How will Artificial Intelligence (AI) start to impact SEO?
The world of digital marketing is one of fast and constant change. The only way to survive, and thrive, is to adapt and grow. In 2019, Artificial Intelligence is said to play a larger role in all business industries, including SEO.
AI’s expected impact on SEO:
Google Search was developed on the ability to understand content found in web pages, enabling the search engine to provide users with the best results. In 2015, Google confirmed that they were using AI to assist with the sorting of search results. By incorporating AI and machine learning, Google’s algorithms can combine all kinds of data, including content, videos, pictures, searchers’ online behaviour, and more, to provide users with the information that they are looking for.
This is how AI is predicted to further impact SEO:
Keyword research
To convince Google’s AI algorithms that your product or service is what people are looking for, you need to have quality content, combined with your keyword strategy, on your website.
It is important that you conduct keyword research before developing the content for your site – with the right keywords, you can create relevant information and establish authority. Keyword research will also give you an idea of what your audience is looking for, allowing you to plan your content accordingly.
Visuals
With AI, Google is becoming more accurate when it comes to indexing visuals (including images and videos). For some searches, a video is more relevant than a piece of text – for example, “How to apply mosaic tiles?”. Therefore, visuals will also need to be optimised for improved SEO.
Content
Even though AI incorporates more than just the content on your site, it is still crucial that you create quality content as it will remain one of the largest ranking factors. Check your spelling and grammar and ensure that readers will have an enjoyable experience when reading through your site.
Links
Since search engines are becoming smarter with AI, link building strategies might need to be revised. With AI, search engines will be able to analyse whether people who click on your links stay on it long enough to read the text. Paying more attention to the relevance and the quality of your link building will ensure that your link building efforts still pay off.
Analytics & Reporting
AI will have a great impact on analytics and reporting as it will provide SEO marketers with more analytical data than before, enabling them to adapt content and SEO strategies for better results.
Sales
More and more businesses are making use of ChatBots to assist customers in making a purchase when visiting their website. These Bots engage in conversation with each visitor, the same way a human would, and since they are available to offer assistance 24/7, this is highly beneficial for businesses.
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