AI is redefining the latest SEO updates by bringing reliable changes in the digital ecosystem. It can help in connecting consumers and brands in an efficient and relatable manner. Google has already adopted the AI-based ways for improving the search algorithm to improvise the system.

The search engine giant Google is revolutionizing the methods of SEO in various ways. The frequent algorithm changes are forcing webmasters to adopt genuine ways to make their website fit for appearing on the top. AI is playing a crucial role in supporting efforts to make the search engine a platform to solve the problems of users and brands altogether.

The world of AI is evolving day by day and aiming towards delivering accurate results for search queries on search engines like Google. It also offers an amazing opportunity for content creators and webmasters to get their websites listed on the top of search results. This is definitely possible by accessing useful aspects associated with it such as genuinity and trust. AI has the capability to make the ecosystem efficient to offer better search results to the users.

According to the research conducted by Salesforce on AI-based approaches. It mentions that more than 51% of Digital Marketers are using AI-driven methods to generate positive results. 

The SEO is not only about keywords these days, But It has also definitely gone beyond these factors to offer improved user experience. It is now adopting new ways to make our lives easier by offering us a multi-dimensional approach. The combination of information along with smart devices and apps can play an influential role in changing the landscape of SEO. One such example of this is Voice SEO which could become popular due to devices like- Google Home. The AI-based intelligent algorithms have the power to dive into the data to offer more insightful and relatable results to the users.

AI enables search engines to develop techniques to improve the system or algorithm based on intelligent data inputs. Google also uses similar techniques to inculcate AI into its search engine ecosystem.

Google Rankbrain – How AI Influencing SEO

The google has revealed a few years ago that they are now moving towards intelligent methods to power their search engine results. In achieving similar efforts they have released an algorithm called Google Rankbrain. It is an ML-based algorithm that processes search query and delivers results on the basis of context. It enhances the user experience for users searching for particular queries and save their time by giving them better results. The search algorithm has various features and can also use true-intent to offer personalized results. This gives more insightful and relatable results to users searching for information on the web regardless of keyword.

  • Google Rankbrain is now considered one of the top influential factors to rank on the Google Search Engine.
  • It offers “Exact Matches” to the query searched as a personalized approach by associating it with other aspects relating to the query. It also refers to various pointers other than the keywords to find relevant matches.
  • It is an AI-driven algorithm that makes use of machine learning and complex algorithm to improvise the system.
  • It also refers to the sources in an intelligent manner to offer meaningful results to the query.

The Rankbrain also eases the goal of attaining information based on search queries by eliminating the need to show links. It rather displays the information sourced by other authentic websites to deliver the answers to the user. For e.g. – searching for new movie releases displays the lists of various movies rather than giving endless links.

Defining Target Audience – Putting Right Efforts towards SEO

The AI can help in accessing your audiences in defining the type of consumers you need to target to reap the benefits of SEO. As targeting is an important part of reaching out to the potential user base, the SEO based tools can analyze the market in an efficient manner. There are lots of tools such as- Moz, Rankwatch, etc. that can help you to gather the right data about your consumers in no-time. It also contributes towards smart analytics to fill the gap between users and brands.

  • AI and Machine Learning can help in the predictive analysis of target consumers.
  • It can help in knowing traits and user behaviors for marketing products to people.
  • The AI-based analytics can offer analysis on market research useful for SEO.
  • Advertising platforms also use AI to reach out to potential users in an efficient manner.
  • AI can combine marketing and SEO efforts for attaining business goals.

AI as a Tool – offering Insights for Improving SEO

Artificial intelligence has an undoubted capability of processing information better than humans. It can help in offering useful insights targeted towards website performance for SEO. The AI-powered tools can help in accessing site performance analysis, keywords, technical SEO, etc. to boost the efforts.

The AI can access and help users to solve the challenges of complying with SEO guidelines in better ways as compared to manual approaches.

AI is Redefining Content Marketing for SEO

Content marketing these days is quite booming in the world of digital marketing. Google also focuses on content quality and research for SERP ranking as a primary factor. The AI-based tools such as Grammarly, Word AI, etc. are playing an influential role in redefining the content metrics for webmasters. From curating content to correcting grammar errors, the AI-based tools can also understand user intent in a better way. This gives more power to publishers to get in-depth data of their potential readers to frame the content according to it. Here are some of the ways how content marketing influences SEO.

  • Keyword Targeting: Understanding keywords based on user intent and search volume.
  • Smart Placement of Products: It is quite important to make your content consumer-focused. The AI can aim towards defining your niche in a better way through various points.
  • Quality Content: The quality content is the key to rank on top search results in search engines. The best quality content has higher chances of ranking on top results.

Personalizing Content & Search Results

Personalization is a factor for attaining quality leads in content marketing. It is quite obvious to see that users prefer to opt for the services which are solving their problem. The personalization in content and search results influence the users to definitely buy or try out the product. The AI plays a role in defining buying traits and then target the consumer as per their needs and interests.

Amazon uses personalized content by offering interest-based results and suggestions to users. It may include new product launches and can also cross-sell other products to users.

AI Aims to Combat Spamming Practices in Search Engines

There were various instances in the history of Google search where the marketers were using black hat SEO techniques. Since the last few years, these techniques were gaining momentum but due to AI-based algorithms and updates, it has come to an end. The practices of firing autonomous links and spam backlinks are of no use in the contemporary world. The websites following such practices have faced quite drastic outcomes due to the presence of smart algorithms. It is also scraping the useless websites out of the search results through continuous monitoring.

AI Empowering Advertisers to Boost Smart Campaigns

The AI has developed intelligence to follow the user footprints to sell them the best products and services. The AI-powered re-marketing strategies are now influencing buyer’s decisions by following them in every part of the web. Be it Google search, Facebook or Gmail- the users get to see the products they are looking to buy and finally end up buying it.

The dynamic advertising campaigns also have the capability to change itself as per the interests and intent of the users. This approach gives the opportunity to advertisers for marketing their products to masses to win the competition.


AI is ready to bring the next-generation revolution to the world of internet and SEO in the coming days. It is quite obvious that these methods will foster genuine and insightful search results for the users. It will also help brands to reach out to the audiences in quite an innovative manner. The AI-based tools have the capability to make research and analytics easy for brands to support their growth through SEO. Be it the future of advertising or marketing, the AI will support in evolving the SEO practices to benefit the websites to reach masses.

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Nikita Sharma is Chief Strategy Centrik @ HIcentrik. She Strategizes, Optimizes & Revises digital activities to deliver optimum results & returns.
6 Years of Global Experience in Multi-tasking, i.e. Digital Advertising, Social Media, Ad Campaigns, Web Design & Development, Lead Generation, and Reporting.