Every website falls into the ‘game’ of seeing who comes first: who features the highest rankings after an online search.
The ultimate aim of a site is to gather users. The best way of doing this is to attract attention, which means being high up in the rankings. This is why SEO is such an important part of any website. With AI emerging all over the place, SEO inevitably has to evolve.
What is SEO?
The term “search engine optimization” (SEO) refers to the process of making sure your website appears highly on a search engine’s results page.
In other words, ensure your website is the first on the list when someone searches for the subject or industry.
Optimizing your website means finding the best relevant keywords that will stand out during a search, creating high-quality content optimized for users, generating internal links to different pages, encouraging backlinks where other sites link to yours, and measuring the results of your digital marketing efforts.
SEO also means gathering data about visitors to your site, as well as those who become active users. This information is used to characterize specific groups of users who become your target audience. The narrower the target audience, the more carefully you can tailor your marketing to speak to them, which should result in revenue on your site.
How does AI relate to SEO?
We all know that Artificial Intelligence (AI) is growing rapidly worldwide. It also seems to emerge in all aspects of the internet. This includes content creation for websites, digital marketing, and, of course, optimizing your website.
Just to be clear: AI will not replace content creation but will most definitely need to be accommodated into the writing and generating of website content.
Essentially, AI is the tool that can be used to optimize a website, but SEO is the strategy that can be used to achieve it.
AI, Algorithms, and SEO
An algorithm is a set of ‘rules’ established to meet certain criteria and then used to solve particular problems. Search engines use algorithms to work out which websites earn the most exposure when internet users do an online search into a certain area.
The criteria for these algorithms include details such as what keywords have been used in a site’s content, how many backlinks have been made, and how the content has been customized for the particular target audience.
SEO is all about making sure that your website features the specific elements that will jump to the front when the algorithms are working.
AI is capable of creating more and more complex algorithms, mostly because it learns as it goes along. This means gaps in a certain algorithm are identified and bridged, and any anomalies are brought into line. Also, any parts of the algorithms that are no longer relevant will quickly be replaced with others.
This level of efficiency means that SEO will need to evolve to meet the changing criteria driving the algorithms used by search engines. The only way to do this properly, surely, is for SEO to use AI.
AI, Keywords and SEO
Keywords are words and phrases that are an important part of SEO. They are the terms in adverts that tell users about your website and emerge during an online search into your discipline, area or genre.
The aim is for SEO to choose the most relevant and unique keywords that will put your site above the rest in the online searches.
AI is quick, and it learns, so it can be used to search more of the internet more quickly than existing search systems. This means that your SEO will benefit from being fed a lot more options of keywords to use.
AI learns as it progresses, so it can continuously refine the criteria for identifying useful and relevant keywords. This means your SEO will benefit from being fed more and more specifically relevant and useful keywords.
AI, Website Content, and SEO
Another aspect of SEO is content creation: Anything written for your website needs to be very relevant and focused. It also needs to use the keywords the appropriate number of times in the correct format to register on the algorithms used by the search engines to choose which websites feature where during a search.
AI can be used to produce content that is specifically customized for your potential target audience and which can be used across different channels. This means that SEO for your site can be very, very focused, which will bring you higher up in the rankings.
Jason is the Marketing Manager at a local advertising company in Australia. He moved to Australia 10 years back for his passion for advertising. Jason recently joined BFA as a volunteer writer and contributes by sharing his valuable experience and knowledge.