Kendall | January 09, 2024 | Search Engine Optimization
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.
These are the three biggest changes AI has brought to search marketing this year.
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.
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.
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).
Here are some practical tips for navigating the intersection of AI and SEO.
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.