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The Future of SEO: How Artificial Intelligence is Changing the Game

The Future of SEO: How Artificial Intelligence is Changing the Game

“SEO is not a cost but an investment. An investment with a high return.” – Dr Christopher Dayagdag, CEO of Marketlink Web Solutions Inc.

Google processes over 3.5 billion searches per day. And what are the odds of your website appearing for these billion search queries?

This is where SEO comes into the scene. The goal of SEO or search engine optimization is to make it easier for Google to understand and index a website’s content (that can be yours also).

Search engine optimization attracts more customers than any other social media strategy.


Whether it’s positioning your brand as an expert in your field or attracting prospective customers’ attention, SEO is the answer to all your questions.

For example, even the most beloved companies like Coca-Cola use marketing strategies that primarily include SEO. With over 540 total on-page links, of which 27% are made from external links.

Coca-Cola stands tall with an impressive number of 55.5k organic search traffic.

SEO is becoming a lifestyle for marketers.

The Current State of SEO: Few Loopholes

Stats suggest 3.1 trillion searches were done in 2022 alone. This means that Google operates 98,380 searches every second.

Source: Twitter

Due to this Google is constantly doing algorithm update rolls. This forces SEO marketers to experiment with new techniques and keep up with Google.

Well, there are a few old SEO techniques that still exist like EAT (Expertise, Authoritativeness, and Trustworthiness), creating backlinks, and doing local and technical SEO.

These strategies are mandatory to get Google’s attention.

That being said, here are top SEO best practices and techniques that work for businesses:

  • Zero click results: A zero click happens when a SERP displays the answer to a searcher query at the top of the page.

Also, they don’t send you to any other third-party website.

The result will appear in the direct box of Google.

Source: Searchmetrics

  • Lean into semantic HTML

Semantic HTML helps Google to understand the content of your website.

You can use descriptive attribute names, structured data, and internal linking to create a hierarchical structure for your content.

For example, to optimize your content. Use <h1> for your page title, <p> for your paragraphs, and <ol> for your ordered lists.

  • URL and slug: Want to know the best place to include your primary keyword? It’s in the URL slug.


Source: Seosherpa

You need to optimize your URL so that Google can comprehend what your content is all about.

  • Optimize for “People also ask”:

Being one of the most popular SERP Featurvcxes in 2023, “People Also Ask” gives you a perspective on people’s search intent.

Source: growbydata

You can optimize the People also Ask section by giving a dictionary-style answer at the beginning of your blog post.

You can use numbered and unnumbered lists where possible and look for PAA questions to target.

  • Conduct a competitor keyword gap analysis:

Keywords are pivotal for any SEO strategy. Identifying new keyword opportunities and knowing what keywords your competitors are ranking for can help you optimize your existing content.

Limitations of current SEO practices

As per Semrush ranking factors study 2.0, the most important ranking factor is direct website visits.

Source: artupbonsai

Well, the current SEO practices are in desperate need of upgrades. Each and every marketing strategy has its own set of advantages and disadvantages.

So here are a few limitations of current SEO practices:

  • Dependence on search engine algorithms.
  • Limited data access.
  • Focusing heavily on achieving high keyword rankings.
  • Lack of integration with other marketing channels.

Introduction of AI in SEO

AI is taking over brands in every aspect, whether it’s email marketing, customer service, or SEO strategies.

Stats suggest that the global market for AI in SEO is projected to reach $2.4 billion by 2026, growing at a CAGR of 38.2% from 2020 to 2026.

Source: MarketsandMarkets

In the context of using AI in SEO, AI algorithms can analyze vast amounts of data, identify patterns, and make predictions based on user behavior and search trends, which is revolutionary for marketers.

One of the most significant ways AI has impacted SEO is through its ability to understand natural language and conversational search queries.

It’s easy to optimize your websites for voice search and conversational interfaces such as chatbots and virtual assistants.

Moreover, AI-powered SEO tools and platforms are becoming increasingly popular.

These tools can help to improve the efficiency and effectiveness of SEO campaigns, allowing marketers to focus on higher-level strategy and analysis.

How is AI used in Google searches?

Google Search uses AI in various ways to provide users with the most relevant and accurate results.

Some ways in which AI is used in Google searches:

  • Natural Language Processing (NLP): Google’s search algorithms use NLP to understand the meaning behind a user’s search query.
  • RankBrain: RankBrain is a machine learning algorithm that uses AI to analyze patterns in search data. It identifies which search results are most likely to be relevant to a given query.
  • Featured Snippets: Google’s featured snippets use AI to summarize the most relevant information from a web page.
  • Personalization: Google uses AI to personalize search results based on a user’s search history, location, and other factors.

For example, Hubspot uses an AI-powered tool called “Content Strategy” that helps businesses optimize their website’s content for search engines.


Source: Hubspot

This tool uses NLP to analyze a website’s content and recommend changes that can improve its SEO. It produces AI content for your website within a few minutes.

Why is AI SEO important?

According to a survey by Adobe, 66% of respondents are already using AI in some capacity for search engine optimization (SEO).

Source: Business insider

AI SEO, or search engine optimization powered by artificial intelligence, is important because it helps websites improve their ranking and visibility on search engine result pages (SERPs more efficiently and effectively).

It reduces the risk of penalties from search engines by identifying and addressing issues such as keyword stuffing, duplicate content, and low-quality links.

How does AI work in SEO?

AI plays a significant role in Search Engine Optimization (SEO) whether it’s content creation or including personalization to increase a website’s visibility.

Here are a few ways AI and SEO intelligence work together:

  • Natural Language Processing (NLP): With NLP, AI can analyze the content of a website and determine the intent behind the keywords used to improve rankings.
  • Content Creation: AI can help generate high-quality content for a website, including product descriptions, blog posts, and other types of content in less or no time.
  • Personalization: It helps in personalizing search results based on user behavior, preferences, and other factors.
  • Predictive Analytics: AI can use predictive analytics to analyze user behavior. It can predict which keywords and topics are most likely to generate traffic and conversions.
  • Link Building: You can evaluate potential link partners based on a website’s content and other factors.

This can help websites build high-quality backlinks, which are essential for improving search engine rankings.

Example: eBay uses AI to improve their product search results. They use natural language processing (NLP) to analyze user queries and suggest relevant products.

Benefits of using AI in SEO

  • Increased Efficiency

Whether it’s keyword research, content optimization, or site audits.

AI-powered tools can identify potential link partners, and issues and evaluate the quality of their sites. This saves time and effort.

For example: Grammarly’s AI-powered writing assistant suggests content optimizations to help users improve their website’s SEO.

Source: Mashable

  • Top-notch user-experience

AI can analyze user behavior and preferences to provide personalized recommendations for content and products.

For example, Amazon and Netflix use AI recommendation engines to recommend movies you might like. They make assumptions about your preferences just like a fellow product or movie enthusiast might.

  • Voice Search: AI-powered voice assistants can provide a more natural and intuitive way for users to interact. Optimizing content for voice search can improve the user experience by making it easier for users to find what they are looking for.

For example: Clothing brands like H&M have implemented an AI-powered voice assistant and another mobile app.

Customers can use the assistant to search for products and receive personalized recommendations based on their preferences.

  • Improved Keyword Research:

Did you know 0.0008% of keywords get more than 100,000 monthly searches?

Source: Ahref

By analyzing search trends and user behavior, AI can identify keywords that are likely to drive more traffic and can put you in that 0.0008% list.

Examples of AI-powered SEO tools and technologies.

There are several AI-based SEO tools available in the market that can help you optimize your website for search engines.

Here are some of the best AI-based SEO tools and their features:

  • MarketMuse: MarketMuse uses AI to analyze content and suggest improvements for your website’s SEO. It provides content optimization recommendations based on your target keywords and identifies content gaps on your website.
  • BrightEdge: BrightEdge uses AI to provide actionable insights for improving your website’s visibility on search engines. It provides keyword recommendations, content analysis, and competitive analysis.
  • SEMrush: SEMrush uses AI to help you analyze your website’s performance and identify areas for improvement. It provides keyword research, site audit, and competitor analysis tools.
  • Ahrefs: Ahrefs uses AI to help you analyze your website’s backlinks and identify areas for improvement. It provides keyword research, competitor analysis, and content analysis tools.
  • CognitiveSEO: CognitiveSEO uses AI to help you improve your website’s search engine visibility. It provides backlink analysis, content optimization, and keyword research tools.

The Future of SEO

SEO intelligence is changing the SEO landscape fast.

Here are some predictions on how AI will shape the future of SEO:

  • More personalized search results: AI-powered search engines will be able to provide more personalized search results based on a user’s search history, location, and other factors.
  • Voice search optimization:

Businesses need to optimize their content for voice searches since

AI-powered voice assistants like Siri and Alexa are becoming more popular day by day.

  • Automation: AI-powered tools will automate many SEO tasks, making it easier for businesses to optimize their content.
  • Use of machine learning: These tools use machine learning algorithms to analyze large amounts of data and make more accurate predictions about search engine rankings.

As AI technology advances, businesses will need to adapt and use AI-powered tools to stay ahead of the competition.

Implications for Businesses and Digital Marketers

Introducing AI in your business can help you generate huge amounts of data in less time.

Here are a few stats to support these statements:

  • AI can create 10,000 product descriptions in 30 minutes as noted by Stitch Fix.
  • New research from BrightEdge found that only 10% of enterprise marketers use AI today. Although 58% plan to use it for SEO and content generation in 2023.
  • Constellation, an ad agency used AI for generating ads and brought in 83.2% more customers and increased website visits by 73.1%.

Importance of keeping up with AI developments in SEO

“As a second smaller wave of the things that actually work,” stated by Brian Hennessey, Co-founder and CEO of the AI-powered product information management.

Keeping up with this new wave of AI developments in SEO is important for marketers.

AI-powered tools and algorithms are becoming more sophisticated and accurate, and they are changing the way businesses approach SEO.

These developments will help businesses stay ahead of the competition and maintain their search engine rankings.

Challenges and Ethical Concerns

Implementing AI in SEO (Search Engine Optimization) can provide benefits, such as improving website rankings and enhancing the user experience.

However, there are several challenges to overcome:

  • Data quality and quantity: AI models rely heavily on data to learn and make predictions. If the data used is poor quality or insufficient in quantity, the AI model’s performance will suffer, leading to inaccurate predictions and poor results.
  • Algorithm updates: Search engine algorithms change frequently, making it challenging to keep up with the latest trends and best practices. AI models must be continuously updated to stay relevant and provide accurate results.
  • Interpretation of results: Sometimes due to large amounts of data, it can be challenging to interpret the results correctly. It requires a deep understanding of SEO and the AI model’s capabilities to make the most of the data provided.
  • Ethics and bias: 35% of 183 professionals working in marketing-related activities found AI and machine learning tools in marketing challenging due to risk and governance issues.

AI models can be biased and perpetuate existing biases, leading to discriminatory results.

While there are challenges to overcome, the potential benefits make it an exciting area for exploration and development.

Ethical concerns surrounding the Use of AI in SEO

  • Trust-deficit
  • Algorithm updates.
  • Data privacy and Security.
  • Bias and discrimination: It is essential to ensure that AI models are trained on unbiased data and regularly monitored for fairness and ethics.
  • Unintended consequences: AI models can be complex and difficult to predict, which means there is a risk of unintended consequences.

In 2020, 70% of experts believe that AI-driven cybersecurity solutions are still in the experimental stages.

So, here are ways to address these challenges and concerns:

  • Stay updated with AI developments: Keeping up with the latest AI developments and technologies is important to stay ahead of the competition.
  • Adapt to changes in search algorithms: As search algorithms become more sophisticated, businesses need to adapt their SEO strategies accordingly. Use AI-powered tools to analyze search engine data and make adjustments to your SEO strategy.
  • Focus on user experience: AI-powered search engines are increasingly focused on providing a better user experience.
  • Use AI-powered SEO tools: AI-powered SEO tools can help businesses automate many SEO tasks and provide accurate data and insights.

Use these tools to improve your SEO strategy and achieve better results.

Please also see as an alternative, a website where to find human SEO specialists. 

toptal and cultbooking partnership


To conclude, AI can amaze the SaaS industry by advertising the potential of AI SEO.

Now that we’ve learned how AI-powered tools can boost the SEO of your website pages. It’s time to answer the most asked question “Will AI replace SEO?”

No, AI will not replace SEO.

AI is a powerful tool that can assist with many aspects of SEO, but it cannot replace the entire field.

SEO involves a combination of technical and creative elements.

AI can help automate some of these tasks and provide data-driven insights in the coming future but will not replace them.

It’s time to embrace the positive changes AI is bringing to the SEO industry. SEO professionals can now produce more relevant content in less time.

Author’s Bio: Neha is a content marketing specialist with over 3 years of experience in creating engaging and effective content for various SaaS companies. Neha is specialized in developing content strategies that drive website traffic and generate leads.

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