The Impact of AI on Modern SEO

03.07.23

Artificial intelligence is becoming a huge part of marketing and, of course, SEO. While there are contradicting opinions on whether it’s good or bad for modern SEO, you can’t deny that AI is making significant changes and helping businesses improve their online presence.

With solutions adapting AI, the sky is the limit for how far modern SEO will reach in the future. When digital marketers take advantage of AI for SEO, analyzing and classifying data becomes easier and leads to more efficient results.

To help you understand the impact of AI in SEO, we have curated a list of key aspects and how you can use this to your advantage.

AI in SEO

AI in SEO has transformed how search engines operate and helps businesses work toward a stronger online presence.

Digital marketers now use AI to enhance their website search rankings. Also, they obtain more reliable and efficient market and competitor research data. AI helps them get valuable insights rapidly, and with different SEO software infusing AI more, SEO analysis is becoming more efficient.

AI is expected to cause major changes in search engine rankings over the next few years. Some of these changes are considered positive and negative for the SEO industry.

However, whether good or bad, AI is changing how the industry works and will improve SEO workflows generally. For instance, today’s SEO has grown beyond simply stuffing keywords for better rankings. Modern SEO is about the quality of content, its relevancy and authority, and user intent. With this, the impact of AI in SEO will only continue to improve as artificial intelligence advances.

AI for SEO: 5 Key Impacts

As we pointed out above, AI for SEO will continue to be a major determinant in the future of digital marketing. In the meantime, here are the key influences of AI on SEO we experience now.

Sophisticated search algorithms

Search engines rank web pages based on their relevancy and authority. AI is capable of significantly improving the algorithms of search engines. Using AI, understanding the user’s intent becomes easier, delivering relevant search results.

Artificial intelligence will analyze the user’s location, search history, and behavior to deliver accurate, personalized search results. The aim would be to understand the user’s intent to deliver valuable content.

In addition, AI chatbots are designed to deliver conversational answers to search queries. This allows users to seek more personal search engine experiences. For businesses, it allows increasing areas for search and suggesting more accurate results for user queries.

Content optimization

Relevancy is an important aspect of SEO as it determines user engagement and time on site. AI here is useful as it can analyze user behavior and help you decide what content readers are interested in.

With well-optimized content, your website can perform relatively higher. Particularly, AI can help you create an accurate content structure and generate meta tags, keywords, and other SEO activities necessary to rank your content high on search engines.

While AI can also help write content, it may lack the human touch that makes users feel understood. So, it is not recommended that your

web content is fully AI-generated by ChatGPT or other tools.

Instead, you can use AI to improve the quality of the content, thereby reducing the chances of non-indexing. Also, Google has rules for AI-generated content, including meeting human writers’ standards.

Website analytics

Website analytics help make well-informed business decisions. The available data is a way to measure your users’ behavior, experience, and flow.

Sometimes it’s enough to use Google Analytics 4 to conduct website analysis or connect GA4 to BigQuery to make detailed website audits or evaluate historical data.

However, sometimes getting relevant data from web analytics can be overwhelming and time-consuming, which AI can help with. AI uses predictive analysis based on algorithms that can help you improve your business SEO strategy and, ultimately, your overall business. Artificial intelligence makes it easy to set up triggers and notifications, sort all these data, identify relevant ones, and make insightful decisions.

When done properly, website analytics allows you to stay ahead of the competition, predict outcomes, and adjust strategies easily. You can identify opportunities fast and problems before they occur.

Website UX improvement

One of the most important aspects of user experience is the value of content. Google prioritizes websites based on the value the content brings to its users.

So to provide an improved user experience for your website visitors, you must share valuable, relevant, and informative content. Moreover, forms of content, their placement on a page, the inclusion of media and motion graphic videos are also crucial.

Taking advantage of AI, you can

• learn your users’ behaviors and their interactions with the content
• create user personas
• improve UI and branding elements.

Also, your UX designers can streamline their workflows with AI-driven automations.

Using AI-driven solutions, you can better identify areas for improvement for your website, deliver personalized content, and improve user satisfaction.

Voice Search

Online voice search is a type of artificial intelligence solution that’s existed for a while. It has become an important aspect of SEO. Web contents now have to be curated to answer voice searches and draw traffic from there as well. One major difference between voice searches and text searches is how the questions are asked.

For instance, a text-based search can include two words and still provide relevant results. However, voice searches are typically well-formed or complete sentences like “What is the weather in New York today?”. This makes it important for web content to include headings and sentences that can provide answers to voice search questions.

As AI continues to improve, these voice searches will become even more popular, making it essential for your business to include this in your SEO content strategy. AI in modern SEO can analyze voice search queries and help businesses create content based on this data.

AI for SEO: Good or Bad?

As AI grows, so will its influence on SEO. This will make it important for companies to adapt new strategies to suit the new norm. As long as your business continues to advance along with technology, you’ll find new ways to use AI to your advantage.

While no one can say for certain what changes AI will have on modern SEO in the future, it’s obvious that it has come to stay. All you have to do is embrace these changes, adapt your strategies to suit them, and continue to provide your users with high-quality content.

Author bio

Dmytro Zaichenko is a Marketing Specialist at Coupler.io, an all-in-one data analytics and automation platform. He has over 3 years of experience in digital marketing, particularly in SaaS. Apart from experimenting with marketing tactics, he’s a huge NBA fan.

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