Ever since the development of the very first internet search engine, companies have been trying to find out how to get their company and content listed in the search results. That led to the technique known as search engine optimization (SEO). That was more than two decades ago, and SEO has since become an integral part of a marketer's toolkit. But it is continually changing and evolving, and one of those changes is the use of artificial intelligence (AI) to enhance its effectiveness. Here's how AI is changing the SEO landscape.

SEO Basics

To increase a company's reach and revenue, the company needs potential customers and clients to visit its website. How do these people find that website? They'll usually find it through brand awareness or referral or by using one of the major search engines. SEO is the practice of optimizing your website so that it appears toward the top of the list of search results.

Some of the tactics and techniques companies use for effective SEO include:

  • Researching and using relevant keywords on their websites
  • Optimizing website structure, content, and navigation to make it search-engine friendly
  • Link-building from other popular and authoritative websites
  • Using relevant keywords with social media marketing efforts

SEO has become a science in itself, and because SEO and search engine algorithms are constantly changing, effective marketers need to continually learn and change their methods accordingly.

SEO and AI: A Perfect Match

SEO is no longer a "nice-to-have" marketing strategy; it's a "must-have." Unfortunately, it's resource and labor intensive, and because search engine algorithms are always changing, the SEO approach requires constant updating. Understanding how to leverage AI to get the most out of SEO efforts can reduce its burden. Here are some of the more common and important ways that companies are using AI to complement their SEO strategies:

  • AI can analyze the relationships among websites, content, and search engine rankings, allowing them to increase the effectiveness of their SEO practices to outperform the competition. AI can score content against competitors and discover content gaps.
  • AI can help automate SEO to reduce the time and resources needed to keep up with the competition's SEO efforts.
  • Updated content is essential for websites. Although AI still has a long way to go before it replaces content writers, it can help generate topics, write rough drafts, correct grammar and punctuation errors, and analyze the content's effectiveness.

Both SEO and AI are becoming increasingly valuable as marketing tools. But when companies develop strategies that allow them to work in concert, the effectiveness of both technologies is compounded.

Contact a company like Next Level Media Crew to learn more.