Importance Of AI In SEO & Marketing

An IIT Kanpur alumnus, Mayank co-founded Scalenut in 2020, prior to which he has worked with companies such as Selltm, Snapdeal, Urbantouch, and ITC, and had even co-founded another company named Innosols.

Artificial Intelligence (AI) is changing our lives forever. Technologies such as natural language processing (NLP), machine learning (ML), and big data analyses are proving to be game changers in consumer facing products. With the proliferation of GTP-3 powered mobile apps, AI is empowering organizations to better interact with customers. From productivity, education, to games, GTP-3 is changing how internet users interact with software products and companies. It has the ability to identify themes from natural language and generate summaries based on customer interaction. It enables organizations to analyze billions of parameters and produce human-like content on its own.

From social listening to recommendation engines, AI plays a pivotal role in our everyday lives. Businesses across industry verticals employ AI powered software to improve customer experience. Search engines such as Google are front runners of this technology. Google Search updates such as Rankbrain and BERT are better at understanding search intent of users than their previous non-AI predecessors. For instance, users can voice search in their local language and Google will automatically detect the dialect and translate it for itself to provide precise and useful information.

Artificial intelligence is a present and future of search engine optimization digital marketing. On one hand, users get better search results and an improved digital experience. On the other hand, marketing departments benefit from the power to analyze large data sets and understand user behaviour. Brand managers, marketers, content creators and SEO analysts, everybody is leveraging AI to improve marketing performance. Brand managers are using AI powered tools such as and Canva to create color palettes, designs, and other branding collateral. Marketers use Statista, a market research platform that employs AI to provide statistical information about regional and global markets.

AI provides marketers with the ability to make sense of the limitless data sets generated via visitor traffic

Content creators use tools such as CopyAI, Jarvis, Scalenut and Grammarly to improve their communication and messaging. Many of these tools employ GTP3 and other AI technologies to automate content creation. SEO analysts use tools such as SEMRush, Ahrefs, and Moz to identify keywords, content gaps, and build successful websites. These tools and the AI algorithms behind them are empowering marketers and businesses to produce content that attracts and engages readers while at the same time performs well with search engine AI algorithms.

Let's look at AI and SEO - both are complex disciplines, one requires a deep understanding of data and the other requires an understanding of user intent, visitor sentiment, and search engine algorithms to increase visibility. This difference in complexity is also the reason for their interdependent relationship. Using AI, marketers and content strategists can analyze the vast pool of search queries, keywords, and content gaps. As popular search engines such as Google adopt AI in their algorithms, SEO is becoming a data-driven vertical.

How Does AI Impact SEO
Nearly 91 percent of all web traffic goes through search engines. It is a staple technology of our lives. If we look at business related numbers, 81 percent of people search online for products and services. It makes search engines an obvious place for companies to market their products.

Search engines are using AI technologies such as machine learning (ML) and natural language processing (NLP) to enhance their efficiency and effectiveness. For organizations looking to attract, engage, and convert prospects online, understanding the impact of AI in SEO is crucial for success. Take BERT for example. Even since the BERT Google Search update, the search engine is adept at providing highly specific information based on the context of words in search phrases. The tech giant is enhancing its snippet feature through the ability of BERT to understand conversational queries in languages such as Korean, Hindi, and Portuguese.

Further, with the rampant increase of voice enabled SMART devices such as Amazon Echo, Google Assistant, SEO is more than just stuffing keywords. It is the science of producing highly targeted content that solves specific problems for visitors. If you are a content writer, SEO analyst, or a web developer, adapting AI friendly strategies will help you increase visitor traffic.

Here are a few things you can do:

• Create content to solve specific problems. Users are searching for information using phrases that come naturally. Be sure to include such phrases in your content and answer their questions. For that, one can use tools like Frase, Market muse, Scalenut and Surfer SEO to automate the research.

•Develop web pages with descriptive, and alt texts. Search engine algorithms analyze web pages as they would look to a user. Descriptive coding helps the algorithm understand websites better.

• Ensure that your website is indexed by search engines you're targeting. Create a detailed site-map that connects all your web-pages into a simple, easy-to-navigate, and informative website.

How AI Impacts Marketing
In case of marketing, AI provides marketers with the ability to make sense of the limitless data sets generated via visitor traffic. It also helps marketers improve consumer experience using automated chatbots and highly targeted messaging. From strategizing marketing campaigns to tracking their performance, AI is empowering marketers with data-driven information.

For instance, Google analytics helps record visitor behavior and improve your website content. AI powered advertisements offer increased control over marketing spends. Marketers can employ intelligent digital marketing techniques such as retargeting for improved campaign performance.

Artificial intelligence is a great tool to develop advanced SEO and marketing strategies. It is a bridge that connects high intent search queries with insightful content which in-turn helps create meaningful relationships online. From marketing products to creating awareness about services, AI helps internet users find the right content and company.

It does not matter if you are a marketer, SEO executive, or the owner of your company. Artificial intelligence is something which everybody should know about. It has a far reaching impact on both our professional and personal life.