As heralded and hyped as big data has been over the last years, there’s no denying it’s a powerful thing. But what it basically means for companies is that stakeholders simply have too much data at their disposal to manage and process.
Search marketers know – what moves the needle when it comes to achieving rankings on Google is an amalgam of algorithms, clickstream data and countless variables that leaves a person with a multitude of siloed tools trying to bring datapoints together.
So when search marketers want to make sense out of this vast amount of unprocessed data in a time where user behaviour on the web is as complicated as it has never been – where does one turn to?
You can probably see what I’m alluding to 🙂
It is essential to implement artificial intelligence, machine learning and deep learning into your SEO stack in order to move the needle in 2018. Simple as that.
How AI is Changing SEO
Organic search drives about 51% of total website traffic, so it is only natural to explain the key benefits that AI brings to SEO professionals and digital marketers. More so, when the algorithms who decide what ranks or not is actually driven by AI – search marketers must take notice.
From Google’s Rank Brain and voice search through to Amazon recommendations, we are living in an AI-first world where we contribute to the inputs and benefit from the outputs. The inputs can be text, like in a search query, or voice commands in your car or phone. The AI outputs can also be text or voice.
So, interacting with AI is very similar to interacting with your traditionally programmed computer or mobile phone. The difference with AI is that there is a neural network, advanced algorithms, and deep data to help AI understand the intent of your inputs better and provide better, more-accurate outputs.
In other words – Google needs this to provide a better search experience.
So that’s the perspective coming from the user side. Now, what about companies’ values?
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Every business who doubles down on SEO wants their content to be visible. Organic search is their market-wide voice of the customer, and the purchase intent of searches is telling them what customers want at scale. However, search marketers who want identify the nature of these searches are faced with the challenge of making sense of all the data at their disposition, having limited resources to mine insights and then actually act on the right and relevant insight for the business.
To succeed in highly demanding markets against your competitors’ many brands now requires the expertise of an experienced, full-time data analyst, and this is where machine learning and deep learning layers help recommend optimizations to content.
Artificial Intelligence, Keywords: Connecting the Dots With Deep Learning
The data volume and the number of potential patterns that exist on search data make it a perfect candidate for deep learning applications. Unlike simple machine learning, deep-learning works better when it can analyse a massive amount of relevant data over long periods of time.
Deep learning and its ability to identify or prioritize material changes in interests and consumption behaviour allow search marketers to gain a competitive advantage, be at the forefront of their industry, and produce the material that people need in order to boost their reputation.
This way, marketers can begin to understand the strategies put forth by their competitors. They will see how well they perform compared to others in their industry and can then adjust their strategies to address the strengths or weaknesses that they find.
- The insights derived from deep learning technologies blend the best of search marketing and content marketing practices to power the development, activation, and automated optimization of smart content. This is content that is created through research fueled by AI, improving content discovery through a quick scan of the content that is already ranking for the topics you plan on producing content with, and presenting you the biggest highlights or pain points that you should be including if you try to make the content competitive.
- Intent data offers in-the-moment context on where customers want to go and what they want to know, do, or buy. Organic search data is the critical raw material that helps you discover consumer patterns, new market opportunities, and competitive threats that can be turned into clusters you choose to build authority on.
- Deep learning is particularly important in search, where the competitive landscape on the SERPs is incredibly dynamic. Identifying patterns in data in real-time makes deep learning your best first defence in understanding customer, competitor, or market changes – so that you can immediately turn these insights into a plan to win.
To propel content and organic search success in 2018 marketers should let the machines do more of the legwork to provide the insights and recommendations that allow marketers to focus on the creation of smart content.
Think of deep learning applications as your own personal data scientist – here to help and assist and not to replace. The adoption of AI, machine learning and now deep learning technologies allows faster decisions, more accurate and smarter insights.
Brands compete in the content battleground to ensure their content is optimized and found, engages audiences and ultimately drives conversions and digital revenue. When armed with these insights from deep learning, marketers get a new competitive weapon and a massive competitive edge.
Have you adopted any AI tools for SEO?