AI has an impact in every industry, especially digital marketing. Artificial intelligence has become a trend in recent years and is now changing the digital landscape and SEO.
Almost every marketer is now discussing how developments in AI software may affect their work.
It’s important for marketers and business owners to understand how AI works and how they can use it to their advantage.
What is artificial intelligence?
You’ve probably heard all the buzz in the media recently about AI (think Chat GPT, Bard and Bing chat), but what is artificial intelligence exactly?
The term artificial Intelligence (AI) refers to computer systems or machines that can perform tasks that usually require human intelligence. It involves creating smart machines that can be programmed to learn, reason, solve problems, and make decisions.
However, despite what is portrayed in sci-fi movies, artificial intelligence models cannot think for themselves. They rely on being taught everything they know by their programmers or scanning the internet to gather information. So no need to worry about a robot world takeover (just yet)!
AI models can be categorised into Narrow AI, which performs specific tasks like voice assistants, and General AI, which has human-like intelligence.
AI software has applications in various industries and has the potential to revolutionise society.
But make no mistake, AI is not a new concept. In fact, it’s been around since the 1950s! AI began with a checkers playing program and over the year has developed into what we see today.
How is AI now used in marketing?
The first question that comes to mind when thinking about the relationship between AI software and digital marketing is “will AI replace digital marketing professionals?” Well, the answer is no. Artificial intelligence will never be able to think the way humans do.
Marketers don’t use AI software to simply do their work for them, it’s used as a tool to streamline processes and analyse data to get the best results possible.
AI systems are mainly used to do more strategic and tactical activities that call for less creativity and human touch. Examples of this include keyword research, analysis of trends and assisting with optimising content.
AI powered SEO tools
There are several SEO tools that help marketers do their job more efficiently and many of these tools are powered by artificial intelligence. AI models are now used to analyse data, identify trends and provide insights to help businesses optimise their websites.
These tools can crawl websites, gather data related to keywords, backlinks, rankings, and other SEO metrics, and present it in a digestible format for analysis.
AI-driven SEO tools often integrate with other marketing platforms and systems, allowing marketers to access a holistic view of a website’s SEO performance.
Some common AI powered SEO tools include:
- Semrush – used for keyword research, SEO optimisation, comparing competitors, link building and more.
- Surfer SEO – a natural language processing model (NLP) that helps you optimise your on-page SEO.
- SE Ranking – features a keyword tracker, SEO checker, custom white-label reporting and rank tracker.
- Jasper – an AI writing assistant that can generate phrases, paragraphs or even whole articles.
- Google PageSpeed Insights – analyses your website’s load speed.
Overall, AI is there to be used as a tool, not a replacement.
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The role of AI in keyword research
AI is becoming more advanced and accurate as technology develops. Algorithms can now analyse search trends and identify new keywords, helping marketers identify the most relevant and effective keywords for their SEO strategies.
AI-driven keyword research tools can provide keyword suggestions based on the analysis of search data. These tools can recommend variations, related terms, and long-tail keywords that have the potential to drive traffic to a website.
AI algorithms consider factors such as search volume, competition, and relevance to generate keyword suggestions that will drive traffic to your website.
AI content optimisation
Content optimisation, an important aspect of SEO Copywriting, has become easier with AI because of tools such as ChatGPT. It can suggest content ideas and provide insight into language and vocab that resonates with the target audience. This can help marketers create more engaging and relevant blogs leading to higher rankings and increased user engagement.
It can also find duplicate content, missing meta data and can show you how to improve page titles and headings. AI models can also improve readability by simplifying complex sentences and reducing the use of passive voice. An example of an AI system that does this is Grammarly.
Personalised content with AI
AI allows marketers to gain a deeper understanding of audiences and create more personal content. AI software can analyse personal data such as purchase history and social media activity to understand preferences and interests to create highly targeted content. This helps to drive conversions and means that search engines can now provide more personalised results for each user.
AI technologies have revolutionised how businesses understand, target, engage, and convert their audiences.
How chatbots utilise AI
Robot assistants help businesses by giving customers real time answers to their questions. These bots also enable businesses to collect customer data to boost search engine rankings, engage with customers on social media and drive website traffic. This will improve reviews and ratings which is essential for Local SEO success.
The only downside of using chatbots is the lack of personality and human understanding in the responses.
AI models have the ability to process huge amounts of data instantly to predict trends and patterns. This allows marketers to make data driven decisions and can help foresee changes in consumer behaviour and identify new market opportunities. Businesses can use predictive analysis to make better informed marketing decisions.
Automation helps to streamline tedious tasks such as keyword research, content creation and social media management. This helps marketers save time and resources so they can focus more on the creative and strategic tasks.
Businesses that utilise AI software to automate their processes can optimise their campaigns and eliminate ineffective tactics leading to an improved ROI for your business.
The downside of automation however is that it can lead to distant and cold interactions and a lack of voice in content.
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Artificial intelligence refers to computer systems or machines that can perform tasks requiring human intelligence. In the context of SEO, AI is used as a tool to streamline processes, analyse data, and optimise content for better results.
AI is not intended to replace digital marketing professionals but rather to assist them in strategic and tactical activities. AI helps with keyword research, trend analysis, content optimisation, and providing insights for effective SEO strategies.
Yes, there are SEO tools powered by AI that can crawl websites, gather data, and provide comprehensive insights for optimising websites. These tools integrate with other marketing platforms, allowing marketers to have a holistic view of their SEO performance.
Some common AI powered SEO tools include:
- Surfer SEO
- SE Ranking
- Google PageSpeed Insights
AI algorithms can analyse search trends and generate keyword suggestions based on factors like search volume, competition, and relevance. AI tools can also assist in content optimisation by suggesting relevant topics, improving readability, and identifying areas for improvement, leading to higher rankings and increased user engagement.