2023 has seen a meteoric rise in generative artificial intelligence (AI), with platforms like ChatGPT dominating the mainstream conversation. Due to its vast potential, generative AI is set to impact every industry in some regard, including search engine optimisation (SEO).
Google has been rolling out its innovative AI-powered ‘Search Generative Experience’, which will have a huge impact on the search engine results page and the way in which businesses and individuals must adapt their SEO strategies in order to successfully compete within the digital space.
Our SEO managers explore the impact of AI on the SEO industry as a whole, look into Google’s innovative Search generative Experience, as well as the strategies you can implement to harness the power of AI in your own SEO.
How Has AI Impacted SEO?
Improved algorithms
AI-powered algorithms, such as Google’s RankBrain, have become instrumental in processing and understanding search queries. These algorithms utilise machine learning to analyse user behaviour, interpret context, and deliver more relevant and accurate search results.
Personalised search results
AI allows search engines to deliver personalised results based on individual user preferences, search history, and behaviours. This personalisation has shifted the focus of SEO towards creating content that caters to specific user needs and interests.
Natural Language Processing (NLP)
Natural Language Processing, a subset of AI, has improved the understanding of conversational queries. Search engines now better comprehend the context and intent behind user queries, influencing SEO strategies to incorporate more natural and conversational language.
Voice search
The rise of voice-activated devices and virtual assistants has led to an increase in voice searches. AI technologies, particularly NLP, play a crucial role in understanding and responding to spoken queries. SEO efforts now need to consider optimising for voice search, which often involves longer, more conversational keywords.
Content creation and optimisation
AI tools, such as content generators and automated writing platforms, can be used to assist in creating content. This comes at a risk, however, as search engines are introducing algorithm updates to detect AI-generated content that is low-quality and that does not offer true value to the reader. Additionally, AI algorithms can analyse content to determine its relevance and value, impacting SEO strategies by emphasising the importance of quality content over keyword stuffing.
Google’s Search Generative Experience Explained
Google has begun to roll out their ‘Search Generative Experience’ in certain locations across the world. They describe SGE as “an early step in transforming the Search experience with generative AI” and that “people will notice their search results page with familiar web results, organised in a new way to help them get more from a single search.”
Although the SGE element appears at the top of the SERP, moving the organic listings further down the page, it does include several links to relevant results located at the top, next to the generated response.
Using AI to Improve Your SEO
For keyword research and analysis tools
With the use of AI, you can analyse large amounts of data to identify the most effective keywords for a given topic or niche. These tools can also help identify related topics and subtopics to include in your content to improve search engine rankings.
To better optimise content
AI tools can analyse content to identify areas for improvement, such as keyword density, readability, and engagement. They can also provide insights on structuring content for maximum SEO performance and user engagement.
Save time by analysing backlinks
Link building is an important factor in off-page SEO, but it is time-consuming and difficult to do effectively. AI-powered tools can analyse backlinks and identify potential opportunities for link-building, making the process more efficient.
Incorporating chatbots and voice search
With the growing popularity of chatbots and virtual assistants, incorporating AI-powered chatbots and voice search optimisation into your strategy can improve user engagement and SERP rankings.
SEO marketing agency topclick has an excellent team and more than 20 years of experience. We have gained priceless knowledge that will help us deliver an expertly tailored SEO service for your specific business niche. As part of our service, we will give you regular updates, access to granular SEO reporting metrics, and a dedicated account manager to help you achieve the results you need. Contact us today for more information.