Artificial Intelligence (AI) is one of the biggest trends in digital marketing today.
A decade ago, AI was associated with robots, machines, and complex sciences. It felt abstract and somewhat alien. This is a term that is associated with sci-fi movies and the distant future.
Fast forward ten years, and AI has become a more familiar idea.
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From using the auto-check-out line at the grocery store to item recommendations from Amazon, AI has become a staple in our daily lives.
Nowhere is this truer than in digital marketing and SEO today.
The impact of AI on SEO
AI — specifically machine learning — has become a key component of how search engines rank pages. This means that it is essential to understand AI when optimizing for search.
As search engines are better at finding keyword content, irrelevant backlinks, and quality content for marketers, marketers have to use AI to meet the needs of search engines.
However, playing by the rules of SEO requires that using AI for SEO success gives you more chances to improve your page rankings, but it also allows you to develop more coordination strategies and better content.
So, why do you need AI for SEO success in 2019 and beyond?
Read on for our travels to understand why AI is a valuable investment for your SEO strategies.
The Impact of AI on Content Strategy
AI can have a significant impact on your entire content marketing strategy.
Technology creates more opportunities( Get to know How Artificial Intelligence Will Drive Transformation In Mobile Technology?) to reach audiences, and you need to think about how to make these opportunities an effective strategy.
Also, many times, when it comes to creating cohesive content strategies that lead to SEO success, solutions are in the data.
For most companies, using AI to gather valuable data and customer insights leads to overall SEO success.
One company that expertly used this approach was Kia Motors.
Car Company has partnered with Influencer, an influencer market that uses AI to refer to companies’ associated influencers.
By using audience demographic data, influencer brands can be compared to influencers that help them reach their target audience groups.
In 2016, Kia teamed up with Influential for its 2016 Super Bowl commercial. The company connected Kia with influencers, who posted branded content to attract relevant user groups.
This move helped Kia to come out with their #AddPizzazz campaign about their new Kia Optima model.
Through the insights Kia has received through active data collection, the company has been able to create an effective content strategy with the help of relevant influencers.
Takeaway: When gathering the right insights, AI can help you find the data you need to create a strategy around the best channels for your message.
AI & the World of Hyper-Personalization
Nothing draws the customer more than knowing that they have a brand idea to personalize their messages.
Today’s consumers feel that companies care enough to produce content that zeroes in on their individual needs and concerns.
So, personalization is vital not only to SEO but also to customer success.
The data shows that 79 percent of organizations that have exceeded revenue targets have a document personalization strategy.
Also, smart personalization engines used to determine customer intent allow digital businesses to increase their profits by up to 15 percent.
In short, personalization is becoming the key to customer success.
However, SEO is moving beyond these basic — yet essential — parts of page rankings.
Google, the leader in the search engine pack, is always improving its search algorithms to adjust how users search.
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For example, by 2020, it is estimated that 50 percent of searches will be voice-based. Google understands the rise of voice search and has prepared a Google Assistant to understand natural speech better.
Also, for the past four and a half years, Google has become more skilled at adding more context to their engine so they can successfully advance search queries. The same applies to Google Maps location searches.
With Google Images seeing over 1 billion visitors in daily page views, algorithms have become more adept at rendering images in search.
In many ways, search engines like Google are increasingly benefiting from the sharp results of machine learning and AI. They offer a variety of channels to help customers search for what they need.
To successfully satisfy algorithms and bots, marketers need to use AI and the same tools and strategies as search engines.
Many tools (e.g., Yoast, Moz) help you to use keyword usage, optimize sentence structure, better manage content, and monitor a page’s maneuverability to make sure your page is up to necessary optimizations.
These tools can remind you to use images and organize your content to appeal to an audio search.
Takeaway: Search engines are becoming smarter and getting better at what customers are looking for. You need to use tools that help you meet user needs in your content.
The emergence of smart content tools
The evolution of the combination of SEO and AI requires the development of more intelligent content tools.
Most content tools today use AI technology to help marketers improve SEO performance.
For example, instead of constantly checking social media to see if your company is being mentioned, tools like Buzzumo and HubSpot will automatically notify you of a company’s reference.
Tools like Atomic Reach allow you to view content that is working through analytics tracking, while also allowing you to create a more comprehensive strategy around AI and machine learning.
Artificial intelligence is now a significant part of digital marketing.
From data collection to content writing and everything in between, AI is essential to SEO and content strategies.
As a result, technology companies have realized this fact and created a variety of tools to help you reach the audience better.
Takeaway: As Google’s requirements for page rankings become more sophisticated and sophisticated, many tech companies face the challenge of developing tools to solve them.
What the Future
Search engines continue to evolve. As consumer tastes change, and consumers begin to rely more on search power, search engines need to become more flexible and adept at meeting customers’ needs.
As a result, the expectations of marketers, writers, and content strategists continue to grow. You can no longer fill a blog post with keywords that don’t stick to a well thought out strategy.
Search engines use AI to match user needs better. Marketers need to look at the power of AI to meet these needs.
The technical nature of AI makes it a prime candidate for use in the SEO world.
Fortunately, many of the challenges that come with trying to improve how content works in search can be taken care of with the use of AI-based tools.
In the meantime, you can see the email, PPC, blogging, data tracking, and social media marketing through the lens of SEO.
Consequently, integrated strategies, including automation, machine learning, and AI used to ensure that each component of digital marketing helps improve page rankings.