Artificial Intelligence (AI) is the technology that is transforming various aspects of our society and our daily lives. One of the areas most affected by AI is SEO (Search Engine Optimization), which is the art of optimizing websites to appear in the top search engine results (primarily Google). This process not only understands what you're looking for, but also anticipates your needs and personalizes results according to your preferences. This is the direction companies like Google are moving towards.
With the advancement of AI, search engines are becoming increasingly intelligent. The goal has been to delve into the subtleties of user intent and provide more accurate results. And this is changing the landscape of SEO strategies.
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Generative Search
Generative search is a technology that uses AI algorithms to generate new ideas, content, or solutions from a set of input data. In other words, Generative search is capable of creating personalized and relevant answers to user queries, without relying on pre-existing results on the web. An example of generative search is Google SGE (Search Generative Experience), which uses AI to converse with users and provide information, recommendations, and actions.
Generative search works similarly to regular search. The difference is that you need to activate it first by accessing Google Search Labs, a platform that stores experimental search functions. Then, simply type what you're looking for into Google and see the AI-generated result at the top of the results, before displaying related links. This result attempts to answer the main question and also provides answers to other topics that arise in the conversation.
A recent study of Gartner, one of the world's largest research and consulting firms, It predicts a 50% drop in organic search traffic for brands by 2028 due to AI.This means that users will prefer to use generative search to get quick and accurate answers, without having to click on any links or visit any websites. Therefore, brands that rely on organic search traffic to generate leads, conversions, and revenue will lose a significant portion of their audience.
SEO and artificial intelligence: the impacts
AI is the technology that allows machines to learn, reason, and make decisions in a way similar to humans. It has been applied in various fields, such as healthcare, education, entertainment, and, of course, digital marketing.
In digital marketing, the AI plays a key role in search engine optimization., both from the perspective of search experience and from the perspective of the SEO strategies that are implemented.
AI in the search experience
The search experience is the set of factors that influence user satisfaction when conducting an internet search. It involves aspects such as relevance, speed, usability, and personalization of results.
AI has contributed to improving the search experience in several ways, such as:
Understanding user intent: AI allows search engines to better interpret what the user wants to find, considering context, history, location, and other signals.
Offer direct answers: AI allows search engines to provide direct answers to simple questions, without the user needing to click on any website.
Customize the results: AI allows search engines to tailor results according to user preferences, behavior, and profile.
AI in SEO strategies
SEO strategies are actions aimed at improving the ranking and visibility of websites in search engines, increasing organic traffic and conversions. They involve aspects such as keyword research, content optimization, link building, data analysis, and user experience.
AI has impacted SEO strategies in several ways, such as:
Facilitate keyword research: AI allows SEO professionals to find the best keywords for their websites, considering the intent, relevance, volume, and difficulty of each term. For example, there are SEO tools on the market that use AI to offer keyword suggestions, competitor analysis, and market insights.
Improve content optimization: AI allows SEO professionals to create and improve their website content, taking into account best practices, trends, and user expectations. For example, Copysmith is an SEO tool that uses AI to generate and optimize text, titles, descriptions, slogans, and other content elements.
Increase link building: AI allows SEO professionals to identify and leverage the best link opportunities for their websites, considering the authority, relevance, and quality of each source. Linkio, for example, is an SEO tool that uses AI to analyze website link profiles, suggest the best anchor texts, and monitor results.
Enhancing data analysis: AI allows SEO professionals to collect and interpret data from their websites, considering the metrics, indicators, and objectives of each project. Moz is an SEO tool that uses AI to provide reports, charts, and recommendations on website performance.
Optimize the user experience: AI allows SEO professionals to improve the user experience on their websites, considering aspects such as design, navigation, accessibility, and interaction. There are also several SEO tools that use AI to track and visualize user behavior on websites, identifying areas for improvement and conversion opportunities.
AI is a technology that has transformed the world and digital marketing, especially SEO. It has improved the user search experience, offering more relevant, faster, and personalized results. It has also impacted SEO strategies for professionals, facilitating keyword research, content optimization, link building, data analysis, and user experience.
To adapt and stand out in this scenario, it's necessary to stay up-to-date with new developments, trends, and AI tools for SEO improvement. Thus, it is possible to create more efficient, attractive, and competitive websites that generate more value for users and consequently achieve better rankings in search engines.
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