How can the digital marketing industry approach the advancements needed for AI SEO, with search engines evolving at the fastest rate on record? This is one of the more significant questions needing answers in SEO for AI.
History
SEO AI is not something most SEOs considered several years ago. It started with AOL, Yahoo, and then a “new” company with a weird name called Google. I have taken this wild ride with search engines for laptops, mobile devices, television, automotive, voice, and satellite internet. This coming inclusion of AI into search engines is the most significant change I’ve seen thus far in the evolution of how search results are now personalized.
Search Engine Personalization
Since its inception, Google has developed algorithms or a set of rules programmed to help divert spam results and only deliver the best quality search results for which people are hoping to find. Recently, Google announced it is working on a new search engine driven by AI or artificial intelligence.
“Search will evolve substantively in next decade”
Google CEO, Sundar Pichai
According to a recent interview in The Wall Street Journal, Google’s CEO Sundar Pichai discussed their current and future use of AI in search engines. “I think the experience will evolve substantively over the next decade. We have to meet users regarding what they are looking for,” said Pichai.
Project Magi is Google’s current use of AI technology in search results. Their new AI search engine will “learn what users want to know based on what they’re searching.”
The New York Times reported that “the new search engine would offer users a far more personalized experience than the company’s current service, attempting to anticipate users’ needs.”
AI SEO
We are innovatively approaching AI SEO with the search engine landscape quickly changing. All digital marketing campaigns must have a comprehensive strategy to evolve rapidly for changes. A thorough understanding of a client’s target markets must be very defined. Keyword research, on-page SEO, off-page SEO, and technical SEO are all more important than ever.
There needs to be a precise website message delivered to visitors AND search engines. There is no room for confusion. Consistency and transparency are always important, but this will extend to all the company’s digital citations.
I see an emphasis on keeping keyword research more current than ever. The practice of blogging and adding new pages of educational and beneficial information to your website will need more attention. Use-case scenarios on websites will be required more often. These scenarios will help show how a company’s products or services have been personalized and customized for someone’s individual use.
Since search engines look to offer much more personalized results, I feel these approaches are always a solid approach for digital marketing and now for AI SEO. We look forward to evolving as Google implements AI into its existing search engine and its new AI-driven search engine currently in development.
