Until the emergence of AI, keyword optimization was the go-to strategy for SEO. Since then, AI has instigated a shift towards intent-based strategies. For a more detailed dive into SEO, check out our article here. User intent, on the other hand, represents the main goal a user has when searching an inquiry on a search engine. AI has developed an understanding of user behavior, which can be used in targeting audiences that may be interested in your brand.
How AI is Making a Difference in SEO
Contextual Understanding
AI algorithms help search engines understand the context of words in relation to each other. This means search engines can understand more complex searches and offer more accurate results based on the user’s intent.
Natural Language Processing
Also known as NLP, search engines now understand certain variations in language and phrasing, providing more relevant results even if the exact keywords aren’t used.
User Behavior Analysis
AI now analyzes user behavior and preferences to deliver personalized search results. For instance, search results might vary based on location and previous activity.
Relevance
Content that aligns with a user’s search history and preferences is more likely to be favored in the search results for that particular person.
Optimization
Instead of only optimizing for keywords, content is created with the intent to fulfill the user’s needs. This can mean addressing common questions, providing insights, and creating resources that match the search intent. Additionally, AI now focuses on related pieces of content that comprehensively cover a broad subject.
Impact on SEO Strategies
Quality Content
Instead of using as many keywords as possible, emphasis has shifted towards creating high-quality, valuable content that addresses user needs.
Intent Mapping
Marketers now map out user intent to create content that answers specific questions or solves particular problems. For example, many companies now create how-to articles and guides to address user queries.
Keyword Strategy
While traditional keywords are still relevant, long-tail keywords and phrases that reflect specific user intents are increasingly important.
Latent Semantic Indexing Keywords
LSI keywords, which refers to related terms and synonyms, help search engines understand the context and relevance of content without using keywords that exactly match. For example, relating “best local places to eat” to “best dining restaurants in my area”.
As AI continues to develop, the way marketers implement SEO will continue to change and adjust. We recommend considering both keywords and user intent as you move forward with your marketing strategy, and use our tips to inform your decisions when creating content for your brand across the internet. Our team of experts here at Quantus Creative can help you develop your marketing strategy based on any changes in trends and technology. Reach out to us here for more information.
