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Is AI Going To Change The Future Of SEO? – Expert’s Predict
September 20th, 2022
In recent years, there has been a lot of discussion about Artificial Intelligence and its impact on various industries. After smoothly making its way into eCommerce, healthcare, logistics, marketing, and BFSI, is AI changing the norms of Search Engine Optimization?
Today, AI is a leading technology that uses advanced machine learning algorithms to analyze data and generate suitable results. When Artificial Intelligence integrates with SEO, it enables marketers to collect real-time and precise data on the targeted ads, deal with the particular section of targeted markets, analyze the quality of current content, and much more.
So, it is most certain that AI technology will dictate SEO practices in the future. Now, the question is how? With Google algorithms changing periodically to offer the best user experience, SEO services are trying to catch up with the change.
Key ways in which AI will shape the future of SEO
Google processes over 40 000 searches/second. So, anyone who wants to succeed in the digital space must regularly optimize the content and website. Artificial Intelligence is no longer an option but a priority. It is a rapidly evolving technology connected to the search algorithm that aims to satisfy the user’s needs.
5 ways in which AI is affecting SEO
1. Quality & Relevant content will lead
If there’s anything that continues to dominate search engine optimization, it is Content. When Google crawls the web, it ranks content based on its relevance to the user’s query. Moreover, with Google rolling out content-focused algorithms now and then, you’d be required to create more relevant content based on the devices, platforms, and ongoing trends.
Today, users search with long sentences to find an exact answer. Google uses artificial algorithms like BERT & RankBrain to process the search results, which analyzes and provides the exact result to the user. If the AI systems do not find familiar words, they guess the phrases/words to filter the results accordingly.
Thus, as machines get better at determining which results match the query, marketers need to frame better content to give users what they really want to read.
2. Get Big Data for higher targeting
Data-driven marketing is currently leading the way because it drives results. Big sets of data help search engines identify the trend, and with the help of AI, the search engines can use the huge data sets to target users based on factors like:
- Hobbies & Interests
- Social Media Activity
- Search & browsing history
- Marital status
- Day, Date & Time
- Purchase History
The collective data can help search engines offer users better results and target them accurately.
3. Visual content will become important
We already know how Google favours images and videos above any other format. But, this is soon going to play a big ranking factor. According to SEO experts, visual content will play an essential role in the future as Google is getting better at analyzing it. For example, when you type ‘how to knot a necktie?’, Google will show you a video tutorial. Hence, digital marketers may have to put greater effort into their videos and images and optimize them accordingly.
Just like content writers who have to optimize the headlines and keywords to earn the attention of Google, visual artists have to consider similar SEO ranking factors to create their visual content. For instance, factors like video length, Meta description, tags, keywords, and others will influence the SEO for videos.
4. Interpreting Search intent accurately
It is important to gain insight into the user’s past behavioural pattern to determine the reason behind any particular query. While Google has been focusing on it lately, it will gain more importance in the coming years as AI’s role increases.
You have to think beyond what the user is typing and understand the problem they are trying to resolve. When talking of intent, these are the 4 types of search queries:
Informational Query: This is when a user intends to find out detailed information about a certain thing. For instance, he/she may type ‘how to cook pasta?’ and the search engine will provide the information related to the query.
Navigational Query: It is when a user searches to find a specific website/ web page. For example, when they type ‘YouTube’, they might want to access the YouTube site instead of entering the URL.
Commercial Query: This includes seeking information regarding recent purchases/sales/services. It may also include finding information to buy at a later time.
Transactional Query: When a user searches to create an account, pay a bill or sign up for a newsletter, it is a transactional query.
5. Rise of Voice search
The rise of voice search in the past couple of years has been quite impressive because it understands complex queries better based on how the user utters the words. People now speak directly to devices (Siri & Google Assistant) and use voice search using Artificial Intelligence on their mobile phones to receive information on the internet.
You can expect voice search to become a ranking factor soon! However, this may come with additional challenges, like a user who traditionally used to write ‘best digital marketing in India’ may now use ‘which is the best digital marketing company in India for web designing services?’ during a voice search. There can be innumerable combinations.
Simply put, Artificial Intelligence is rapidly transforming the digital landscape. You either walk with it and get ahead or fall behind; there’s no in-between. It has already touched various industries and will soon dominate Search Engine Optimization.
Success in the organic search results, exercised by AI SEO, will ultimately come down to providing the best user experience. So, taking advantage of AI-powered SEO algorithms is essential to rank your website higher in the SERPs and other platforms.