The digital marketing space is facing tremendous changes due to groundbreaking new intelligent technologies. Thanks to Artificial Intelligence (AI) the face of business and technology as we know it is changing, and so is SEO. Today, AI is used in digital marketing to decide the relevance of content, to collect data, and streamline ad campaigns, among other functions. However, only a handful of organizations are leveraging AI for SEO purposes.
Rather than using static methods, AI is constantly evolving to classify, categorize and present data that’s most likely going to meet customer requirements whenever they need it. AI is constantly evolving, and it changing the face of SEO beyond simple keyword phrases.
Whenever you search on Google, for example, the results displayed will remember considerations such as your search history, your geographical location, favorite websites, and what other users clicked on for the same query.
Since search engines make use of AI, that means ranking factors and search results can change from one query to another, as the algorithm uses machine learning to study how users are clicking on search results before deciding the best factors to consider when displaying results. Here are some of the ways you can increase your SEO ranking factor with artificial intelligence.
The way in which we search has changed over the years, so it’s only natural that the use of keyword phrases changes as well. Thanks to AI, Google is now able to understand the intent of a search query at a deeper level. As such, traditional keyword research methods are no longer sufficient.
For instance, if you have two keywords: “top digital marketing tools” and “best digital marketing tools,” you don’t need to create two different pages optimized around these keywords. That’s because Rankbrain (an AI algorithm used by Google to understand and process search queries) understands both terms and will provide the same answers to both queries.
The trick here is to optimize your page around a single keyword and Google will rank the page for several relevant keywords.
Content Quality and Relevance
High quality, relevant and engaging content has become a critical factor for online success. Suppose a user searches a query in Google and visits one of the search results, if the user finds the content to be helpful and spends more time reading it, Google’s AI will give it a higher spot and vice versa.
By creating informative, in-depth content, and breaking it into headings, subheadings and bullet points, for example, you’re making it easier for users to read your content.
Investing in high quality, relevant content increases your organic traffic, ultimately sending strong signals to Google that your site is an authority in your niche area.
The Age of Mobile
We live in the age of mobile where consumers want answers at their fingertips. As such, mobile is the most critical device to improve your business and promote your brand. If you’re not optimizing your site for mobile and SEO, you’re missing out on a great opportunity to increase your brand awareness.
Optimize for Voice Search
Voice technology is changing the way we search for things. With voice assistants such as Siri, Alexa, Cortana and Google Now, users can perform various tasks ranging from playing songs to buying stuff on Amazon and getting directions to the nearest mall. Voice searches make use of conversational language and are typically longer than conventional keyword search terms, so it’s important to factor that into your website’s SEO strategy. Doing some keyword research for informal queries and creating content that shares a casual, conversational tone will help you to optimize for voice-based search.
Importance of Visual Search
With the integration of AI, Search engines are improving at understanding visual content as well- being able to tell exactly what a video clip is about. In the same way content creators had to optimize their keywords and headings, so do video content creators.
Video platforms such as YouTube have already integrated AI into their search algorithm to operate more like search engines. Optimizing video length, tags, keyword targeting, and descriptions among other features will go a long way in increasing your video content’s visibility.