How to Incorporate AI into Your SEO Workflow Organically

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Dec 15, 2023 / by
How to Incorporate AI into Your SEO Workflow Organically

Search Engine Optimization (SEO) still plays a pivotal role in helping businesses improve their online visibility and remain competitive in the digital sphere. But as technology evolves, so does the way in which marketers utilise SEO tactics.

This year, perhaps the biggest advancement in the history of the practice has come of age with AI now underpinning almost every marketer’s SEO strategy. But rather than hide under a rock and pretend it’s not happening or refusing to use it because it’s “going to take your job”, it’s not something to fear; it’s an incredibly powerful tool that can radically improve your SEO workflow.

By harnessing the power of AI, you can analyse data more efficiently, make instant data-driven decisions and ultimately boost your website’s rankings by automating many of the processes we once found so monotonous. In this article, we’ll explore how to organically incorporate AI into your SEO workflow, starting with the basics.

The Basics of AI in SEO

AI technologies like machine learning and natural language processing can help automate tasks, identify patterns, and provide data-driven insights to guide your SEO strategy. Amongst other things, AI can be used to:-

  •   Analyse your content and suggest improvements to make it more appealing to both users and search engines.
  •   Identify relevant keywords and long-tail phrases to target in your content.
  •   Monitor your website’s search engine rankings and provide real-time updates.
  •   Analyse competitor websites to uncover their strengths and weaknesses.
  •   Provide insights into user behaviour, helping you enhance website usability and engagement.

In other words, many of the background processes that once had us spending hours trawling through datasets and spreadsheets can now be achieved in seconds and with a far greater degree of reliability. Best of all, there really is no catch. Indeed, the only thing stopping many people from using these tools is their natural trepidation but once you understand that AI is here to help us; not replace us, it’s easy to see how naturally it can fit into your existing workflow.

Choose the Right AI Tools and Platforms

There are several existing AI-powered tools engineered specifically to improve SEO and your choice will depend on your specific needs and budget. Popular AI-driven SEO tools and platforms include:-

  • SurferSEO, which can analyse top-ranking pages for a given keyword and provide recommendations to optimise your content for better rankings.
  • Clearscope, which can help you create comprehensive content by analysing top-performing pages and identifying relevant keywords.
  • MarketMuse, which offers content optimisation suggestions based on AI-driven analysis of your existing content and your competitors’ content.
  • SEMrush, which uses AI to provide insights into keyword research, competitor analysis, and website audit, among other features.

Google also offers several powerful (and generally free-to-use) AI-powered tools like Google Search Console and Google Analytics that can provide valuable data for your SEO efforts and are seen as industry-standard by many users.

Implement AI-Driven Content Strategies

AI isn’t just about analytics; it can help you create high-quality, data-driven content that resonates with both search engines and users and streamline many technical SEO tasks. Here’s how to do it:-

Content generation

Tools such as ChatGPT can be used to create blog posts, articles, or product descriptions. While AI can assist in content creation, however, it’s essential to review and edit the output to ensure it aligns with your brand voice and, for now, the content generated is often incredibly dry and lacking in personality.

Content optimisation

Employ AI-powered tools to analyse your existing content and suggest improvements. These tools can identify keyword opportunities, readability issues, and content gaps. It can also help you understand the user intent behind search queries, allowing you to create content that directly addresses user needs and questions.

Website auditing

AI tools can perform comprehensive website audits to identify issues like broken links, duplicate content, and page speed problems. It can also optimise your website for mobile devices by analysing user behaviour and suggesting improvements.

Monitor and Adjust Your Strategy

Of course, AI is not just a “set and forget” solution. You must continuously monitor and adjust your strategy based on the insights provided by AI tools. Regularly analyse performance data, user behaviour, and the impact of AI-driven changes on your rankings and traffic and adapt your strategy accordingly to achieve better results.

It’s a technology that is constantly evolving and will continue to break new ground time and time again throughout the 21st century. Many believe AI could represent the greatest leap forward since the invention of the internet and it’s impossible to predict exactly how far it will progress in the coming years. But to ignore its immediate impact on SEO would be a grand folly for any marketer.

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