In the last few years, artificial intelligence and machine learning have grown exponentially in the online world. This has made digital marketers try out different things to optimize for search engines.
The significant thing about RankBrain was that it used AI and ML to interpret search data and provide information that served search engines based on the searcher’s intent. Intent and context were both taken into consideration in this methodology.
As a result, to combat RankBrain, writing relevant content to meet users’ needs became mandatory. A natural way of inserting keywords was the best resort available. We will talk about this in our next section.
How is AI Transforming Content Creation?
Google’s RankBrain was the first example of AI significantly impacting niche-driven SEO. Interestingly, in the same year when RankBrain was introduced, OpenAI was founded. It got synced with Google’s search engine algorithm in 2015.
OpenAI is the same company that came up with ChatGPT and GPT-3. While many experiments have been conducted to introduce AI in content creation, ChatGPT, released in April 2020, was very successful among people.
AI and ML have recently made significant inroads in content development and inbound marketing. It answers in chatbot conversations in a way that looks organic. The fantastic part is that it considers the context and tone of the conversation while answering the query.
ChatGPT uses AI, ML, and deep learning. Investing in AI is like using recruitment software to find the best possible answer.
Let us examine how these three work together to make ChatGPT a true force to reckon with.
This is how the three work:
AI utilizes supervised or unsupervised algorithms to sort information and search for patterns. This is why we term it intelligent. Supervised algorithms are trained to get the right answer. In simple terms, it means people have an opinion that they can share with the answer.
At the same time, unsupervised algorithms enable machines to search hidden patterns without the help of human’s help.
Machine learning is a subset of artificial intelligence. It utilizes unsupervised algorithms, allowing the machine to learn without being programmed.
Deep learning is a part of machine learning that utilizes neural networks covering various topics to search for patterns of similarity and regularity. Deep learning assists in decoding what it requires and ignores what it does not require.
On the other hand, the full form of GPT-3 is Generative Pre-Trained Transformer 3. It is a text-based LLM that employs semantic analysis to create a copy that can easily be read.
The good news is that it can create a million words of text in sixty minutes! Some AI-based tools can be used as a video editor too!
It does all this with the help of machine learning and deep learning algorithms, which aid in decoding the language with pattern recognition to reproduce human writing.
In the next section, we will learn how to use AI and ChatGPT SEO prompts.
Ways You Can Use AI
Here are some of the ways you can use AI:
Discover keywords
When you utilize more intelligent algorithms, you need more advanced SEO strategies. Digital marketers must perform manual work like creating a topic, video creation, and keyword research to increase the website’s ranking.
This task can be done with the help of AI software with less time and more efficiency.
An area where AI has proven very effective in SEO is searching for hidden ranking potential. With the help of AI tools for SEO like MarketMuse, you can get comprehensive information about:
- Content research and creation
- Keywords that your competitors never use
- Past unknown link-building opportunities
- Optimization procedure
- Personalizing your content
- Topic insights
Let us look at how it works. The tool scrutinizes your articles and compares them with the top twenty websites that rank for this keyword. It is just like creating a business model.
It comprehends the keywords they are using and informs you to add them to your content. With the help of such ideas, you can develop a successful content strategy that will enhance the SEO of your website.
Create content outline
With the help of AI tools like Copysmith, you can create blog outlines that save you from writer’s block. It even assists in organizing your ideas in a single place. Give the title of the blog and a small description.
Next, provide the blog’s purpose, i.e., for whom you are writing the blog. This will help AI to create unique and tailored outlines specific to your ideal customers.
If needed, conduct a survey or an assessment to get a better insight into the minds of your audience.
Research topics
When researching topics, nothing is better than AI tools like IBM Watson Analytics and Polymer to scrutinize a wide array of data and ascertain patterns a human eye can miss.
It helps you comprehend complicated data sets far better, swiftly ascertain the relationship between multiple variables, and make significant conclusions and recommendations you could have missed.
Besides these, you can also use AI to design marketing strategies.
How Google Treats AI-written Content?
Google has already clarified that they always have quality content regardless of whether humans or AI created it. While Google knows that AI-generated content has been curated to influence search engine rankings, it violates its spam policies.
Google further said that all AI-generated content is not spam. Automation has become handy in generating helpful content like weather forecasts, transcripts, and sports scores.
AI has the power to assist people in generating content that is of high quality for the web. Google further states that writers can always use these AI tools to enhance the quality of their write-ups.
How to Avoid a Rank Drop When Using AI?
As mentioned in the previous section, Google has no issues using AI-written content. Therefore, avoiding rank drop when using AI should be handled like a normal rank drop.
Here are some pointers to follow when dealing with a rank drop when using AI and boost ranking:
- Re-evaluate the quality of your content. This should include checking for updated statistics and revamping content to make it more helpful for the audience using people-first content demonstrating qualities E-E-A-T.
- Maintain a keen watch on your competitors’ content strategy and link development methods. If they consistently expand, they succeed in some aspect of their business. Gain an understanding, make any necessary adjustments to your tactics, and increase your website’s authority.
- Check whether your website has lost any links in the last three months. If you see a significant number of broken links, this may indicate that your ranking has dropped. Make sure each of those links works properly. If web admins deleted such links, Google may see it as a sign that they were artificially created and not natural.
Final Thoughts
AI in business has been a blessing in disguise for many but also a curse for a few. Businesses, especially startups, would greatly benefit from AI tools since they are more affordable and can streamline workflow, similar to CRMs and eSignatures. Using AI to our advantage is the best alternative these days. Surely, AI has pros and cons for your small business SEO, but how you handle this beautiful tech advancement is entirely up to you.
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