“SEO stays the same.”
Said no one, ever.
AI is changing the SEO game, and it has been for a while now. Here’s the thing: AI is not a new concept in SEO. In fact, search engines like Google have been using AI algorithms for years to rank and display web pages based on their relevance and quality.
But the introduction of consumer-accessible AI tools, like ChatGPT in late 2022, has put AI in the spotlight, getting marketers to really think about the role of AI in SEO. Long story short: SEO is evolving, and if you’re still playing by the old rules, it’s time to catch up.
You may also be interested in: 10 SEO trends you shouldn’t ignore in 2024
Understanding Google’s AI Systems
Google has been using AI to analyze and rank URLs since 2015, starting with its first AI system, RankBrain. Over the years, Google has introduced several AI models that have revolutionized how it processes search queries.
- RankBrain (2015): This was the first AI system designed to help Google understand how words relate to concepts. For instance, if you search for “how to increase sales,” RankBrain can recognize related terms and concepts, like “boosting conversion rates” or “effective marketing strategies,” returning relevant results even if those exact phrases are not typed into the search bar.
- Neural matching (2018): This system advanced Google’s ability to understand how queries relate to pages, especially for ambiguous terms. For example, if you search for “tie my laces,” neural matching helps Google understand that “laces” refers to shoelaces rather than an array of decorative fabric.
- BERT (2019): BERT stands for Bidirectional Encoder Representations from Transformers (nope, I have no idea what any of that means either). Basically, BERT allows Google to understand how multiple words in a query relate to words on a page, enhancing the comprehension of context and intent.
- MUM (2021): Google claims that MUM is 1,000 times more powerful than BERT. It can understand both text and images, enabling it to surface relevant information based on a deeper understanding of user intent. For example, if you search for “how to improve employee engagement,” MUM can provide insights on best practices, relevant case studies, and effective tools, all tailored to your specific industry.
Simply put, AI helps Google understand what people really mean when they search (a.k.a search intent), delivering more relevant and personalized results.
You may also be interested in: Are Google’s AI Overviews a friend or foe for SEO?
The more things change, the more they stay the same…
With traditional SEO tactics—focused heavily on keywords, backlinks, and other ranking signals—becoming less effective, it becomes increasingly important to shift your focus to understanding how real people search for information and why. AI in search is smart enough to understand the meaning behind the words, the context they’re used in, and the behavior of the person searching.
Gone are the days when you could stuff your content with keywords and hope for the best. That’s not to say that keywords and links aren’t important, but, these days, they certainly aren’t enough.
AI is making search engines smarter, and improvements are delivered faster than ever before. But no matter what’s going on with the algos, bots, and machines, quality content still wins. And that means if you’re not producing high-quality, relevant content, you’re going to get left behind.
Actionable SEO tips for marketing a small business
Now that you understand how AI is changing SEO, what can you do to keep up with the impact of AI on SEO? Here are some practical tips.
Focus on user intent
People don’t search for keywords; they search for solutions. Instead of obsessing over specific terms, think about the questions your customers have and create content that answers those.
- Analyze search queries that lead users to your site; what are people really asking?
- Use tools like Google Search Console to see what queries are driving traffic to your site.
- Use tools like Answer the Public or Ubersuggest to help you find common questions in your industry.
- Talk to your customers about what’s important.
- Think about topics that haven’t been covered.
- Most importantly, focus on a human approach that the likes of ChatGPT can’t replicate.
Improve user experience
AI algorithms analyze user engagement metrics—like how long people stay on your page or how quickly they leave. A good user experience can make or break your SEO. Make sure your website is easy to navigate and loads quickly.
You may also be interested in: How to create a modern website that people actually want to visit
Create comprehensive content
Aim to provide in-depth information that addresses the broader context of a topic, rather than one question. Search engines reward content that answers multiple facets of a query, so consider what else your audience might want to know.
Use a conversational tone
People are increasingly using voice search, which means they’re asking questions like they would in a conversation. In response, try to incorporate this style into your content, by optimizing for longer, question-based keywords that people might use when speaking.
Use structured data
Structured data helps search engines understand your content. Having it in place improves your chances of appearing in rich snippets and enhances your visibility in search results.
Add the human x-factor
Standing out from AI is the best way to thrive in an AI-driven world. So be more human! While AI tools can help you brainstorm, draft, and even optimize content, your unique voice and expertise will set you apart. Don’t churn out generic, AI-generated content. Personalize it. Refine it. Make it sound like you.
Trust me, as Google continues to refine its algorithms, low-quality, AI-written content will get devalued. We already saw it happen in late 2023 and early 2024. Invest in high-quality content that resonates with your audience on a human level.
You may also be interested in: Why content marketing creativity needs a human touch
Make AI your cheapest hire
AI can also help you become savvier about how you spend your time. From optimizing your site’s design to helping you with coding, UX, and keyword research, AI can handle the grunt work, leaving you more time to focus on what really matters.
Stay informed
The SEO landscape is constantly changing. Follow industry blogs, listen to podcasts, participate in forums, and engage with other marketers to keep up with the latest trends. Personally, I subscribe to newsletters from Search Engine Journal and watch webinars by Neil Patel and his team.
Keep calm: AI is making search better for everyone
Say it with me: “AI is awesome.”
AI-powered algorithms have significantly improved SEO by enhancing search result accuracy and personalization, leading to a more rewarding (albeit complex) SEO landscape.
My advice: stress less and don’t overthink it. If you’re creating quality content that uses your unique expertise to answer your audience’s questions, you’re doing SEO right.
And if you need help creating that content, we’re here for you!
