In today's digital era, being easy to find on search engines is really important for businesses to do well. This is where Search Engine Optimization (SEO) comes in. It's a big marketing tactic. SEO is all about making a website better, so it shows up higher on search engine results pages (SERPs). As time has passed, SEO methods have changed to match how search engines decide what to show. This made people start using Artificial Intelligence (AI) in their SEO plans. AI has totally changed how businesses do SEO, making it easier for them to be noticed online and connect with the people they want to reach.
What was the state of SEO in the past?
Before AI came along, SEO mainly relied on picking the right keywords, getting other websites to link to yours, and making good content. These ideas worked somewhat, but they needed a lot of experimenting. People had to find the best words to use, check out what others were doing, and fix their content. This took a lot of time, and you had to really understand how search engines worked.
Another important thing in old-style SEO was getting good backlinks. This meant convincing respected websites to link to your site. This made search engines think your site was trustworthy.
So, in short, all it really mattered about was
- Keywords: Picking the right words to show up on search engines.
- Backlinks: Getting other respected sites to link to your site.
- Content: Creating high-quality and relevant content.
What shift did we see in the whole paradigm of SEO?
SEO changed significantly after the introduction of AI due to its ability to process vast amounts of data quickly and make more accurate predictions. Previous techniques were out shined by newer AI-driven methods because AI brought a fresh approach that improved results in several ways:
Better Search Context
SEO used to rely a fair bit on keywords and content for testing the relativeness of the website to the search query. But after the advent of AI and newer algorithms, search engines could understand the context and meaning behind keywords better. It figured out what people truly wanted when they searched, making results more accurate and helpful.
Natural Language Mattered
Before AI aided searches, people typed searches like machines, using short phrases that were more keyword specific and lacked context. AI allowed people to type or speak like they talk. This made search engines understand human language better, making searches more natural and effective.
User specific results
Everyone's personal preference for what kind of results they see from the search engine is different. With the introduction of AI, It looked at what individuals liked and did online. This helped customize search results and content recommendations to match each person's interests, making their online experience more seamless, providing them with the content that they expect.
So, how do I make my content more friendly towards AI based search patterns?
By following the previous SEO techniques as a guide, you can also take additional steps to enhance your SEO for the specific search behaviors of AI-driven search engines.
Use higher quality content
Creating high-quality content is key to be better seen in the AI-driven SEO landscape. Rather than simply stuffing keywords, prioritize providing valuable information that addresses user's needs.
Write comprehensive articles that cover a topic thoroughly, using relevant subheadings to structure the content.
The goal is to establish your website as a reliable source of information that keeps users coming back.
Do keyword research!
AI-powered keyword research tools have transformed how we identify and target keywords. These tools can analyze vast amounts of data to uncover things such as long-tail keywords, which are a longer and more specific phrase that people might use when searching online.
For example, "Laptop" would be a very broad and unspecific keyword to use. Rather, using long-tail keywords in your content, such as "Fastest and most affordable personal computer for students" would match multiple keyword arguments and would favor much more clicks.
Structure your website content
Structured data markup, also known as schema markup, is a code added to your website's HTML that helps search engines understand the context and content of your pages, usually with things such as "meta" tags.
This markup enhances search results by providing rich snippets, embeds, and also things such as star ratings, product prices, and event details, directly in search listings.
By implementing structured data, you make it easier for search engines to display relevant information from your website, potentially increasing click-through rates.
Mobile Friendly Design
This is a much more silent under the hood SEO optimization that a lot of people don't cover.
Recent demographics have shown that in recent years, A large amount of internet traffic has been tied to web surfing on mobile phones and tablets. Ideally, it would be optimal to make sure your website is navigable on various different screen shapes and sizes.
Search engines have seen too many more favor sites that work nicely on mobile devices.
Why should this matter to you?
The purpose of SEO algorithms is to primarily focus on providing a better search experience for those surfing the web.
So, when people search for information, products, or services, they receive results that align closely with their intent. Also, with the approach of personalized content, individuals encounter content that resonates with their interests
Overall, this saves time and resources for people by simply finding the better results for what the individual searches for and making sure it's exactly what they want.
But it does matter for businesses as well.
AI-driven SEO strategies enhance a website's visibility on search engines. Businesses that optimize their content for AI algorithms are more likely to rank higher on search engine results pages, leading to increased organic traffic, i.e. These are people who click on your webpage and are more likely to be willing to be your customer as well.
It can also be used for businesses to infer more from customer choices and preferences. SEO can inversely tell what the audience expects from them and armed with this knowledge they can better their businesses to tune their strategy for better profitability and the end of the day, a Happier customer.