The word Artificial Intelligence is the buzz these days. Whether it is about autonomous vehicles, monitoring, fourth industrial revolution combining machine and intelligence or search engines ranking billions of pages.
Let’s have a look what guys at AmbulanceSEO have to say about this:
“AI has offered varieties of solutions for businesses using digital platforms to expand their services. From incredible customer support to the search made for finding an accurate product. The modern features like voice, image or text-based search, personalization, search engine behavior, recommendation, and pattern analysis are the outcome of AI.”
The best way to understand AI is not just solving a mathematical expression rather understanding the system and understanding its characteristics such as how to perform keyword research, sort or identifying information. Let’s understand the key variables responsible for availing such solutions and how they are transforming modern SEO.
AI in Search:
AI is transforming search making it more real by providing a human touch. The RankBrain engine used by the Google search engine to crawl relevant contents is based on the machine learning technology. It distinguishes between inappropriate and relevant contents providing the improved results every time. You can also say, it listens to a user’s query and then learn from the past behavior.
Even though these we can’t see these processes, but the RankBrain provides an accurate result for our query. The power of personalization has not been yet acquired completely. But, the CEO of Google has recently announced his vision to make it the AI-first organization. We are looking forward to catching this advancement in Google’s products like voice or image-based search, Google Photos, Lens and Rankbrain.
Role of AI in SEO:
In SEO, the role of AI can be observed through the trending optimization and performance-based evaluation gathered by using its: Automation, Personalization, and Insights. Let’s understand each of them individually:
The AI-enabled tools are powerful enough to process a huge amount of data and avail useful insights from them. Digital organizations can use these AI algorithms to visualize valuable outputs in the form of graphs, images, charts, and various other modes. AI can process and interpret data on a massive scale. Using these insights, organizations can deliver a better outcome and make critical decisions within minutes. On combining SEO and AI together, we can figure out market trends competitor’s strategy, spend management, the performance of our site, reports, and SERP results.
Take the example of Pinterest which uses deep learning models to analyze contents and image contexts ending up giving a discovery-based search output.
Similarly, Google Lens is leveraging augmented reality to combine the real and virtual worlds. You can use objects instead of typing keywords here.
This kind of data will take the user experience at the very next level making the whole experience incredible. As a marketer, you need to deploy AI as it can gather, analyze and process data efficiently providing the accurate results. Thus, you can redraw your search strategies.
You can implement AI at each layer of your marketing strategies which is ‘attract’, ‘convert’, ‘close’ and ‘delight’. You can independently use AI for gathering SEO insights. It will assist you in understanding the buyer’s persona, recognizing content opportunities, underline the competitive contexts and map them with the relevant content. You can make long-tail contents ensuring their crawling and placement for the end-users.
SEO is not just a one day task. It must be taken care for a long time. We can automate processes to get the required outputs. Automation can save a lot of time. It can be used for strategies, creating contents, keyword research, and many other tasks. Since AI models are trained with the help of data like links, person’s behavior, patterns, contents, trusts like factors, so we can easily automate our tasks in order to achieve these results. With big data analytics and machine learning like technologies, we can create new ranking factors with the potential of delivering outcomes as per the user’s need.
If you want to maintain the first rank, you must have a good idea about the search intent. You must know which kind of problem, a user is trying to solve. It can be any of the following four search queries for search intent:
Informational Queries: It includes a huge range of topics. But their main agenda is to obtain the information. After getting that, they may not click or go beyond the reading activity.
Transactional Queries: It includes tasks like newsletter subscription, sign-up, payment, etc.
Navigational Queries: Here, a visitor is trying to locate information from a particular URL. It may also be possible that they don’t know about exact domain.
Commercial Queries: It includes the query from a visitor trying to buy a product immediately or it may be for buying a product later.
Now, you have these four scenarios, you have to manipulate your content in a way that it may work as a landing page for all the four kinds of queries. Your keyword target and the content is responsible for their buying behavior.
AI has drastically changed the searching mechanism by introducing the voice-enabled search. It relies on providing a better user experience with accurate results which improves by time to time using big data like technology. You have to take care of your model because a user’s voice can be slow, relaxed or high while making the search.
This voice or text-enabled automated agents are very helpful for your organization. You must perform good keyword research before feeding them. Thus, you can see their real potential driving personalization, instant actions, recommendations, closing leads, support consumers or visitors and analyzing patterns.
Thus, you can see AI has entirely changed the mode of search in last decades. The powerful AI models have made it simple for a user to get desired results within a few seconds. Rest is assured- you got an incredible tool to expand your business and target the right customers.