AI and Machine Learning Impact on SEO

The future is here. There are technologies currently being further developed each day that will change the landscape of business, and in doing so, the world as we know it. We are talking about mixed realities, artificial intelligence (or AI), and more.

Artificial intelligence offers a lot of SEO benefits. It can help manage big data, perform analytics, boost customer engagement, increase user experience, and more. But what most fail to comprehend is the scope of its applications. It’s not surprising given the limited information the public has about it.

For the purposes of this article, however, we are going to focus on AI technology and machine learning and how they are being used primarily on search engine optimization (or SEO), lead distribution software, and related online business processes.

What Is AI SEO?

You are probably familiar with SEO already. It is one of the first things that you need to know when starting a business. We’re not going to be too surprised, though, if you don’t know much about AI SEO.

Artificial intelligence has long been used in search engine optimization, far longer than you might expect. Search engines use AI to crawl through websites to determine their rankings, after all.

That being said, it not only possible but wise to use AI in your own SEO strategy. You can use it to function the way search engine AIs do to have a more accurate analysis of how your efforts are going. You’ll also be able to predict how any of the new steps that you have applied will do and how long they’ll take to show effect.

AI can even give you a comprehensive analysis of the online activity on your page, such as how many are accessing it, which parts do online visitors find most compelling or engaging, or where are they coming from?

As mentioned above, there are also lead distribution platforms that rely on this information to fine-tune its features and services.

SEO Success with AI

This is certainly not the only benefit that AIs offer SEO. If there’s one thing most of us can agree on, it’s that the artificial intelligence future can also bring search engine optimization success. Using AI in SEO will…

• Help you refine our SEO efforts and make them more efficient. The information that AI will provide can pinpoint issues that would have been otherwise difficult to catch given other circumstances.

• Use the data to analyze your competitors. You can also use AI to analyze the data of your competitors and compare it with your own. In this way, you will be able to make more informed decisions especially in formulating your next SEO strategies.

• It can even propose the next SEO steps that you should do. Some AI SEO platforms and services provide data-backed solutions on the SEO issues that it has spotted.

Speaking of SEO issues, one of the aspects that most commonly impact SEO rankings is user experience.

User Experience Is a Top Priority for Rankings

It’s simple. The more online visitors enjoy being on your website, the longer they’ll stay. If they didn’t enjoy it the first time, then there is a high probability that they won’t return again. Fortunately, it’s also one of the aspects that AI can analyze and help with.

Beyond just analytics, AI can also be used as a chatbot, to provide further support to your online visitors, boost engagement, and of course, improve user experience.

We understand that some business owners (and a lot of customers) don’t enjoy talking to a bot. Nobody really does. However, there are basic queries that bots can certainly assist with; not to mention that there are bots that are surprisingly intelligent and can handle more difficult questions with natural-sounding semantics.

Which Factors Are Important in the Ranking Algorithm?

We have mentioned that user experience is an important factor in search rankings, but that’s not the only one. Here are others:

• Security. Websites that expose their online visitors to cyber threats won’t rank high. Proper encryption marked by HTTPS is the key.

• Accessibility. Another factor is mobile optimization and accessibility. Your website must be accessible through mobile and even for those who have a limited network connection and physical impairments.

• Content. Finally, the relevance, accuracy, and overall quality of your content also play a huge role in your search rankings. It’s not enough to fill your posts with keywords. That’s for search engine AIs to read. You’d want your website to be reader-friendly for humans as well, and humans require value.

These are not the only factors that impact search rankings, but the ones we have listed are the most critical to hit first.

Voice Search

Here’s another feature that AI can help you with: voice search. It is a great feature that hits two objectives at the same time. First, it makes your website more engaging. This technology is still new enough for people to have a genuine interest. Second, it can improve accessibility, especially for those who have physical challenges.

Big Data

Big data is the collection, management, and analysis of massive amounts of digital information. Even a team of the best professionals would find it extremely difficult to go through a substantial amount of data. It will take weeks or even months to do so. On the other hand, it will only take a few hours, even minutes, for a single AI to do the same thing.

VR Factor

Virtual reality (and its kin, augmented reality) is also a technology that you are probably familiar with already. What most of us don’t realize, though, is how they can complement each other. As VR tech provides the view, AI will be in charge of making accurate predictions based on your movements to create a more realistic experience.


Artificial intelligence offers a lot of benefits, true, but what most fail to comprehend is the scope of its applications. It’s not surprising given the limited information the public has about it. Its SEO benefits, for instance, are not fully explored yet. It can help manage big data, perform analytics, boost customer engagement, increase user experience, and more. There is still much that we don’t know and applications left to discover. We are certain, though, that this will change soon. Very soon. So we highly recommend AI integration for your business if you don’t want to miss out.

Author’s Bio

Mike Austin is a marketing and creative content specialist at Adrack.comOpens in a new tab. and working in the Digital Marketing industry since 2009. As a conversion-driven marketer, he is passionate about helping businesses expand their online visibility and reach their goals.

If you would like to support Open Sourced Workplace:

Recent Posts