What Is AI in SEO, and How Can It Improve Your Website?

Artificial intelligence or simply AI, has been vastly included in many of the technologies we usedin life. So, what is AI like in SEO?

AI bot: Good morning, master! Here is your cup of pumpkin spice latte, just how you like it!

It took your bot just 3 minutes to whip a cup of your favorite coffee after gathering all the needed data from the Internet!

Starbucks who? You have your personal barista now!

While you might think this scenario is a bit far-fetched, AI is already present in many types of businesses today, like Amazon’s Alexa and Hanson Robot’s social humanoid robot called Sophia.

AI, or artificial intelligence, has nowadays even penetrated the SEO realm.

With businesses constantly looking to increase their efficiency and accuracy, AI has become paramount in their digital marketing strategies.

Without further ado, let’s take a look at AI’s role in the marketing industry and how it can improve your site.

How Is AI Used in SEO Today?

AI includes machine learning, natural language processing (NLP), computer vision, and other rising technologies changing the marketing world as we speak.

As we humans constantly strive to achieve greatness and transcend our limits, our understanding and practice of AI will reach new heights in the coming years.

Today, however, AI in SEO is used in several ways.

1. Voice Search

People who multitask and want to get things done quickly have resorted to using voice search more than typing on search engines.

After all, sometimes it’s easier to say whatever is on your mind than type it on the keyboard.

Google’s voice search, for example, started with detecting just American English commands, but now it can recognize over 60 different languages!

Voice search uses NLP to function. With so many different languages, dialects, idioms, accents, and figures of speech worldwide, it’s going to take a village to accelerate and improve voice search.

Nonetheless, there is an opportunity for growth, and that’s all that matters for current digital marketers.

2. Keyword Research and Content Optimization

There’s no better keyword research example than Google’s BERT (Bidirectional Encoder Representations from Transformers).

This tool takes into account the whole meaning of search terms rather than analyzing them one by one.

For instance, if someone typed “ buy a house in Florida,” Google’s BERT will provide the user with real estate websites to help them with their search intent.

Whereas before, Google would also provide the user with more general information, like the state of Florida and its temperature.

3. Pillar Pages

Suppose you have a page about SEO that’s over 2000 words and delves deep into the topic.

That’s your pillar page. It’s the basis on which other pages called cluster pages can be formed and linked. Your cluster pages include the following: Technical SEO, On-site SEO, Off-site SEO, and Content SEO.

Even if your pillar page might be an essential topic to cover, your cluster pages are just as crucial for ranking on SERPs.

AI-developed tools can now carefully research trending topics and keywords related to SEO for you.

Plus, after analyzing Google’s ranking factors, their algorithm suggests what theme you should stick with to rank higher, i.e., should you give more attention to Technical SEO, Content SEO, or UX Design Tools?

Moreover, instead of having your marketing team spend hours figuring out user intent, these AI-powered tools tell you what people search for in real-time.

3 Ways AI SEO Improves Your Website

1. Voice Search Optimization

As mentioned before, voice search SEO is picking up the pace and becoming very popular worldwide.

Since most voice searches are questions, you can optimize your content by answering those specific questions.

AI-driven tools, like Frase, give you the option to search many platforms, like Reddit and Quora, to see what people are curious about.

Other tools, like Hemmingway and Grammarly, help you create conversational content by adjusting the tone of your voice, as well as improving the readability of your articles.

This way, you could be more accurate in providing better results for voice searches.

2. Technical SEO Optimization

A lot of Technical SEO can seem very mundane and monotonous for marketers.

Who wants to spend more than half of their day auditing the site when they could be coming up with new marketing schemes and projects?

That’s why AI-powered tools that specifically target site auditing and fixing duplicate content and plagiarism issues make it possible for businesses to focus on other matters.

What’s more, these same tools help in creating relevant content by analyzing top-performing content on SERPs.

3. Link Building Optimization

Google’s EAT (Expertise, Authoritativeness, and Trustworthiness ) exists so that only trustworthy and authoritative websites can rank and drive more traffic to their site.

For this reason, many businesses consider having relevant backlinks as a crucial factor in cementing their online presence.

What’s more, AI has also immersed itself in influencer marketing through tools that leverage outreach discovery.

Say you’re a clothing store owner who’s looking for the right influencer to target your niche audience.

You require statistics that accurately measure the performance of your current backlinks. Also, it would be best if you kept an eye out for any new backlink opportunities.

AI-powered backlink software does its best to analyze your goals and provide you with the top results that cater to your audience and business.

The Future of AI in SEO

So what does the future hold for AI in SEO?

Should we expect to be ruled by a class of terminators and cyborgs?

Search engines are becoming more intelligent in detecting user intent at the touch of a button!

While picturing dystopian scenarios is possible with human imagination, for now, here are two key trends to follow in the next five years.

1. Visual Optimization SEO

This type of SEO is going to gain traction in the field of marketing and SEO in the coming years.

If you’re already familiar with heading and keyword optimization concerning your articles, be prepared for video alt attributes, audio clip descriptions, and image tag optimizations.

2. Mobile Optimization SEO

It’s clear as day that the majority of searches by users are being done on mobile devices.

So if you haven’t thought about optimizing your site for mobile views, then it’s time to get started!

There are several mobile configurations you need to consider when creating the mobile version of your website:

● Responsiveness

This type of configuration is what Google prefers since it has one URL, consolidated authority, no duplication, and no redirects.

The site might require some redesign, like header and font modification, since it’s not explicitly designed for the mobile version.

● Dynamic Serving

This configuration is for those businesses who don’t want a complete redesign for their mobile versions but are willing to tweak the mobile version a bit.

They might not want to show everything to users on their mobiles. For example, this can be when a wine shop wants to show their wine bottles with price tags and not their landing page containing general information. 

● Parallel URLs

Businesses that want to create completely custom content for mobile versions use parallel sites. In order not to face URL problems, parallel mobile sites use the “m” subdomain.

While you get the luxury of customizing your mobile version, you have to watch out for the risks of site redirects, split authority, and content duplication.

All these are reasons why the SEO software market has been on the rise, creating AI-mediated SEO tools to beat the increasingly intelligent search engine.

BiQ’s Content Intelligence and Keyword Intelligence are some of the most effective AI tools to keep your website’s content on par with the volatile changes in search engine keyword and content algorithms.

Boost Your Website with AI

There’s no doubt that AI is helping businesses achieve peak efficiency and increase their profits.

Though the human touch in SEO has not become obsolete yet, AI bots such as those dealing with backlinks optimization have proved to help improve rankings and propel businesses forward. 

Short Author’s Bio:

Lisa Johnson is a content writer at LinkSignal.ai with a huge portfolio of writing for various industries. He started his career path as a content writer in his freshman year and is currently a high-quality content writer with a huge experience of writing at LinkSignal.ai.
About Kaiwern
Have a love for coffee, travels, and anything horror, Kaiwern is a digital marketer who is also eager to explore the world through digital content.