Artificial intelligence (AI) is beginning to have an impact on the way that SEO works. AI refers to a technological system that requires some of the abilities associated with human intelligence to operate. These include abilities such as planning, problem solving, perception, creativity, learning and reasoning. AI allows for huge quantities of data to be analysed in a meaningful and fast manner. This comes with several positive consequences for good SEO service, which are outlined in this article.


The two forms of AI

Typically, AI can be separated into two broad forms: narrow AI and general AI. The former refers to systems which have either learned or been taught to perform certain tasks without being programmed to do so; that is, automatically. Examples of narrow AI include self-driving cars and virtual assistants on smartphones. They are limited in that they can only perform certain tasks.

General AI, however, allows the AI system to be more adaptable to different tasks and learn through machine learning. An example of general AI is an algorithm which can teach itself how to get better at chess over time.

How AI is affecting SEO


At the moment, we’re mostly using narrow AI. Google RankBrain is an example of a narrow AI which uses artificial intelligence (rather than human intelligence) to generate improved relevancy in responses to search engine queries. The system uses deep learning to determine which algorithms will yield the best search results. These algorithms change each time depending on the website.

RankBrain is helping us to determine the elements of a good website. It does this by examining which websites respond to search engine queries in the best way and then assessing their common features (such as types of keywords used and their density). It also examines a website’s structure and backlinks, assessing whether they are relevant to the content. This requires us to stick to the AI’s suggestions of what makes a good website.

The list of possible alternative searches you see at the bottom of the page after a Google search query is thanks to RankBrain.

RankBrain is also establishing the current standard in websites and SEO marketing. This standard is based on factors such as websites having a niche and good backlinking. The importance of high-quality cannot be understated. Higher quality content facilitates more engagement with audiences, which the system notices and bases your search engine ranking off.

Similarly, a strong user experience is also valued by the AI. Factors such as high-quality images and video, simplicity of navigation, readability and general usability are considered important, as well as having a similar structure to other websites in the industry you’re in. As you can imagine, the relevance of content is essential. Any links included on your website should lead to sites which are appropriate for the keyword anchors chosen.


So what can you do to keep up with these changes?

It’s still important to be smart with your keywords (using keyword tools are a great way to optimise relevancy).  However, there are a number of things you can do to make the most of AI’s impact on SEO. Things such as using cluster analysis and predictive analytics, making the most of good, genuine reviews (which can boost your search rankings), using customer data, and implementing chatbots on your website are all effective ways to do this.

The new age of AI-powered SEO is upon us. Developments in artificial intelligence may seem difficult to keep up with, but it’s possible to stay on top of things by keeping yourself informed and doing your best to work with it.