Editorial
We are living through a tech revolution. New technologies are emerging faster than ever before and the existing ones are being innovated to meet the growing needs of modern businesses. Among some of the latest technologies is generative AI — the powerful, revolutionary subtype of artificial intelligence.
It's been over two years since GenAI entered the scene and changed the way the world works, with marketing being the one field benefiting the most from the evolving technology.
A whopping 90% of marketers now use GenAI tools.
There are many tactics in a modern marketer's toolkit. But with more and more businesses demanding online visibility, one approach almost every marketer is leveraging today is SEO. GenAI is already changing how marketing teams work. Does it have an impact on SEO? Let's take a look.
How Generative AI Is Rewriting SEO Rules
GenAI uses large language models (LLMs) and natural language processing (NLP) to generate informative and engaging content similar to what humans create. This capability has allowed GenAI to support and augment many processes involved in building, launching and running a successful SEO campaign.
Here are a few ways GenAI is aiding current SEO practices:
Scaling High‑Quality Content
Just over 67% of marketers say they use GenAI for content creation. Content is at the heart of every successful SEO campaign, and GenAI allows marketers to generate and publish high-quality, authoritative and optimized content at scale.
While traditional GenAI technologies like GPT use widely available information for content creation, businesses can use retrieval-augmented generation or RAG to integrate their internal data sources with the GenAI tool to create on-brand content that resonates with their specific audience.
This process can help businesses create intuitive content that demonstrates the business's understanding of consumer pain points, satisfies search intent and helps the business meet crucial search engine ranking factors.
SEO thrives with long-form content, and GenAI is helping create that. But that's not all of it. Micro-content like metadata, FAQs and summaries for featured snippets play a central role in driving organic visibility. GenAI can help automate the creation of micro-content, freeing up resources for other, more important tasks and allowing businesses to meet the demand for publishing high-quality content consistently.
Keyword Research and Mapping
Keywords help search engines connect your content to the users' search queries.
AI algorithms can analyze huge volumes of data to uncover high-value keywords. Not just that, GenAI tools can use these keywords to help you generate optimized content to make sure you miss no targeting opportunity.
When integrated with your internal database, GenAI tools may have the ability to retrieve insights directly from your internal database, like the search queries and terms your audience uses to search for your products and use exactly those phrases for personalized content that supports organic visibility and conversions.
Related Article: SEO vs. AISO: What AI Search Optimization Means for Brand Strategy
Building SEO Content Pillars
The topics you create content around matter as well. Your content must be intuitive to user pain points and help solve their unspoken challenges.
GenAI fueled by organizational data can help you generate content pillars and topic clusters that are more likely to resonate with your audience. Using these topic clusters, you can prepare a content calendar to make sure your business can keep pace with regular, valuable content generation.
Personalizing UX and Boosting Dwell Time
User experience is another crucial ranking factor that you can optimize using GenAI. In a survey from Nielsen Norman Group, 92% of UX professionals interviewed reported that they had used at least one GenAI tool.
GenAI tools can leverage behavioral data from your website to understand customer preferences, purchase history and other critical data points and generate suggestions to optimize website design, layout and other visual elements.
Automating Link Architecture
Internal linking is among the most important among ranking factors. The goal here is to identify similar pages and link them together to improve crawlability, website navigation and PageRank flow.
GenAI can identify semantically related pages and automatically suggest relevant internal linking opportunities. Using these recommendations, you can ensure all relevant content on your website is linked together, making it easier for the user to go from one topic to another for a deep understanding of a subject.
Balance GenAI Efficiency With E‑E‑A‑T
Generative AI finds crucial use cases in marketing, especially when it comes to search engine optimization.
Effective SEO relies on high-quality, optimized content. GenAI helps marketers create authentic and engaging content across the board. Besides content creation, GenAI tools integrated with organizational databases can help optimize content, perform keyword research, support content ideation and enhance the internal linking structure.
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It is important to remember, however, that GenAI is still evolving. We are not aware of the all the pitfalls and drawbacks of relying too heavily on this technology. Therefore, it is crucial to ensure that GenAI is a part of your SEO strategy and not all of it. You can use this technology in assistive roles. However, with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) being a critical ranking factor in Google, human expertise and involvement cannot be eliminated.
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