Digital trends such as User Experience (UX) and online content curation have given rise to Artificial Intelligence (AI) tools across the web. According to Tech Jury, 77% of devices are already powered by some form of AI across the globe, with online marketing experts claiming that it can boost productivity up to 40%.
Whether you are an independent blogger or if you run an eCommerce reseller website, the choice to use or not use AI tools in your Search Engine Optimization (SEO) will have a drastic impact on your performance. However, finding the right ways to adjust to incoming trends in 2020 and later can be tricky. With that said, let’s dive into several topics of discussion in terms of AI’s effects on the global SEO game and how you can prepare for a new search engine world in the best possible way.
Benefits of AI in SEO
Before we take a look at some of the changes AI will bring in 2020s and beyond, let’s talk about why you should care about the technology in your hobby or industry. Blogging, content creation and marketing are typically associated with original writing, creativity, charisma and other human characteristics.
However, search engine algorithms, ranking and organic traffic patterns come down to computer logic and AI. Integrating AI tools in your SEO optimization, content creation, and advertisement activities can bring a plethora of benefits to your blog, online store or website, including but not limited to:
Streamlined content production, resulting in shorter turnaround times
Easier audience segmentation due to AI-driven internet research
Emphasis on UX in your content, resulting in better traffic and retention
High Return on Investment (RoI) compared to manual SEO research
AI and SEO in the 2020s
Now that we have a better understanding of what AI can do for your brand in terms of SEO, let’s dive into some changes on the horizon. Keep in mind that no one can accurately predict what will happen to the global internet industry or when it will come to pass.
What we can do however is look at the current state of AI and SEO, how they work together and what developments are looming in the near future for the benefit of bloggers and their followers across the world. With that said, let’s dive right into it.
1. Personalized Content
The biggest reason to include AI in your blogging and content creation is to avoid unnecessary early SEO research. Search engines such as Google, Yahoo and Bing operate on AI analysis algorithms when it comes to ranking content. Just because you have a lot of relevant keywords in your title, subheadings and paragraphs won’t mean you will rank well as a result.
Context will matter far more than technical SEO and content creation since even the best SEO optimization won’t save poor writing or unoriginal ideas. In order to better prepare for the incoming AI revolution in SEO, make sure that you care as much original and creative content as possible. Write in a personalized tone of voice, address your readers directly and avoid clickbait titles, mandatory login, and other gatekeeping tactics.
Image Credit: SearchEngineJournal
2. Keyword Grouping
Stuffing your content with a single keyword won’t help you reach the top of search engine rankings – the AI algorithms in SEO will make sure of that. What you can do instead is implement keyword grouping techniques. Instead of one keyword, find five or more keywords that relate to your industry, topic, and style of writing.
Use these words in the same amount throughout your writing and make sure that each page of your website has them. Keyword grouping is a much better and user-friendly tactic to approach SEO in your blogging, not to mention that AI will look toward your content in a favorable and positive way as a result.
3. High Use of Topic Clustering
There are only so many topics worth talking about each week or month which can create a problem for your traffic. Topic clustering is a method of creating several pieces of content under the same keyword or title. You can use topic clustering to create numerous blog posts, videos, tutorials and other forms of content based on the same general topic or idea. For example, if your topic is “AI in SEO”, you can create titles such as:
“AI in SEO and how it will affect your eCommerce in the Future”
“Mistakes of Using AI in SEO and how you can avoid them”
“Best Tools for AI in SEO in 2019”
In doing so, you will create a cluster of topics that will rank well with AI algorithms in popular search engines. This trend will only grow in 2020 and beyond since it can help you organize your content calendar more easily and ensure that readers have access to deeper and more relevant content in the form of a cluster.
4. Content Curation Algorithms
Whether you create blog content or run your own eCommerce platform, chances are that not everyone will be interested in everything you have on offer. This is where AI audience segmentation comes into play in the form of content curation algorithms. Features such as Cookies already exist and serve to help make the browsing experience of individual visitors more comfortable.
The future of AI in SEO in 2020 will bring even more curation options to the table and allow you to easily see which users prefer what types of content. In practice, every visitor to your blog or website will only see the items that are curated and personalized for their liking, increasing their chances at subscription or conversion. However, it’s worth noting that a manual opt-out option should always be a possibility on your website in chance someone wants to browse through unfiltered, non-curated content in its entirety.
5. Voice-Search Optimization
A large majority of internet users access their favorite websites, blogs, and online stores through smartphone devices – not through desktop computers. Some people may have disabilities that prevent them from using traditional gesture-based controls while others might walk or drive and want to browse the web while doing so. This is an important aspect of SEO which will determine which websites survive through 2020 and beyond.
Elements such as responsive visual design and voice-search optimization are a must if you want to remain relevant in your industry in the near future. You can go a step further and ensure that all of your multimedia content such as images, charts, and visualized data has alt-text attributes assigned to them. It will ensure that people with poor eyesight or other obstructions can still experience your blog content in its entirety. The more accessible your blog content is, the better it will rank with Search Engine Result Pages (SERP).
6. Standardized Chatbot Presence
Lastly, the best way to prepare for the inevitable AI change in SEO is through chatbots. Chatbots are machine-learning algorithms that can fill in numerous roles in your blog or website, including customer support, feedback collection, and other delegated tasks.
This is a great way to create a 24/7 presence on your website, ensuring that your visitors have a direct line of communication with you through the chatbot itself. As we’ve previously mentioned the accessibility and original content will play a major role in the SEO of 2020 and later on, which is why chatbots are the perfect way to prepare for the change.
Image Credit: Emerj
Artificial intelligence continues to dominate the web and it is poised to become an irreplaceable tool in industries such as blogging, marketing and SEO itself. Look for ways to organically integrate AI tools and platforms into your online activities.
Every smart AI addition you make to your content creation and SEO will have a positive impact on your overall search engine ranking. This will help you reach a large global following in the 2020s and ensure that your blog and/or website stay relevant for years to come.