The digital world continues to evolve as new technologies, including artificial intelligence, develop. SEO practices change often as users’ needs and searches change. The biggest thing to remember when marketing your business through SEO practices is that you will need to adapt constantly. The rise of AI means adaptability is necessary. While original content and the human touch will always be crucial to ranking on Google, there are ways to supplement with AI. This blog will share how to utilize AI without getting flagged for stolen content or losing valuable employees.
Enhancing The Search Experience
Google’s recent shift towards AI overviews at the top of search results has surely changed the SEO game. AI compresses many different answers from different sources into a concise answer to the searched term. While AI provides links to where it got the information from, many searchers do not click on these links to read further. However, according to Conductor, a good percentage of people, around 33%, still click on organic search results. Should you focus on AI summaries or organic results? How do we manage both truths in marketing strategies?
Since AI still uses Google to glean its information for these summaries, your content still needs to be clear and accurate to be featured in these overviews. There continue to be fluctuations in rankings and ROI, so just because Google has turned to featuring AI summaries at the top of search results, doesn’t mean that all users are relying on them.
Is SEO Dead?
Some users are turning to social media or AI engines like ChatGPT to get answers to questions, but that doesn’t mean that SEO is completely dead. Search engines still account for almost 90% of searches. This means that Google and other search engines like Bing are still relevant. It has been proven time and time again that quality content is the best way to help provide insight to searchers. Utilizing SEO techniques in written content, videos, social media captions, and other visual content will still help push your business to the top.
Search Everywhere Optimization
As marketing expert Neil Patel put it, SEO is not just ‘Search Engine Optimization,’ it is now ‘Search Everywhere Optimization.’ The user experience is what Google is most focused on during the rise of AI because this means that users’ questions are getting answered. Since more people are turning to social media and AI responses to get answers to their questions, your business should be utilizing these tools in your marketing. Here are some examples of how to move your SEO efforts from just search engines to everywhere.
- Voice search: Use conversational keywords that provide a clear answer
- YouTube: Create long-form content targeting different audiences that can benefit from your expertise.
- TikTok: Create engaging short-form videos that will trend with younger audiences
While people still use these platforms to search questions, they may also utilize Google for other queries in the future. Google will pull results from other platforms to help answer a question, so your team needs to apply SEO methods for these platforms.
How To Utilize AI For Your SEO
With the rise of AI being a trend that isn’t disappearing anytime soon, you should be researching ways to integrate AI into your marketing strategy. AI is helpful in boosting your content, but it should not replace human creativity. Understanding how to fulfill the user’s search intent will help you achieve those coveted rankings.
Research Your Content
The human touch will always hold the highest value with search engines, so even with the rise of AI, you should stick with your writing team. As the SEO landscape changes, marketing teams can utilize AI to research content and gather ideas quickly. One way to think about content from AI bots is to use its writing as a draft, and then use the expertise of your team to add unique perspectives, emotions, and data studies.
Learning User Behavior
One way to utilize AI tools is to learn more about those who are looking for answers from your business. User behavior can be determined through AI because it processes vast amounts of data quickly. Learning about user behavior helps you to choose keywords, optimize meta tags, and improve the navigation of your website. Companies of all sizes are turning to advanced AI to monitor user behavior. User behavior will also change over time, so utilizing AI will help you adapt quickly and learn as you continue to market your business. When you consistently cater to your ideal audience, you will achieve better rankings.
Finding High-Volume Search Terms
Instead of scouring over Google trends for hours, AI can help you find common search terms in a matter of seconds. The rise of AI allows many people to gain answers in seconds, so instant gratification is key. Ranking for high-volume search terms will often help Google put you in those AI summaries at the top of search results, or in featured snippets where relevant.
How Our Company Can Help You Adapt To AI-Run SEO
Performance Driven Marketing keeps up with SEO trends and is open to improving our process for the betterment of our clients. With the rise of AI, we are utilizing the techniques mentioned in this blog without sacrificing the quality of human creation. Our team at PDM will optimize your website and content for SEO without causing you to be flagged for AI content. With our team of high-achieving professionals, you will be able to reach the top of Google results in no time. Get a free website audit or reach out to one of our account managers to get started!
