Artificial intelligence (AI) is changing the world, and that’s not an overstatement, we swear. Machines are getting smarter and smarter, but what does this mean in concrete terms?
AI is an umbrella term used to categorise certain technologies like machine learning (ML), natural language processing (NLP), voice assistants, ChatGPT, deep learning, image recognition and more.
Any business that markets its products online should know by now just how powerful AI is, how quickly it has evolved in recent years, and what that means for SEO and digital marketing as a whole.
With all of this rapid change, digital marketers are often just trying to keep their heads above water, roll with the punches and make sure AI tools don’t outsmart them.
Taking a moment to analyse exactly what role AI plays in digital marketing and how the industry is changing thanks to rapid tech development is essential, and this blog post attempts to do exactly that.
AI and Search Algorithms
AI is fundamentally altering the way search algorithms function. Search algorithms are responsible for returning relevant and useful results to users based on their search queries.
Machine learning, for example, enables search algorithms to learn from vast amounts of online data, adapt to changing user behaviours, and provide more relevant and personalised results.
Companies like Google are implementing AI powered tools like image recognition and NLP to improve accuracy and better decipher users’ intent.
This means that search algorithms can now better understand the context, intent, and nuances of a user's query, thereby improving user satisfaction.
AI and Keyword Research
Keyword research has always been a critical aspect of SEO. Traditionally, SEO used to be all about keyword stuffing, that is: manually identifying and analysing popular search words with low competition, and incorporating them into web content.
This process, however, is losing its relevance as AI-powered tools are getting smarter. The truth is, users don’t really care about keywords. They care about finding a solution to their problem.
AI-tools like NLP are now able to take search words and terms, and analyse them for user intent. This helps marketers create content that actually resonates with their audiences and answers their questions.
Some examples of AI-powered keyword research tools are SEMrush, Ahrefs, and Moz. These tools use machine learning to analyse search data and identify trends and patterns in user behaviour.
AI and Content Creation
In the digital marketing world, content is king. AI-powered tools like Grammarly and Yoast SEO help writers to optimise their content for search engines. These tools use machine learning to analyse content and identify areas for improvement.
Furthermore, AI is making a big impact on content curation. Content curation involves selecting and organising relevant content from various sources and presenting them to your target audience.
Tools like Curata help marketers deliver more engaging and relevant content, ultimately improving user experience and boosting SEO rankings.
All in all, AI features help businesses save time and resources while still providing their audience with high-quality content.
AI and Voice Search
AI now has the capacity to understand natural language and spoken queries.
This is changing the name of the game, because instead of focusing on single keywords, businesses are shifting their focus toward conversational language and long-tail keywords.
Voice search algorithms can decipher context, intonation, and user preferences. As voice search continues to gain traction, businesses will need to optimise their content for voice queries, ensuring it aligns with how people naturally speak and enabling more organic interactions.
AI-powered tools such as Amazon Alexa, Google Assistant, and Apple Siri use NLP and ML to understand exactly what a user is looking for.
AI and Local Search
AI has also transformed local search by utilising location and context to deliver personalised results. AI-powered local search tools use machine learning to detect things like a user's current location, search history, and preferences to customise recommendations.
With this technology, businesses can target local customers more effectively, drive foot traffic and improve visibility.
Popular AI-powered local search tools include Google Maps, Yelp, and Foursquare, which employ AI algorithms to deliver location-specific, and up-to-date listings.
Final Thoughts
AI has propelled SEO into a new era, reshaping search algorithms and providing marketers with powerful tools to enhance their strategies.
As AI continues to evolve, we can expect even more significant changes in search algorithms, the user experience, and the overall digital landscape.
Staying up-to-date with AI developments and incorporating AI-powered tools into SEO practices is crucial for digital marketers to maintain a competitive edge.
Marketers are understandably fearful of AI’s better-than-human capacity to perform cognitive tasks. What happens when AI models like ChatGPT get better at research than humans?
Businesses will need to learn how to work alongside artificial intelligence and stay ahead of the game by developing a unique brand.
By taking advantage of all that AI can offer, your business will gain a significant advantage over your competitors and rise the ranks of digital marketing.