As a business owner or website manager in the digital age, I’m sure you know the importance of having a solid online presence. But with the rise of artificial intelligence (AI), the game has changed – and it’s become even more crucial to understand the relationship between SEO and AI.
Understanding the Search Algorithm
Let’s start with the basics. Search engines like Google use AI algorithms to determine the relevance of my website and its content to the user’s search query. These algorithms are constantly evolving and becoming increasingly advanced, so staying ahead of how AI interprets my website and clients’ websites are the first in ensuring we stay ahead of the curb.
A Better User Experience
User experience is one of the enormous benefits of SEO. Search engines rank websites based on the relevance and quality of their content to user queries. And honestly, it’s easier than you think. It’s not design, UI Elements, or any advanced coding, and most of the time, it’s just a solid linking structure that helps users quickly investigate relevant content through your website.
Have you ever found yourself on one website, reading something that makes you curious, and realized the website doesn’t cover related topics? So you end up back on Search, asking a new question, but with deeper intent? Other websites that have optimized for many related issues, including longer queries, will always drive the heaviest traffic. This poor linking structure causes you to lose business, reduces your website’s authority, and reduces trust with your website user.
The Human Intelligence Ranking
Let’s remember the human intelligence factor in all this. The sub-conscience of the user will also rank your website in their head as lower quality, even if you show higher in search results. The next time they see your website in a search result, they may think twice about clicking the link to your website. Think about sites like Stackoverflow, Wikipedia, and other popular sites, that cover topics in depth. Users will naturally favor these websites even if they appear lower in search results. We won’t get into Branding in this post, but for a website with no Brand Recognition, your linking structure will play a vital role in quickly building this relevance.
Optimizing your website for search engines inadvertently improves the user experience of your website. Making it easier for visitors to find what they’re looking for. That means not only increased conversions but also loyal return visitors!
Keyword Magic & AI
Keywords are the “magic words” or phrases people type into search engines to find what they need. By researching and selecting the right keywords, I ensure websites appear in the search results I want my site to appear. Think of them like hashtags on social, bundling relevant content together.
My optimization strategy goes a step further by using AI algorithms to analyze the context and intent behind a search query, allowing me to target my audience more effectively. Understanding the context and meaning behind a search query takes the SEO strategy just one level higher.
Building An Online Reputation
A big part of SEO is link building. Link popularity and authority are determined by search engines. Ranks increase when a website gets more high-quality links. Algorithms in search engines analyze these links for quality and relevance.
How do I use AI to help me build backlinks? I run (AI) bots against my website to find backlinking opportunities. As a result, I spend more time building solid links and creating relevant content, saving time on emailing, building relationships, and writing more user content. AI also indirectly helps me rank higher in search results; I have more time to increase my credibility online and build user trust in my brand.
Voice Search is Still Untapped
Voice search queries tend to be more conversational and long-tail, requiring a different approach to keyword optimization. By optimizing a website for voice search, I can also ensure I show up in the results for relevant voice queries. As people become more familiar with AI, their interactions with it will become more natural. So optimizing your website for natural voice conversations will also be the next major upgrade for your website. Don’t dismiss the power of conversational pieces in your content plan.
While it may seem “SEO Is Dead,” it’s not; it’s just evolved into a new beast. If anything, it will be even more significant in the age of AI. AI is changing how search engines rank websites, and people search for information online.
