Artificial Intelligence (AI) at the service of SEO


Communication digitale / Saturday, July 9th, 2022

Our second forward-looking article, following the one dealing with “Blockchain and SEO.”


According to a study by The Economist, 75% of executives say that AI (Artificial Intelligence) will be “actively implemented” in companies over the next three years. Even so, companies are struggling to imagine how to use AI in their businesses. SEOs can combine their deep experience with massive amounts of data to make better decisions. Marketing automation has undoubtedly been and still is a game-changer.

As customer experience has become essential. The various search engines (like Google or Yandex, for example) have made great efforts to make the results more general and efficient for both the customer and themselves. And this is one of the places where AI succeeds in development.

Before we go on, a reminder seems necessary. There are three different categories of AI:

  • Narrow Artificial Intelligence
  • General Artificial Intelligence
  • Super Artificial Intelligence

Narrow Artificial Intelligence is used for specific, unique things. Artificial General Intelligence is the title given when the AI is able to achieve human performance (able to pass the Turing test). Super Artificial Intelligence is the heading given when the AI has reached a capability that is beyond our own capabilities.

Thus, only Narrow Artificial Intelligence has been used to date. Thus, it is present in various online activities such as the operation of spam filters, the various translation services (Google Translate or DeepL), or IBM’s Watson. The recent addition of RankBrain to Google’s search engine is an AI (machine learning) system. It helps process all search results. AI for SEO is able to highlight the best and most related methods for your website.

AI is disrupting SEO

The AI revolution is upon us, and there is no sign of it slowing down. Just yesterday, it was impossible to automate tasks on social media and blog content… However, algorithms have rapidly grown to the point of reaching human logic, making marketers both excited and scared.

On the one hand, the idea of content and customer data being delivered in a much more efficient way is incredibly appealing. On the other, it makes content providers and writers nervous that their work will become obsolete.

Artificial intelligence has changed the world of marketing in general, and SEO has followed suit to a great extent. Not only will keywords, KPIs, and targeted ads become more and more automated, but the capabilities of real-time data aggregation solutions will change the game for good. We’re entering a new era of real-time SEO and the data is already being powered by deep learning and AI…

How do you increase your SEO with AI?

Use SEO tools/software

A tool like Google Analytics, SEMrush, and other tools allow you to analyze not only your site but also your competitors’ sites. Such analysis allows you to identify growth opportunities, improve your keyword list, and track and analyze your traffic report… This type of tool is not to be neglected. They are little nuggets that you should use!

Adjusting your keywords with AI…

As the way we search has changed – searching on different devices and in different places – it’s natural that the way we use keywords has changed as well. Keyword research is an opportunity to save time and improve performance by integrating AI into your work. According to Google, a large proportion of queries have local intent. So, you need to take into account the location of your business to use it in your SEO strategy. For companies with dozens of locations around the world, it is impossible to research and report accurately on keyword performance in each key market.

Using an artificial intelligence tool allows you to expand the search to thousands of locations and dozens of languages, all on a single platform. With this data, you can make intelligent, high-impact decisions. They’ll give you a competitive advantage quickly and transparently, without having to use a multitude of cryptic Excel sheets…

Another tip is to select a core set of keywords and adjust and optimize them for related phrases. This means using the keyword phrase in a variety of ways – for example, if your keyword phrase is “royal blue pants”, it’s best to avoid repeating the exact phrase over and over again, and instead include variations of it throughout the text – “blue pants”, “Pants of a majestic royal blue color”, … This is just an extremely simplistic example, but one that makes the idea explicit.

Think Mobile Device!

Nowadays, most people do their research on mobile devices. In fact, mobile search has far surpassed desktop search, with 86% of Americans spending their time online using smartphone apps. The smartphone is the most important device for boosting your brand and improving your business. Google has put pressure on sites to become more mobile-friendly. By respecting Google’s desiderata, it is possible to improve the awareness of companies and brands.

In response to Facebook’s Instant Posts, Google has introduced “Accelerated Mobile Pages” (AMP) to improve the loading of pages from search results. Google is ensuring that these pages load twice as fast. It also makes sure that the ads that appear on them are visible.

AMP will probably be Google’s next improvement after mobile search.

Voice search developed by AI

The 2013 sci-fi film “Her” tells the story of a lonely writer who falls in love with his virtual voice assistant who is so well-developed that she gives him the illusion of romance. We are not far from the moment when technology joins this work of anticipation.
Indeed, voice technologies, now used in more than 20 percent of mobile queries, are an opportunity you can’t afford to ignore. Amazon Alexa, Google Assistant, and others are relying on AI to converse with consumers and meet their needs. You need to understand the conversational journey. To do this, you need to know the next three questions a user may have in mind. For this, you can use AI, but also a traditional keyword list. So, you can manually search conversational searches or opt for a one-time solution, without search volume, then disconnected from SEO.

The question our clients often ask us is “when and why do people use voice search”. Understanding this allows us to provide them with the types of answers that visitors may use. Voice-based searches are normally longer and more conversational. So it’s important to consider this as part of your SEO strategy. Content that shares a familiar and conversational tone is one way to optimize. Doing keyword research for informal queries will even lead you to create content that is valuable for both spoken and written queries.

Make voice a reality by taking a data-driven approach. Artificial intelligence will provide you with data, including an improved understanding of conversations. This will help you identify the most relevant keywords, analyze the keyword landscape and understand what portion of your keywords are quick responses. And most importantly the percentage you can gain.

Next to audio, you can’t go without video! YouTube is the second-largest search engine in the world. Consumers are increasingly watching it as part of their buying process. Measuring video performance and rankings allows you to react in real-time and make optimizations to improve performance in the critical period after publication. Search engines are getting smarter and will soon fully decipher the audiovisual language. According to Kleiner Perkins, 74% of Internet traffic will be video this year. Marketers have already adopted SEO techniques on YouTube. The possibilities are becoming more diverse as new technologies become even more attractive and accessible. Examples include augmented reality and virtual reality…

The undeniable importance of content, despite AI

Making quality content, long enough are the two important factors for online success – both in the world of AI and SEO.
Content optimization is more important than ever. The level of quality is getting higher and higher. Google needs to be able to see how each piece of content, whether it’s text, image, or video, is the best answer to specific types of queries. In addition, SEOs will become increasingly dependent on AI. Indeed, artificial intelligence will make it possible to audit site content, resolve errors, and suggest new optimizations based on a database completed in real-time and on user behavior.

Automating competitive research allows you to find opportunities to increase your market share. Through intelligent monitoring, you will identify content that is better than yours. Why is this content better than yours? By answering this question, you can gain more positions on a regular basis and develop your SEO.

Stay ahead of SERP changes with AI-powered analysis. When you manually evaluate SERPs, you’re making optimizations based on old data. Get a head start with real-time SEO information that tells you exactly what you need to do to get ahead of your competitors.

Plus, it’s almost certain that artificial intelligence will one day take over the content industry. In fact, much of this development is already underway. The Associated Press (U.S. news agency) reportedly deploys algorithms to write more than 3,000 stories each quarter. These algorithms have spread to social media. It’s all content marketing that is targeted.

For some companies, this can be a dream. Suddenly, they will be able to use a content generator that can write articles and post messages much faster than human capabilities. In addition, algorithmic developments will be able to handle many types of articles covering a wide variety of different topics. When you factor in the potential scope of these systems, the increased accuracy of inclusion and keyword optimization, the fusion of SEO and AI will be immensely powerful.

Some will still want a human touch to create content. These algorithms will be able to point to the best keywords to use in real-time. Even if these technological developments sacrifice human perspective and insight, their use will provide content creators with articles that can potentially lead to the top of the SERPs almost every time.

SEOs can’t afford to ignore AI or risk losing all credibility. Today, you need to be able to anticipate the needs of those who are looking for you.  And you need the technology to trigger the optimizations that will return your content as the best answer to relevant queries.
But no matter what combination of elements you use, your strategy must remain on the user and their needs. Indeed, deep learning and artificial intelligence will transform ranking factors to better reflect the needs and expectations of your visitors.

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To enable you to use this technology to your advantage, our growth hacking agency can accompany you…

 

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