AI for SEO

It feels like AI has really become a frontrunner in the topic of conversation when it comes to marketing and skyrocketing websites, and as we all know, the world of SEO is constantly evolving, too. So, when we merge the two together, using AI for SEO, a few incredible things happen. 

We begin with ever-smarter search engine algorithms, coupled with shifting user behaviours, and we’re left with transformative intelligence, such as Google’s RankBrain and MUM updates, including the rise of sophisticated language models. AI is reshaping how we look at SEO optimisation.  

Many people feel doom and gloom as they think about AI for SEO – it’s that typical ‘robots are going to rule the world’ feeling, but in actual fact, we can embrace this new way of working by learning how to work collaboratively with AI rather than against it. 

So, what can AI offer us? From automating tedious tasks and providing insights that were previously impossible to uncover, AI is impacting all areas of SEO. Here, we’ll explore how we should be using AI for SEO and content. 

AI’s impact across core SEO pillars

We can comfortably say that AI’s influence stretches across the entire SEO spectrum, but we’re only just beginning to fully appreciate and understand just how much of an impact this is having.  

Content creation & optimisation

AI in SEO has arguably had the most impact in content generation, and while we can all agree that Google still prefers human-generated content over AI-generated content, there are still areas in which AI can be utilised, such as augmentation. 

Benefits of AI for SEO content

• Idea generation & outlines: If you’ve ever asked ChatGPT to reel off a list of article titles, you’ll know how quickly it comes up with these! AI can also analyse search intent and generate content outlines, which saves hours of manual research. 
• Drafting & optimisation: AI is able to draft different versions of a blog post, meta descriptions, product descriptions and headlines. Humans can then focus on factual accuracy and refinement, adding a unique tone of voice.
• Readability & tone analysis: You can ask AI to analyse content for readability, suggest improvements, and adjust the tone to match your brand’s voice. 
• Content brief enhancement: AI can improve on SEO by enriching content briefs by pulling in related keywords, FAQs and competitive insights. 
• Repurposing content: Why not take your well-thought-out article and ask AI to transfer it into a social media snippet, email copy or a video script? 

Limitations of AI for SEO content

As with all good things, there are also limitations to using AI for SEO content. Let’s see what exactly these are: 

• Lack of true creativity: We are creative beings, able to craft stories and feel emotions that AI cannot. 
• Potential for generic/inaccurate output: AI can, at times, be factually incorrect and bland.  
• E-E-A-T concerns: Using AI for SEO content means that the content may struggle to convey genuine Expertise, Experience, Authoritativeness and Trustworthiness. 

So, as much as AI is useful for SEO, it can also diminish the quality of the content you create. This is how we advise AI be used to get the best out of it: 

• AI as a co-pilot: Use AI for research or to stick to your brand’s voice, but always make sure you have the last say as a human. 
• Rigorous human editing & fact-checking: always double-check the information given to you by AI is factually correct and accurate. 
• Focus on original insights: Use original insights to bolster your content. This can include case studies, expert opinions and unique data that can’t be provided by AI. 
• Maintain brand voice: Train AI to check that the content you create is in line with your brand’s tone and style. 

Keyword research & intent understanding

Naturally, AI is also revolutionising how we conduct keyword research, looking deeper at user intent. Here’s what we think are the benefits of using AI for SEO keyword research. 

• Emerging trend identification: AI can easily spot nascent trends, resulting in keyword identification before they become highly competitive. We recommend, however, still using your keyword research tools, such as Semrush or Google’s Keyword Planner. 
• Long-tail & conversational keywords: AI can unpick long-tail keyword phrases and give us richer insights into user intent this way. 
• Topic clustering: AI can also support in grouping related keywords into topic groups, which plays a part in developing a more effective content strategy.

There are, however, also limitations to this: 

• Irrelevant suggestions: AI might chuck some irrelevant keywords your way without proper filtering methods.
• Missing subtle human touch: Again, you’ll most likely need to add in specific phrasing or slang if you are targeting specific readers. 
• Requires human prioritisation: You’ll still need to have the final say regarding which keywords to prioritise first based on business goals and resources. 

Here’s how we would use AI for SEO keyword research:

• AI for ideation & data processing: Once AI throws all of its knowledge at you, use the knowledge of the business to refine its suggestions. 
• Focus on conversational & problem-solving queries: Use AI to find keywords that reflect how readers or potential customers are searching for your business’s solutions. 
• Combine AI with traditional methods: Never give up on good ol’ traditional SEO methods, but you can use AI to enhance their output. 

AI for technical SEO

Can AI code? Yes. But can it code to the extent that human developers can? Absolutely not. So, instead, AI is becoming invaluable in identifying and prioritising technical SEO issues. Let’s take a look at  how:

• Automated site audits: AI-powered tools have the ability to scan large websites so that they can identify broken links, crawl errors, duplicate content, missing schema markups and speed issues.
• Structured data generation: AI can create chema markups which will support in improving how Big-G (Google) understands your content. 
• Predictive analysis: Some advanced AI models even have crystal balls that help them predict the impact of technical changes or potential algorithm shifts. 

It’s important to mention, though, that AI is not a replacement for developers and that it cannot independently fix these complex server configurations (I know, it’s a mouthful) or intricate code errors

Also, you’re going to get as much as you put in. The effectiveness of AI in technical SEO will depend on how accurate the data is that is provided. But also, some issues are just better off left to humans who know what they’re doing! 

So instead, use AI for quick and scalable analysis that can detect issues early on, but always verify with a technical seo expert first before making those changes. As with content, use AI for technical seo enhancement, using it as an audit tool rather than the only solution. 

How can you benefit from utilising AI for your  SEO workflow?

Well, for starters, you can delegate all the boring tasks to AI! Any task that is mundane and repetitive can be thrown to AI, which will then free up your time for more strategic work. AI can also make sense of colossal data sets, which can uncover previously undetectable opportunities.

Using AI will also give you that competitive advantage, allowing you to adapt faster to any algorithm changes, helping you stay on top of your competitors. You can then produce more optimised content, analyse larger datasets and create and implement more complex campaigns without adding too much pressure. 

Your AI for SEO strategy should look something like…

• Using AI as an assistant, not a replacement: Don’t allow AI to replace your SEO team. 
• Focus on E-E-A-T:  Google loves an article based on this!
• Master AI prompt engineering: Become a wiz at being able to input the right prompts so that you can get the most accurate results from AI. 
• Continuous learning & adaptation: Read, read, and read some more! Learn to work with AI, rather than let it work for you and understand what Big-G says about AI.  
• Prioritise value over volume: It is better to put valuable content out there than to upload stacks of it that has been AI-generated. 
• Data-driven decisions: Use AI in a smart way by using it to interpret big datasets that can then inform your SEO strategy.

So, we can all breathe a sigh of relief as we begin to realise that iRobot will not be the next implementation of fiction to reality. Learn how to work with the robots, rather than let them work for you. 

For more information on your next SEO strategy, get in touch with our team of experts at Assisted on 01788 288020.