The Impact of Artificial Intelligence on SEO

The Impact of Artificial Intelligence on SEO

Posted By Nitish Khanna | May 5, 2023 | No Comments | Digital Marketing, Home
artificial intelligence is used in the picture

Artificial Intelligence (AI) is becoming a widely accepted tool in the commercial domain, with its evolution into a highly developed technology. It is helping businesses pass on mundane and onerous tasks to machines to enhance their productivity and capabilities. The ever-evolving technology has made a significant impact on search engine optimisation (SEO) by improving search results and boosting data analysis.

The utilisation of AI-based SEO tools is making its way into digital marketing initiatives because of their ability to deliver effective results. AI is changing traditional SEO methodologies and creating opportunities for businesses to provide relevant information to users. Let us understand the impact of AI on SEO and how it will affect digital marketing in the future. It is crucial for marketers to have this information because Google uses AI to improve its search results, which forms the backbone of SEO.

How Is Artificial Intelligence Transforming SEO?

Google uses an AI system called RankBrain to provide relevant search results to users and eliminate spam. Over the years, the use of AI has entered into content creation, keyword research, data analysis, website traffic assessment and more SEO-based activities. Here is a list of the changes that are making waves in digital branding.

  • Enhanced Keyword Research for SEO

AI can identify patterns from large data sets and offer insightful information to businesses. The same feature can help to pick the most relevant and useful keywords for the website content. Embedding these keywords in the content ensures the website will rank higher on the search engine results page.

Although manual keyword research and analysis are already in place, AI can amplify its efficacy by identifying high-value search terms through extensive data analysis. AI-based tools help with keyword variations and determining the correct anchor text.

a group of people are searching for right keyword

  • Improving Search Results With Customisation

Customised search results are the biggest advantage of using AI by search engines. The AI algorithms look into the search history of the users, their preferences, buying behaviour and interests to provide results that are relevant to them. Thus, SEO experts in Gold Coast need to ensure they use keywords that resonate with their target audience rather than describing the products.

  • Creating High-Quality Website Content

Creating valuable content daily for blogs, social media, websites, and other platforms is challenging for marketers. AI has simplified this task by offering unique and quality content through its content generation tools, such as GPT-4. Having high-value content on the website is vital because Google uses AI-enabled natural language processing to understand search queries and offer search results.

Thus, the website content must be optimised with original and useful content that is alignment with the user’s intent. Also, images and videos must be optimised with relevant descriptions and alt texts to appear in the search results. Another thing to consider is that expert writers must refine AI-generated content to include emotions that create connections and increase the authenticity of the content.

  • Tracking Website Traffic and Rankings

Whether businesses hire a professional for SEO or do it in-house, they must spend time tracking Google Analytics. Looking into the reports is challenging, but AI can automate this task. AI helps track the data and identify user interests, demographics and search patterns.

AI tools can also be used to customise the user experience by showing them recommended products while browsing the website. It can provide data about the problems in the website that are affecting rankings and suggest improvements through feedback.

two persons are working for good site ranking

  • Predicting the Search Engine Results Page Ranking

The ranking of a website depends on various factors. SEO experts in Gold Coast cannot predict which factor will have the maximum impact on rankings. However, AI tools can inform marketers about the best SEO technique to generate a higher ranking with the help of predictive analysis.

It helps to improve SEO practices and increases the effectiveness of the efforts of the marketers. It will suggest improvements in content, meta tags, titles, visuals, keywords, etc.

  • Finding SEO Errors For Better Optimisation

AI makes the job of SEO consultants easier by tracking the performance of the site and the techniques applied to boost organic traffic. They identify marketing problems and technical issues, which help the marketer to get rid of them before they can bring down the rankings or increase the bounce rate.

These tools can quickly discover broken links, repeated content, outdated information, etc. In addition, AI has also proven helpful in tracking the performance of competitors’ websites and finding opportunities for improvements through their web analysis.

  • AI Is Pushing Voice Search Optimisation

Voice search is becoming a part of the everyday life of consumers because of the prevalence of voice-based assistants like Alexa, Siri and Google Assistant. Thus, it has become vital for SEO specialists to optimise their websites with long-tail keywords that are used for voice-based searches. Voice search optimisation will become more pronounced as AI takes over most of our processes.

voice search is on on phone

Wrapping Up

The world is undergoing fast-paced technological changes, and it is easy to predict that the future lies in using Artificial Intelligence and machine learning. It can have a highly advantageous impact on SEO because of its ability to extract insightful information from huge amounts of data and make correct predictions.