AI technology is taking the world by storm, and SEO is no exception. AI is no longer a term with vague meaning that can be ignored. It is a real thing, already widely used in all spheres of life, and it is not something a SEO specialist can ignore. In the future, its role is only going to expand and grow – which is why it is so important to gain an understanding of how it works and how to apply it right now while it is still in its deployment stage.
The shift towards spoken language
In the past, SEO was mostly built around keywords, which gave rise to many word combinations that do not exist in the real world, like “electronics store New York”. However, the possibilities introduced by AI algorithms give search engines an opportunity to move from them to more authentic spoken language. As it is happening in conjunction with the spread of voice search, it means that search queries more and more resemble something you would say in real life. In the current voice search, you do not have to use artificially constructed combinations of keywords, like “pizza parlor East Street”. You can simply ask, “Where is the closest pizza parlor?” and expect the search engine to give you a relevant answer. Without AI and machine learning capable of analyzing thousands of queries and understanding how to react to such freeform questions, it would not have been possible.
More natural content
For years, search engines like Google have been actively promoting natural content. Artificially constructed texts stuffed to the brim with keywords no longer work – they will be penalized by search engine providers that favor real content, created for people to be consumed by people. Ironically, one of the essential tools they use to differentiate between artificial and natural is very much un-natural itself. Artificial intelligence tech and machine learning allow it to be done on a huge scale, with minimal participation of human specialists.
What is more important is that it concerns not just poorly written texts posted with the sole purpose of putting as many keywords as possible in them. It is a very real way of determining the quality of content in terms of writing and company goals:
- International NGOs that need to broadcast their message to the widest possible audience
- Companies looking to expand into foreign markets
- International start-ups and SMEs looking to grow their presence in an existing market
More focused content
It is significant for those who want to optimize their content when promoting their products and services in local languages. If your business sells products or services in multiple countries and regions, your search visibility in those countries will be an important factor in your success. For example, if you plan promotion on the Dutch market in the local language, it may be a good idea to look for a local SEO specialist because they will be able to provide you with authentic content that will not be marked by search engines as artificially constructed.
More global SEO agencies specialize in English, which unavoidably takes its toll on the quality of their content produced in other languages.
However, even today these are not the only ways AI influences SEO. A number of AI-based SEO tools already can offer one valuable insight into how to optimize content for search engines and what content one should create and promote in the first place. By analyzing vast subsets of data, they can offer you suggestions on which keywords, terms and phrases you should optimize to achieve maximum effect for your business. In fact, here AI can achieve better results than any poor meatbag can ever hope to, as its capabilities of going through huge swathes of data and finding patterns in them within limited periods of time exceed anything a mere human being can do, at least within a reasonable timeframe.
As a result, a promoter learns not only how to optimize content, but also what content should be created and optimized to achieve the best results. If you think that you can ignore this possibility and continue doing things the old-fashioned way, think again – if you do not employ all the capabilities of these AI-based tools, your competitors surely will, leaving you far behind.
As you can see, AI changes the landscape of SEO in many different ways, and it is far from being done with it. Over the next few years, we will likely see many more changes that will make us wonder how we ever managed to do anything without these tools.