The role of AI in SEO success

Artificial intelligence is no longer something looming on the horizon. It’s in place already. In fact, AI might have played a part in you arriving at this page, especially if you used a search engine like Google. On the internet, AI algorithms are in place all the time, collecting data and working to provide a better user experience, like personalized search results based on location, or advertised products based on your interests and previous browsing history. And as part of Search Engine Optimisation (SEO) you should not only be aware of how AI can influence your performance online, but also know how to use AI to make sure you succeed online. Here at Pumpkin Web Design, we are Preston’s leading web design and web marketing professionals. We work across Preston, and the North West, includingSouthport and Wigan, as well as Manchester, to provide valuable web design, SEO, and marketing solutions to a range of clients. As a result, we have produced this guide to the role of AI in SEO success.

How does AI influence your performance online?

An algorithm developed by Google uses AI to decide where to rank your website on the search engine results page. It does this through a series of steps, which require a human level of intelligence, including:

• Determining what your website is about- by scanning for keywords, and then understanding the context of these words, the algorithm can determine which search terms will be relevant for your website. This might seem simple, but it has taken years to come this far. And it still has a way to go. Just consider how many words are similar, yet different. Take fish for example. Someone looking for fish to cook online might be sent to a tropical fish store for example, as both websites would cover the term “fish for sale” although the user will only have intent to search for one or the other.
• Establishing your depth- is your website full of new and interesting information? Or did you copy and paste it from another website? Either way, search engines can tell. So websites with original and informative content will always be placed higher, according to the AI algorithm.

This is of course not the full extent of what the AI algorithm can do, as it looks at all aspects of your website, including the technical and even the social.

The role of AI in SEO success

So, if your website is up against a system imbued with AI, it’s a good idea to match it. There are a range of AI tools that are designed to help businesses take charge online and secure success. These can include:

• Keyword generators- simple keyword generators use artificial intelligence to understand the context of your website, and then produce a list of the most popular keywords available that would match your company. These can be used to plan your content strategy, targeting a wider range of keywords, and securing more results.
• Personalised content- using AI to help produce personalised content for your users is the next level in web design. Some companies are already there, with personalised landing pages and video advertisements. And these are the companies securing top ranking positions.

For more information and advice about web marketing, SEO and the role of AI, get in touch with the experts today, here at Pumpkin Web Design.