07 Mar 2023by panda
The Rise of AI-Driven SEO: Shaping the Future of Search Engine Optimization
All people have easy access to AI. Here’s how to use AI for SEO and content to simplify operations and boost performance.
As AI for SEO becomes more accessible, smaller businesses are finding themselves at a tipping point in the industry. The once-exclusive technology used by big corporations is now within reach for even, smaller entities, and this is changing the way SEO is practised. However, it’s important to ask whether AI is the right fit for your business.
There are some surprising facts to consider before deciding to adopt this innovative technology.
Understanding AI in the Context of SEO
As AI technology continues to infiltrate our daily lives, it’s no surprise that it’s also making its way into the world of search engine optimization. From voice assistants like ‘Alexa’ to writing assistants like ‘Grammarly’, AI is already showing its power to enhance performance in various domains.
In the context of SEO, AI has the potential to democratize the industry by making sophisticated data analyses and scale-achievable results for businesses of all sizes.
By leveraging AI algorithms, businesses can optimize their websites, keywords, and content to improve search engine rankings and drive more traffic to their sites. This can translate into increased visibility, improved engagement, and ultimately, better business outcomes.
“AI for SEO is worth giving a shot, regardless of your business size”
How AI Can Improve SEO
As the field of Search Engine Optimization (SEO) continues to evolve, businesses are increasingly turning to AI technology to help them keep up with the pace. By automating data analysis and providing high-level views that identify patterns and trends, mainstream AI SEO platforms are revolutionizing the way SEO is practised.
According to Mark Traphagen, a leading SEO expert at seoClarity: “AI SEO automation has become essential in the modern landscape. A decade ago, the best SEOs were excel jockeys, correlating data from different sources and parts of the SEO lifecycle, all by hand. However, if SEOs were doing that today, they would quickly fall behind.
The pace of change in search engine algorithms and SERPs is so fast that by the time humans can process the results, they may already be outdated.
Moreover, the vast amount of data available today, combined with the varying ranking factors for every query and the complexity of modern enterprise websites, make utilizing AI technology essential for businesses at the enterprise level.
By leveraging AI algorithms, businesses can process and analyze large volumes of data quickly and efficiently, ultimately leading to better SEO performance and business outcomes”.
The Role of AI in Onsite Optimization
With the rise of AI SEO automation platforms like WordLift, publishers and content creators are increasingly able to automate key on-page optimization factors, such as structured data and internal linking.
According to Andrea Volpini, CEO of WordLift, “the platform’s ability to automatically ingest the latest version of the schema vocabulary enables publishers to support all possible entity types. This data can be reused to build internal links, render context cards on web pages, and recommend similar content, creating a network of related entities similar to Google’s.
WordLift’s knowledge graph of the website enables many SEO workflows, such as using NLP to manage internal links to important pages or using the data in the knowledge graph to instruct the internal search engine or fine-tuning a language model for content generation.
By automating structured data, publishing entities, and adding internal links, content creators can see substantial growth in organic traffic”.
Using AI for SEO at Scale: Benefits and Applications
The application of AI for SEO can revolutionize the way businesses approach search engine optimization by automating repetitive tasks and improving productivity. Some of the benefits and applications of AI for SEO at scale include:
- Content analysis: AI can analyze the content to identify keyword opportunities and suggest ways to optimize for the target audience and search engines.
- Data analysis: AI can automate data analysis and provide insights on patterns and trends that would not be easily visible otherwise.
- Creation of local knowledge graphs: AI can help businesses create and manage local knowledge graphs, providing structured data to search engines to better understand their content and improve their visibility in local search results.
- Automated creation of Schema structured data: AI can help automate the creation of schema-structured data, which provides additional information about the content on a webpage to search engines.
- Optimization of interlinking: AI can help businesses optimize their interlinking strategy by analyzing content relationships and suggesting ways to improve the user experience.
- Page by Page content optimization: AI can analyze individual pages to identify areas for improvement and suggest changes to improve their performance.
- Automatically optimized meta descriptions: AI can help optimize meta descriptions to improve click-through rates and increase organic traffic.
- Programmatic title elements: AI can suggest title elements that are more likely to resonate with the target audience and improve click-through rates.
- Optimized headings at scale: AI can help businesses optimize headings and subheadings at scale, improving the structure of the content and making it easier for search engines and users to understand.
AI-Backed Content Creation for Better Search Performance
Content creation is a subjective process where writers may not always identify the topics that users are interested in. This can lead to poor search performance for the content.
AI-powered content creation tools help overcome this challenge by providing an objective analysis of the content and its relevance to users’ search intent. By using Natural Language Processing (NLP) and machine learning algorithms, these tools can analyze vast amounts of data and identify patterns that can help in creating informed content.
“Poor Search Performance? No Problem! AI Got Your Content Creation Covered”
With AI, search marketers can work with content in a way that goes beyond just identifying high-traffic keywords. AI-powered content tools can help in:
- Identifying topics and subtopics that align with user intent
- Analyzing competitors’ content to identify gaps and opportunities
- Generating content briefs and outlines to guide the content creation process
- Optimizing content for readability, structure, and relevance
- Personalizing content for different audiences and channels
AI-powered content creation is a game-changer for search performance, allowing marketers to create content that resonates with users and drives better search results.
AI in Content Optimization
AI technology is now playing a crucial role in optimizing content for search engines. By understanding what users mean and what web pages are about, AI content tools assist SEO professionals in every step of the content development process.
But there is more to it than that. In 2018, Google introduced the Topic Layer, which enables search engines to comprehend the content and how topics and subtopics relate to each other.
“To build the Topic Layer, an evaluation of all existing content related to a specific topic on the internet is performed, identifying numerous subtopics that can range from hundreds to thousands. From these subtopics, the most relevant articles and videos are selected, including evergreen content and new material on the subject.
By analyzing patterns, the Topic Layer comprehends how these subtopics relate to each other, and it can provide users with content that they might be interested in exploring further”.
This allows search marketers to align their activities with search engine algorithms, resulting in better search performance and improved organic traffic.
You can even develop your website content through AI automation, Get in touch so that we can show it to you!
AI-Driven Keyword Research in SEO
An effective SEO strategy requires thorough keyword research. With AI-driven keyword research tools, this process can be taken to the next level, improving workflow efficiency and reducing the time between research and publishing content online.
Mark Traphagen, a leading SEO expert, highlights how AI tools have the potential to automate tedious parts of SEO by surfacing insights and recommendations from different data sources.
“AI-based tools make it possible to provide incredibly accurate and timely information on search demand, keyword difficulty, and topic intent. Additionally, AI-assisted automation facilitates the instant execution of SEO changes at a massive scale”.
Using AI for SEO not only increases productivity and efficiency but also enhances expertise, authoritativeness, and content relevance.
In other words, AI tools take over the most time-consuming tasks, freeing up SEO experts to implement the best-informed actions at scale and speed, thereby achieving exceptional results.
According to Jeff Coyle, the co-founder of Market Muse
AI plays a crucial role in justifying content budgets and demonstrating its value in driving business growth.
“Using AI to forecast the budget needs for content and increase efficiency rates can have a considerable impact on a company’s content strategy success, according to Coyle. By identifying the manual tasks performed by employees, such as research, planning, writing, editing, and optimization, AI can help improve human resource efficiency.
To achieve this, data-driven and predictive content creation and optimization plans are necessary, which provide a single source of truth in the form of content briefs and project plans. With these plans in place, teams can focus on using technology to improve human resource efficiencies.
For content optimization, AI can help pick the content that needs updating, determine how to update it, and decide whether to create, repurpose, or transform the content.
AI analysis can assess whether a page is of high quality, demonstrates expertise, and aligns with the target audience’s intent, which gives a team the best chance to succeed”.
Limitations and Ethical Implications of AI-Generated Content
The use of AI-generated content may lead to negative consequences as it violates Google’s policies on autogenerated content. According to Google’s spam guidelines, publishing such content may result in a manual action, where the content is removed from Google’s search results.
“Programming is used to construct autogenerated content, which lacks value and uniqueness. Its primary aim is to manipulate search rankings rather than provide help to users. While there is no legal ban on publishing autogenerated content, it is not a viable strategy for achieving high rankings in Google’s search engine”.
Though Google provides options to exclude autogenerated content from its search engine, its use raises ethical concerns about the quality and authenticity of the content produced. As AI-generated content becomes more prevalent, content creators must consider the ethical implications and ensure that their use of AI aligns with their values and best practices in content creation.
Detection of AI-Generated Content by Search Engines
Search engines such as Google can detect content that is entirely generated by AI. This is because there are distinctive word usage patterns present in both human-generated and AI-generated content.
Therefore, relying solely on AI-generated content may not be an effective strategy for improving search engine rankings.
digiPanda Consulting smartly uses AI tools with a perfect combination of the human brain along with AI-generated research and content for the best outcomes and we recommend the same.
Embracing AI to Stay Ahead in the SEO Game
AI-based tools are no longer a thing of the future, as they are readily available for businesses of all sizes. While not all businesses need to scale their SEO efforts to a massive level, even small to medium-sized online businesses can benefit from the streamlined and efficient workflow that AI tools offer.
With the help of these tools, businesses can improve their content creation and optimization processes, ultimately leading to increased productivity, effectiveness, and ROI.