What You Need to Know About Google AI
Artificial intelligence (AI) is rapidly becoming an integral part of consumers’ everyday lives, which means it’s also becoming increasingly important to major search engines, especially Google. AI is used in marketing to gather pertinent data, determine relevant content and provide the most informative online experience to users. In other words, search engine optimization (SEO) is becoming all about intent. This requires SEO to constantly evolve in order to serve the most qualified ads and content for each unique user and query. Google has already started to enhance its search results to accommodate the growing AI trend with RankBrain, the first major Google AI system used for online search.
What is RankBrain?
This AI system is part of Google’s search algorithm which uses machine learning to provide better search results to its users. Machine learning does just that; a computer teaches itself how to do something rather than having to follow detailed programming and code. The purpose of RankBrain is to learn and identify the true intent of searches and deliver more precise and targeted search results. Since this artificial intelligence system uses machine learning, it is able to ascertain search intent through interpretation, taking into consideration the searcher’s location, interests and other personalized factors that aren’t clearly stated in the search query.
One of the most significant functions of RankBrain is that it helps to determine which ranking signals are most important for each individual search and prioritize them accordingly. For example, a search about a recent natural disaster will most likely look for content that is the freshest and most in-depth, putting less importance on link diversity and exact keyword matching. Signal ranking will constantly change based on any given search.
How to Optimize SEO for Google AI
With artificial intelligence rapidly evolving, you may be wondering how this affects your SEO strategy, especially since Google is the most widely used search engine among consumers. Below are ways you can optimize your SEO strategy for success in the wake of artificial intelligence.
Focus on Long-Tail Keywords
As with any SEO strategy, determining applicable keywords is still necessary. When you’re optimizing your SEO campaign, be sure to optimize for long-tail keywords. These are keywords that are longer and more conversationally toned. Long-tail keywords were a key aspect in optimizing for voice search because they are more natural to say, and they are just as important in optimizing for RankBrain. Steer away from the idea of having one keyword per piece of content. Instead, target multiple or long-tail keywords in a single piece of content so you have a better chance of meeting a searcher’s true intent.
Pay Attention to Bounce Rates
Since search engines place the main focus on the user, arguably now more than ever, bounce rates will become an increasingly important factor when delivering search results. Search engines want to make sure they are giving users the most fulfilling content and data the first time around, and this is determined by the how often visitors click on your search result but leave the page after a short amount of time. If you have a high bounce rate, search engines will determine that your content isn’t meeting the needs of the user and will rank you lower in the search results. Creating content that is easy on the eyes is a great way to keep engagement up and reduce bounce rate. In other words, incorporate images, video and eye-catching graphics into your content.
Create Comprehensive Content
Now is the time to start creating content that is in-depth and covers as much about a given topic as possible. Since you’ll be targeting long-tail and multiple keywords, this gives you room to expand on particular topics within your content. The goal here is to cover as much in your content as possible to ensure the reader gets all the information they need in one place, without having to return to the search results. You can start by shifting your SEO strategy from strictly keyword-based content to full-concept ideas and content.
Match Content to Your Reputation
Your website probably has a lot of diverse information, whether it’s a how-to blog post or a landing page that goes into detail about a product or service. An important factor of SEO will be matching your content to your brand’s website and reputation. In other words, determine which types of content users are most drawn to based on website pages that are visited the most. Once you’ve done this, build out your content to accommodate popular search queries as well as topics that your brand cares about. Create an SEO strategy that focuses on increasing visibility and reinforcing the reputation you want for your brand.
Overwhelmed? Let Us Help
These are just a few factors to consider when optimizing SEO for RankBrain and other potential Google AI systems. Strategic Marketing is a full-service advertising and marketing agency with a wealth of experience in helping businesses tackle the everchanging digital landscape to grow their brand and increase visibility. We are SEO experts who can help create a strategy that will contribute to your business’s online success. To learn more, contact us today by filling out the form on our contact page, or call (561) 688-8155 to speak with a specialist directly.