Artificial intelligence (AI) is one of the biggest trends in digital marketing today.
A decade ago, AI was associated with robots, machinery, and complex sciences. It felt abstract and somewhat alien. It was a term that would more likely be associated with sci-fi movies, and a distant future.
Fast forward 10 years and AI has become a more familiar idea.
From using a self-check-out line at the grocery store to depending on item recommendations from Amazon, AI has evolved to become a staple in our everyday lives.
Today nowhere is this truer than digital marketing and SEO.
The Impact of AI on SEO
AI – specifically machine learning – has become a crucial component in how search engines rank pages. This means it’s important to understand AI when optimizing for search.
As search engines have become better at identifying keyword stuffing, irrelevant backlinks, and quality content for users, marketers have had to use AI to meet the requirements of search engines.
However, while playing by the SEO rules is necessary, using AI for SEO success not only gives you a greater opportunity to enhance your page rankings, but it also allows you to develop more cohesive strategies and better content.
So, why else do you need AI for SEO success in 2019 and beyond?
Read on for our takeaways to understand why AI is a worthwhile investment for your SEO strategies.
AI’s Impact on Content Strategy
AI can have a remarkable impact on your overall content marketing strategy.
The technology creates more opportunities to reach audiences, and it requires you to think of how to string together these opportunities into an effective strategy.
Also, many times, when it comes to creating cohesive content strategies that can lead to SEO wins, the solutions lie in the data.
For many companies, using AI to collect valuable data and customer insights can lead to overall SEO success.
One company that expertly employed this approach was Kia Motors.
The car company partnered with Influential, an influencer marketplace that uses AI to suggest relevant influencers to companies.
Through the use of audience demographic data, Influential can match brands with influencers that can help them reach their target audience groups.
In 2016, Kia joined forces with Influential for its 2016 Super Bowl commercial. The company connected Kia with influencers that posted branded content to attract relevant consumer groups.
The move helped Kia get out the word about their new Kia Optima model through the #AddPizzazz campaign.
Through the insights Kia received through Influential’s data gathering, the company was able to create an effective content strategy with the help of relevant influencers.
Takeaway: When it comes to collecting the right insights, AI can help you find the data you need to create a strategy around the best channels for your messaging.
AI & the World of Hyperpersonalization
Nothing captivates a customer more than knowing that a brand put thought into personalizing their messaging.
Today’s consumers want to feel as if companies care enough to produce content that zeros in on their individual needs and concerns.
So, personalization is crucial not only for SEO but also for customer success.
Data shows that 79 percent of organizations that exceeded revenue goals have a documented personalization strategy.
Also, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15 percent.
In short, personalization is becoming crucial to customer success.
One of the best ways to add personalization to your SEO and content marketing strategy is to implement AI and automation-based marketing methods.
Starbucks is one company that has truly capitalized on this trend. Through loyalty cards and mobile app data, Starbucks can collect customer data to provide personalized menu recommendations on smartphones as customers approach stores.
The company uses over 90 million transactions per week to inform their decisions regarding product recommendations, the locations of new stores, and new products that they should offer to customers.
Another example, Alibaba, the online marketplace giant, uses customer data to make product recommendations and create attractive digital-storefronts.
Consumers want companies to pay attention to what they do online, and add convenience to the online shopping process. AI allows you to create personalized dynamic experiences that appeal to these individuals.
Specifically, regarding content, AI can allow you to provide:
- Special landing pages.
- Dynamic content.
- Unique user experiences based on consumer data and behaviors.
These three things that can also lead to SEO success.
Takeaway: Personalization is continuing to take center stage. Search engines are recognizing this and are rewarding those who figure it out.
Search Engines & the Role of Machine Learning
One of the most crucial components of SEO is the role of search engines.
Over the years, search engines have become smarter and more influential in the process of page rankings.
SEO specialists have had to meet the requirements of relevancy by using keyword, acquiring links, metadata optimization, and frequently adding website content.
However, SEO is moving beyond these basic – yet necessary – components of page rankings.
The leader in the search engine pack, Google, is always improving their search algorithms to adjust to how consumers are searching.
For example, by 2020, it is estimated that 50 percent of searches will be voice-based. Google has understood the rise of voice search and has outfitted the Google Assistant to better understand natural conversation.