How AI Will Positively Impact the Future of SEO

Artificial intelligence has found its way into a number of different industries, and marketing is no exception.

This advanced technology, although still in its infancy, is capable of improving digital marketing strategies by providing valuable insights into what customers want and need. Given that AI is currently mostly used for its unparalleled power to process, analyze, and interpret massive amounts of customer information, different aspects of digital marketing can benefit from it.

As search engine optimization (SEO) is a result-driven strategy, it will be revolutionized by AI.

Besides assisting when it comes to the improvement of the key tools this strategy leverages– keyword-enriched relevant content, link building, and optimization of meta tags, AI will improve other, equally important factors that affect search rankings.

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Some of them include user experience, mobile search, and even social media.

Let’s discuss the impact of AI on the future of SEO.

User Experience Will Heavily Impact Rankings

The ultimate goal of SEO is to help a particular website rank as high as possible on Google and other search engines.

On the other hand, Google’s main concern is to provide its users with the most relevant content for their search. That’s why the search engine giant closely monitors how they behave once they land on a web page.

In other words, it tries to establish how happy they are with the content, navigation, and other elements on the page.

Google’s RankBrain, a machine-learning algorithm, takes these analytics to the next level as it uses AI for improving search results, as well as interpreting and understanding search queries. Introduced as the Hummingbird algorithm update, this intelligent system interprets the context of every single search query and shows meaningful results that match users’ intentions.

By implementing it, Google ensured that only superb content would be among its top search results.

What does this mean for SEO specialists?

It’s no longer possible to trick one’s way to the first page of the SERPs using false signals. Instead of that, SEO specialists should take the following metrics into consideration and work on improving them:

• Organic click-through rate – the percentage of searchers who click on your search result
• Dwell time – the amount of time a visitor spends on your site
• Bounce rate – the percentage of visitors who leave your website immediately after entering it
• Pogo sticking – clicking back and forth between different pages in search results.

These are considered user experience signals and play an important role in how Google perceives a certain web page.  For example, dwell time can be improved by having high-quality, educational content, and by engaging visitors with the help of AI-powered chatbots.

Hyper-Personalization Will Become a Must

Traditional marketing has always been maligned for its lack of personalization and a generic approach to messaging.

Customers no longer want to receive bland emails and content that has not been specifically tailored to address their individual interests and pain points. They’re even willing to provide their personal information to brands in exchange for better and more personalized experiences.

Amazon, for example, has been successfully using its AI-supported recommendations feature to offer customers highly-personalized content based on the products they already viewed or what people with similar interests bought or viewed.

Dynamic pricing is also one of Amazon’s use cases of hyper-personalization. AI allows it to analyze vast amounts of data from different sources and adjust its prices based on customer demand, competitors’ prices, and market fluctuations, to name just a few factors.

Netflix also boasts a complex and highly-sophisticated recommendation engine to keep its users engaged with the platform and provide an exceptional experience.

Local SEO can greatly benefit from AI as it allows companies to target their customers based on their location and promote products and services based on that factor. This way, for example, customers in different areas can be shown different content depending on weather or traffic reports.

Voice Will Dominate Search

Ever since the rise of AI-powered virtual assistants such as Siri or Google Assistant, voice search has been growing in popularity.

People have been using voice search increasingly as it allows them a hands-free approach, meaning that they can find the information they need even when they’re driving.

SEO will have to adjust to this new trend, and that means optimizing content by focusing on conversational keywords and phrases.

In other words, as people rarely speak the way they type, it’s only logical that their searches will not be fragmented and shorthand in nature. Namely, “weather New York” will most likely be something that a searcher would type into the search box, while the same example in voice search will most probably sound more conversational: “What’s the weather in New York today?”

This means that Google and other search engines favor the content optimized in such a manner so that people can find and access it through voice search.

The synergy of AI and SEO has the purpose of providing the best and most relevant content to searchers while making sure that their user experience is excellent.