Artificial Intelligence (AI)  sometimes refered to as machine learning is presently a hot topic in the tech industry,although they are closely related, they do mean different things. AI is the concept of a machine carrying out human jobs or demonstrating human-like intelligence. Machine learning, on the other hand, is a type of AI and is based on algorithms, using intelligent data to make decisions. Various industries, such as health, science and technology,are  making use of it in various ways. Artificial intelligence has always been applied in digital marketing and the practice  has been around for quite some time and there’s no signs of slowing down any time soon; from ad targeting using gathered customer data, to segmenting consumers in order to cross-sell, to deciding whether content is relevant, finding knowledge gaps and suggesting alternatives.

It is important to note that, AI is now also  deeply embedded in the way we search, thereby opening up new opportunities for SEO companies and individual marketers to innovate and improve by embracing this type of modern technology.

We discuss several ways to adjust SEO strategies for AI in order to future-proof your website and continuing ranking effectively.

RankBrain

RankBrain was Launched in 2015 and  is viewed as the first official step by Google towards using a machine learning AI system in the search world. RankBrain now forms a part of the overall algorithm used by Google to help them sort through the colossal amount of pages available and display to the user those which are most relevant for their particular search query.

The RankBrain technology works by crawling content and trying to understand the meaning behind it, making connections between themes and categories, much like the human brain does. It is also smart enough to deduce the user’s intent when faced with vague search queries.

Moreover, RankBrain uses the data fed back to it in order to improve the accuracy of the search results in future. In essence, it is a technology which has the capability to listen to users and learn about their search patterns.

All of this is, as always, Google’s endeavour to create a great user experience in which the most relevant information is displayed to the visitor.

Visual search

Google has not only managed to develop a complex and intuitive understanding of user intent through language, but it is also rapidly improving its understanding of content in visual forms too, by being able to infer what a video, picture, or audio clip is about.

This means that for good AI SEO, we should now be optimising the descriptions, tags, keywords and video and audio lengths of our visual content in order to improve its search visibility. So, wave goodbye to keyword-spamming into your image descriptions as a sustainable strategy moving forward!

Voice search

It has been predicted that by the year 2020, about 50% of searches will be made by voice. As such, preparing your website or your client’s to accommodate this modern change will be highly advantageous.

Research shows that voice searches are usually between three and five keywords long and are more likely to ask a question. They are also more likely to demonstrate an intent to act on or purchase something.

Optimising for standard searches is different to optimising for voice searches. Instead, content should be natural and conversational, seeking to answer all the specific questions that customers are asking and the problems they need solving. It is therefore beneficial to cover topics in great depth. Advice guides, FAQs and other supportive content are all great for this and will only strengthen the chances of your website appearing in the voice searches for specific queries.

Moreover, experts recommend targeting long-tail keywords within your SEO strategy, since voice queries are lengthier – much like natural speech patterns.

Personalisation

If there is one thing we know by now as digital marketers, it’s that customers like personalisation. From Amazon suggesting suitable products to shoppers based on past purchasing and on-site search activity, to Netflix recommending new shows to watch based on what the user has already seen – personalisation is now a key part of the consumer experience.

Consequently, internet marketing strategies need to change and should focus on creating relevant, valuable experiences for every individual consumer. This, however, is not something that can be carried out on a large scale without the help of technology, and AI, in particular, has formed a key part of it in modern times.

Google makes use of personalisation to narrow down search results based on various factors, including the searcher’s location, certain demographics (e.g. age, gender) and their previous search history, to tailor results specific for them. It is, therefore, essential to know exactly who your customers are and work to tailor content for that specific audience at each stage of the journey.

Conclusion

Success in the search results is still about providing a great user experience, which is underscored by high-quality, relevant content that is engaging to users.

With Google now embracing AI technology, which will only become more intelligent as time goes on, search marketers need to stay at the top of their game and keep up-to-date with the latest trends and technological advancements in order to continue ranking effectively for their clients.