to offer the best possible search as per the query generated. To make sure that your SEO tactics attract the attention of RankBrain, keep in mind the following attributes:- Mobile Friendly Pages are the key.
- Page Speed determines the success rate of your website. A slow loading webpage irks the customer and affects their attention span.
- Controlled Bounce Rate.
- Improved Dwell Rate.
- Enhanced Click Through Rate (CTR).
- Use more of Latent Semantic Indexing keywords.
- Related Internal & External Links.
- Structured Data Usage rather than random information available
