Artificial intelligence is having a big impact on many areas related to digital marketing - especially search engine optimization. In fact, artificial intelligence powers Google Assistant to deliver the most relevant search results to users.
For example, let's say a user wants to check the weather. Instead of typing in a search query, they can look up their weather forecast by using voice search (speaking to their device). The Google Assistant then uses AI to understand what the user is asking, as well as deliver the correct response by picking the best search result. The rise of voice searches mean that you must adapt your SEO strategy for AI-driven search results.
1. Include More Questions in Your Content
The first change you should make to your SEO strategy is to use more questions in your website's content. That's because most users phrase their voice searches in the form of questions when speaking to AI-driven devices like Google Assistant.
Therefore, you need to research the kind of questions that your target audience is using in their voice searches. Then, you should include those questions naturally throughout your site's content. Since heading tags carry a lot of SEO weight, use questions in your headings.
2. Latent Semantic Indexing
Another way that voice search is changing SEO is the way that keywords and phrases are being used to deliver search results. Google can now understand synonyms using latent semantic indexing. That means your website might rank for keywords and phrases that have the same meaning as the ones used in your content.
For example, let's say you have a discount store in Kansas City. Your site's content uses the phrase "find the lowest plumbing prices in Los Angeles." A user might ask Google Assistant "which plumber has the cheapest prices in Los Angeles?" Google Assistant understands that the phrases "lowest prices" and "cheapest prices" mean the same thing. Therefore, your website could show up in the search results because it has similar keywords.
3. Long-Tail Keywords
Since more users are using voice searches to look up content online, that means their search queries are longer. Therefore, you will need to include a lot more long-tail keywords in your website's content. Long-tail keywords are longer search phrases that contain at least four words. They are also known as exact-match phrases because they match exactly what the user is searching for online. For instance, when someone asks Google Assistant, "What price is Walmart stock trading at today?"
The user wants to know the exact price of Walmart stock. One nice thing about using more long-tail keywords is that they tend to flow naturally with the rest of your content. The best way to include enough long-tail keywords on your site is to write broadly about your internet marketing niche. That way, your content will include several related search phrases that your audience is using to search for information online.
4. Use Schema Markup Language
One of the most profound changes that AI is having on digital marketing is using schema markup language to structure data on websites. That way, Google can quickly find answers to user search queries without having to load an entire web page. Here is how schema markup language works. You take snippets of content on your site, and then add HTML tags to identify exactly what the content is about.
For instance, let's say you run a recipe site. You can use schema to "markup" the ingredients in your recipes. Then, when Google Assistant visits your site looking for a recipe, it will know exactly where to find the ingredients for the recipe. Basically, schema markup language makes your website more SEO-friendly because it saves Google from having to download and read all of your site's content. Google offers a free schema tool that you can use to markup content on your website.
5. Create High-Quality Content
Last, but not least, AI-driven search results mean that quality, relevant content is even more important than ever. AI is making Google smarter - which means it does a better job of identifying low quality vs high-quality content. If your website's content sounds spammy to Google, it will know that your audience won't find your site valuable. Therefore, your search traffic will drop off.
However, if you can create a lot of valuable content that's relevant to what your audience is looking for, you will actually see an increase in the number of visitors--visitors interested in what you can offer them. If you just focus on writing your very best content, then your SEO goals will be aligned with Google.
In short, you can't ignore the role that artificial intelligence is having on search engine optimization. Therefore, your site will need to include more questions--questions that your audience uses in Google Assistant voice searches.
If you ignore voice searches, then your organic traffic will decline. Instead of focusing on the number of times you use a specific keyword, include different keywords that have a similar meaning. Make sure your site has a lot of long-tail keywords that match what your audience is searching for online. Take advantage of schema to markup your content - which will help Google identify it better. Don't forget to create quality, unique content that is valuable to your audience.