Artificial intelligence (AI) is making waves across so many industries. The world of digital marketing and Search Engine Optimisation (SEO) is not immune to AI’s charms. In fact, many marketers today have added AI elements to the SEO strategies of their clients, with good reason!
AI-powered SEO is automating many SEO-related tasks, making it easier to implement and optimise campaigns. AI has also helped SEO experts understand who the target market is and what kind of content they really like.
But as AI and SEO continue to cross paths, questions about the advantages of one over the other are sparking conversations among digital marketing professionals. At the centre of this debate stands a question—will AI make SEO obsolete?
In this article, we’ll tell you what AI is and how it’s currently being used as a tool in SEO strategies. And then, we’ll get to the heart of the debate and tell you exactly why we believe AI won’t make SEO obsolete.
In this article:
- What is Artificial Intelligence (AI)?
- How is AI used in Search Engine Optimisation (SEO)?
- What are the advantages of AI SEO?
- How about the disadvantages of AI SEO?
- Will AI make SEO obsolete?
AI and SEO: Will One Replace the Other? Here's Our Answer!
What Is Artificial Intelligence (AI)?
There’s no single definition of AI. If you were to ask 10 experts what AI is, you’ll get 10 different answers. We can take a cue from Demis Hassabis, co-founder and CEO of the AI lab DeepMind, who said, "artificial intelligence is the science of making machines smart.”
AI goes beyond making robots as smart as humans; scientists and engineers all over the world are already giving machines the ability to see, hear, speak, move, and write as people do.
True AI happens when we’re able to teach machines to learn how to better operate themselves by themselves. Think of AI as a machine’s trait that allows it to learn and improve on its own.
This kind of technology is slowly becoming a normal part of our lives. Take for example Alexa, Amazon’s very-own virtual assistant. When you say, “Alexa, set a timer for thirty minutes,” Alexa hears, processes, and acts on your command.
You don’t tell her how to do it—you just tell her what to do and she does it. But how? This is where AI comes in. Alexa uses AI to listen, understand, and act on command all on her own. Plus, she uses your previous searches to improve future responses. It’s through AI that virtual assistants like Alexa get better at responding to queries.
So, why are scientists and engineers busying ourselves with AI? With AI, life is much easier. That’s the point of artificial intelligence is after all—to automate tedious cognitive tasks so they can be accomplished faster.
How Is AI Used in Search Engine Optimisation (SEO)?
AI is making waves across many industries—the digital and content marketing field is no exception. Artificial intelligence is influencing SEO more and more because of how Google’s algorithm ranks content on search engine results pages (SERP).
This is why AI is used in many aspects of SEO. Here are some specific ways marketers use AI in their current SEO strategies:
More Precise Keyword Research
Keywords are at the heart of any SEO strategy—they spell the difference between success and failure. That’s why there’s so much pressure for marketers to nail down the right keywords (i.e., the ones your customers actually search for) through in-depth research.
SEO experts rely on manual and tool-assisted methods to do thorough keyword research. At Ape-X SEO we use a combination of manual and intelligently automated methods to do our keyword research. Previously an entirely manual process, keyword research was one of the more painful aspects of SEO.
But with the help of AI, marketers can now generate keywords from a seed list in less time (sometimes in seconds). AI can even make your keyword list more precise so you can target customers from a certain area, demographic or even buying stage.
Personalised Content Creation and Optimisation
AI-assisted SEO doesn’t just help you know what topics to write about (via highly relevant keywords). Using AI SEO also tells you how your customers what to read about those topics.
Many of the SEO tools we use at Ape-X are powered by AI. This lets us take a look at the kind of content your target keywords rank for. In doing so, we’re able to find:
- Article types your customers actually read,
- Trending content your brand can latch onto, and
- Content gaps you can capitalize on.
Knowing all these ensure that your content caters to your customers’ needs and interests. Quality content isn’t just about writing a blog post optimised around a certain keyword. Making sure that your web content is personal and helpful to your target audience makes ranking on Google a no-brainer.
Empowering Voice Search
Remember the Alexa example we mentioned earlier? With the help of AI, voice-activated assistants like Siri and Ok, Google are becoming more accurate at responding to commands. The question is—why?
A 2018 study by iProspect showed that 57% of Australians use voice search. In fact, experts predict that demand for voice assistants will continue to grow. This is why tech giants are working double-time to ensure their voice-activated assistants truly learn from and respond to their users!
SEO AI also gives you immediate access to data on your campaigns. Knowing the click-through rates of your PPC ads and article links in real-time can help you understand which of your campaigns are and aren’t working. This way, you can get a complete, informed picture of your campaigns and maximise your ROI by building on the things that are working and fixing those that aren’t.
What Are the Advantages of SEO AI?
Based on how content marketers are using AI to empower SEO services and strategies, we can sum up the advantages of SEO AI in three points:
- Automation: AI-powered tools and strategies make implementing SEO easier and faster, giving you more time to focus on what really matters—running your business.
- Personalisation: SEO AI allows you to target specific people, giving you better chances of conversion in the form of leads or sales.
- Optimisation: Because AI gives you access to real-time analytics, you’ll be able to spot and correct the weak points in your SEO strategy right away.
How About the Disadvantages of SEO AI?
Despite the advantages of SEO AI, it isn’t without its drawbacks. One of its most apparent disadvantages is its price tag—not many businesses can afford to add AI into their SEO strategies. Many experts also believe that AI-powered SEO misleads business owners into thinking that consulting human SEO experts is slowly becoming a thing of the past.
Which leads us to the ultimate question...
Will AI Make SEO Obsolete?
It’s reasonable to think that the power of AI can render SEO obsolete. Surprisingly, SEO professionals believe that if anything, AI reinforces the importance of SEO in this day and age. After all, AI is a tool, albeit a powerful one, that helps marketers better understand how your content is received by your customers.
While AI can automate many of the tasks needed to implement an SEO strategy, it cannot fully replace the decision-making steps that human digital marketing professionals are responsible for. Don’t get us wrong! Making data-driven decisions is crucial in optimising campaigns; however, we can never discount the experiences seasoned marketers contribute to making SEO strategies work.
The most effective web content remains to be the kind that appeals to people’s heartstrings. In fact, a 2016 study by Nielsen showed that brands who used emotional messaging in their ads saw a 23% lift in sales. Simply put, emotions get people to believe in you. AI has yet to replace humans when it comes to making emotional connections with people.
To cut the long story short, AI will NOT make SEO obsolete. Instead of pitting AI and SEO against each other, it’s better to see them as partners. AI-powered SEO helps automate, personalise, and optimise your business’ content marketing efforts. Through AI SEO, you have access to real-time data you can use to ensure the success of your campaigns. This puts you that much closer to achieving your business goals, whether it be leads, traffic, or sales.
AI is revolutionizing the way SEO strategies are implemented, and for the better. One-up your competitors by adding a healthy dose of AI into your SEO strategy today! Contact us at Ape-X SEO and PPC for professional Brisbane SEO services or learn more about how AI can supercharge your SEO strategy.