The future of SEO, search engine optimization, has a component of artificial intelligence or AI built into the search algorithm today.
But do you know how to leverage AI within your SEO strategy? Let’s see what holds the future of SEO and how it impacts industries.
AI is developing at a steady pace and the impact of it is visible in all industries. It has been popular particularly last year when industries really saw the potential of artificial intelligence.
The general opinion switched when it comes to AI – while everyone used to think that AI will take away jobs from people, now they realize that it will rather complement the jobs and make them more interesting.
The digital marketing industry has realized this as well. As one of the core strategies for gaining customers and one of the best places for new technologies to prosper, digital marketing embraced AI as something that could seriously improve the process of attracting customers.
“The marketing area has already adapted well to the rise of SEO and social media and now the new changes shouldn’t be too difficult to embrace,” says Zoe Grande, CMO at Australia2Write.
SEO, in particular, has gone through many changes over time. It started so simply, just a way to optimize your page a little better for the ease of discovery and now it’s a complex process that never really ends. It means enhancing the content and making it in a way that will make it useful on various platforms and devices.
The basis remains the same – you have keywords, links, metadata optimization and so on. However, there are so many more elements nowadays. For instance, mobile search, local search, voice search, social media and so on.
Google constantly updates and transforms the algorithm as well. Their focus is the user and the experience that they get. What this means is that there will be penalties and semantic-savvy technologies that will recognize changes and tricks.
Google uses RankBrain which processes all the inquiries and handles all the searches. Adapting to it is not really possible since it’s an AI and it keeps learning and adapting further while SEO specialists keep trying to come up with techniques to optimize for it.
Some experts say that people should do what authority sites do when it comes to content and structure, linking to good quality websites and so on.
Writing snippets and using a conversational tone is still one of the main recommendations. Google is trying to help the AI learn not just the semantics and similar concepts but also more complex things and even feelings behind the searches and content on the website.
In a recent test, we found the SEO methods to work. Look at these results.
Matrix Marketing Group is always in front of Google search engine changes. This is not an easy task. Are you aware of the most recent changes to Google search?
Over 70% of clicks go to organic searches that rank on the first page of Google.
Ranking on the first page of Google can be the deciding factor in making your business thrive online. You probably already know that, right?
As always and as it should be, quality of content, value, and usefulness will win over bad content and something that’s been done so many times before.
So, marketers will have to expand their content to not just be about keywords but rather focused on concepts. They will have to pay more attention to the SERPs if they want to figure out RankBrain, and they will have to question everything that they are using at the moment. This is where collecting data is very important.
For many e-commerce and website that rely on Google the future of SEO need to be watched closely.
These will help them gain some knowledge of what the AI wants in terms of content for any given subject that they are looking for.
User Experience and SEO
The fact is that user experience has always been important but more so now than ever. Search engines take user engagement and linking patterns into consideration when they assess a website.
UX and the future of SEO continue to circle back to user intent and what’s served up.
This means that they are highly intuitive and focused on user experience. You need to focus on making the user experience as positive and smooth as possible since the updates made by Google made it almost impossible to be seen without putting the user experience being the best possible.
There have been several changes and updates that have created more demand for user experience improvements.
This also means that you will have to work on getting to know your own targeted audience and how they interact so that you can build a user experience that they will like and appreciate. People tend to share what affected them on an emotional level and this is a very important thing to understand.
The first solution for better user experience is to make the website more functional and easy to navigate, not to mention make it more accessible from all browsers and devices.
This is the basis and something all websites should do. Then you need to publish consistently strong backlinks on your website to help RankBrain find you and deem you value for the user.
To build links, you need to:
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Big Data and Artificial Intelligence
Google has also created the Knowledge Graphs that makes a huge amount of data accessible to everyone from a single platform.
It stores data and does even more in terms of connecting and impacting brands. Marketers need to influence the Knowledge Graph in order to help people find professional information that’s updated.
The company representatives can suggest changes to this graph and every change has to go through a validation process. Google will always scan the web in order to find data about a company.
This means that all brand accounts have to have the same type of information. For instance, Wikipedia page, Wikidata Platform, and a Google plus account. The latter is no longer a requirement although being connected to Google is. Including social media accounts is also very important.
Mobile Age with AI and SEO
Mobile search is really important nowadays. In fact, mobile search has replaced desktop search as more and more people stop using their desktop devices and use their mobile devices.
Of course, people can look at websites even in their desktop versions on their mobile devices but this is quite redundant and unnecessary. Pinch and zoom are outdated and most people will leave the website the minute they see it’s pinch and zoom instead of being responsive to their device.
So, because Facebook created Instant articles, Google sped up mobile pages to make the search results appear faster on your mobile devices. They also ensured that adds all appear in a seamless way.
Apple is also adding its own Search ads platform.
Fast loading for your pages is a necessity, especially with Google Algorithm update which requires that all websites be mobile responsive. This is called the Mobile First concept and so far it’s only implemented for larger websites who have the resources but with the next update, everyone will have to have completely responsive sites.
Voice search SEO
The technology on voice search and AI has advanced a lot. There are many virtual assistants nowadays, starting with Siri, Cortana, Google Now, Alexa and so on.
They can do numerous things and make your life significantly easier. They can answer simple questions, send emails, read you the news, set an alarm or a timer for you, give you directions, search for nearby establishments and businesses you need and so on.
Voice search is hot and holds the future of SEO in many industries.
This trend is becoming more and more popular and more and more useful in general. They are very useful when you are driving and they are often incorporated with smart homes. This is confirming the necessity of focusing on conversational content because people are communicating with their AIs through their regular tones of voice.
This is one of the main things that people in SEO need to know because people communicate their voice inquiries in a conversational tone and they should adapt their content to that. This highly differs from keywords which can get quite unnatural sometimes.
Voice search is more and more important now with everyone having their mobile devices. This means that you will truly have to research natural speaking patterns instead of researching keywords that people are typing. There is a huge difference between how people type and how people speak to AIs.
Search engines are becoming smarter and more able to see the video content language accurately. This means that you will be able to invest more in video marketing in general, without posing a threat to the SEO of your page. The users actually prefer to use videos to gain information because they are simpler and faster.
“The focus will be more on the visual content. However, that visual content will have to be created with SEO in mind, just like writers have to do that at the moment,” says Thomas Brown, writer at NextCoursework and 1Day2Write.
There will probably be a new niche of video making which will feature video makers that are proficient in SEO. Social media has made this all the more important with their video feeds and video sharing, especially in the area of live video.
The Live option was especially successful on Facebook and Instagram always comes up with something new when it comes to video changing and customization. The best platform for video, however, is YouTube still because it’s all about video – although there have been some new things added which make it look more like a social media.
Marketers are already using SEO for YouTube but they will get more options once the video becomes the main type of content.
There are also many types of videos and technologies are also much more accessible to people. They can make 360 videos and use VR technology which is some of the most popular and interesting concepts worldwide.
You should optimize for YouTube by using keywords. Include the main keyword in the name of your file, the video title and the playlists that you have as well as in the descriptions and in all the tags.
Virtual reality (VR) and SEO and AI
Virtual reality is something really fresh, different and interesting to people around the globe. You can experience different destinations, things and many other things from the comfort of your home. This is a memorable content that will truly be of value to your users.
VR holds the future of SEO in many industries.
However, it’s still not that common in households. But, you can frequently see it on events of famous companies and brands which include it to help you experience their product better. The industry of video games has already benefited properly from the VR technology and other industries really should catch up with them.
The new technology makes the headlines of all the news in the tech world and it will continue to be one of the most important concepts that brands have to understand and incorporate in their marketing strategy. Social media platforms are already making the necessary steps, and bloggers, influencers, tech companies, and others are not too far behind.
VR and similar technology videos can be filmed and optimized with many Google tools and the content can be easily shared all over social media, blogs, websites and so on. The VR view plugin can be used to make virtual reality videos that can be embedded in a web page and played by the users.
“One of the things that may happen in the future is actually that rise of VR content as one of the main types of content on websites. And who knows what the ranking factors pertaining to that will be,” says Fox Reiner, a tech blogger at Write My X and Britstudent.
SEO will have to become more resourceful in the upcoming years and more complex as well which is something that will force the marketers to make better, more elaborate strategies that will bring better content to the devices.
No matter what is the combination of elements used, the focus will always be on the users and what they need. AI, machine learning and all the other new technologies will only transform the ranking factors but not the ultimate goal of SEO and other optimization.
Wrap up on the Future of SEO and AI
The future of SEO and artificial intelligence is already occurring in learning algorithms, AI systems, in deep learning and it all can be tied back to AI research. Have you ever heard of Watson?
As modern marketers, we want to know how it can help us with problem-solving like keyword research, writing a blog post, link building, content marketing, and other SEO efforts.
We’re listening about the Future of SEO
Emily Marchant works as an SEO specialist at Academic Brits and Assignment Help. She is responsible for developing new SEO methods and attracting new audiences through great SEO practices. She is also a blog contributor at Ph.D. Kingdom, academic website.
Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. These processes include learning (the retrieval of information and rules for using the data), reasoning (using rules to reach approximate or definite conclusions), and self-correction.
What is SEO (Search Engine Optimization)?
SEO is for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Can you automate SEO with AI?
Sure you can. While the process of SEO takes an essential investment of time and can not be automated in its entirety, there are a lot of great SEO tools to help automate particularly monotonous SEO tasks, such as generating keywords, analyzing backlinks, and monitoring rankings. We are testing several new technologies.