Artificial intelligence (AI) is changing the world, for better or worse, depending on who you ask. While AI definitely makes certain processes easier, it can be a controversial tool to use.
To make the most of AI and incorporate it into your search engine optimization (SEO) strategy, you need to know what's useful, what's permitted, and what's downright frowned upon. Using AI for search engine optimization services can push your sites to the top of the search engine results pages (SERPs). But, wielded unwisely, AI can end up doing more harm than good.
What Is AI?
Artificial intelligence, or AI, is a type of computer science in which machines develop the capacity to perform tasks previously only performed by humans. AI is a broad term incorporating several other types of technologies, such as machine learning and natural language processing.
AI can (and should) perform certain tasks better than people can. It takes on repetitive, mundane tasks and performs them faster and more efficiently than any human could. Since AI handles the boring stuff, your human team has time to focus on more pressing projects.
Although it seems like a "new" technology, AI has been around us for many years. It's already helped numerous businesses save time, increase their revenues and maximize efficiency.
How to Use AI for SEO
As in other areas, AI for SEO gives you the opportunity to work smarter and faster, but not harder. It can also maximize the results your brand gets from an SEO campaign.
In many ways, AI is already part of SEO and has been for a while. Google's incorporated natural language processing into its search algorithms for years. There have long been AI tools available that maximize SEO campaigns. You can incorporate AI into your SEO strategy to improve your results in several ways.
Find Hidden Keyword Opportunities
It's a tough world out there, at least in SEO land. Keywords are getting more competitive, and figuring out what to try and rank for can be challenging. You don't necessarily want to go for the most in-demand keywords, as everyone else is, and it'll be pretty much impossible to rank for them.
You also don't have the time to go search for valuable, less competitive keywords.
But you know who does have the time? AI.
You can use AI software for SEO to find valuable keywords to use to optimize your site and push it to the top of the SERPs.
Find Link Building Opportunities
The same is true for link building. It can be time-consuming and costly to find link-building opportunities on your own.
But AI-powered SEO software will make short work of that for you.
Interpret Analytics Data
If you use Google Analytics to track your website traffic, you have a lot of data.
The question is, what do you do with all that information? Data that has no purpose is useless. Luckily, AI software can help you interpret your analytics data so you can make the most of it. Using AI, you can get a sense of where your site has room to grow and improve and where it's struggling.
Automate and Streamline Workflows
Are you using the most effective SEO strategy? Is there a way to make it more efficient? You bet. AI software takes on various tasks that previously had to be performed manually, so you can focus on the big picture. Automating workflows with AI also somewhat reduces SEO's complexity, helping you see its value and worth more quickly.
Ranking high in the SERPs is all about placement above other pieces of content. To do that, your brand's content needs to be the best. Or, at least, it needs to look like the best to Google's algorithm.
Content optimization pushes your content higher in the SERPs. It's so much more than just sticking in relevant keywords these days. AI can help you determine which topics will rank best, which formats get the best results, and which content length is the most appropriate.
What Not to Do for AI SEO
AI for SEO is a benefit for many marketers. But it doesn't solve all problems. In fact, there's one area where you want to be extra careful when using AI.
That's content creation. Sure, let an AI program tell you how long to make your content or what subject to write about. But when it's time to actually produce the content, turn to a team of people for its creation.
Why? For one thing, Google doesn't like auto-generated content and will penalize sites that use it. For another, AI content creation tools have yet to measure up to human-created content. Sure, they may occasionally come close. But they're often wrong, either factually or grammatically. There's also the risk of duplicate content if you rely on AI to write your blog posts and articles.
AI has plenty of benefits for SEO, but it's still a long way from replacing a team of living, breathing marketing pros.