The revolving landscape of marketing
In the past 30 years, 68% have invested in digital marketing and search engine optimization to improve their sales funnel. It is now clear that digital marketing will be the only way to market in the next five years.
Another interesting fact. A 2016 Hitwise study found that 72% of Internet users used search engines to locate information about products and services. Search engine optimization is therefore a key part of digital marketing strategies.
Why AI?
Artificial Intelligence is revolutionizing the way businesses optimize their website for search engines. Search engines evolve to match changing customer behavior. Google has more than 92% market share and the most advanced AI in the world.
According to a recent report by Search Engine Journal, Google has had over 5000 algorithm updates every single day in 2019. This means that Google has almost 13 algorithm changes per day.
Search engine algorithms are changing so rapidly that it is nearly impossible to keep up.
AI-driven Search Engine Optimization offers a variety of benefits to businesses that can help them reach their target audiences more efficiently. AI-driven Search Engine Optimization can also improve accuracy and effectiveness of the search engine results. This leads to an improved user experience and increased visibility for websites.
How AI and SEO can improve your marketing
AI-driven SEO can concentrate on higher-level tasks such as analyzing the structure of a website, its content and links. AI is able to interpret search engine algorithms far more accurately than SEO experts, resulting in better results.
As an example:
- AI can understand the algorithm to know which keywords to target, how to optimize a website for these keywords, and to link a website to another website.
- AI can also be used to interpret data, such as the ranking of a website and keyword competition. This allows it to provide recommendations for improving the website’s position in search results.
- AI-driven campaigns can scale much higher than manual SEO. Businesses who invest in AI driven SEO can expect to see their results improve much more than those businesses that continue to use manual SEO strategies.
AI and SEO Statistics
- According to a Searchmetrics study, 94% marketers believe AI will transform the face of SEO.
- Brightedge conducted another study and found that 93% marketers think AI will have a positive impact on SEO.
- Eighty-five percent of industries have already invested in AI to automate marketing functions.
- Google’s AI algorithm is used to determine the intent of 15% of searches and provide results.
AI-Driven SEO Strategies
Voice Search Optimization Using AI
Gartner conducted a recent study that found 23% of people are using smart speakers. It is possible to optimize websites for voice searches using AI, even though voice search is very different from typing keywords into a search engine. When a user asks their voice assistant “What is best Bluetooth headset?” he or she may not use keywords like “Bluetooth headset” or “headset.” The voice assistant will instead process the question, and based on what the user wants, it will convert the request to keywords that can be used online.
It is nearly impossible to navigate through the millions of voice searches that occur every day and optimize your content. A database of millions searches can be accessed by an AI to present the most popular searches.
You can use it to identify the intent of your audience, and then optimize your content using the right SEO tactics.
AI Unlocks User Intent
Google has used AI to understand the user’s intent for over 20 years. The user’s intent is what drives their search query. Incorrectly interpreting the user’s intent can be the difference between a visitor leaving your site and one who signs up for your services.
AI can predict intent by navigating millions of SERP results for different search queries.
You can gain a competitive edge by optimizing your articles to drive high-quality clicks, actions and business to your site.
Semantic SEO: Learn more about AI-driven SEO in our comprehensive guide.
AI-powered SEO tactics to handle modifications to the Google Algorithm
AI is better at interpreting complex algorithms than SEO experts. AI-driven SEO allows businesses to react faster to Google algorithm updates and make highly effective SEO adjustments.
A SEO specialist may notice that Google updated its algorithm, and decide to alter their SEO strategy. It takes time to change their strategy and there’s no guarantee their changes will be enough.
AI platforms are far more responsive to algorithmic changes than SEO strategies that rely on human intervention.
How AI can decipher user behaviour
Understanding user behavior is another way AI can influence SEO and interpret user behaviour. AI can track what pages users click on, what they scroll by, and which they visit.
AI can map and pinpoint the different trends in user behavior and map them to each stage of the buyer’s journey.
This accurate mapping of customer journeys allows you to share the right message in the right place at the right time.
Is AI the future of SEO?
It’s nearly the present. AI is becoming easier and more accessible for companies to use with the constant development of AI. AI can be used to evaluate billions data points and perform dozens of different functions.
The first to adopt AI for SEO often reap the greatest rewards. By creating data-backed content aligned with search engine algorithms, you can gain an advantage over your competitors. You can also use techniques that are in high demand, such as re-optimizing older content.