AI’s Role in Shaping Modern SEO Practices

AI’s Role in Shaping Modern SEO Practices

The Gist

  • AI in SEO. Revolutionizes personalization, enhancing user intent understanding beyond mere keywords.
  • Automation advantage. AI-driven SEO significantly reduces manual tasks, boosting operational efficiency.
  • Human touch vital. Despite AI’s advancements, human insight remains crucial in optimizing SEO strategies.

It’s fair to say that AI has had a transformative impact across business functions and industries in recent years. The advent of generative AIs like ChatGPT has allowed marketing professionals, in particular, to re-imagine processes like content creation and leverage the benefits of automation.

This artificial intelligence has, inevitably, affected the SEO industry as well. Here’s everything you need to know about how AI advances are reshaping the SEO space.

AI in SEO Is Delivering More Personalized Results

Unlike most businesses, search engines like Google have used AI for a while. Google confirmed using RankBrain, a machine-learning algorithm, and BERT, an NLP training platform, in 2015 and 2018, respectively. 

Together, these allow Google to personalize the search results, serving up information that addresses a user’s actual intent versus just the keywords employed.

Related Article: How to Use AI in SEO to Strengthen On-Page Strategies, Part 1

Using AI to Level up SEO Performance

Eighty-six percent of users believe that using AI-led SEO leads to innovative results. Its most significant advantage is automating tasks that have traditionally been performed manually. This automation helps you reduce operational expenses and frees up your SEO techs to focus on the more strategic parts of the job, such as developing and implementing SEO campaigns.

You can leverage a range of AI tools to boost your SEO output.

1. Content Creation

This aspect has been the singular most visible change AI has brought about. SEO thrives on content. Generative AI has upended the conventional content creation dynamic by allowing businesses to cut down on writing and outsourcing costs and speed up content output. 

The only catch is that search engines have wised up to this tactic and are actively penalizing web pages where they detect AI-written content. For businesses, this means using an integrated approach, where they combine AI and human expertise. Using a reliable AI content detector to check if you’re being sent AI-written content and avoid the negative SEO impact of publishing it is a good idea.

2. Keyword Research

The traditional approach to finding optimal target keywords can be quite time-consuming. You must manually scour competitors, search engines and ideation tools and run them through a keyword analysis tool to shortlist low-competition, high-volume terms. AI can shorten the process for you by analyzing vast amounts of data and delivering an optimized list of keywords relevant to your needs.

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