Artificial intelligence is not just about science-fiction and robots anymore. In today’s digital landscape, artificial intelligence technology is pervading and reshaping various industries in the form of self-driving cars, chatbots, & smart devices and digital marketing is no exception. The search engine optimization medium has faced innumerable fundamental strategic changes over the years, due to revolutionary new intelligent algorithms and ever-adapting process of improving user experience. Marketers agree that any chances of using tactics and tricks to outsmart Google’s algorithms are now over. In fact, the SEO is now subjected to the concept-based content, powerful content strategy links the building, and optimization of meta tags.
And that’s where the AI comes into the picture. It uses advanced machine learning algorithms to identify patterns and a forest of data on the cyberspace. Leveraging the artificial intelligence technology in SEO allows you to gather real-time, accurate data on ads targeting, evaluate the quality of existing content, streamline commercial campaigns, and plan customer segments for the targeted markets. Not to mention, AI possesses unique, innovative techniques enabling you to save both time and resources.
So here’s the big question: what is the future of AI in digital marketing and how AI is affecting SEO exactly?
Now that we’ve got a grasp of the underlying relationship between the AI and SEO, it’s time to dig deeper and discover how machine intelligence is bound to change the face and fate of digital marketing. So without any further ado, let’s get down to business.
AI will create better content
It is no secret that billions of search queries are processed on Google in a day, and 15 percent of them are never seen before. These days, searchers need exact and relevant results for a query from Google. For this reason, they don’t just key in a bunch of specific words but search for the long sentence that is more conversational in tone. That makes it difficult for search engines to provide users with the exact search result that they intended. Here is an example: When I conduct a search query “When is the movie Godzilla 2: King of the Monsters Coming out,” Google returns this answer:
Google finds and displays the direct answers to the search query performed even before showing a huge pool of website links. Furthermore, the search engine also provides a list of relevant searches that you might be interested in for further assistance.
Google uses an artificial algorithm called RankBrain to process the query, identify the relevancy, and deliver the exact results. In a nutshell, the role of AI in digital marketing is to help businesses win the race of rankings and traffic and assist internet users to find more relevant and accurate results. That’s why it’s imperative that you don’t just stuff your website with keywords but create content associated with the domain, concept, and category of the query.
AI can optimize your content strategy
As machine learning technology is improving, AI is helping search engines to comprehend visual content as well. With a clear understanding of language, web browsers are now able to perform searches using voice commands and understand what images and videos are really about. This trend is driving businesses to create and implement a robust content marketing strategy that can be aligned better with visual content and voice search.
Apart from that, marketing agencies in Essex are offering numerous business intelligence analytics tools that use machine learning algorithms to gather consistent event data to better understand internet users’ social media behavior and analyze how they interact with a website. Not only will that help you identify gaps in your content strategy but also offer data-driven insights to develop a more accurate, detailed buyer persona. To boost the visibility of your content and scale business outreach, lay more emphasis on optimizing descriptions, keyword targeting, and other significant metrics of SEO.
AI makes search marketers more productive
Getting productive and optimum results from digital marketing and improving brand visibility is becoming difficult with each passing day. With cluttered cyberspace consisting of countless portals, it takes a lot more than hopes and ambitions to identify the search trends that will help to improve sales. And the problem dramatically multiplies when marketers need to generate additional campaigns on the plethora of marketing channels. In such situations, AI is proving to be the Holy Grail of SEO.
It presents tremendous potential and opportunity for digital marketing analysts to get a competitive edge and fix their ever-growing woes. As a matter of fact, about 80 percent of business marketing leaders use various AI tools to boost their productivity and scale up their marketing efforts. You should use tools like Google Trends to evaluate the peak demand for data trends, target keywords, performance measurement.
AI will create stronger analytics and reporting
One of the biggest benefits of AI for digital marketing is that it unleashes the true potential of real-time analytics. AI-powered advanced analytics solutions offer an inclusive amalgamation of technologies, reporting paradigms, and infrastructures. You can use these analytics to:
- measure your app or website’s traffic;
- perform a comprehensive visual analysis of search demands;
- gather insightful data about your visitors;
- develop buyer personas based on users’ activity;
- determine conversions with segmentation and by product category;
- respond to various streamable requests, queries, and values;
- generate accurate, custom reports; and
- track the performance and progress of your web pages and content.
Additionally, using AI-powered SEO techniques like cluster analysis enables marketers to assemble a set of objects into similar categories so they can audit their landing and other website pages and group them into one pillar resourcefully. Since search engines consider the pillar content to be more authoritative and powerful, the said content will rank higher on SERPs.
AI and machine learning will shape digital marketing
Now, let’s talk about the role of AI in the digital marketing industry. To begin with, AI holds exceptional growth opportunities that can enhance your digital marketing efforts by leaps and bounds. It empowers companies and marketers to identify and solve the intractable problems and bottlenecks that they are encountering with their business. AI employs machine learning technology and data-driven approaches to simplify the intricate SEO processes by making marketing decisions specifically focused on consumer behavior, semantic searching, content curation and development, and lead generation. AI is affecting SEO and transforming the digital marketing sphere by allowing you to:
- Predict social media and purchasing behavior of your consumers with analytics and propensity modeling.
- Use AMP to reduce load time and show you content in priority placement areas, increasing your chancing of ranking on the first page of Google.
- Deliver a personalized user experience by using chatbots and micro-interactions, analyzing data points as well as events, and sending prompt push notifications.
- Manage end-to-end content and multiple data sources with analytics and reporting.
- Link all nodes of sub-content to the main pillar content and achieve better performance as well as rankings.
To conclude, both AI and Machine Learning is your Swiss army knife of digital marketing and SEO that help you successfully attain your business goals like engagement rate and conversions.