The Evolution of SEO & PR in the Era of AI: Implications for SMEs

In an ever-evolving digital landscape, Small and Medium-sized Enterprises (SMEs) are facing a new era of Search Engine Optimization (SEO) and Public Relations (PR). The advent of Artificial Intelligence (AI) has revolutionized these domains, offering both challenges and opportunities. This mini-guide delves into five key evolutions in SEO and PR, providing insights and practical implications for SMEs looking to navigate and leverage these changes effectively.

1. NLP and Content Quality Over Quantity

AI advancements in Natural Language Processing (NLP) have shifted the focus from content quantity to quality. Google's enhanced ability to understand web content and user queries means fewer words are needed to rank effectively. The emphasis now is on providing rich, relevant content. SMEs should focus on crafting concise, insightful content that addresses specific user needs, moving away from generic content creation. Bulk content creation with AI may work now but in the near future, content that is 100% generated by AI will lose it’s value. This does not mean that you can not use AI to tweak or enhance your content. There are already reports of businesses see a drastic increase in organic performance after removing old, irrelevant content.

Case Study: A financial advisory firm revamped its website, eliminating irrelevant content and only keeping some in-depth, insightful articles on financial strategies. They see a significant increase in organic rankings and user engagement just by deleting this old content.

2. Semantically-Related Keywords

The age of keyword stuffing is over. AI's ability to understand context has brought a shift towards semantically related keywords. For SMEs, this means using terms that naturally relate to the core topic, enhancing the content's relevance and readability. This approach aligns with Google's user-focused orientation, prioritizing content that serves the user's intent.

Example: A small legal firm achieved better rankings by integrating terms related to legal advice, such as 'statute', 'litigation', and 'contract law', instead of repeatedly using 'legal services'.

3. Contextual Relevance

Evolving search engine algorithms emphasize the importance of contextual relevance, considering not just the content but also user experience (UX) signals and the technical health of your site. SMEs should ensure their websites offer a seamless UX, with technically optimized content that aligns with user intent and search relevance. However, with AI capabilities advancing, it becomes easier to create and maintain a high-quality website. In the near future, this might therefore lose (part of) it’s importance.

Example: to enhance the user experience for the website of one of our clients, we developed and integrated a calculator functionality within their blog articles to convert practical examples into direct done-for-you calculations. This led, among other improvements, to a 74% increase in average time on page. View the case here.

4. Topical Authority over Domain Authority

Search engine algorithms are moving their focus from broad domain authority to specific topical authority. Google has said to use site-level metrics that impact rankings which is similar to (but not the same as) ‘domain authority’ by MOZ, and similar scores from other tools like Semrush and Ahrefs. However, it is no longer about having a website that has a high authority score, but rather about having authority on the topic that they publish about. In other words, content is more likely to rank well if it is published by a website that has clear authority on the topic. SMEs should therefore aim to become authoritative voices within their specific niche, creating in-depth content that covers various aspects of their industry.

Strategy: A small accounting firm can establish topical authority by regularly publishing comprehensive articles on tax law changes, accounting software reviews, and financial planning tips.

5. Sentiment Analysis and Search Intent

AI's capability in sentiment analysis and understanding search intent offers personalized content recommendations and enhances user interaction. SMEs should consider the emotional tone and underlying intent of their content to align with AI-driven search strategies. Search engine algorithms are not only able to identify the intent of the search query but also to identify the intent that the content on your website matches. It does not make sense to optimize your product page for informational keywords or to optimize your blog pages for transactional keywords. Make sure that everything aligns.

Example: A small law firm specializing in family law noticed a surge in website traffic but low conversion rates. Through sentiment analysis, they discovered that visitors were seeking emotional support rather than legal advice. Adjusting their content to offer empathy and guidance, they saw an increase in consultations booked directly through the website, aligning their content with the search intent of users seeking emotional support during challenging times.

Contrast with Current Practices

SMEs must evolve from outdated practices, such as generic content creation and static SEO strategies, to embrace AI-driven approaches. Manual multivariate testing and complex link analysis are becoming less effective compared to AI's dynamic, real-time optimization capabilities.

Conclusion

For SMEs in professional and financial services, adapting to these evolutions in SEO and PR is not just beneficial; it's imperative for future success. While these changes offer great potential, they also highlight the importance of partnering with external specialists who can navigate the complexities of AI-driven SEO and PR. As AI continues to reshape the digital landscape, SMEs that stay informed and adaptable will not only survive but thrive. Cordital provides you with access to highly specialized experts with knowledge of the latest advancements to make your strategy future-proof. Reach out to discuss the opportunities for your business.