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SEO and AI are a Match Made in Digital Heaven.

18 December 2020                                                                                                               

What are SEO and AI? 

SEO stands for search engine optimisation. SEO aims to increase website traffic from the organic (I.e., Free or Natural) search results on search engines by optimising the page in terms of both content and delivery (e.g., page load speed). 

Computer vision, machine learning (ML), natural language processing (NLP), deep learning, and other still emerging technologies are some several technologies that are covered under an umbrella term of Artificial intelligence (AI). AI has one principal goal – to perform (often laborious and mundane) cognitive tasks better and faster than humans. It is a technology designed to make our work and life easier. Thereby, its impacts have been spread eagerly over many industries lately. 

Why SEO and AI are such a perfect match in the digital space? 

Traditional way of SEO, companies’ strategies to optimise their traffic were based on hacks like keyword stuffing, however when there’re more than 2 million articles are published every day on the web and heaps of business are up on digital space striking their online presence against each other, search engines have gotten smarter in the past 10 years which imposes even stronger emphasis that brilliant keywords or effective loading page alone won’t get you anywhere in this competitive landscape. With the rise of AI, companies are looking for ways to combine AI into their SEO efforts to gain a competitive edge in increasing competition. 

Additionally, search engine optimisation (SEO) has gone through many transformations over the years, from the simple optimisation of landing pages on a desktop computer to the more complex process of creating engaging content that meets its target users on various platforms and devices. With the smart adoption of this new intelligent technology, not only AI can effectively help with boosting your SEO but it’s also an excellent tool for data analysis that is very significant in designing more effectual SEO strategy that consume less much time. 

Google’s main focus is the users. Therefore, the search engines always aim to deliver content that’s as relevant as possible. This makes SEO’s story plot changed, that is it’s not just about keywords anymore, but about: 

  • Concepts: What is the idea behind the searchers’ query? 
  • Context: What is the intention behind the searchers’ query? 
  • Customer satisfaction: What are the most relevant answers to the user’s query? 

                                                                                                                  (Source: Singlegrain.com) 

So, keyword stuffing doesn’t work anymore. Today and in the future, you need a great link building strategy to optimise for AI-powered search engines and a bunch of other SEO strategies that are assisted by AI technology to create attractive user experience and get your article or website ranked among the tops. 

 

AI SEO: How AI is Used in SEO Today 

AI have been playing major roles in successful SEO, which consists of: 

Text and Voice Search Opimisation 

Search engines utilises sophisticated AI, machine learning, and deep learning to process searches, then predict which results will satisfy the given search. Because Google algorithm relies heavily on AI to dictates how search engine read and categorise the contents on your website, so the technology has a powerful effect on how your content ranks and how your brand gets found. 

As voice search is becoming popular among all customers of age categories, 55% of teenagers are using voice search daily basis and 18% of customer spending are expected to be made through a voice search by 2022. This demonstrates that voice is getting increasingly prevalent, and the key point is that voice search relies on AI technologies like natural language generation and processing to function.  

Google’s Dialogflow is known as the most widely used tool and been taking action for 400M+ Google Assistant devices. This software uses machine learning to understand and analyse the user’s speech then help you give most relevant and accurate respond. 

Topic Discovery, Keyword Research and Content Optimisation 

Half of the successful SEO battle is about being able to sufficiently figure out what searches, words, or phrases to optimise. Artificial intelligence tools can help. AI excels at finding patterns in large sets of data, including data on search volume. 

For tools like MarketMuseFrase, and BrightEdge, AI is used to extract topics from search data, so that you can see what other top-ranking sites are doing to appear first in search ranking around any given query. They then come to suggestions on contents you should be creating about to own search traffic for specific keyword clusters, as well as help optimise your existing content to better rank for queries too by making recommendation on how existing xontent can be improved to rank higher, all thanks AI power. 

User Experience is the Top Priority for Ranking 

This might sound too familiar for every marketer about how user experience is one of the most predominant factors to drive traffics to companies’ websites and more importantly keeping the retention rate high. The same principal applied; Google see users as their top priority, therefore, simple theory explained is that besides having excellent contents, you must make sure that your landing page and website can provide the experience and is attractive enough to keep the readers or visitors pay attention to your page as they navigate along your website, to get your website emerge in top position on the search engine page. 

As described above, that the search engines have become more intuitive, taking into consideration user engagement and linking patterns when assessing a site. And that user experience has been a top priority for Google. According to Backlinko’s: Google RankBrain: The Definitive Guide, Google looks at four main user experience signals: 

  • Organic Click-through Rate: The number of users who click on a given search result. 
  • Dwell Time: How long a user spends on your site. 
  • Bounce Rate: How many users leave your website immediately after arriving. 
  • Pogo-sticking: How many times a user clicks the back button to return to search results and try another link. 

You can see how important it is that when a user clicks through to your content, it’s the right content. If it’s not, it affects all of those UX signals, as well as your ranking.  

A bonus tip is the “Guest-posting”, building relationships with influencers and getting quoted or mentioned in news stories will all help to boost the quality of your links. 
 

Prioritisation with analytics 

Now that data is everywhere in business space, the ability to analyse them is very vital for businesses to solve problems and to catchup with opportunities. Salute to AI, analytics companies help businesses generate automated insights about anomalies and opportunities. These orgnisations identify key action to take, which effectively ease their decision-making process and ensure satisfied outcomes. This is critical because any tool can suggest hundreds of SEO actions that create limited value. It is more powerful to suggest 3 actions that will improve the website’s stats significantly. 

Michaela Agius

Michaela Agius

Digital Marketing Analyst at AI Australia

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