How can Artificial Intelligence affect SEO? We can replace the word “SEO” with a wide variety of specialties within digital marketing and even outside of it, and we’re looking at a question that has become one of the most intriguing debates of 2023.
As artificial intelligence advances and companies like Open AI continue to release new tools and models, it is becoming more and more sophisticated. Let’s see how Artificial Intelligence is influencing SEO and what are the forecasts, the most interesting AI tools and the possible negative influence of this phenomenon for SEO.
What is artificial intelligence?
Broadly speaking, artificial intelligence is a technology that tries to imitate the intelligence and behavior of a human being. It is achieved thanks to:
- Natural Language Processing: the ability of a computer to understand language as we humans articulate it. A word is easy to understand, but a complete sentence is not so easy to understand. Google’s algorithm relies on this technology to understand the content it finds on the web and match it to the query of its search engine users.
- Machine Learning: Mimics the way humans learn. Although its greatest application is in the area of Data Science and Big Data, Google’s own algorithm also uses it.
- Deep Learning: the ability of each artificial intelligence to mimic human behavior, with characteristics such as logic or the ordering of information. It is done through “layers of learning”: the more layers, the greater the AI’s ability to mimic human behavior.
Although with the great irruption of various technologies artificial intelligence has become an SEO trend, we must be aware that it has actually been with us for a great deal of time since even Google itself uses it. RankBrain is an artificial intelligence technology that is used to process the results that should appear in a SERP. Google also uses other artificial intelligence technologies, such as the one it announced in 2017 to combat spam.
How artificial intelligence can help improve SEO
Artificial Intelligence is one of the most powerful emerging technologies available today. It is changing the way businesses perform their day-to-day tasks, and SEO is no exception. Artificial Intelligence can help improve SEO in the following ways.
Keyword research and uncovering opportunities
Artificial intelligence can help companies identify new keywords so they can have a better understanding of what users are searching for. This allows them to create content that is more relevant to their target market and to make sure they don’t miss any opportunities to rank for a keyword.
Generate a structure for the contents
The first phase of writing any content should be to establish an optimal structure before you start writing. The use of artificial intelligence for SEO can help SEO specialists generate a structure for their content so that it can be better optimized for search engines.
Content creation and meta tags
Artificial intelligence can also help companies save a great deal of time to create content that is optimal and of quality very quickly. This also includes the creation of meta tags.
Content optimization
It can also help companies optimize their content for search engines. There are a wide variety of tools such as RankMath, Surfer SEO and Grammarly make use of artificial intelligence to give suggestions on how a piece of content can be optimized to be better optimized for SEO.
Optimize for voice search
Voice search already accounts for more than 30% of searches made on Google; some artificial intelligence tools make it possible to target content for voice searches.
Technical SEO and UX
Artificial Intelligence can help companies optimize their website for search engines from a technical point of view. Tools like Alli AI can audit your website and fix duplicate content issues.
Similarly, the user experience can be improved through the application of artificial intelligence.
Image creation
AI also allows you to create high-quality, unique and customized images especially for your content.
AI tools that can help you to optimize your SEO
These tools that make use of artificial intelligence help SEO professionals improve website content and rankings.
Market Brew: predict rankings and more
It is an SEO-focused artificial intelligence tool that helps SEO professionals choose the best topics to post about, optimize content for SEO and gain greater brand visibility. Market Brew also offers a variety of recommendations on content, keywords, inbound links and competitor analysis to help improve website rankings. The most interesting thing about this tool is that it claims to know in detail the Google algorithm and have the ability to predict your rankings if you implement a series of actions.
Open AI Playground
This is an Open AI tool that allows SEO professionals to create content quickly and easily. It uses Natural Language Processing to generate unique content that is tailored to the specific request made by the user. This helps to improve the content and rankings of the website. It is constantly evolving, so far with the so-called “Da Vinci” models, especially oriented to the creation of textual content.
GPT Chat
This is the tool of the moment, it is a chat-based tool that allows SEO specialists to perform a wide variety of functionalities, from creating text to general page code, correcting CSS or JavaScript errors and even implementing Schema markup.
Image creation tools
Dall-E, Dreamstudio and Midjourney are image-based artificial intelligence tools that enable SEO professionals to create customized and unique images quickly and easily. These tools use image processing technology to generate unique content that matches users’ search intent. This helps improve website content and rankings.
Grammarly
Grammarly makes sure that your text is written in the best possible way. This is very important, since as we mentioned above, Google’s algorithm seeks to make its language as natural and accurate as possible.
Other content creation tools
- Copy AI and Jasper are natural language processing (NLP)-based artificial intelligence tools that help SEO professionals generate unique content quickly and easily. These tools use natural language processing technology to generate unique content based on users’ search intent.
- Alli AI allows its users to automate a wide variety of tasks such as performing an audit or even giving recommendations to improve your linkbuilding strategy.
- HubSpot is an artificial intelligence tool that helps SEO professionals improve their website content. It identifies user search patterns and recommends relevant content to improve website rankings and automates a wide variety of processes.
The downside of artificial intelligence in SEO
The biggest question we may have today is the long-term consequences of using artificial intelligence to rank a page in Google. The official position of the search engine, as in almost every aspect, is very nuanced. In its guidelines for content creators, “text generated by automated processes without regard to quality or user experience” is penalized. Therefore, a text originated with these methods but revised a posteriori would escape the penalty, as they recently specified on Twitter:
As said before when asked about AI, content created primarily for search engine rankings, however it is done, is against our guidance. If content is helpful & created for people first, that’s not an issue.
– Google SearchLiaison (@searchliaison) January 12, 2023
Other negative factors that can affect us are, undoubtedly, lack of quality and repetition of concepts that we find in some content created with artificial intelligence. It is also important to take into account the fact that the contents are not always 100% truthful, so it is necessary to check the origin of the data obtained through a content created with artificial intelligence, especially for topics related to E-E-A-T.
This leads us to the conclusion that the human, i.e. any SEO specialist, should continue to intervene in all processes and that artificial intelligence should be used as a point of support for SEO and not as a tool that replaces the entirety of the functions of an SEO specialist. We will remain vigilant!
Sources:
- https://builtin.com/marketing/ai-tools-search-future
- https://www.merkle.com/in/blog/artificial-intelligence-seo
- https://searchengineland.com/how-ai-will-change-the-future-of-search-engine-optimization-385543
- https://www.dwx.ai/ai-impact-in-seo
- https://blog.niu.solutions/soluciones-estrategicas/como-se-usa-la-inteligencia-artificial-en-seo-hoy-en-dia
- https://neilpatel.com/es-es/blog/como-usar-ia-en-el-seo-para-mejorar-tu-sitio-web/
- https://www.sumate.eu/blog/contenido-seo-inteligencia-artificial/
List of Publications
- How Google will change in the near future
- Is your website ready to be GEO Friendly? This is how we have done it at ROI UP Group
- User behavior on Google in the Pharmaceutical Sector
- Google Short Videos New Horizons and AI Strategies
- Were the best claims in history in their early days?
- We sponsor Best!n Food 2025: AI, reputation and brands that make a mark
- Google Refine Products
- Google AI Overviews’ expansion in Europe and what it means for your brand
- Artificial Intelligence Publications
- Digital Agency Publications
