4 Ways Artificial Intelligence Is Changing SEO

Search engine optimization may apply to everything from Bing to DuckDuckGo, but we all know that the priority is to score a top ranking on Google.

If you can be in the No. 1 position for a preferred search term, you have a 9 in 10 chance of creating a click. That means your chances of earning a conversion are significant.

Organic traffic generated from SEO results can convert at 12 times the rate of paid advertising. That’s why it is a critical component of any marketing effort.

Google has two priorities.

–          Improve the user experience with each search.

–          Keep users from going to competitive search engines.

Artificial technology changes how we approach SEO. Instead of stuffing content with keywords or producing pages and posts that work only for crawlers, AI lets Google know who is sharing expertise.

This technology can help you discover what content to share to maximize your page rank and other useful metrics.

If you’re not incorporating AI into your SEO tools, you’re missing out on these specific benefits.

1. Hypertargeting Through Machine Learning

Machine learning is a component of AI technology. It is what allows artificial intelligence to “learn” through algorithm-based programming.

This technology occurs through reinforcement, unsupervised data-driven tasks, and supervised information feeding. As the AI learns more about what searchers want to see, it can display more relevant results.

Artificial intelligence also helps companies recognize the best opportunities to optimize their content for better search results.

This tool goes beyond the standard approach to advertising and organic growth efforts. It hyper-targets the individuals who are the most interested people in what a company offers.

How can it tell which people to target? AI uses multiple data points to put together behavioral profiles that register with a company’s most profitable demographics.

This process creates a customized experience. It shifts the idea of a blog post away from a form letter toward something individualized for each person.

According to Econsultancy [subscriber wall], personalization is the key that unlocks the full potential of your SEO efforts.

–          80% of customers consider individualization as a primary factor when making purchasing decisions.

–          Almost 50% purchase unplanned items after receiving a personalized recommendation.

–          Over 40% of consumers become loyal customers after having a custom shopping experience.

–          93% of companies who use AI technology to create custom experiences experience higher conversion rates.

You must go beyond informative content to win the modern customer. When AI can remove the unnecessary steps from this process to help customers reach their goals faster, the improved experience proves you’re providing as much value as possible with each interaction.

2. AI-Based Analytics Content Writing

Artificial intelligence is changing how we think about the written word. Since AI can often automate repetitive tasks, it is the perfect technology to consider for ongoing blog posts, page updates, and content refreshment.

What AI and machine learning cannot provide right now is the instinctual awareness of what consumers need.

Artificial intelligence works with data. Your writing efforts rely on intuition and metrics.

Fusing these elements is much faster and easier to produce optimized content that reflects a company’s overall message.

Tools that analyze the content written for keyword inclusion, topic effectiveness, and overall structure give you a fighting chance to rank immediately.

Google prefers mature content in competitive topics. If your update provides more verifiable value than what already exists, you’ll come out ahead more times than not.

Content quality relies on several factors to determine its value for a generalized search.

–          How readable is the content that gets posted?

–          What is the reader’s experience when reviewing the information?

–          How scannable is the content?

–          What topics does the information cover?

An easy way to improve your content writing is to start thinking about the questions people would ask to find your post.

Those questions become the root search opportunities found on Google.

If you provide the best answer to those questions, your ranking will rise quickly, even in competitive topics.

Modern content must go beyond providing an answer. It must also be a “comfortable” way to access information.

Posts that display answers immediately, provide subheadings with topics, and don’t contain significant grammatical mistakes typically receive more attention than the posts that won’t include them.

3. Improved Search Query Understanding

AI offers us all ways to become more conversational with technology. That means SEO must adapt to this changing trend.

Instead of asking a formal question or entering specific phrases, terms like “show me” or “help me find” become priorities.

That’s why it is time to consider your blogging platform and outreach efforts.

Blogger outreach utilizes the influence and SEO equity of others to give brands a boost. Artificial intelligence recognizes legitimate and illegitimate efforts to create these networks.

That’s why knowing the ten best blogger outreach platforms operating today is essential information.

Gaining that understanding is a crucial first step, but it is not the entire journey.

Modern search engines look at the intent of each query. It isn’t good enough to answer the question directly because some people might want different information from a similar action.

Imagine a person enters this search: “best couches to buy under $500.”

Let’s think about the intent for a moment. Is this person performing research? Do they want to purchase the furniture today, or is it to plan for future spending?

If the content is for research only, Google would want to display the highest-rated couches within that price range.

When the intent is to buy something, Google wants local stores that match the query to display first because that result has more value.

Artificial intelligence can examine past search behavior and additional personal interactions to understand individualized intent better. The preference will almost always be to display local results first, which is why all businesses should complete their Google My Business profile.

Instead of looking for specific keywords, AI lets Google find authentic value. No one can pretend to have the expertise for long because the algorithms will discover the best, most accurate answers to each query.

4. Automated Chatbots

Chatbots are AI programs that simulate conversations with people. This technology recognizes specific events, triggers, or conditions that can process a request or provide a prompt answer.

Although this technology is several years old, applying artificial intelligence to it creates another value level for customer service needs. Instead of requiring companies to staff workers for these interactions, the chatbot can cover every need.

If something goes beyond automated chatbots’ capabilities, they can refer the customer or prospect to the appropriate individual to continue the conversation.

This SEO advantage circles back to the idea of value. When people can stop in one location to have every potential need met, Google wants to provide those individuals with that access as often as possible.

That’s why you’ll see websites investing in their chatbot infrastructure as part of their optimization efforts. Here are some of the common steps that companies are taking today to improve their value-based metrics in this field.

–          Sales. Automated chatbots can allow prospects to navigate sales funnels by providing relevant information or qualifying leads. The technology also helps with segmentation, appointment bookings, and transitions to shopping cart screens.

–          Marketing. AI can make product or service recommendations based on user profiles and real-time data. Visitors can opt for personalized notifications within their browser to understand when new deals or opportunities exist.

–          Research. Instead of forcing prospects to review FAQ pages, chatbots can answer direct questions immediately. This step reinforces the brand’s value message while providing a resolution to concerns that could develop in the future.

We know that customers hate obstacles to the sales process. Having one-click convenience creates a positive outcome whenever it exists.

Once a company starts adding more clicks to get through the checkout, additional opportunities to abandon a shopping cart start developing.

According to OOm, the most common difficulty a visitor encounters is a difficult website to navigate. That’s quickly followed by not finding ways to get answers to simple questions. With automated chatbots, both issues are immediately resolvable.

Since chatbots can track conversational data, it becomes easier to create a bespoke experience for each visitor. That individualization offers an SEO boost because of the value it provides.

What Does the Future Hold for AI and SEO?

As artificial intelligence technologies continue their evolution, search engine optimization will keep getting refined by value. Those digital agencies who provide the most can expect to see the best results.

Although it seems like the future of SEO would be more difficult, it will become easier to maximize brand expertise.

Each effort to individualize will create opportunities to optimize. Every brand fulfills their value propositions and will directly reflect on its overall ranking if the current trends continue.

Google and the other search engines are much better at interpreting intent today. If your business can proactively answer each visitor’s questions, they can expect to see a rise in organic traffic coming their way.

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