SEO is no longer enough



This article by Joe Sticca first appeared on True Interaction and is used with permission.

So you have built an amazing product and an equally amazing website to match. What can you do to stand out and get found online amongst the fierce competition? You need to leverage every tool within your reach – in particular ones that are of low or minimal cost. 

Search Engine Optimization (SEO) is one of the best tools to make sure your potential clients find your site, and new advances in Machine Learning technology hold the power to take SEO strategy to the next level.

A clear understanding of Machine LearningSearch Engine Optimization (SEO) and Content Marketing are necessary before discussing how the former can positively impact the latter. 

Machine Learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. Machine learning focuses on the development of computer programs that can access data and use it learn for themselves. 1

Search Engine Optimization (SEO) is a methodology of strategies, techniques, and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) including Google, Bing and other search engines. Using specific keywords on landing pages is one of the best-known tactics to increase the number of site visitors. 2

Content Marketing: a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. 3 


So how can Machine Learning drive SEO for your website?

One primary use case is through listening for, identifying and even predicting the optimal keywords to drive users to your site. This process may look similar to the one below:

Listen for new SEO Keywords. Many Natural Language Processing tools and more specifically Sentiment Analysis tools, that harness Machine Learning algorithms enable business users to track what potential customers are saying and how they feel about social media content over time. Analyses run on these findings can allow users to identify common noun-based or emotion-based keywords to display in prominent locations on their landing and internal pages to increase SEO scores.

Seek out connections between SEO Keywords. Cluster analyses automated through Machine Learning can allow business users to find hidden connections between SEO keywords. Following social listening tool utilization, business users can visualize groupings of emergent noun-based or emotion-based keywords to determine connections between keywords. Doing so can empower business users to organize their landing and other pages across popular keyword clusters to increase site SEO score.

Predict the future of SEO Keywords. Time Series analysis and forecasting allows business users to utilize machine learning to take a look into the future of SEO your business. By harnessing Machine Learning libraries like TensorFlow, business users can leverage existing natural language and sentiment data gleaned from social and other digital sources to look for cyclical or other patterns in keyword common noun-based or emotion-based keywords. These predictive capabilities can allow business users to leverage adaptability to constantly stay ahead of the competition through SEO leadership.  

Tip: One way to make this easier is by using tools like Synaptik, a data management, analytics and data science simulation platform. 


Read more about Artificial Intelligence and the Future of Marketing

 Sources: 1 2 3