As advancement in Artificial Intelligence (AI) continue to evolve, digital marketers and business who perform DIY online marketing must consider its impact. This is not just about optimizing generic speech recognition it goes beyond that. That’s why we have to keep up with “smart” technology, which continues to learn more by itself as it engages with users.
1. The Way Keywords Are Used Will Change Exponentially
Anyone who has been in marketing long enough to experience at least two major search engine algorithm changes, knows that with each change, how we use keywords can quickly go from effective to obsolete. Since the introduction of voice search on smartphones, home automation, and our desktops—keyword strategies have had to change. This includes full question keywords, and keywords that address the difference between speech patterns and a quick typed Google search. As consumer rely more on AI, how they interact will continue to change. What this means for keywords is yet unknown, but many believe keywords will become more conversational—as our AI will become more of an electronic assistant.
2. Vocal Content Could Be A New Thing
As AI is used more throughout the home and office, online searches will become increasingly mobile. Consumers will engage with their AI all waking hours of the day, and from every room in their home or office. This means that you may want to “hear” your search results, instead of sitting down and reading it. Exactly how this vocal content will change things is yet to come, but at the very least there is likely to be a search within the search. For example, listeners might want to skip to the next paragraph, scan the article for specific words and topics, or request similar articles—all of which will be requested by voice.
3. Only Relevant And Timely Content Will Populate
As online marketers, we know this better than anyone. If you type any digital marketing topic into a search engine, before you begin reading the content—you check to see the date is was posted. If it’s an online marketing topic more than 12 months old, sometimes less, it’s no longer relevant. However, it might be at the top of SERP 1. While the person who owns the website enjoys the traffic coming their way but on the other hand it is of no value to the user. With AI, marketing tactics will need to change because AI will be able to determine a 10-year-old article that is still relevant from a 6-month-old article that is dated.
4. Optimizing Visual Content Will Be Of More Value
Video content, interactive ads, infographics, and other types of visual content will increase in demand. This is because the content is easier to retain and understand when graphics and images are part of them. For example, many blog posts simply transcribe the video shared within the post. This allows you to market both the content and the video. While SEO for visuals is certainly alive and well, with the introduction of AI it will have to be optimized for voice—not just for the generic keywords most currently turn to.
5. Hypertargeting Based On Individual AI
Google, Bing, and other search engine algorithms will never divulge to marketers precisely which strategies drive the most traffic. However, companies that have AI bots and other interactive tools for their website can leverage this data to identify content that converts. The data gathered by internal AI will provide marketers a level of consumer insight not yet seen before. The data points gathered can be used not just for hyper-targeting online marketing—but as your in-house AI gets smarter it can help you to identify new demographics or niche groups; even to develop new consumer products.
6. Online Engagement Will Become Predictive
We already see some of the predictive methods in the works. For example, when you browse a product on Amazon, you will be shown the top items that other consumers buy. When you type a product or topic into Google, you will immediately start seeing PPC ads on the same topic. After visiting a website, you will start to see sponsored posts for the website or their products on Facebook. While it may already feel as though your computer is getting in your head, AI will take it to the next level. AI will be able to do more than track an individual search to send you targeted ads and content—but will be able to look at your body of search results, and deliver far more personalized content. For example, if in the same week you search for luggage, sunscreen, and sandals, AI may determine you are planning a tropical getaway—and start sending ads and contents relevant to a sunny holiday.
7. Search Results Will Contain Mixed Keywords
Optimizing content for variations of keywords is currently an effective strategy. However, the variations tend to contain the same targeted keywords. With AI, similar keywords are likely to populate. For example, if you ask your AI to deliver results for “call center technology”, it may also show you “contact center technology.” These are both keywords you might be targeting anyway so it’s good for you.
Bye Bye Bad Bots
As search engine AI gets smarter, it will be easier to weed out fake users and shady bots. This means fewer online bot-driven scams, less automated bot marketing, and a reduction in fake online engagement. This is good for both consumers and businesses. Strategies like buying fake social media followers who provide automated, but false engagement, will slowly trickle away. If you currently rely on such strategies, it is time to start building authentic marketing strategies.
Hello Good Bots
We are already seeing a shift to “good” bots, with bots added to your website or social media to act as automated customer service, or simplified sales tools. Currently, there are “simple” bots and “AI” bots. The AI bots, continue to learn—and in many cases consumers believe they are interacting with a live agent. The advantage of these smart bots is many. It provides you with 24/7 customer service, and can immediately answer the questions that drive purchasing decisions.
Only time will tell how AI helps to evolve SEO, but one thing for sure—optimization will always be the key to your online success.