SEO and artificial intelligence: how to win over the robots

Let’s face it: Search engine optimization is complicated. From backlinks, to meta descriptions, to keyword selection, there’s a lot to learn. Not to mention, SEO and artificial intelligence are totally intertwined. If you’re responsible for your organization’s SEO efforts, that thought alone might make you want to throw in the towel.

Feeling in over your head? Below, we’ll break down the basics of AI’s role in SEO, and what you can do to optimize your website for Google.

3 things you need to know about SEO and artificial intelligence:

1. RankBrain

RankBrain, an essential part of Google’s algorithm, is a major factor in how the search engine ranks websites. Google hasn’t shared much information on how RankBrain actually works – but that hasn’t deterred speculation from the pros.

As Semrush reports, “Experts believe that user experience signals are the primary determinant. These could include factors from click-through rate to time spent on page. You need to captivate and engage readers with useful, well-organized content.”

2. Search intent

As AI and machine learning become bigger factors in Google’s ranking system, search intent is more important than ever before. Basically, search intent is the goal behind each search engine query. When selecting keywords, think about whypeople would search for those keywords in the first place. Google is getting better and better at understanding searchers’ intent – and we all need to do the same.

For example, someone might type “wakeboard” into Google with the intent of purchasing one. And let’s say your landing page about wakeboarding’s environmental impact pops up in the search results. That searcher is probably going to ditch your site in about .5 seconds.

Not good.

So consider the context behind each keyword or phrase. Keyword modifiers are a great way to start getting more specific and reaching the right visitors.

3. Multiple keywords

Back in the day, it was standard practice to optimize each page or post for one keyword or phrase. For example, a computer website might have used “computer” for one page, “computers” for another and “PC computers” for yet another.

These days, Google seems to prioritize long form, comprehensive content. That means you have the opportunity to optimize for multiple related keywords or key phrases. This can help solve search intent issues, and could definitely get RankBrain on your website’s side.

SEO is a tricky, ever-changing beast – but if you’re really struggling, it’s time to bring in an expert. Get in touch with us, and we’ll help get your SEO strategy in the best shape of its life.