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AI and SEO: How to Navigate the New Search Marketing Landscape in 2024

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In digital marketing, staying ahead of the curve is essential for success. But let’s be honest — sometimes the curve moves so fast and changes so much that we marketers should give ourselves a pat on the back for even knowing where it is at any given point.

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The most prominent and recent example? The evolution of artificial intelligence over the past year. While AI has been around for a long time, it feels like 2023 was the year it really picked up in the digital marketing space. 365 days ago, it was simply on my radar; now I have 5-10 AI tools engrained in my everyday. And I’m writing blogs about it, using it. Trippy.

With the integration of AI into various aspects of our lives, it comes as no surprise that it’s also revolutionizing the field of search engine optimization (SEO). This article is a summary of where we’re at with AI and SEO right now — emphasis on the “right now” because, chances are, new developments will be made a week after this is published. 🤷

Understanding AI and Its Impact on SEO

AI refers to computer systems that can perform tasks that would typically require human intelligence. It has significantly transformed the way search engines operate, impacting how websites are ranked and how users find information online. Search engines like Google now utilize machine learning algorithms and AI-powered systems (RankBrain) to deliver more accurate and relevant search results.

Top 3 Changes AI Has Made to Search Marketing

These are the three biggest changes AI has brought to search marketing this year. 

1. Natural Language Processing (NLP)

One of the key areas where AI has made a substantial impact is in Natural Language Processing. Search engines now better understand the context and intent behind user queries, enabling them to provide more precise results. 

What does this mean for you? Focus on creating content that aligns with conversational queries, utilizing long-tail keywords, and providing value to users.

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2. Content Generation and Optimization

AI tools like OpenAI's GPT (Generative Pre-trained Transformer) models have empowered content creators by aiding in content generation and optimization. You can use these tools to create compelling, relevant, and SEO-friendly content. However, human creativity and oversight remain essential to ensure the content resonates with the target audience.

Let me tell it to you straight. AI has led to an overload of content on search engines. Search any topic, and you’re likely to find multiple articles about it. That said, simply posting content isn’t enough anymore. To perform well, it has to be creative. It has to be the most helpful piece of content on that particular topic. You have to think outside the box on ways to differentiate yourself — be it videos, photos, infographics, formatting, tone, etc. 

3. User Experience (UX) Enhancement

AI contributes to improved user experiences on websites by analyzing user behavior and preferences. You can leverage AI to enhance website design, personalize content, and optimize page load times. This is huge, and definitely something you should be taking advantage of.

Remember: a seamless user experience not only satisfies visitors but also positively influences search engine rankings. So check out the tools available. Some of my recommendations are HubSpot, Midjourney, Canva, and ChatGPT (v.4).

Tips for Navigating the New Search Marketing Landscape

Here are some practical tips for navigating the intersection of AI and SEO. 

  • Try the AI tools. As many as you can. There are all sorts of them out there, so play around and find what works for you. You can't afford NOT to use them anymore. Because, well, your competitors are.  

  • Get curious. Stay informed about the latest developments in AI and SEO so you can be nimble and adapt your strategies accordingly. Subscribe to industry newsletters, attend webinars, read my blogs (🙂) — whatever works for you.

  • Don't lose your human touch. It's irreplaceable.

  • Go back to branding. Do you have a brand voice guide? If so, stick to it so your uniqueness shines through. If you don't, it's worth spending the time to create one.

  • Optimize for mobile. With the increasing use of mobile devices used for search, optimizing your website for mobile is critical. Prioritize mobile-friendly designs, fast load times, and responsive layouts.

  • Think outside the box. Experiments with new ideas to help your content stand out. Try different formats, media types, distribution channels, etc. Stay true to your brand but don't be afraid to push the status quo. 


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Need Help Cracking the AI and SEO Code? Let's Talk!

Search is a beast, I know. But it’s something the Evenbound team has dedicated 40 hours of their week to staying on top of so you don’t have to. If you’d like our help with integrating AI marketing tools or boosting search performance, get the conversation started by reaching out online. 

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