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  by Alexander Porter |

4 Ways Artificial Intelligence Will Affect SEO in 2020

artificial intelligence and SEO

Artificial intelligence is no longer all about robots and science fiction. 

In today’s digital landscape, artificial intelligence is increasingly seen as revolutionizing various industries from self-driving cars to smart devices and chat bots.

It should come as no surprise that the digital marketing industry is also experiencing an AI revolution.

So, how could AI impact your business?

In the next 9 months(as of this writing), it is expected that 31% of businesses will be using AI in their business processes. This figure is expected to increase further throughout 2020.

The search engine optimization (SEO) landscape has been facing many strategic changes over the last few years. This is in part due to the innovative and intelligent search engine algorithms that are ever-changing and adapting different processes aimed at improving core user experiences. 

The days of using tricks and tactics to outsmart Google’s algorithm are all but over. SEO in 2020 will be subject to concept-based content, long-click strategies, link building, and powerful content strategies. 

This is where AI comes into the picture. Making use of advanced machine learning algorithms to identify patterns from the forest of data in cyberspace, the ability to succeed in SEO will require understanding the role AI plays – and how you can work with it… 

Leveraging AI technology in SEO will let you collect accurate, real-time data on ads targeting, streamline commercial campaigns, assess the quality of existing content, and plan customer segments for the targeted markets. 

With the potential to save you both time and resources, the big question remains – what is the future of AI in SEO? 

With 2020 on the horizon, here’s what you need to know.

AI will drive better content

AI will drive better content

Google processes 5.6 billion search queries each day. What makes this figure even more astounding is that 15% of these are unique or never seen before. 

This is due to a shift in user intent. With the proliferation of content creating high-quality resources for every conceivable problem and pain points, search engine users have increasingly niche and narrow searches. Gone are the days of broad, specific words. Users are increasingly searching for long sentences that have more conversational tones. 

This creates difficulty for search engines like Google to provide users with the exact search results as intended. 

The solution to this challenge?

Google uses RankBrain, an artificial algorithm, to process the search query, determine the relevancy, and deliver the exact results. The value has shifted to being placed on searcher intent and how well content answers that intent.

According to Sydney SEO expert Clarinda Cheon, It’s not enough to create thin content with keywords you hope will match the keywords that people are using to search. He explains “while content was King, the landscape has shifted. Context is now Queen. Market Research and Analytics, the Prince and Princess. Have you delved deeper to understand why the keywords you are using are being used? Have you attacked the problem from every conceivable angle? As AI finds deeper, richer results for the increasing amount of new, and long-tail searches, content must become better. It’s as simple as that.”

In a nutshell, the role AI will play in SEO is to help businesses win the rankings and traffic race and help the searcher find more accurate and relevant results. 

This is why it’s important not to just stuff your site or content with keywords, but rather create content associated with the domain, category, and concept of the query. 

AI will help optimize new content strategies

AI will help optimize new content strategies

With machine learning technology improving by the day, AI is helping search engines to understand visual content as well. 

Web browsers now have clearer language comprehension, making video optimization vital in any 2020 content strategy. This allows them to conduct searches via voice commands and comprehend what videos and images are all about. 

This trend will drive businesses in 2020 to develop and implement robust content marketing strategies that can be aligned with voice search and visual content better. 

Business intelligence analytics tools will also need to evolve. Specifically utilizing machine learning algorithms to collect consistent data to better comprehend social media behavior and analyze how they interact with different websites. 

This will not only help to identify gaps in existing content strategy but offer data-driven insights to create more detailed and accurate buyer personas. 

If you want to scale your business outreach and boost the visibility of your content, AI evolution will allow you to optimize your images and videos in a way that was never previously possible.

AI will help increase productivity

AI will help increase productivity

Getting the best results from digital marketing, being more productive, and improving brand visibility is becoming more difficult every day. 

With a saturated digital space that’s made up of countless portals, it takes more than a random approach to identify the different search trends that can help improve sales. 

AI can help solve this problem by replacing human interaction and freeing up business owners and marketers to spend time more productively. By 2020, Gartner predicts that approximately 85% of customer interactions will be handled without humans. 

AI, therefore, presents an opportunity for business owners and marketers to solve the riddle of time management that has long stood in the way of scaling up and growth.

AI will generate stronger reporting & analytics

AI will generate stonger reporting and analytics

One of the key benefits AI will deliver in the SEO world in 2020 is to unleash the true potential of accurate, real-time reporting. 

Advanced analytics solutions powered by AI offer an inclusive amalgamation of reporting paradigms, infrastructures, and technologies. 

These analytics can:

  • Monitor and measure website or app traffic
  • Collect insightful data about the audience
  • Conduct comprehensive visual analysis of search demands
  • Generate custom and accurate reports
  • Establish conversions with segmentation and by product categories
  • Create buyer personas based on the activity of the users
  • Track the progress and performance of your content and web pages

In addition, AI-powered SEO techniques – like cluster analysis – let you assemble a set of aspects into similar categories. This will allow you to audit your landing (or other) pages and resourcefully group them in one pillar. 

Considering that search engines like Google typically regard pillar content as more powerful and authoritative, your pillar content should be able to rank much higher in the search engine results pages (SERPs). 

The Future of Machine Learning and AI in the Digital World

According to a recent study by Forbes, up to 120 million people will require retraining or re-skilling as a result of AI and machine learning integration.

So what is the future role of AI in the digital marketing world? 

AI holds an exceptional growth opportunity that can enhance your digital marketing efforts significantly. It empowers businesses and marketers to identify and solve the problems and bottlenecks that they traditionally encounter while doing business. 

AI utilizes machine learning and data-driven approaches to simplify the often intricate SEO process. It does so by implementing marketing decisions based on consumers’ semantic searching behavior, content development, and curation, along with facilitating lead generation. 

AI is impacting SEO and will transform the digital marketing space by allowing marketers to:

  • Predict the purchasing and social media behavior of consumers using analytics and propensity modeling. 
  • Deliver custom user experiences through micro-interactions and chatbots, sending prompt push notifications, along with analyzing data points and events. 
  • Utilize Accelerated Mobile Pages (AMP) to lower load times and display your content in priority placement areas, which increases your chances of ranking on the first page of Google. 
  • Link all of the sub-content nodes to the main pillar content and achieve better performance and rankings
  • Manage end-to-end content and multiple data sources with reporting and analytics. 

Both machine learning and AI are your secret weapons when it comes to SEO.

So what AI-driven changes are you going to implement today to make 2020 your most successful year yet?


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Alexander Porter

Alexander Porter is Head of Copy at Search It Local - Sydney's boutique marketing agency with bold visions. A passionate digital marketer, Alexander is constantly driven to explore the way businesses communicate with consumers. He will never stop being amazed at the way language can strike consumers like lightning.

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