What Role Does Artificial Intelligence Play in SEO

Today several trends come and go in digital marketing, but the one that does not seem to move away anytime soon is artificial intelligence in SEO.

The whole world today is familiar with AI and it’s being used for all types of things like online shopping recommendations, automatic check-outs, and more. It has become a staple of daily life.

Artificial intelligence (AI) technology has been reshaping permanently multiple industries in the form of chatbots, auto-driving cars, smart devices, and digital marketing as well.

Now, the role of artificial intelligence is not simply about robots and science fiction anymore. Its influence on several industries has been a huge discussion for the past few years, and that too with great successful ideas.

AI technology is capable of building customized optimization strategies. With the use of AI, users can get custom search results based on their prior behaviors, their devices and locations, and several other factors.

Today search engines understand what users want and this technology shift is making an important difference in search engine optimization (SEO. AI has now become an indispensable part of SEO success.

The digital marketing space today is undergoing fundamental strategic changes because of the new innovative and intelligent technologies. This powerful industry has been efficient in adjusting to new changes in technology.

Search engine optimization has progressed with several transformations over the past few years, from the simple optimization of landing pages to the more complicated process of producing engaging content that serves its target users on different platforms.

Revolutionary innovative and smart algorithms and the ever-adapting process has improved user experience in SEO. Marketers now accept that any possibilities of applying tactics and tricks to outsmart Google’s algorithms will now work no more.

The SEO is now restrained to the concept-based content, compelling content strategy, link building, and optimization of meta tags.

AI in SEO is now growing to be a need in digital marketing, as the brands are asking more than ever from SEO, SEO-related content creation, and the experts responsible for it.

AI can obtain insights from data at scale which makes this technology perfect for SEO, generating tons of data that is driven by insights. The use of AI in SEO employs advanced machine learning algorithms to recognize patterns in cyberspace.

Leveraging the AI technology in SEO enables you to collect real-time, reliable data on ad targeting, estimate the quality of content, streamline marketing campaigns, and prepare consumer segments for the targeted markets.

Artificial Intelligence has unique and innovative techniques empowering you to save both resources and time.

Where and How is AI used in SEO Today?

role of ai in seo infographic

Artificial intelligence is employed in a wide range of applications in SEO today, almost every search engine in the world. The results are fast, actionable, and also automated tactics that outrun the competition. Here’s how:

1) Text and Voice Search – Identifying New Opportunities

Usually, search engines rely on artificial intelligence to provide appropriate results for your questions. Search engines employ advanced AI, deep learning, and machine learning, to process any search query, then predict which results will fit any given search.

Speech recognition is one such technology empowered by AI to add convenience for users. This innovative technology has the ability to transform voice messages into text. And it also has the intelligence to recognize an individual based on their voice.

The link here between AI and voice search can’t be ignored. This technology is becoming more prevalent and also brings new realities. Voice search relies on AI technologies such as natural language generation and processing to function.

Text and voice search technology always has an important influence on how your content ranks and how your brand gets noticed, it doesn’t matter which search engine you use.

2) Topic Discovery, Content Optimization, and Keyword Research

Billions of search questions are processed on Google every day, and around 15 percent of them are never noticed. Searchers need accurate and relevant results for any query from Google and search for long sentences which are more conversational in tone.

At this point, AI comes into play and describes what searches, words, or phrases to figure out for optimization, which makes half the work done. Artificial intelligence excels at discovering patterns in large sets of data.

Generating new content about search results is one thing. However, AI can further help you optimize your existing content to rank better for queries.

Tools like BrightEdge, MarketMuse, and Frase give suggestions on what you should create content concerning your own search traffic for particular keyword groups.

AI can become an essential component of your content strategy to rank it higher for specific terms.

3) Local Search, Stronger Analytics, and Reporting

One of the most significant advantages of AI for digital marketing is that it unleashes the actual potential of real-time analytics. Inaccurate local search results can kill your businesses within a geographic area.

You need to make sure that your business shows up correctly in local SEO across different locations which is not always an easy task. Artificial Intelligence is great at solving this type of information-based problem at scale.

Advanced AI-powered analytics solutions allow a comprehensive amalgamation of technologies, reporting standards, and infrastructures. You can utilize these analytics to:

  • perform a thorough visual analysis of search demands;
  • scale your app or website’s traffic;
  • collect insightful data regarding your visitors;
  • generate buyer personas based on users’ activity;
  • manage conversions with segmentation and by product category;
  • answer to different streamable queries, requests, and values;
  • create custom, accurate reports;
  • trace the progress and performance of your content and web pages.


Also, Read – Top 7 Best Website Design Trends of 2021 


4) AI makes Search Marketers More Productive

Most of the content pages are developed and published and then forgotten soon. A page’s maturity can help improve its search ranking.

Refresh linking and effective optimization updates provided by AI leverages mature content’s link equity to help newer pages rank faster and efficiently.

Getting productive along with optimum results from digital marketing and enhancing brand visibility is growing as a challenge with every passing day.

It needs a lot more than goals and ambitions to recognize the search trends that can help to enhance sales. And the problem increases when marketers need to create additional campaigns on the excess of marketing channels.

During such situations, AI can help. It provides great potential and opportunity for digital marketing analysts to gain a competitive edge and fix their ever-growing crisis.

You can use tools like Google Trends to assess the top demand for target keywords, data trends, and performance measurement.

5) AI and Machine Learning can Shape Digital Marketing and Optimize your Conversions 

Not all traffic is created equal; only the right traffic results in conversions. Whether you need users to place orders or simply leave an email address, AI provides on-page optimizations to assure your pages achieve your organizational goals.

AI has exceptional growth opportunities that can improve your digital marketing efforts. It enables businesses and marketers to recognize and resolve the intractable problems and difficulties encountered with business.

AI uses machine learning technology and data-driven approaches to analyze and simplify the complex SEO processes by creating marketing decisions particularly focused on customer behavior, content development, semantic searching, and lead generation.

AI is influencing SEO and changing the digital marketing field to deliver a personalized user experience by utilizing chatbots, analyzing events as well as data points, and sending timely push notifications.


Also, Read – Growing Role of Social Media in E-commerce Marketing 


Final Thoughts

Technology is always growing and evolving, and so are the search engines. As tastes change and people rely on search engines more, these very search engines have to become better and equipped to adapt to meet those needs. They should be flexible enough.

AI-powered tools today, are becoming as popular as SEO tools, and utilizing them together will enable us to accelerate the development boundary of marketing into unimaginable abilities.

These advancing technologies will drive marketers to generate elaborate strategies that add new types of content, devices, and tools into the equation.

Yes, artificial intelligence and machine learning technology are transforming ranking factors, but simply to better match the requirements and expectations of the human searchers.

AI in SEO helps to build better strategies, manage automation, and enhance page rankings across the board. The good news is that the challenges of adapting content and marketing to meet the demands of AI can be met using that same AI.

Search engines utilize AI to better meet the needs of users, which is why AI has become an important part of SEO success.