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How To Use AI For SEO

As groundbreaking and seemingly continuous technological advancements beyond the new norm, artificial intelligence (AI) is perhaps the ultimate game-changer for businesses. A once-curious concept that’s suddenly become embedded into 21st-century society, which brings with it unique opportunities and challenges.

For example, AI is rapidly revolutionising the way search engines operate, putting an end to the days when search engines relied solely on predefined algorithms and keyword matching.

AI-driven search engines – led unsurprisingly by Google - have evolved into dynamic, sophisticated learning systems that continuously adapt and refine their search results based on user behaviour and intent.

Even now, AI is having a major impact on the SEO efforts of businesses of all sizes for the following reasons:

  1. Changing Search Algorithms:

AI-powered algorithms, like Google's RankBrain, consider a multitude of factors beyond keywords. They assess user engagement, click-through rates and even user satisfaction with search results. This means that businesses relying solely on traditional SEO techniques may find themselves falling behind in the rankings.

  1. Voice Search Dominance:

The rise of AI-driven voice assistants like Siri and Alexa has led to an increase in voice searches. These searches tend to be more conversational and context-dependent, challenging businesses to optimise their content for natural language queries rather than just keywords.

  1. Personalisation and User Intent:

AI allows search engines to understand user intent better. It means that search results are increasingly personalised based on a user's past behaviour, preferences and location. This level of personalisation poses a challenge for businesses trying to reach a broader audience.

  1. Content Generation:

AI has also found its way into content creation. AI-generated content – cheap and efficient as it is - lacks the depth, consistency and authenticity of human-generated content. This raises concerns about maintaining a unique brand voice and providing valuable, trustworthy information to users.

What Can UK Businesses Do to Embrace and Leverage the Change?

Adapting to the AI-driven SEO landscape is crucial for businesses looking to maintain and improve their online visibility long-term.

Actionable steps forward-thinking businesses can take to embrace this change starting right now include:

  1. Quality Content is King

AI can generate most types of content but isn’t yet close to a viable substitute for human writing. UK businesses should focus on creating high-quality, engaging content that resonates with their target audience. This not only enhances user experience but also aligns with the evolving preferences of AI algorithms.

  1. Voice Search Optimisation

With the growing popularity of voice-activated devices, businesses must optimise their content for voice search. This involves using natural language and providing concise, informative answers to common questions related to their products or services.

  1. User Experience Matters

AI-driven search engines are increasingly prioritising user satisfaction. UK businesses should prioritise user experience by ensuring their websites are mobile-friendly, load quickly and provide a seamless navigation experience. Positive user experience can lead to higher rankings.

  1. Structured Data Markup

Implementing structured data markup, such as Schema.org, can help search engines understand the context of your content better. This can lead to rich snippets in search results, increasing the visibility and click-through rates for your website.

  1. Embrace AI Tools

Far from a threat or complication, AI tools can simplify the process of enhancing SEO. AI-powered analytics and SEO platforms can provide valuable insights, helping businesses make data-driven decisions and stay ahead of the competition.

  1. Continuous Learning

AI and SEO are constantly evolving, calling for ongoing training and investment to stay updated with the latest SEO trends and AI developments. A proactive approach is vital to help businesses adapt quickly to changes and make informed decisions.

With each of the above tasks, the input and support of a skilled SEO agency could hold the key to both gaining and retaining an edge, as AI becomes a key component of successful search marketing.