AI, SEO & The Future Of Digital Marketing

Why We Use AI in SEO And Why It's the Future of Our Industry

Artificial intelligence (AI) has a major influence on digital marketing and search engine optimisation (SEO). The days of painstaking keyword SEO are coming to an end. AI-powered solutions are reshaping the market. AI is being used in SEO by innovative services, resulting in significantly higher relevance and exposure.

Who is already using AI in content and SEO?

The application of AI in content is not a pipe fantasy of the future but a reality being experienced right now. Microsoft stated in the summer of 2020 that AI solutions will replace a portion of its editorial crew. The MSN news page is the major emphasis.

The technology will then determine whether items are fit for serious journalism. Previously, you had delegated this work to editors. In this approach, you will avoid violent or improper information from displaying on the front page.

Another software startup that employs AI to streamline corporate processes is Sitecore, which is focused on efficient governance, optimising production, and modularising content for reuse. 

According to Gartner, AI is now driving Sitecore's automatic content categorisation and picture sourcing. This demonstrates the potential of AI in improving websites and increasing the productivity of marketing teams.

How AI and Machine Learning Will Impact SEO?

Here's how AI and machine learning will impact the future of SEO and how we incorporate these new(ish) technology into our strategy to stay ahead of the competition.

Keyword Stuffing at the End: The New Ranking Factors Are Quality and Relevance

Rather than previous ranking variables like keyword density, elements like content relevancy, context, and value are now more essential.

That means it's time to concentrate on giving actual content and addressing people's questions rather than cramming as many keywords as possible into a blog article. It's no longer enough to write a blog article regarding a single keyword phrase gleaned through keyword research. 

WHY?

• It does not allow your information to be read organically.
• It undermines the trustworthiness of your website.

It is now more about constructing a blog, or a series of blog entries, centred on a keyword-related subject. As AI search signals get more skilled at reading natural language, websites with keywords that appear organically in the text may score higher, implying that keyword stuffing as we know it may become outdated.

Spam Detection and Filtering

There are billions of links on the internet, yet only a small percentage of them are relevant. Most of the time, marketers attempt to disseminate these useless links through promotions, emails, press releases, and even site pages.

Google penalises irrelevant links. For example, if your website's content is about interior designing services, but it has a lot of backlinks from car washing services, Google's RankBrain (Google's machine learning system) may not consider it relevant to your firm and may lower your ranking as a result.

Voice Search Is Changing the SEO Game 

Consider the following statistics:

• More than 66 million Americans (almost 25% of the adult population!) possess a smart speaker.
• Content that performs well in desktop search is also likely to show as a voice search answer: over 75% of voice search results score in the top three for that query.
• Voice technology is used by 31% of smartphone users globally at least once a week.

What exactly does this mean?

You are damaging your SEO if you aren't optimising for voice search.

AI in the Mobile Age and the Future of SEO

Nowadays, mobile search is quite crucial. Mobile search has surpassed desktop search as more individuals abandon their desktop computers favouring mobile devices.

People may, of course, see websites in their desktop counterparts on their mobile devices, but this is very redundant and unneeded. Pinch and zoom are out of date, and most visitors will abandon a website that uses pinch and zoom instead of being adaptable to their device.

Fast page loading is essential, particularly with the Google Algorithm change, which demands all websites to be mobile-friendly. This is known as the Mobile First idea, and it has only been adopted for bigger companies with the resources, but with the next update, everyone will be required to have fully responsive web pages.

The Influence of Video

Historically, search engines have struggled to index video. That is changing, thanks to artificial intelligence, and marketers now have more options than ever to have their videos watched.

Consider the following statistics concerning consumer video preferences:

• 78% of people say they watch videos online at least once a week, with 55 per cent doing so daily.
• 68% of people say they'd rather watch a short movie to learn about a new product or service.
• 54% of people want marketers to produce more video content.

The continued growth of video will increase SEO marketers' attention on visual content, but it will also push artists to create video content with optimisation in mind. It will very certainly give birth to a new category of videographers who specialise in SEO material, as it did with writers.

It's all about the value and the user experience.

While artificial intelligence search engines will change the way people search, it may have little impact on your company if you are currently using best practices AI SEO. It has long been established that Google searches for "value for the reader" on a website. 

They choose websites that provide high-quality content and excellent resources in specialised categories relevant and instructive. If you're already producing good material like this, you'll have a huge advantage in the future of search.

Simultaneously, artificial intelligence algorithms are coming to make our work simpler and quicker - by using AI to learn about user behaviours, UX designers can swiftly address user issues by developing models based on user preferences and producing more customised apps.