When it comes to digital marketing, technology innovations have brought to the table a variety of possibilities. Artificial Intelligence (AI) is one of the most popular trends at the moment, bringing many functionalities to different marketing approaches.
Some years ago, AI was mainly associated with machinery, complex science, and robots. Nowadays, things stand completely different, AI turning from an abstract, sci-fi concept into a familiar idea. Whether you’re using a self-checkout line at a supermarket, or you make online purchases based on Amazon’s recommendations, these actions are all possible thanks to AI.
Becoming an actual staple in everyday life, it’s not surprising that Artificial Intelligence is also vividly present in SEO and other digital marketing strategies. As long as you pursue the right approach, you can foster your SEO efforts, and obtain better results.
The connection between AI and SEO
If you look into the topic more in-depth, you will discover that AI has, in fact, become a critical component in how search engines rank different pages. What AI does is to encompass the data and algorithms used to determine the best results.
Search engines have become better today from what they used to be, in terms of determining keyword stuffing, backlinks that are not relevant, and can spot quality content more easily. That is why more marketers are resorting to AI, to manage meeting the increased requirements of search engines.
While still pursuing the same SEO rules you’ve become used to, relying on AI for your SEO strategy success is recommended. There are a few strong reasons why you need AI when developing an SEO action plan:
#1 User intent
The fundamental role of keywords in search still stands strong. However what has, in fact, change is the intent of the user. A keyword gives a clue of the information a user is interested in, but by monitoring past behaviors, search engines are able to provide more accurate results for the said user.
AI algorithms will continue to develop even further and adapt to customized searches. This is highly relevant for SEO – AI can help you better understand your audience and provide a more appealing user experience.
You have the possibility of studying the path users take to engage with a specific brand. This way, you can decide how the best user experience would look like for the said prospect. The more you start thinking as the audience you’re targeting, and base your SEO efforts on that data, the better your search results will be.
#2 Real-time data
Across these last few years, a solid change has been observed in digital marketing, revolving around data accessibility. Brands can easily reach the needed data to improve their search marketing, but considering the high volume available, it can be difficult to manage the data correctly and fast enough to improve marketing actions.
With data becoming more real-time, you can resort to AI to both aggregate and analyze the data. An optimized approach toward data analysis and use can contribute to your SEO strategies, allowing you to use the information you need and on time.
#3 Accessibility to smarter content tools
The mixture of AI and SEO, which continues to evolve, has led to the appearance of smarter content tools. You already know how important content is, and you’re probably constantly using writing services and tools, such as WoWGrade, Grammarly, Studicus, or Hemingway Editor, to deliver high-quality content to users. However, what you might not have acknowledged until now is that some of the tools available to marketers today use AI technology, and are designed to help you improve your SEO performance.
BuzzSumo and HubSpot, for example, send you automatic notifications when your company is mentioned on social media. AtomicReach gives you access to analytics that shows you if your content is performing well and also helps you develop a more comprehensive and targeted strategy around AI and machine learning. Grammarly, which is one of the most popular editing tools for written content out there, is built on fundamental Ai technology, as well.
From regular content writing to data collection, AI is becoming more vital for content strategies and SEO. That is why developers have created a variety of useful tools using this technology, helping you better reach your target audience. With Google’s page ranking requirements becoming more sophisticated and advanced than ever, more tech companies are working towards creating tools that effectively address these new challenges.
Today’s digital consumers lean towards brands that put in the extra effort to personalize their overall customer experience. Google’s and Facebook’s algorithms have started to lean toward targeted content, content that is specifically relevant to the user. That is why, and optimal SEO approach today means delivering hyper-personalized recommendations and content.
With Artificial Intelligence, you can obtain a better understanding of users and what moves them from one engagement phase to the other. Experienced marketers have linked AI to efficient targeted content delivery, claiming that it is possibly the most powerful strategy in digital marketing.
Because consumers are expecting brands to pay attention to what they do online, AI can help you create those personalized dynamic experiences that appeal to them.
Artificial Intelligence allows you to offer:
- Dynamic content
- Special landing pages
- A unique user experience based on customer behavior and data
Search engines are recognizing hyper-personalization, and are rewarding the brands that actually use this particular marketing and SEO-related approach.
#5 Dynamic landing pages
Dynamic landing pages can maintain the same segmentation principles used in email marketing. The point is to deliver to consumers content that is actually relevant and compelling to them. Artificial Intelligence makes it simple for you to customize web pages in a way that meets your visitors’ needs. Different versions of the same page can appear to different users based on their online browsing activities and interests.
Some websites have already implemented dynamic landing pages, and this particular technique has, in fact, help them to boost traffic. The variables of what a landing page displays to each user can be chosen according to your own content tailoring demands.
An example here could be Hubspot’s landing pages – a landing page addresses marketers and small business owners, while the other focuses on large brands. Hubspot uses a ‘smart content’ feature, which changes the messaging. The implementation of this feature is possible thanks to AI.
“Displaying different messages on your landing page based on the interest and online behavior of your visitors can reduce bounce rates and increase the time users are spending on your website. Dynamic landing pages implemented with the help of AI are an effective marketing technique for today’s brands” – says Corina Hodges, a digital marketing specialist at Pick The Writer and The Guardian contributor.
Artificial Intelligence has become a hot topic of discussion these last couple of years, and the technology continues to make an impact in various domains, digital marketing included. Because SEO is so important for a powerful online presence, adopting the latest trends here is recommended.
As you can see, combining SEO with AI can bring various clear benefits to the table. As long as you take advantage of what AI has to offer, your ranking results can increase effectively, and your brand can soon benefit from the online exposure you desire. From helping you figure things out with user intent to improving your content creation practices and upgrading personalization strategies, Artificial Intelligence can change your perspective on SEO.
About the author:
Helene Cue is a passionate writer and editor who explores a broad spectrum of topics that revolve around marketing and tech. She currently works as an in-house writer at BestEssayEducation. Her pieces are always captivating and informative.