The Marriage of Artificial Intelligence (AI) and Search Engine Optimisation (SEO) in 2024
If this article found you, we probably have AI to thank for (along with the writer, of course).
The ways of SEO have changed forever and there’s simply no going back. The increase in relevance, precision, and accuracy of results is unprecedented and we are here for it.
The consistent growth in the field of AI
Tools like ChatGPT and Midjourney are constantly breaking barriers. Meanwhile, companies like Google, Intel, and Nvidia are consistently and relentlessly working on developing AI chips like never before.
Companies like Neuralink are revolutionizing healthcare with products like brain chips. The brain chip picks up electrical signals from the neurons and uses them to communicate and function like a normal brain. Something we’ve only been seeing in movies till now!
Artificial intelligence is being used to predict climate change, weather forecasts, predict and optimize energy consumption. It’s now heavily a part of our education system aiding personalization, automated grading, and tutoring assistance.
From STEM fields to Humanities, AI has touched and become essential in all parts of our lives. Including the significant world of Search Engine Optimisation (SEO)
Content SEO Strategies in the Pre-AI Era
SEO in the pre-AI era was simple. There were only a few essentials to take care of and keep doing what you’re doing consistently.
We’re talking about
- Keyword Research: We had to find the most relevant keywords to the topic.
- Optimization: This included using those researched keywords in the content in a way that did not feel unnecessary or annoying!
- Backlinking: Where we acquired backlinks from other high-quality websites to showcase ourselves as genuine and authentic.
- Technical SEO: We ensured our websites were working well, loaded fast, and weren’t complex for the users.
These SEO strategies showed promising results for more than a decade if done consistently. Until Artificial Intelligence took over.
How Artificial Intelligence (AI) is Affecting Content SEO Strategies in 2024
Google’s RankBrain is one of the best examples of how AI has significantly impacted the field of Search Engine Optimization. Algorithms like RankBrain use machine learning to understand the user, and intention behind the search and then offer the result most relevant.
With the help of Natural Language Processing (NLP) and Semantic Search, the SEO landscape is more complex yet much more rewarding now.
NLP essentially trains the model to understand human language. Some examples of this tech in use are Amazon’s Alexa, Siri, Google Translate, Chatbots and Sentiment analysis on Social Media Platforms to gauge if the post is positive or negative.
Our regular search has now progressed to semantic search where the behaviour behind the search is also analyzed. For example, if you search for a “quick hot chocolate recipe” the engine understands your need for a recipe that can be cooked quickly.
Voice Search and AI
Artificial Intelligence plays an important role in voice search optimization. The results are not just relevant but also conversational and flowing. Just like how two people would converse.
Crawl Optimization and Indexing
Search Engine Bots can crawl at a much faster rate, with much more efficiency and precision, while indexing content at a much greater accuracy. Resulting in search results that appear super fast and almost always give you exactly what you are looking for.
Accepting and Leveraging AI-Driven Tools
We aren’t completely wrong with our pre-AI SEO practices however a little fine-tuning is now non-negotiable.
The good news is human touch is irreplaceable. AI feeds of content that exists on the internet. Data that we provide. Content that is AI-generated can be redundant, missing novelty or even irrelevant if not prompted correctly.
The other good news is, Artificial Intelligence is here to make your job easier. AI-driven tools can comfortably automate SEO tasks, helping us hone our skills without worrying much about the technicalities. AI can help us analyze data, do keyword research for us, provide recommendations and even help us structure our content.
With Artificial Intelligence to help us create a more responsive user experience, the competition is undoubtedly relentless. Maintaining a competitive advantage with consistent research and learning is non-negotiable.
AI Tools Affecting Content SEO Strategies
Services like Google Analytics help you understand user behavior like time spent on a page, paths taken from one button to another on a website and so many more details. Google Search Console gives insights related to your page’s search performance, clicks, etc.
Tools like SEMrush tell you about search rankings, how content is distributed, and competitors’ strategies. While some like Ahrefs have a strong foundation in analysing backlink quality.
TensorFlow and PyTorch go deeper into identifying patterns, while some like BuzzSumo aid in finding which content pieces are most shared and engaged with.
Advanced tools like Brandwatch help understand consumer opinions and trends by analyzing social media data.
Believe it or not, we are barely scratching the surface with these names. Generative AI and access to OpenAI are allowing millions of techies to create their own tools.
Let your hunt for SEO tools not stop!
User Intent and Personalisation is Everything
A huge part of SEO is understanding what your target audience is looking for. What is their intention behind typing those words in the search box? What might those words say about their behavior?
Understand whether the content needs to be engaging, conversational, transactional, or something else! The more you know, the better you optimize.
In Summary
This is no manual for AI-driven SEO strategies, but we hope you understand how big of a role Artificial Intelligence now plays in the world of Search Engine Optimisation.
From mobile-first indexing to UX optimization, finessing SEO is an art. AI not only saves you time but also enhances the quality of your content multifold! That being said, let’s not forget that human touch has no substitute.
AI can’t replace you, and with the right use, also makes your content irreplaceable.