As we have seen from the previous articles in this series AI is one of the top trends in digital marketing today and here will we dive into how AI can be a fantastic tool for SEO.
It is important for marketers to understand AI and specifically Machine Learning, this is a an application hat provides systems the ability to automatically learn and improve from experience without being explicitly programmed. slightly different to the Deep Learning we spoke about in “AI in Predicting Consumer Behaviour”, as this has become a crucial component in how search engines rank pages.
With the ability of Search Engines being able to identify keyword stuffing, dead links and relevant content increasing, using AI for SEO success gives marketers a greater opportunity to enhance page rankings.
The purpose of SEO from a consumer perspective is to find exactly what they want in the first search through a personalised experience, however, a research by BrightEdge into a database of approximately 50 million keywords revealed that 84.4 percent of queries return universal search results. Google show how they are attempting to combat this after Google’s Sundar Pichai has confirmed their goal is to become a “AI first company” as google are aware that AI can simply deliver better, more personalised experiences for consumers.
Ultimately there are a number of benefits for the use of AI in SEO such as;
- Enhance user experience and conversion through personalisation.
- Use specific pages to associate query and intent.
- Use personalisation and audience lists to nurture leads across search and social.
As we know that AI is rapidly advancing in the digital marketing industry and it would appear as though implementing AI to a search engine campaign and keeping up to date with any advancements will be vital for a marketer to advance in page rankings.
Search Engine Journal. 2020. Why You Need AI For SEO Success In 2019. [online] Available at: <https://www.searchenginejournal.com/atomic-reach-ai-seo-success-2019/304093/> [Accessed 10 March 2020].
Yu, J. and Yu, J., 2020. Supercharging Your SEO With AI: Insights, Automation And Personalization – Search Engine Land. [online] Search Engine Land. Available at: <https://searchengineland.com/supercharging-your-seo-with-ai-insights-automation-and-personalization-299900> [Accessed 10 March 2020].
AI In Digital Marketing 