AI is taking the world by storm (hopefully, not literally) and for good reason. The ability of this disruptive technology to automate, accelerate, scale up, and transform different marketing and sales processes can save you a lot of time and resources, as well as provide you with tons of useful customer data.
AI plays an important role in SEO, as it allows you to target different audiences and create tailored campaigns.
Let’s not forget that if you want to create a successful SEO strategy, you need to optimize it for Google RankBrain, an AI-based algorithm, which is its third most important ranking signal. Here are some tactics that will help you use it to your advantage.
Use Natural Language
Google RankBrain utilizes machine learning to better understand the context and offer relevant results to searchers. In addition to that, RankBrain is also capable of analysing long-tail phrases and ambiguous queries, identifying search intent, and prioritizing content which is to the point. This complex algorithm has the ability to learn on its own without any need to be programmed which allows it to adjust rankings in real time based on the perceived relevance of a particular website.
But don’t be misled by this concept – you’re not writing for the algorithm, but for humans, so try to produce content that sounds natural. That’s exactly what Gary Illyes from Google insisted on when he talked about the best way to be positively recognized by RankBrain. Natural language improves user experience and adds value to the user, and these factors are extremely important to Google.
Understand Your Audience
Your prospects are leaving their digital footprints everywhere. This means that there are tons of data about them waiting to be harvested, processed, and used to optimize and personalize their experience. But the problem lies in the fact that it’s hard to collect and process such huge volumes of data and make sense of them. At least, that’s how it used to be. Nowadays, you can take advantage of big data and AI.
When combined, these two technologies can help you precisely target your potential customers and offer them tailored content. A case of a teen girl whose pregnancy was exposed by Target before she confessed anything to her parents perfectly illustrates how powerful customer tracking has become. Namely, a furious man complained to the retailer after his daughter received coupons for baby clothes in the mail.
It turned out that Target’s sophisticated formula predicted that the girl was pregnant based on her previous purchases. A similar technology can be used to help you create personalized content for different buyer personas, stages of the customer journey, and channels of communication.
Optimize Your Keywords
We know that keywords are building blocks of SEO, and that’s the reason why special attention has to be paid to their optimization. Nowadays, people browse from various devices and locations, and they use all kinds of similar phrases for the same search query. So, instead of sticking to just one single phrase and repeating it over and over again, use its variations in order to be able to rank for similar queries.
Again, in order to effectively optimize your keywords, focus on user intent, and bear in mind that it’s not the same if a person enters “Venom” into their search box from a desktop or a mobile device. The first case means that the searcher most probably wants to learn more about the movie, read reviews, and watch a trailer; the second case might imply that the searcher actually wants to see the movie, which is why the results on these two devices will be different with the mobile search providing the information about where and when the movie is playing.
Chatbots have become increasingly popular as an effective customer support tool. Their role is to answer some common customer questions and assist in troubleshooting. It’s almost impossible to hire enough customer support reps who could handle all customer requests, and chatbots can pick up the slack and sort out some of the most common issues people encounter when they use a particular product. And what’s even better, they can do that 24/7. But, that’s not the only way to use chatbots.
They can also be of tremendous help when it comes to collecting customer data. For example, by recording all conversations, chatbots create a valuable database of different product issues and bugs which can be later used for improving and upgrading the product.
NLP-powered chatbots can also analyse the way your customers communicate, and paired with demographic information, these findings can help you personalize your content and messaging. In other words, with these intelligent chatbots, you can talk to your clients using their language. And in the near future, it will be impossible to distinguish whether you’re chatting with a human or with an algorithm.
All these valuable insights provided by AI allow you to craft your SEO campaigns, improve your rankings, and bring a lot of fresh and qualified traffic to your website.