The Evolution of SEO: How Artificial Intelligence (AI) is Changing Search Algorithms

Search Engine Optimization (SEO) is a digital strategy required by every brand to rank higher on Search Engine result pages (SERP) and increase brand visibility online. In the recent years, SEOs have taken over the internet to enhance a brand’s image with high-ranking keywords, backlinks, Meta tags and etc. SEO has therefore become a driving force in boosting website traffic for the brand. But with time, constant changes take place in the digital world, with the arrival of Artificial Intelligence (AI), the future of technology has now become an optimizing force with SEO for a brand’s digital visibility. AI is now reshaping the world of Search Engines through new analytics and is amplifying brand’s online value.

Transformation of Traditional SEO

With the ever-changing digital world, SEO strategies also need to evolve with time to fit in the digital world. Traditional SEO strategies included content optimization, High-ranking Keywords, backlinks, meta-tags etc. to increase organic website traffic for a brand. But with development of AI driven SEO strategies, traditional SEO has to be sidelined now. Through advanced machine learning and Artificial Intelligence (AI), search engine algorithms are being optimized through analyzing large amount of data to present new high ranking SEO driven strategies.

Ways how AI is changing traditional SEO landscape

Knowing how AI is revolutionizing the digital SEO landscape, AI implements various strategies to upgrade the search engine rankings for a brand. 

• Voice Search Optimization

Recently as search assistants, voice search assistants have emerged like Siri, Alexa and etc. to give answers to user’s query. Unlike a typed search, voice search queries are more long and conversational. AI in this field analyzes the large data base, long-tailed keywords, conversational content, and then answers the queries of the user in the most efficient and impactful manner.

• Personalized Queries and Answers

Unlike traditional SEO, AI helps to present content to the user query in a personalized manner by analyzing user’s previous search history, online preferences and etc. every user will get answers to their queries differently as per their preferences in a personalized manner, thus making the user believe in the value of the brand and encouraging other new users to have an experience with the brand’s website.

• Analyzing trends and predicting future

AI does not only help in optimizing SEO strategies, but it also helps in predicting the upcoming trends through analytics and use of keywords, this will help brands to stay ahead in the game by incorporating these future trends predicted by AI. AI will also help in pointing out the instabilities on your website as per the SEO trends and will also provide with upgraded AI-driven SEO strategies to rank higher and have a secure website. 

• User-Based Experience (UX)

As mentioned earlier, AI will help in pointing out the mistakes your website has that is leading to lower rank on SEO. AI will help in optimizing your website by providing content that will make user-experience smooth and hassle-free. Thus, using AI to enhance your website as per UX will become an important part in beating traditional SEO techniques to rank higher. 

• Visual Query

Users these days tend to put up a query by adding a picture on the search engine. Visual search tools such as Google lens, provide the answer to the visual queries of the users unlike the traditional typed-query. Through Machine Learning and AI, the models try to recognize related objects from the visual query through data base analysis and then present the answer. Brands must therefore, update their visual content such as images, videos etc. with descriptive file names and tags to enhance brand visibility in a visual query as well. 

Conclusion

With AI constantly optimizing and bringing in new techniques in the SEO world, brands need to up their game with optimized SEO strategies through AI. AI provides user-intended content unlike traditional SEO and ensures that your website has all the updated content and emerging keywords to increase brand value with increased website traffic and brand visibility. With emergence of AI-driven tools such as Clearscope, Surfer SEO and etc., every website must boost the website content with these tools to make their website efficient and impactful in their industry. 

So, Let AI be your partner in navigating the landscape of SEO with higher ranking, increased website traffic and impactful results!