Artificial intelligence (AI) is transforming Australian industries, with a significant rise in adoption and integration across the country. Over half of Australian businesses (51%) are already embracing AI in their workplace.
In particular, AI has seen widespread use in the marketing industry. AI enables marketers to easily process large amounts of data, helping them better personalise content. The technology has also influenced traditional search engine optimisation (SEO) strategies, transforming the future of web searches.
Despite the common belief that there will be an AI uprising and it’ll make jobs obsolete, the opposite is true in fields like marketing. There’s an advantage to the technology being human-led, especially for businesses looking to build a successful online business.
If you’re looking to build a strong online presence, it’s critical to work with an SEO web marketing agency, like WebOracle, that has experience with AI tools. Artificial intelligence can be used in a wide range of ways for marketing, from brainstorming headlines to refining SEO keywords.
Artificial intelligence usage for businesses
From chatbots to social media management, artificial intelligence has quickly grown over the past decade as a versatile tool for any business. In Australia, the top five AI applications that businesses adopted were for:
- Data entry and document processing
- Generative AI assistants
- Fraud detection
- Marketing automation
- Predictive analytics
Retail trade and services are using artificial intelligence tools at higher rates than any other sector. Statistics from the Australian Government’s Department of Industry, Science, and Resources reveal that AI technology is also being used across businesses of all sizes, from large corporations to small enterprises.
In marketing, artificial intelligence is primarily being used for automating routine tasks, generating personalised content, and analysing data. This allows for reduced costs, faster content creation, and predictive analytics.
What is search engine optimisation?
Search engine optimisation (SEO) is the process of improving your website’s visibility on search engines such as Microsoft Edge and Google. The primary goal of SEO is to get your website to show up first on the search results when people look for a certain product or service.
SEO is the key to a successful online presence; it can help increase your visibility, attract new customers, and improve your brand reputation. It’s one of the strongest digital marketing strategies, because organic searches deliver 53% of all website traffic.
There are various types of SEO to increase visibility, such as on-site SEO and off-site SEO. A digital marketing specialist, like WebOracle, can tailor your website utilising these alongside AI tools to strengthen your online presence.
How AI is transforming the future of SEO
Rapid advancements in artificial intelligence have been transforming the search landscape. In the past, relying on traditional tactics such as simple keyword optimisation to connect with new customers used to be enough, but AI has reshaped search engine algorithms.
Artificial intelligence is now behind most search engine algorithms. For example, Google’s RankBrain and BERT use machine learning and natural language processing to better understand search intent and rank results accordingly.
In the past, the top-listed results on a search engine were primarily about finding and using the right keywords to rank higher. Now, modern search algorithms focus on ‘understanding’ the intent behind a person’s query, matching it with content that features natural language and provides real answers.
For businesses, this means any posts or pages now need to be carefully curated with high-quality content. It needs to do more than just match SEO keywords, they need to focus on answering specific questions that their audience will be asking.
AI and SEO Tools
Artificial intelligence has had an impact on more than just search engines and algorithms; it’s also revolutionised SEO tools. For example:
- Technical SEO: Technical SEO involves checking webpages for broken links, content loading speed, and more. Artificial intelligence can automate these checks, helping you identify problems efficiently.
- Data-driven insight: One of artificial intelligence’s advantages is its ability to analyse large quantities of data. This can help you identify trends, helping you better understand your audience and capture new customers.
- Content optimisation: AI can help with content creation and optimisation. For example, there are AI tools that assist with choosing keywords, readability, and content relevance.
AI and user experience
A massive part of SEO and website design is the user experience. If a website isn’t visually appealing and accessible, it’s more likely that the business will experience higher bounce rates.
‘Bounce rate’ refers to the percentage of website visitors who leave after only interacting with one page on your website. Artificial intelligence can be used to identify problem areas on your website and the user experience to help reduce bounce rates. High bounce rates could be caused by:
- Long website loading speeds.
- Misleading metadata, leading to irrelevant content.
- A hard-to-navigate user interface.
- Broken pages (404s).
- Poor mobile optimisation and layout.
- Intrusive pop-ups and/or ads.
For any business looking to not only survive but thrive in a rapidly evolving online space, they will need to adopt and integrate artificial intelligence tools. A website’s bounce rate is a good indicator of how well your website is performing, and AI will help you make data-driven decisions with design and reach your audience.
