logo
While search engine optimization (SEO) still requires a lot of human intelligence, artificial intelligence, or AI, can help ferret out advantages that might not be obvious to human marketers.
AI can analyze millions of data points from different sources to look for patterns in a way that the human brain simply can’t.
AI isn’t new to search. Google’s RankBrain, introduced to the public in 2015, an AI algorithm that helps Google process search results and provide more relevant content to searchers. Behind content and links, the search giant’s RankBrain, which analyzes the way people use language in search, is considered the third most important element of determining organic ranking on Google search.
The introduction wasn’t welcome to everyone: its ability to analyze content intelligently was a blow to companies and individuals attempting to “game” search results.
Smart companies are learning that AI can help them help their customers, expanding from keyword-based content to concept-related content.
Increasingly, search marketers are embracing AI and machine learning (in which systems process and use new information on their own without programming) in-house to uncover new insights, automate rote tasks and personalize services for their clients, according to Jim Yu writing for Search Engine Land.
“Search marketers should seek out a platform that employs deep learning technology to sift through search, social and content marketing data from a range of analytics platforms to produce insights,” he wrote. “This should be achieved across all territories, devices, and demographics, allowing new information to surface that would typically slip through the cracks.”
As considerations such as keywords, metrics, and targeted ads become increasingly automated by AI platforms, marketers will be able to put greater emphasis on creative content development.
AI won’t put search marketers out of business. But it will help them get better results more quickly for their clients.
Where AI will bring the most to the SEO table is in speed of adaptation, according to AJ Agrawal writing for Forbes.
“Imagine being able to run tests on what terms will work best based on location, service, or even timing,” he wrote. “Additionally, marketers will also be able to use these algorithms to use predictive models on how the response will turn out. This means that updating automated responses and search terms will occur instantaneously — cycling through which ones will achieve the highest ROI in a matter of seconds.”
Our goal at Keyword Performance is to continue being the driving creative force behind effective SEO.
