The Artificial Intelligence Development is rapidly changing all the industries and marking an exceptional impact over them. The Search Engine Optimization Industry is no exception. Since the beginning, the SEO has gone through multiple transformations ranging from an easy landing page optimization to a more complex and ever-adapting method to enhance the content and develop new engaging content, meeting its targeted audience on multiple platforms/devices. With this ever-changing industry, the digital marketing agencies are also not leaving any stone unturned to keep themselves updated with every latest SEO trends as well as latest technologies to compete in the market and grow their business on a higher level.
And now, in the SEO Industry, the emergence of AI (artificial intelligence) is becoming one of the most trendy topics. The Artificial Intelligence will supercharge the Search Engine Optimization with its constant improvements and powers. It is playing an important role in the search and moving towards empowering the world of SEO. How? Well, this write-up will help you out in finding the role of AI in the search along with its importance in the Search engine optimization sector. Let’s get started.
The Role of Artificial Intelligence in Search:
The AI is making the search more human. The constant improvements in the artificial intelligence (including deep learning & natural language processing etc.) are increasingly helping search engines in becoming more smarter and human-friendly. These improvements can make changes in the ranking factors on the basis of queries as the algorithms learn about how people click on the search outcomes and decides on the most relative factors for taking into account for each search.
Now, let’s move on to the impacts of Artificial Intelligence on Search Engine Optimization.
There are three major areas where the AI will empower the Search Engine Optimization (1) Insights (2) Automation and (3) Personalization. Let’s start with the Insights.
The artificial intelligence is capable of processing and interpreting the patterns in data and, delivering the information we require to make informed decisions out of unstructured data. Therefore, multiple organizations, offering SEO services in india have already started to adopt this technology to enhance their search engine optimization strategies for their business growth. The areas where the AI can help in increasing the Search Engine Optimization performance are given below.
- SERP performance
- Competitor insights
- Market trends analysis
- Customer intent reports
- Site performance analysis
- SEO and pay-per-click spend management
In these above-given areas, the AI can artifact new insights. As the searches go beyond the traditional SERPs (search engine result pages) and become a multidisciplinary channel, these will surely be important. The new developments such as visual search will lead to the development of the invaluable data along with every interaction that reveals something new about the audience.
The Way You Can Use AI For Search Engine Optimization Insights
- Map intent to the content
- Invest in a more long-tail content
- Utilize structured data and markup
- Recognize the content opportunities
- Define the opportunity space in the competitive context
- Get familiar with the underlying requirement in the customer journey.
- Ensure the content would be crawled and surfaced by all the user-agents
The Search Engine Optimization industry needs a lot of focus and attention over the long term. Where the automation of the tasks can be used for receiving the output we could produce ourselves, it should be made the top priority. And, by doing so, we will get the time that needs our skills such as creative content development and strategy building.
Tasks that rip for automation in SEO:
- Technical audits
- Keyword research
- Content optimization
- Content distribution
- Tag management
- Internal Linking
In the above-given instances, the PCs do replace people. However, we are still in control of what they do and handing over such tasks to the AI is a logical decision.
Tips for getting started with Artificial Intelligence for SEO automation
- Divide the tasks into sub-tasks and then score their potential
- Go for the rule-based automation for handling the simple yet time-intensive jobs
- Feed the Machine Learning algorithms with the right quantity and quality of the data
- Find the accurate balance between the automation and the human labor
- Concentrate on speed monitoring, alerts, and user experience
The personalization is capable of enabling marketers for creating the related and useful experience for every individual client. And, acquiring this at scale needs technological help with the artificial intelligence an integral part of this methodology.
In the case of the personalization, the Amazon is said to be the market leader as it takes user data for suggesting latest products on the basis of the clients’ historical activities. The search marketers can also learn from this approach. By the content mapping to the different states of the intent, these opportunities can be capitalized for cross-selling the additional products. This result in starting to move beyond the traditional Search Engine Optimization and into the realm of the vertical search optimization. This trend can be seen in the Google Maps, Google Assistant and upgraded Google Apps.
How To Use Artificial For Search Engine Optimization Personalization
- Creation of the content by person, delivery mechanism, and customer journey stage
- Increase the user experience along with the conversion through personalization
- Increase the usage of semantically specific pages for associating the query and intent
- Utilize personalization as well as audience lists for nurturing the leads across search and social
- Utilization of AI to help in publishing the content at the right time and on the right network as well.
The search landscape is constantly flowing and consumers are developing huge amounts of data that can be turned into insights. Along with this, the automation can be used to make sense of the insights and help marketers to develop personalized strategies for their business growth. All the marketers who will use the AI in the three core areas of SEO (insights, automation, and personalization) will be able to improve their SEO strategies.
Jitender Tanwar is a Digital Marketing Expert. He always like to research and learn new things. He is also a nature lover with keen interest in global culture and heritage.