Considering the pace at which AI is evolving, I find it necessary to revisit the topic often. In this iteration, we will focus on some of the broader takeaways and the relationship between Search Engine Optimization (SEO) and Artificial Intelligence (AI) in order to inform and guide you through the latest advancements shaping the future of SEO. Here’s what you need to know to stay ahead.

User Intent Recognition

Enhanced natural language processing (NLP) models, such as GPT-4, enable search engines to identify intent much more effectively. It is therefore crucial that your content is user-focused, addressing specific needs and questions. It is worth the research to identify the phrases and questions your audience is searching for and use that data to create detailed, relevant content that provides clear answers and solutions. You can even use those same NLP models to help generate the content, keeping in mind that you should avoid using copy and paste methods and keep your information original.

Hyper-Personalization

Search results will continue to be more refined and precise as AI matures. AI algorithms use data from social media, purchase history, and real-time location to tailor results specific to the individual. You may find that catch-all offerings are a thing of the past. It’s important to understand the different segments of your customer base and to create tailored content that speaks directly to each segment.

Voice Search

Voice search is slated to be the preferred medium in which people communicate with AI models so optimizing for it is essential. Creating content that matches the way people speak is step one to making it easy for AI to “prefer” you. Try using conversational keywords or incorporating long-tail keywords and natural language phrases by answering questions directly. Creating content that responds to common questions can help your site increase in rank. Since most verbal queries are happening on mobile devices, make sure your site is compatible.

Video and Images

AI continues to improve its ability to recognize images and video content, which results in improved indexing of the same. Even with improvements, search results are still highly dependent on marginal data to establish relevance. To optimize visual content, use descriptive alt text for all images, optimize image file names with relevant keywords, and provide written transcripts for videos.