Improving SEO Performance using AI

Google’s RankBrain Technology:

Google’s RankBrain, the new artificial intelligence machine learning algorithm that is supposed to be the latest. SEO industry is changing because of it. This algorithm uses machine learning to understand the meaning of the content it crawls; it infers intent from ambiguous search queries; and it uses feedback data to improve the accuracy of its results. Old rules of SEO no longer apply, and you should take further steps to stay ahead of the curve in order to continue to provide successful SEO campaigns for your businesses.

AI and RankBrain:

There are generally three different classifications of artificial intelligence:

1.    Artificial Narrow Intelligence (ANI): This is like AI for one thing.

2.    Artificial General Intelligence (AGI): This is when the AI can perform all things like a human does.

3.    Artificial Super-intelligence (ASI): AI on a much higher level for all things.

 When we talk about the context of Google’s RankBrain, we are talking about Artificial Narrow Intelligence (ANI).

AI & SEO Performance:

There are three key areas in which AI can improve SEO performance:

• Insights.
• Automation.
• Personalization.

Insights:

Some common tasks where AI can aid search engine optimization (SEO) performance include:

• Market trends analysis.
• Site performance analysis.
• Competitor insights.
• Customer intent reports.
• SERP performance.
• SEO and pay-per-click spend management.

How can you use AI for SEO insights?

• Understand underlying need in a customer journey.
• Identify content opportunities.
• Define opportunity space in the competitive context.
• Map intent to content.
• Use structured data and mark-up.
• Invest in more long-tail content.
• Ensure content can be crawled and surfaced easily by all user-agents.

Automation:

Here are some of the tasks that are ripe for automation in SEO:

• Technical audits.
• Keyword research.
• Content optimization.
• Content distribution.
• Tag management.
• Internal linking.

Some tips to get started with AI for SEO automation:

• Break down tasks into sub-tasks, then score their potential for automation from 0-10.
• Use rule-based automation to handle simple but time-intensive jobs.
• Find the right balance between human labour and automation.
• Feed ML algorithms the right quality and quantity of data.
• Focus on user experience and speed monitoring and alerts; engagement rates will only increase in importance.

Personalization

Personalization allows marketers to create relevant, useful experiences for each individual customer. Achieving this at scale requires technological assistance, with AI an integral part of this process.

How can you use AI for SEO personalization?

• Create content by persona, customer journey stage and delivery mechanism.
• Enhance user experience and conversion through personalization.
• Use semantically specific pages to associate query and intent.
• Use personalization and audience lists to nurture leads across search and social.
• Use AI to help publish content at the right times on the right networks.