AI technology is becoming the “new norm” for SEO. With AI in search engines and its place in SEO and digital marketing, the future is here now. With AI tools, the future of SEO is all about data use and personalization on levels that we have never seen before. Ranking in search engines will be about providing the most intuitive and valuable content for website visitors.
AI Search Engine Style
The most prominent use of AI by search engines is Google’s Rank Brain. Rank Brain employs machine learning and word vector elements to better match billions of search results to the needs of the search engine user. Machine learning and word vectors (Or Word2Vec to Google) are the key AI processes that Google utilizes to improve search results.
Machine Learning Increases Speed And Accuracy of Search Results
Machine learning is the kind of artificial intelligence enabled by technology like neural nets that adapt and respond to data, teaching themselves over time to better answer queries. Machine learning also can produce accuracy in search results beyond human capabilities. This speed and accuracy of sorting search inquiries is the future of search engines. To continue to have success in SEO, digital marketers must understand how AI is affecting search results.
Word Vectors Define Context of Search Queries
Word Vector platforms sort semantically linked words and phrases through data models that track the use of those words in context. This technology ensures that content is presented based on relevance in terms of the interpreted meaning of content as it frequently appears. This technology is has allowed SEO to move beyond keyword stuffing and more into content that provides a strong User Experience (UX) and relevance because search engines can determine relevance without the need for keyword density. This becomes more and more important as voice search becomes prevalent in the way consumers find what they seek on search engines.
AI Is Your Friend
As search engines adapt with better and better AI technology, SEOs need to adapt their techniques to provide better UX and relevant content, including photos and videos. The following are important factors to consider when designing your SEO campaign:
Quality Is King
AI-powered search engines are better able to find and bypass weak content with high bounce rates and poor readability. Successful SEO experts will have to put more effort into relevant and valuable website content and backlinks that a human being would actually use. Websites that rank will require content with a high standard and commitment to authenticity in not only website content, but also social media, email targeting and digital marketing campaigns that are consistent and relevant to the established brand of the firm in question.
Remember, Google has AI, but so do SEO professionals. We can use a number of tools that help us comply with current SEO standards. We have AI tools for content optimizing programs to give us hints on readability, A/B split testing to help us understand what our clients want, and contextual comparisons to see how our competition is structuring their website content, just to name a few.
Voice Search-Have Your Site Speak Up
With the emergence of smartphones and assistants like Apple’s Siri, Ask Google or Amazon’s Alexa, the convenience of voice search is changing the way we think about SEO. Comscore states that 50% of searches in 2020 will be voice search, and that 55% of household in America will have at least one voice search device by the end of 2020. Voice searches tend to be more conversational and be a phrase or a sentence as opposed to the shorter desktop and mobile searches that must be typed in to the search engines. Voice searches also require more natural language and unique and valuable content. Successful SEO requires creating website content with lots of information that is easy to understand and easy to find.
Visual Content-Seeing Is Believing
AI has enabled search engines to better analyze, label and connect visual content based on historical data obtained and stored by AI platforms. Optimizing Videos by carefully optimizing ranking factors like descriptions, video length, and keyword tagging are useful in gaining traffic on YouTube and other visual content sites, and even having videos rank in search. As AI improves, the analysis of photos and videos will improve to the point that images will be compared for quality, relevance and value to website visitors.
The Future of AI in SEO
AI is already a huge factor in search engine crawling and optimization. With machine learning and Word Vector programming improving all the concurrent with a changing environment of smart devices, voice searching, and consumer demands for valuable and relevant content that can be found quickly and efficiently, SEO needs to adapt with the machines that are teaching themselves through AI and big data.
Will AI be the end of SEO as we know it? I don’t think so. Optimization strategies will remain valuable as long content is being created, but content will have to be efficiently optimized with a focus on voice and visual searches.