A new innovation, of any kind, brings along a string of challenges with it. Yes, they are a boon to us more often than not, but they can also stomp over a few other great innovations of the past. Artificial Intelligence has been noted as one of the mammoth successful innovations of our age. It has made life easier and has taken technology to an exorbitant level. However, advances in the world of AI have had some impounding effects on the SEO world. Since, its introduction the process, strategies, and even the basic ideals of SEO have taken a twist. The impact of these changes has been among the hot topics in content marketing. Let us look at the impact of artificial intelligence in SEO industry and how it is changing everything from the meager activities to full-proof plans.
Speech recognition and image classification are most-favoured forms of acquiring machine learning (ML) into search engine algorithms. AI is transforming SEO and here are some ways it is doing so:

Seamless data sorting and insights

The most sought after benefit associated with Artificial Intelligence is the minimal scope for errors in the numbers. Afterall, SEO is all about getting the right insights and crunching the right numbers. Incorporating AI in these processes not only reduces the load on human activity it also takes the legitimacy of results to the next level. With AI in place for analytics and data collection, there is very little scope for errors. As we experts know it, SEO includes piles of data that need to be analysed, AI can seamlessly come to a viable decision from a ton of noisy and unstructured data.

Only optimized, quality content:

AI recognizes opportunities and builds balanced content that delivers to the user’s requirement while also improving search results. This can be executed on the human level as well but has been noted to absorb a lot more hours. Content built by AI can ensure exciting levels of user engagement on blogs, websites, videos, and any other form of content marketing.

Dependency:

SEO is not an easy job, there are many tedious tasks associated in the formation of a well-constructed SEO plan. These minimal tasks might not be brain-racking but require the specialist to invest a certain set of hours and energy. Since the introduction of AI, these tasks have been automated, taking away a huge burden off the shoulders of the specialists. Tasks such as technical auditis, keyword research, and content optimisation require heavy focus from the individuals, but can be easily executed by AI. Increasing the dependency on AI for tedious tasks can help specialists focus on more creative and brain-dependent tasks.

Personalized: 

Along with bringing in automation and a swift quickness to the process, AI also excels at creating personalized content. This content is not just limited to groups of customers, it can also be personalized according to the preferences of an individual customer. It is an important of the process, as it brings in quality of content along with quantity.

One step ahead:

By incorporating AI in the SEO process, it is possible to stay one step ahead of other websites. There are more than one ways to prove this: quality content with lesser invested time, seamless execution of tedious tasks, personalized content, and improved overall quality of the website are just some perks of welcoming AI to your SEO plans. All in all, an enhanced SEO experience can be achieved by adopting AI.

While, artificial intelligence helps in building plans for the improving the quality of the website, it also helps search engines in ranking websites better.

Rankbrain

Rankbrain, by Google, is one clear example of the use of AI to rank websites based on keyword search. The search engine giant is tirelessly working in becoming entirely AI-dependent, while also making the results as human as possible. This mechanism was developed in a bid to add simplicity to the process of ranking landing pages. Rank Brain works on a ML system that allows it to learn consistently from the data that is collected through user engagement. This improves the overall efficiency of results provided by the machine learning system.
To sum it up, Rank Brain analyses keywords input by a user to give Google a better understanding of what the user is looking for. This data is then used by Google to rank the websites based on relevancy of data to customer search.

AI has only been a valuable addition to the SEO industry by making life easier for SEO planners as well as search engines. It might have a few drawbacks, but the positives vastly outweigh the negatives in this scenario.

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