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The Impact of Artificial Intelligence Technology to SEO



The Impact of Artificial Intelligence Technology to SEO

AI is no longer limited to science fiction, and has gone way beyond what conversational AI like Alexa and Siri are capable of. In fact, AI tools are now the frontier of every digital industry–including, of course, SEO. 

But aren’t these AIs slowly taking over your job as an SEO Specialist? Trained to process massive amounts of data on a scale and level of accuracy that simply can’t be achieved by humans, many in the field are beginning to feel threatened. 

You, as an SEO Specialist, should NEVER see AI tools as a threat to you. You should see it as one of the things that will step up your game in this field.

AI and SEO?

The concept of AI in SEO is not new. After all, we all know Google uses it’s own AI bots to scrape, scan, and rank millions of websites per day.

How does Google deal with AI in SEO?

The research project “Google Brain,” plus the acquisition of the AI specialist Deepmind back in 2014, the announcement of an “AI First” approach in 2016 by CEO Sundar Pichai, their most recent announcement of their own AI chatbot “Bard”–it’s very clear that this technology is something that will shape all areas of Google search. 

And whatever Google deals with, SEO follows. AI and machine learning are becoming increasingly influential in our strategies today. We can expect AI to be embedded in how queries are understood, and how answers will be presented to users. It’s already being done by the likes of Bing AI.

The State of AI in the SEO industry

What’s different now is that there are now a plethora of technologies–the newly popular ChatGPT included, that are at the disposal of SEO Specialists today. And, their capabilities and features are constantly evolving and improving.

Their ability to extract insights from data at scale makes it perfect for SEO. Plus, many tools specialize in either the on page, off page, or technical aspects of SEO. 

How is AI Being Used in the SEO Industry?

While generating and optimizing content is the most popular use of AI in SEO, there are several other areas that it has influence, including:

  • Algorithm changes and updates. Major search engines are integrating (or have already integrated) elements of AI and machine learning into their algorithms. This will help refine their ability to provide relevant, authoritative search results; and better understand user intent in ambiguous queries. 
  • GPT-3 and AI-based writing. ChatGPT and other similarly built AI copywriting tools will be used to tackle repetitive writing jobs. Content is the heart of any SEO strategy, and certain machine learning algorithms are becoming increasingly proficient at generating human-like writing at scale. 
  • Data analytics, predictive models and recommendation tools. AI can analyze tons of data at once, allowing you to size up your competition, do your keyword research, rate the technical aspects of your website, and much more in much less time. These tools can even recommend specific changes to your site to see better results. 
  • Task automation. Repetitive tasks, like product write-ups, meta descriptions, and more, can be automated with the right tools. This function is often found in the same AI writing and copywriting tools mentioned earlier. This is particularly useful if the tasks follow a specific and replicable formula.

Right. SEO Specialists nowadays take advantage of the AI tools they can use to create effective website contents, better user experience, gather data, and even analyze the data gathered. In short, AI potentially equals increased productivity, saved time, and money for your SEO. 

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But of course, such advantages are only possible when you know what to change, what to use, and what to optimize for your SEO. Which begs the question: what can you do with the right AI tools? Let’s see how AI is affecting SEO exactly:

Better Content Creation

Content creation for your website indeed takes time. Filtering themes and relevant search results manually can take up entire days of your time. But, thanks to AI, it will shorten your time on brainstorming which relevant content you should focus on for your website.

With AI tools that can analyze and collect massive data for you, you can easily determine which relevant queries and content your audience is searching for. 

It is a must nowadays to use AI tools to determine the market’s behavior, analyze how audiences behave, perform keyword research, or do site audits in order to come up with the best theme and content for your audiences and, of course, to rank in the first page of SERPs.

Here are some of the AI writing tools you can use for content creation:

Content Creation using Jasper AI

For content writing purposes, one of the best tools to use nowadays Jasper AI. It is an AI copywriting tool that can help you create unique content for your website. Unique generated content from an AI may seem impossible since most of these tools we know usually scrape content from different sources online, right? 

Jasper AI team confirmed that this particular tool is trained to “almost always generate unique content.” It is also capable of pattern recognition, which allows it to write similar but not replicated content based on the template and information you give it. 

One of the top features of this AI tool which I find helpful for SEO is the One-Shot Landing Page. This generates content for your landing pages, starting from H1 to H3 and with sample paragraphs you can use. You can also change the tone of voice depending on the article you are writing.

An example of the One-Shot Landing Page template in Jasper AI

But of course, as an SEO Specialist, we need to make sure to add a human touch to whatever content it generates. That means editing, adding valuable and relevant details, and checking for plagiarism. This last step I recommend for any AI-written content, whether it comes from Jasper or another AI writing tool. That human touch not only makes sure it’s SEO-friendly–but that it’s also factual, helpful, and valuable to readers. 

Semrush’s SEO Writing Assistant

One of the tools I recommend when checking the quality of the contents you wish to publish is Semrush. This tool has a SEO Writing Assistant that you can use to check which parts of your contents need improvement, if it is easy to read, and if it has a high quality SEO-friendly content.

This AI tool grades the readability, SEO quality, originality, and the tone of voice of your content–and it provides recommendations on how to improve them. It can also suggest which keywords to include to optimize and make your content relevant to the topic you are writing about.

An example of Semrush's writing assistant and grading feature

What I like most about this tool is that you can make it as an extension or add-on to your WordPress, Google Docs, and MS Word to easily navigate its features without changing windows or tabs.

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With this AI tool, you can improve the overall quality of your work, giving it a better chance at ranking on the SERPs, and reaching your audience.

But keep in mind that it is an AI “assistant” tool–take every recommendation that it makes with a grain of salt. As an SEO Specialist, you should see it as more of a guide towards creating great content, and not simply something to copy and paste onto your articles. 

AI-Powered SEO Strategies

Can AI tools help you create an effective strategy for your SEO? The short answer is yes, it absolutely can. 

AI can help you set up an effective strategy for your website and help you rank at the top of search engines. Using powerful and proper AI tools for your website can enhance your team’s productivity, and help you reach SEO goals in a shorter time frame.

You can also use your AI tools to help you determine what you should improve for your website, from your technical SEO, to your off-page strategy, to your content gaps. All this can help attract more people to your website. 

One of the best AI-powered strategic moves you can do is doing a competitive analysis using your AI tools.

By this, you can easily determine how your competitors are ranking in the SERPs, what keywords they’re using, and what content they’re creating. Some tools can even analyze the outlines they use, how much website traffic they’re attracting, and more. 

All this data can reveal where you can compete, and what these competitors are missing in their site. These unnoticeable weaknesses are something you can turn into your strength by making the right additions and optimizations to your website. 

From this, I recommend using these AI tools for their insights. Then, use that to create a roadmap, so you can track your goals and productivity in each AI-powered task your team does. 

Remember, these tools can present some pretty powerful data–but you will know how to best leverage it to your advantage. So it’s still important to look over that data and consider where it can be used. 

Improved User Experience

User experience (UX) is vital to your ranking so you need to make sure that your website is appealing 24/7 aside from its basic functionalities. 

Yes, even user experience can now be analyzed by AI. Much like Google’s own crawlerbots, AI can scan your site, and determine if the users are satisfied with the website functionalities and appearance. If not, then for sure, your content will rank down in Google.

To determine which factors you need to consider regarding your website’s UX, there are powerful AI tools to help you with it. 

You can start with checking your website speed by using Google’s PageSpeed Insights. With this tool, you can determine both mobile and desktop’s performance and other onsite speed factors for your website, based on data collected over a 30-day period.

An example of Pagespeed's results

AI can improve your website’s UI/UX which is vital to rank on the first page of SERPs. You should optimize AI tools to quickly respond to errors that your audiences might encounter on your website or just easily avoid these inappropriate UX factors on your website that might make you rank down on Google.

Most importantly, these AI tools can help you create the best UX for your audiences and to increase website traffic to make your pages rank on the first page of Google.

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Greater Ranking Results

Several tools also use predictive AI–a method of data analysis that finds patterns that might predict future behavior. In simpler terms, these tools forecast what kind of changes you should expect in performance. 

With this, you can anticipate how your current strategy performs in the SERPS, and what changes you might need to make to weather (or take advantage of) jumps in SERPs.

An example of SERanking's traffic forecast

Tools like SERanking predictive AI capabilities, through their traffic and search visibility forecasts. These tools can be used for individual pages, as well as for your entire website.

Here, you can check if your traffic is growing at a reasonable rate for your industry or niche. If it is, then that’s a great sign that your current strategy is paying off–so continue what you’re doing, or strengthen your efforts to reap the benefits.

If you’re seeing some stagnation or a decline, then this is a warning sign that your strategy needs revisiting. I recommend auditing your keywords, competitors, and content. Find what’s lacking, and optimize content and assets that are not pulling their weight. You can also use this tool to learn what topics and channels should be used less in the future.

Impact of AI to SEO

The days of tedious data analysis, slugging through research, and waiting for results are coming to an end. AI tools are changing the market–and offering increased relevance and visibility, and greater efficiency than ever before. 

Previously unnoticed gaps in your SEO can be identified and fixed faster than ever. More complex, more ambitious strategies are now entirely possible for SEO as well. Heavy tasks like content development, conversion and usability optimization can be handled by AI–reliably and at scale.

But as SEO professionals level up with the use of AI, the pace of the industry is sure to speed up as well. Even today we see AI in SEO increasingly dominating the market, though this technology is, arguably, still in the early stages of what they could achieve.

Utilizing AI in Your SEO Efforts

Any SEO Specialist that has been in the field for several years now noticed that any AI updates never affected SEO in a negative way. As user intent nowadays gets refined, AI algorithms keep up with the search engine results—it should go the same way with us SEO Specialists. We should keep up with the up-to-date AI tools and practices so we can take advantage and make it as an edge against competitors. So we should not be afraid of AI taking over SEO.

Though it will change how SEO goes. AI can perform SEO tasks but the results from the tasks they have done cannot always be accurate according to our SEO needs. As I have mentioned, it should be seen as an assistance because you are the specialist and they are just tools to help you get better results in this field.

Key Takeaway

AI will change SEO as we know it. From optimization to writing to building sites, it will significantly impact every aspect of the job. 

As AI continues to develop, SEO will have to adapt. Us in the field have to consider adopting the best tools to stay ahead of the curve, and supercharge our SEO strategies. Soon enough the competition will be tighter. So adopting sooner rather than later will give you a long-term advantage against your competitors.

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4 Technical SEO Tips For Multilingual Websites



4 Technical SEO Tips For Multilingual Websites

Multilingual websites extend content in multiple languages, empowering audiences to access information in their preferred language.

On the other hand, they help businesses maximize their reach and engagement with global audiences.

But that’s not all!

By implementing the best technical SEO practices, businesses can unlock a treasure trove of greater benefits.

For instance, strategic optimization of several technical elements can help businesses effectively capture language-specific queries and improve their visibility and rankings in search engine result pages (SERPs).

This can boost website traffic, accelerating the chances of high conversions and revenue.

However, several challenges might impact multilingual website performance.

In this post, we will share four technical SEO tips to optimize multilingual websites for the best outcomes.

Let’s begin by looking at the key issues with multilingual websites.

Lack Of A Solid URL Structure

URLs allow the target audience to navigate different language versions of the multilingual website, enhancing user experience.

Besides this, they inform search engines about the page’s content to ensure proper indexing and language targeting.

A lack of well-structured URLs can negatively impact user experience and lead to incorrect indexing.

Poor Content Translation And Optimization

Translating the content into multiple languages while maintaining its context and SEO parameters intact is challenging for multilingual websites.

For instance, translating Spanish content into English while incorporating relevant keywords in the respective language can be tricky. Additionally, literal translations can change the meaning of the original content, weakening the content and SEO strategy.

Duplicate Content Issues

The search engines can interpret multiple URLs with the same content as separate pages.

This can lead to duplicate content issues (+ penalty!)

Automatic Redirects

Automatic redirects from one language to another version based on the user’s browser can prevent them (and search engines) from viewing various versions of your website.

Technical SEO Tips For Multilingual Websites

Now that you know the key challenges, let’s explore the four technical SEO tips to combat them and improve your multilingual website’s performance.

1. Focus On The URL Structure

Creating dedicated URLs for each language and country version sends signals to help search engines like Google index the website accurately. This practice increases the chances of your website pages appearing in search results in multiple languages.

The result? Improved rankings in SERPs!

So, specify the regions you want to target with languages to cater to the target audience.

Here are a few crucial approaches to consider while determining the URL structure.

Separate Domains Or ccTLDs (Country Code Top-Level Domains)

This approach involves using separate domain names or ccTLDs specific to each language or country version of a multilingual website.

ccTLDs are two-letter domains assigned to individual countries.

Here are a few examples:


Here, the domain “.es,” “.fr,” and “.com” reflect the Spanish, French, and English versions of the website, respectively.

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This approach makes it easy for search engines and users to identify the content is intended for specific countries. This way, separate domains can help you with clear regional targeting.

However, buying and managing multiple domains can be an expensive venture. In addition, building backlinks and authority for each can consume resources, time, and effort.

Subdirectories With gTLD (Generic top-Level Domain)

This approach involves using subdirectories reflecting different country or language versions of a multilingual website within a single domain (same gTLD).

Here are a few examples:


Here, “.com” reflects the gTLD domain extension while “/es,” “/fr,” and “/en” depict respective subdirectories for Spanish, French, and English versions of the multilingual site.

This practice allows you to centralize hosting and SEO efforts under a single domain.

However, the users might get confused about whether the subdomains represent country or language for several cases (fr – country or language).

Subdomains With gTLD

This approach involves using subdomains to highlight different countries or language versions of a multilingual website while maintaining the same gTLD for the main domain.

See the examples below:


Here, “.com” reflects the gTLD domain extension while “es,” “fr,” and “en” before the domain name represent respective subdomains for Spanish, French, and English versions of the multilingual site.

Implementing and managing this approach can require rigorous efforts and time. Again, the structure might confuse the users.

However, localized hosting is cost-effective and can help improve the website page’s speed.

URL Parameters

This approach involves using a URL parameter to the URL to specify the country or language version.

Here are a few examples:


The URL parameters “?lang=fr,” “?lang=es,” and “?lang=en” depict French, Spanish, and English versions.

Google doesn’t recommend this approach because URLs with parameters can confuse the search engines, negatively impacting the indexing.

2. Translate And Optimize The Pages

Accurate page translation and optimization can help you reach the target audience and communicate the brand message effectively.

So, begin with content translation.

If you rely on tools like Google Translate, proofread the content closely for accuracy.

While Google has incorporated new AI-powered features to provide accurate translations based on context and intent, do not take any risk.

Even minor errors and inaccuracies can alter the intended meaning of the content, thus hurting the user experience.

When proofreading, pay special attention to elements like:

  • Time and date format.
  • Units of measurement (length, volume, weight, etc.).
  • Cultural references (idioms, metaphors, etc.).
  • Currency (monetary format, currency symbol, conversion value, etc.).

The key thing to remember here is that everything on your web page should resonate with the target audience’s language, including the writing style and visual elements.

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So, avoid using phrases and visuals that are culturally inappropriate.

Here’s how you can optimize the content:

Use Multilingual Keywords

Don’t forget to translate the keywords!

However, rather than sticking to exact translations, use popular search terms in respective languages that can appeal more to native speakers. Finding effective multilingual keywords for the target markets that align with your content can amp up the SEO efforts.

Optimize The Vital SEO Elements

Translate the below-shared non-visible content elements to ensure your international SEO efforts are successful.

Not doing so can send false information to search engine bots indexing your website.

  • Meta descriptions: Create compelling meta descriptions by including relevant keywords in languages as per the target audience. Although they don’t contribute to rankings directly, they can positively impact the click-through rate of the pages.
  • Title tags: Add title tags that convey the page’s information for each language. Include a multilingual keyword to ensure search engines understand the context and provide rankings. However, refrain from using clickbait.
  • Image alt texts: Write accurate and helpful alt texts describing the images for each language. Besides improving the page’s accessibility, they improve the chances of images appearing in Google search results in multiple languages. Note: The length of the meta descriptions, title tags, and image alt text will vary according to the search engines. For instance, writing meta descriptions of 150-160 characters is a good practice to achieve rankings in Google SERPs. However, for the Chinese search engine Baidu, you should maintain meta descriptions of around 120 Chinese characters.
  • Internal links: Add internal content links to relevant and helpful pages in the same language. For instance, link a French page to other relevant French pages on the website. This practice will help simplify user navigation while helping search engines discover relationships between pages.

3. Use Hreflang Tags

Hreflang is an HTML attribute that signals search engines of content variations.

See what a hreflang tag looks like:

<link rel=”alternate” hreflang=”en-us” href=”” />


  • <link rel=”alternate”> reflects the alternate version of the webpage.
  • hreflang=”en-us” highlights the language (English) and region (United States) of the alternate version. The attribute “en-us” indicates the page targets English speakers in the US region.
  • href=”” represents the URL of the alternate version.

Since they represent unique language variations, appropriate hreflang implementation can prevent duplicate content issues and penalties.

The key points to remember while implementing hreflang tags:

  • Place them either in the <head> section of the HTML page, HTTP headers (PDFs and other non-HTML files), or within the <loc> tags of an XML sitemap.
  • Consider including a language and, optionally, a region code. The language code should be in ISO 639-1 format, and the region code should be in ISO 3166-1 Alpha 2 format.
  • Add them to all the pages with language variations, including the main version (self-referential). This indicates to Google that there’s a link between the pages, or the search engine might misinterpret the hreflang annotations.
  • Include a default page using the “x-default” hreflang tag. It helps users select a suitable language when they can’t find an appropriate version.
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Check out this beginner’s guide for hreflang implementation for complete details.

Note: Hreflang tags tell search engines like Google and Yandex about the content variation, but they are not directives. Besides, search engines like Bing and Baidu do not count on hreflang tags. Instead, they leverage “content-language” meta tags to gauge content variation.

4. Provide A Language Selector

Good practice for multilingual websites is to provide a country language selector.

A language selector refers to a user interface (UI) component that empowers users to select a language they prefer while exploring a multilingual website.

They help address different language speakers from the same country, distinguish between languages, and communicate effectively with customers.

This can help uphold your SEO efforts by offering better usability and website crawling.

Plugins can provide language selectors. However, there may be better choices than showcasing national flags according to the target audiences.

For instance, if a US-based website aims to attract Spanish-speaking Canadians and Italian-speaking Americans, there may be better options than using Spanish and Italian flags.

The reason?

  • Flags specify countries, not languages.
  • Multiple countries can speak the same language.
  • A country can have several official languages.
  • Visitors can get confused seeing multiple flags and make the wrong decision.

What should you do?

You can refer to a language in its native way of representation.

For example, use “日本語” rather than “Japanese” and “Deutsch” rather than “German.”

Additionally, you can use ISO 639, an international standard.

It consists of a set of two-letter codes to classify languages. For instance, English is represented by the code EN, French by FR, and more.

Leverage any suitable method to enable users to select their preferred language.

Final Thoughts

Following the aforementioned technical SEO tactics for multilingual websites will help you overcome the key challenges, ensuring that each page on your website is well-structured and optimized.

Besides providing a good user experience, these tips will make it easier for search engines to find and index your web pages in all languages.

Moreover, beyond the technicalities, focus on the language-specific search engine behavior and the SEO best practices of the target countries.

On the content SEO front, understand the local culture, language, and how users interact with the search engine.

Content that resonates with the audience in terms of language and relevance drives value for the target audience.

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How To Use AI To Enhance Your SEO Content Writing [Webinar]



How To Use AI To Enhance Your SEO Content Writing [Webinar]

ChatGPT kicked off the race to implement AI across all industries and processes – including SEO and content creation.

As you know, AI offers many opportunities for you to boost efficiency and increase search rankings. However, there are also some challenges you need to be aware of.

Let’s dive into how you can use AI to help streamline your content creation while avoiding major pitfalls.

Step 1: Discover The Benefits Of Using AI In Your SEO Content Creation Process

Every day, experts are uncovering how helpful AI is in all aspects of content creation and content marketing.

To stay ahead of the competition, the key is to trial and test the newest methods of using AI before your competition does.

Step 2: Learn AI Integration Best Practices For SEO & Content Strategies

Next, be sure you’re focusing on how to educate your team as well as integrating AI into high-impact areas of your business.

Learn exactly how in our upcoming webinar with Connor Carreras, Conductor’s Sr. Director of Digital Customer Success, where he’ll discuss how you can:

  • Start using AI-generated content to rank higher on SERPs.
  • Maximize your ROI by properly integrating streamlined AI into your existing workflows.

Step 3: Follow Expert Guidance On How To Overcome AI Challenges

In this upcoming live session, we’ll walk you through the many ways AI can help you get a leg up on your competitors.

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So, if you’re looking to add AI-generated content to your SEO strategy, check out our upcoming webinar with Conductor to learn ways you can overcome these challenges.

Key takeaways from this webinar:

  • Benefits of using AI in your content creation process.
  • Best practices for integrating AI into your SEO and content marketing strategy, and how to create high-quality, search-optimized content with AI.
  • Top challenges of AI content creation, along with guidance on overcoming them.

You’ll even get the opportunity to ask your most pressing questions in a live Q&A session.

Can’t make the webinar but still want to access Carreras’ expert insights? Just sign up here and you’ll receive a recording and a copy of the presentation, after the event.

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Google’s Search Relations Team Explores Web3’s SEO Impact



Google's Search Relations Team Explores Web3's SEO Impact

In the latest episode of the “Search Off the Record” podcast, the Google Search Relations team, comprised of John Mueller, Gary Illyes, and Martin Splitt, delved into a thought-provoking conversation around the impact of Web3 on SEO.

The team provides insights and addresses the ramifications of this technology on SEO practices while acknowledging that Web3 is in its developing stages.

Web3: Revolutionizing the Internet Landscape

Web3 represents an evolution of the internet, characterized by its embrace of decentralization and utilization of blockchain technology.

Unlike the traditional web, Web3 aims to give people more control over online experiences, enhance data privacy, and facilitate peer-to-peer interactions.

The Puzzle of Web3’s Impact on SEO

During the podcast, the team discussed the implications of Web3 on SEO practices, search engine rankings, and website visibility.

Although they didn’t discuss specific details and examples, the conversation highlighted some significant considerations.

Mueller offered insights into the challenges posed by Web3 domains, explaining that these addresses resemble top-level domains but lack the recognized structure of traditional domains.

As a result, Google’s search crawlers face limitations when attempting to crawl and index content from these unconventional domains.

Mueller elaborates:

“Even if you have a browser plugin installed that does something with that made-up top-level domain, Google doesn’t know what it’s trying to do. So, from that point of view, it’s almost like a– I don’t know, vanity name that people are just using and treating it as a domain name. But it’s actually not a real domain name.”

Unveiling The Potential Use Cases

While the team acknowledges they haven’t witnessed substantial development on Web3 systems thus far, it’s worth exploring the potential use cases of this emerging technology.

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Potential applications of Web3 include the following:

Decentralized Applications (dApps)

Web3 enables the creation of decentralized applications or dApps, which operate on peer-to-peer networks, often utilizing blockchain technology. Notable examples include decentralized finance (DeFi) platforms, non-fungible token (NFT) marketplaces, and decentralized social media networks. These applications offer increased transparency, security, and user control by operating without intermediaries.

Blockchain-Based Domains:

Web3 introduces the concept of blockchain-based domains, which diverge from traditional domain names. These domains utilize decentralized naming systems, granting users ownership and control over their domain names without reliance on centralized domain registrars. Prominent examples include Ethereum’s Ethereum Name Service (ENS) and Unstoppable Domains.

Digital Identity & Privacy:

Web3 can enhance digital identity and privacy. Leveraging decentralized identity solutions and cryptographic principles, Web3 enables users to have ownership and control over their personal data. Its user-centric focus on privacy and data control aligns with the growing demand for enhanced online privacy and data protection.

Looking Ahead

While the impact of Web3 on SEO practices, search engine rankings, and website visibility remains a topic of exploration, this episode of Search Off The Record offers insights into the challenges and considerations.

Splitt acknowledged the limited progress observed thus far, stating:

“I haven’t seen as much built on Web3 systems so far. I guess if it becomes a big thing, then we’ll figure it out and investigate further.”

As Web3 technology evolves, SEO professionals and website owners may have to adapt their strategies to ensure optimal discoverability.

See also  8 Signs It’s Time To Fire A Bad Client & How To Do It

Source: Google Search Off The Record

Featured image generated by the author using Midjourney. 

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