The Power of AI and Machine Learning in SEO: Boosting Your Website’s Visibility and Rankings

AI and SEO

There can be no doubt artificial intelligence is transforming search engine optimisation both from a search engine perspective and for those who spend their working lives trying to figure out how to gain prominence in those important search results pages.

At one point the use of more sophisticated AI by Google looked to have signalled the end of SEO and figuring out the well kept secrets of what it takes to gain visibility on the first page of SERPS. Instead what we see is the next stage of an arms race… The development of AI tools that can be used to figure out what the AI technology being used by Google is looking for. This of course means AI, when used correctly, can be a powerful tool for boosting a website’s visibility and ranking. Speaking from experience, AI can be a game changer.

AI can help to streamline SEO tasks such as keyword research, link building, and content creation. That can save your business many hours of time and money, and improve SEO results in ways no human can hope to achieve in the same timeframe.

How artificial Intelligence is used by Google to improve search results

Search engines such as Google use ai technology to make their search results more relevant for users. They do this by analysing user behavior and delivering personalised results that are relevant to their queries. These changes are made by an algorithm called RankBrain, which is Google’s AI system that helps process search queries.

As the AI system learns from the searchers’ behavior, it improves its ability to understand and respond to queries. It is then able to deliver better results, saving the searcher’s time by only showing them what they are looking for and not lots of irrelevant information as would have been the case in the past. At least that is the idea, although the results of a search will not always be perfect.

As AI technology advances, it will continue to change how search engines work. In the near future, search engines will be able to provide more personalised and conversational results. This will be a major game-changer for SEO, which is why it is necessary to optimise your content for voice searches now rather than wait.

How Machine Learning Can Help Boost SEO Efforts

The first reaction to the announcement that artificial intelligence was being developed by Google was one of resignation that it would soon become impossible for humans to make a difference to a website’s search rankings.  

Fortunately, the arrival of Machine Learning which is a type of artificial intelligence that uses algorithms to identify patterns within data came to the rescue. This ability to glean insights from data allows AI-powered solutions to perform tasks that aren’t possible for humans , such as the automation of SEO tasks such as crawling web pages for SEO errors and making performance comparisons with the websites of competitors.  

Machine learning also helps to automate tasks like keyword research, content optimisation and even creating content outlines. The algorithm can do these tasks much faster and more accurately than a human, making these tasks far more efficient.

While machine learning helps take care of the technical side Google also has a further trick up its sleeve. Natural language processing.

Natural Language Processing

Natural Language Processing (NLP) is a form of artificial intelligence that allows computers to understand the human world. This includes both spoken and written language.

One of the most important ways that NLP is transforming SEO is by helping search engines understand the meaning of content and keywords. This has helped them make better decisions when deciding which search results to show.

Using NLP has also changed the way internal linking works. This means that you need to make sure that your internal links are tagged correctly and include words that are relevant to the page you are linking to. This will help to increase relevance rankings for the pages that you link to.

But with NLP comes another trick in the SEO specialists arsenal – ‘deep learning’.

Deep Learning

Deep learning is a type of machine learning that focuses on learning representations. These can include images, speech, documents and text.

Deep Learning has become a vital part of many industries, from automated driving to the military. It also helps with home assistance devices such as Amazon Alexa, which uses neural networks to learn your voice preferences and respond to your questions.

In SEO, AI is being used for tasks that include article writing and web page content. Whole articles can now be written by harvesting other content that may have been written on the same subject and then spinning it into unique articles. The results are not always perfect and the technology still has a way to go to sound ‘human’ but it does free up time to put together the structure of a piece of writing, giving more time to develop ideas and produce content at scale that would be impossible for human writers to keep up with.   

So if you are not using AI to boost your SEO efforts or doggedly sticking to doing it manually, there is a good chance your website will lose the race to those that are using AI to develop their SEO strategy.

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