Why SEO Experts Need To Become Artificial Intelligence Ones Too
In his latest guest post for B&T, Shout Agency’s Michael Jenkins argues understanding SEO is no longer enough in this Artificial Intelligence times…
The first search engines started before the internet existed. Back in the 1940’s academics came together to build a body of knowledge making it easy for users to find information. These early web pioneers were the first to look at how to index the content.
In 1993 there were only a few hundred websites, which is why they started creating more complicated search engines. The first was Archie. Fast forward to today, where we have over 1 billion websites. It makes sense that to break through the noise, a more sophisticated approach and technology is required.
This is why artificial intelligence (AI) is so important to any business looking to use search engine optimisation (SEO) today.
What is AI? How does it relate to SEO?
AI encompasses the algorithm and data used to determine the best results. The data uses content, links, user behaviour, trust, and citations to help users receive the information they requested. Businesses that want to enjoy this intelligence must have the right combination of data to help customers Let’s discuss some strategies to help you with this process.
Using AI for SEO
- User intent
Keywords still play a big part in search; however, the intent of the users has increased in importance over the past few years. Keywords give a clue as to what information someone wants; however monitoring past behaviours enables search engines to give more accurate results in the future.
We know that algorithms will continue to learn from themselves and adapt to become more intelligent and relevant to the person searching. This is more important than ever for SEO in helping understand our audience and providing excellent user experience.
Marketers can study the paths users take to engage with a brand in order to understand what the best user experience is for each prospect.
In the end, the more you think like your customer, the better your search results on Google.
- Real-time data
The biggest change in Digital Marketing over the past decade is the increase in data accessible to marketers to improve their search marketing. In fact, we now have access to so much data that the challenge is managing it fast enough to improve marketing efforts.
As data becomes more real-time, we will start to see AI aggregate data for us and analyse it as well. Right now, we still rely on humans, however with the right processes and supervision, it won’t be long until AI does this for us.
The key take-out is to get ahead of the curve – start using data immediately to improve your SEO return on investment.
- Branding and content
With the increased power of AI, businesses need to focus more on improving their brand.
Using social networking sites like Facebook, Twitter, and LinkedIn will help you connect with customers. Search engines use the engagement you receive as a sign of how often to show your content on search engines.
While search engines learn through AI, keywords and links are still key elements that search engines look for; using content and keyword strategies in a smarter way, looking at the page quality score, by how users interact with the page; ie. bounce rates, time on page, links clicked within the article body and conversion rates.
The site and page content need to answer users’ questions; and the user interface and content strategy needs to be able to house engaging content sufficiently to provide the user with answers to their questions. When these work in unison, Google will reward you.
Therefore, the more you spend growing your brand and the quality of your content, the more you improve your search efforts as well.
- Local search
Improve your local search results as well. Some of the biggest AI changes should be with user location searches on mobile devices. If your retail location wants to benefit from these changes you need to look at ways to improve their local search rankings.
Adding quality local citations and reviews is vital for any business looking to get attention from search engine AI’s. The more positive interactions your customers have, the more attention Google’s algorithm gives to your local store.
- Go niche
If you must explain to a computer what you do and why visitors should visit you, then your website is too vague.
This can present a disadvantage to large corporations who want to be everything to everyone. Conversely, small businesses with distinct specialisation gain. Google’s RankBrain analyses websites to sort out the most relevant and irrelevant site according to your search.
Concentrate your content to your specialisation – and what makes you different to your competitor; to increase your traffic from Google.
The time is now to embrace artificial intelligence to not only increase speed and efficiency but also understand your customer and improve user experience.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.