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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. 

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.

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.

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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Top Priorities, Challenges, And Opportunities




Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.


View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

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E-E-A-T’s Google Ranking Influence Decoded




E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.


So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:


“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.


For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?


E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).


So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.


Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.


SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

Featured Image by Shutterstock/Roman Samborskyi

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Google Announces A New Carousel Rich Result




Google Announces A New Carousel Rich Result

Google announced a new carousel rich result that can be used for local businesses, products, and events which will show a scrolling horizontal carousel displaying all of the items in the list. It’s very flexible and can even be used to create a top things to do in a city list that combines hotels, restaurants, and events. This new feature is in beta, which means it’s being tested.

The new carousel rich result is for displaying lists in a carousel format. According to the announcement the rich results is limited to the following types:

LocalBusiness and its subtypes, for example:
– Restaurant
– Hotel
– VacationRental
– Product
– Event

An example of subtypes is Lodgings, which is a subset of LocalBusiness.

Here is the hierarchical structure that shows the LodgingBusiness type as being a subset of the LocalBusiness type.

  • Thing > Organization > LocalBusiness > LodgingBusiness
  • Thing > Place > LocalBusiness > LodgingBusiness

ItemList Structured Data

The carousel displays “tiles” that contain information from the webpage that’s about the price, ratings and images. The order of what’s in the ItemList structured data is the order that they will be displayed in the carousel.


Publishers must use the ItemList structured data in order to become eligible for the new rich result

All information in the ItemList structured data must be on the webpage. Just like any other structured data, you can’t stuff the structured data with information that is not visible on the webpage itself.

There are two important rules when using this structured data:

  1. 1. The ItemList type must be the top level container for the structured data.
  2. 2. All the URLs of in the list must point to different webpages on the same domain.

The part about the ItemList being the top level container means that the structured data cannot be merged together with another structured data where the top-level container is something other than ItemList.

For example, the structured data must begin like this:

<script type="application/ld+json"> { "@context": "", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1,

A useful quality of this new carousel rich result is that publishers can mix and match the different entities as long as they’re within the eligible structured data types.

Eligible Structured Data Types

  • LocalBusiness and its subtypes
  • Product
  • Event

Google’s announcement explains how to mix and match the different structured data types:

“You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a page that has both local events and local businesses.”

Here is an example of a ListItem structured data that can be used in a webpage about Things To Do In Paris.

The following structured data is for two events and a local business (the Eiffel Tower):

<script type="application/ld+json"> { "@context": "", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Event", "name": "Paris Seine River Dinner Cruise", "image": [ "", "", "" ], "offers": { "@type": "Offer", "price": 45.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.2, "reviewCount": 690 }, "url": "" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "LocalBusiness", "name": "Notre-Dame Cathedral", "image": [ "", "", "" ], "priceRange": "$", "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.8, "reviewCount": 4220 }, "url": "" } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Event", "name": "Eiffel Tower With Host Summit Tour", "image": [ "", "", "" ], "offers": { "@type": "Offer", "price": 59.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.9, "reviewCount": 652 }, "url": "" } } ] } </script>

Be As Specific As Possible

Google’s guidelines recommends being as specific as possible but that if there isn’t a structured data type that closely matches with the type of business then it’s okay to use the more generic LocalBusiness structured data type.

“Depending on your scenario, you may choose the best type to use. For example, if you have a list of hotels and vacation rentals on your page, use both Hotel and VacationRental types. While it’s ideal to use the type that’s closest to your scenario, you can choose to use a more generic type (for example, LocalBusiness).”

Can Be Used For Products

A super interesting use case for this structured data is for displaying a list of products in a carousel rich result.


The structured data for that begins as a ItemList structured data type like this:

<script type="application/ld+json"> { "@context": "", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Product",

The structured data can list images, ratings, reviewCount, and currency just like any other product listing, but doing it like this will make the webpage eligible for the carousel rich results.

Google has a list of recommended recommended properties that can be used with the Products version, such as offers, offers.highPrice, and offers.lowPrice.

Good For Local Businesses and Merchants

This new structured data is a good opportunity for local businesses and publishers that list events, restaurants and lodgings to get in on a new kind of rich result.

Using this structured data doesn’t guarantee that it will display as a rich result, it only makes it eligible for it.

This new feature is in beta, meaning that it’s a test.


Read the new developer page for this new rich result type:

Structured data carousels (beta)

Featured Image by Shutterstock/RYO Alexandre

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