Search Engines were a part of the world, even before the internet existed. In the 1940's the knowledge of distinct items came together to make it easy for people to fetch information. The discoverers of that period were the first to look at how to index the content.
There were numerous websites that came into the limelight in 1993 thereby creating more complications in searching for anything. The first search engine of the ancient time was Archie, which was created in 1990 by Alan Emtage and was considered a more sophisticated alternative.
Hence, Artificial Intelligence(AI) has gained more prominence to any business looking to use search engine optimization (SEO) today.
How do AI and SEO go hand-in-hand?
AI incorporates the algorithm and the data used to determine the best and appropriate results. The data uses all kinds of contents, pictures, user behavior, and trust to help the users receive the desired information. Business who aims to enjoy the privileges by AI must have the appropriate data to help its consumers seek the best results.
i. The aim of the Search
Keywords play a major role in the process of search; however, the aim behind searching through a particular word has helped the former gaining more importance.
Keywords help in providing a clue as to what information is to be derived. Moreover, monitoring past search results enables search engines to give more accurate results in the future.
Algorithms will continue to advance and adapt to become more intelligent and relevant to the person who is seeking the information. This is the key task for SEO in helping understand our users' needs and providing them with the excellent user experience.
ii. Data Accessibility
The biggest advancement in Digital Marketing over the past decade is the abundance of data accessibility for the marketers in order to improve their search marketing. Although we have access to vast data, the challenge is to manage it fast enough to improve marketing efforts.
As data becomes more real-time, AI will manage to aggregate data for us and analyze it as well. Currently, we rely on humans, however, the time is not far off when AI would do it for us
iii. Brand Management
With the advancement in the field of AI, business needs to lay emphasis on its branding as well.
Social networking sites like Facebook, Twitter, Instagram, and LinkedIn will help in connecting with the target consumers. Search engines keep a note of the engagement you receive as a sign of how often to display your content on the search engines.
Even though search engines learn through AI, Keywords and links are important elements that search engines look for. Making use of the content and keyword in a more organized way and looking at the page quality score i.e. how users interact with the page; which includes bounce rates, time on a particular search result and the links clicked within the article body.
iv. Local Search Results
Improve the local search results too. One of the major AI changes should be with user location searches on their mobile. If you want your retail location to be benefitted from these changes, you need to improve your local search rankings.
Adding reviews to gather the limelight from search engine's AI can be a good strategy. The more is the user's interaction, the more attention Google's algorithm will give to your store.
v. Simplify the Content
It's a bad sign if you have to explain to a computer about your work and why visitors should visit you. This can be a drawback to large enterprises who wish to be everything to everyone. Google's Rank Brain analyses websites to classify them according to the most relevant and irrelevant site. One must concentrate on their content in order to increase the traffic on their site.
The time has arrived wherein we need to welcome AI to not only increase speed and efficiency but also understand and improve the user experience.
