Author: Ryan Walsh

Date: 12/12/2024

A.I Introduction

Now, we all hear a lot of doom and gloom about artificial intelligence and our collective fears that it’s about to take over the world.

However, our view is very different.

We always think of it this way: Would you instead lift a pallet of goods by hand, piece by piece?

Or would you instead use a forklift truck to do the heavy lifting?

Well, unless you want a bad back, the majority of people would allow a forklift truck to do the work.

The same is true for artificial intelligence. Do you want to simplify some processes? Sure, why not?

However, in this new world of A. As an established SEO company, I am wary of allowing it to do some tasks at this time. For example, we don’t let A. I programmed to write our content marketing because we think that the best way to improve a Google E-EAT score is to manually write the work in conjunction with working with an expert on that subject.

 

Limitations of language models

A.I. is not free-thinking like a brain; it’s based on and taught many language models. It learns from text already out there, then produces an answer weighted on what it feels is most accurate.

That’s all well and good, yet a builder will tell you that you read one million books on how to mix cement, but only a highly experienced bricklayer will instantly tell you if the concrete is a good mix or needs a dab more of sand.

Read word experience is everything.

So, the point we are trying to make is that real-world experience counts for everything. It’s important to include this in your content marketing. It will stand out and make it clear that you’re an expert and have experience in the real world of doing whatever it is you’re doing, whether that’s selling classic cars or organising holidays for people.

 

Google E-EAT

A quick word on Google E-EAT: Google has already expressed that they want you to show experience, expertise, authority and trustworthiness in your content marketing. Can A. I do this? Sure, to a certain extent, programs like ChatGPT have read most of the internet, so it’s clever, but what it doesn’t have is accurate, real-world experience.

And real experience counts for everything; why? Well, let us explain why.

 

Humans like to deal with humans.

Have you had a customer service issue?

 

 

Have you been directed towards an A? I chatbot, and it’s been somewhat frustrating to deal with.

Chatbots can be frustrating because they lack customer service like an actual human can provide.

 

Weak content marketing

Therefore, weak content marketing doesn’t cut the mustard. For the Google algorithm to rank that page in the top 3 results within Google’s SERPs, that work must be super high quality.

It must have a high Google E-EAT score.

 

Practical, helpful, engaging and valuable content marketing

So when we think of A. If we think about the future, many businesses believe it’s not easy; how does A. I fit into an SEO strategy?

Well, we always say this: Have the rules changed? Has SEO changed that much?

Has it even changed that much since the early days of Google Page Rank?

Not really, when you think about it.
Sure, the algorithms got massively complicated, and there are more spam filters than ever. That’s all true, but has the SEO guidance

changed?

Nope

Not really. When you think about it, Google is still like a giant online virtual library of information. Google wants to present the best answer to a query.

Whether that’s the most energy-efficient washing machine or where is good for a Christmas vacation in Europe?
Google wants to offer valuable, high-quality, helpful answers. As a result, shoppers keep returning. Google makes its money off Google AdWords, and we SEO consultants should focus on writing and producing the best-quality content marketing we can. It is that simple.

 

Semantic SEO and good on-page SEO

So, artificial intelligence hasn’t changed how on-page SEO should be implemented. What do we mean by that?

Well, Googlebot still needs to crawl and index the page.

A.I might be used in conjunction with semantic SEO to better understand the content, basically what that page is selling.

Now, even when Google’s algorithm didn’t have Google Rank Brain or any A in integration, it still ranked pages well based on their on-page

SEO and how authoritative that page is regarding incoming backlinks.
So, nothing changed other than A. It is being used for the following purposes

 

User Engagement

We have all known for a long time that A.I., that is, Google Rank Brain, is looking at engagement, such as dwell time and bounce rates.
So, if you keep the shopper interested in your website for longer by offering helpful information, A, I will notice this and rank your business higher.

A. Understand your website

We also think AI is being used more effectively to understand your business, products, and services.

 

Natural language processing

If you know about Google’s Gemini 2.0, you will see that, for example, somebody could be visiting a city and seeing a famous landmark or, let’s say, an art installation.

So, it’s clear that Google is using A. I use natural language processing to understand queries better and act like your tour guide or a bit like having an expert follow you everywhere.

So, what SEO agencies must do in this era of AI, personal assistance, and natural language processing is transparent. We must ensure our businesses stand out by offering helpful advice and good customer service.

Businesses that, for example, have many positive reviews on their Google Business, content marketing, and a high Google E-EAT score should rank higher.

Content quality is more important than ever.

So, this is why we return to what we said earlier: the SEO rules haven’t changed that much at all.

From Google PageRank through to Google Gemini, things haven’t changed that much.
Sure, we have had countless Google algorithm updates to better target spam, such as the Google Penguin update and the Google Panda update.

But really, it’s as simple as this: write and publish high-quality content marketing. If you do enough of this and it’s deemed better than your direct competitors, over time, you will rank higher. Sure, you need backlinks, yet you should be able to accumulate those when you publish high-quality content marketing.

 

User experience is so important now.

So, it’s a must that your business offers a good user experience; it’s crucial

Page load speed

All pages should load fast. Even if you have a sale on, say, a January sale, where your website receives an absolute ton of organic visitors. The hosting company should be able to provide ultra-fast website hosting. This is crucial because slow hosting results in a higher bounce rate, and your website will rank lower in Google search engine results pages.

Mobile-friendliness

The website must be mobile-friendly; it must have an excellent mobile design.

Intuitive navigation

If you were to ask SEO agencies across the land, what do you think is the biggest reason websites have a brochure webpage or an e-commerce website with a high bounce rate?

Often, it boils down to one factor: the main menu.

If customers cannot quickly access the product or service they want on the website, they will leave. This increases the bounce rate, which harms a company’s organic search engine optimisation.

 

AI and SEO tools

What we think will happen more is that SEO tools will become powered more by AI.
What we mean by that is that rather than just relying on looking at a competitor’s backlink profile, which is essential, we think you will get much more data.

For example, we look at UX factors even more, so for example, what’s the bounce rate like on a homepage, what’s the time on site, and what factors in terms of design are allowing that company to excel. So we believe the good SEO tools, the really good ones, will know, looking at a page, for example, that it’s too slow, or the main menu design might have been highlighted as an issue.

 

AI but with the human touch

so, in conclusion, how do we see AI changing SEO? Well, in short, we think A. It is going to be like a helping hand. SEO tools are going to get more and more sophisticated, and we believe that A. I am going to reward businesses that publish helpful and valuable content marketing.
Therefore, A. I tools will help us carry out better keyword research. We also believe that businesses with lower bounce rates and higher dwell times will improve their organic SEO by publishing high-quality content marketing.

We also think that businesses need to focus on improving their Google E-EAT score if they want their content marketing to rank highly in the SERPs.

Does your business need help to improve your search engine optimisation?

This SEO agency is managed and run by Ryan Walsh.

Ryan has over 10 years of experience helping businesses of various sizes to improve their organic and local SEO.

Monthly packages start at 500.00 pounds a month and increase depending on the level of competition that your business faces.

We can offer a complete SEO solution, including building backlinks, writing content marketing, and fixing technical SEO.

We are the SEO experts to call; we have worked with many different businesses.