How an SEO Consultant is integrating AI into Enterprise level SEO solutions
Artificial Intelligence (AI) is now more accessible than ever. With a couple of clicks, you can get your hands on some of the world’s industry leading technology. The technology that many of the big corporations are using is now available to small businesses meaning that it’s now easier than ever to put a stamp on your digital presence.
But with that comes risk. The increased use of AI is changing SEO as we know it and if your business fails to keep up, it’s at risk of falling behind your industry and your competition.
What is AI’s role in modern SEO?
AI is revolutionising the digital marketing landscape. According to McKinsey, it’s projected to deliver over £310 billion in incremental productivity in marketing over the next 10 years. This has already been seen in SEO, with over 50% of enterprise SEO consultants planning to integrate AI functionalities within their work streams over the next 12 months.
AI delivers the most value on tasks that are extremely manual and repetitive, meaning that an enterprise SEO expert and SEO teams can focus on more creative and strategic initiatives while retaining a strong level of SEO for their clients.
What types of SEO tasks can AI automate for enterprise level businesses?
Enterprise SEO experts often have to complete time-consuming tasks and AI can help to alleviate a lot of the mundane and repetitive processes involved that delay SEO workflows including:
Keyword Research
Through data analysis, AI is great at finding emerging topics and gaps in the market. This intelligence allows brands to create targeted and relevant content. Using AI powered analysis tools like Insights helps to streamline the method of evaluating SEO action items. Rather than looking at lots of reports, AI can find patterns and determine which keywords are better suited to your campaign, this typically applies to:
- Which keywords to target for universal results
- Which keywords fit different pieces of content or pages
- Action items to rank for a specific keyword
The additional area whereby AI helps with keyword research is that it can sometimes allow you to think outside of the box in terms of other phrases that should be considered.
Topic Analysis
With the launch of Google’s Search Generative Experiences and the need to cater to its 91% market share, it’s more important than ever to go beyond keyword matching. AI can help to group keywords together and find nuances within them to ensure that content is relevant for its intended audience. AI technologies like Copilot and ChatGPT can look at large keyword data sets around a topic and reduce the work required to improve key SEO aspects such as your experience, expertise, authoritativeness and trustworthiness.
Refreshing and Leveraging Content
With the landscape continually evolving, keeping content fresh and relevant can be a challenge. As a result, data shows us that over 40% of professionals are turning to AI for support in updating their content strategy. Technologies can help SEO teams to tweak page titles and meta descriptions to match the latest search behaviour and this helps to reduce a lot of the manual work involved, ensuring they’re fully optimised to the best keywords for the page to target.
How does AI enhance content personalisation for SEO?
Personalisation is key in SEO as it can create a better user experience. When people feel content talking to them directly, they are more likely to engage and that can lead to higher conversion rates, customer loyalty, and business success.
AI technologies that utilise Natural Language Processing (NLP) are changing how businesses create personalised content. By analysing large amounts of data, AI algorithms can predict what content a user will find interesting and serve it up at the right time so they can connect with the brand on a deeper level.
For example, AI can show product pages the features a user is most interested in based on their past behaviours and preferences. Service pages can be tailored to the specific needs and pain points of different users so that content is more relevant and persuasive.
By using AI for content personalisation, enterprise businesses can ensure their SEO efforts are aligned with the search engine algorithms and their target audience. This can help to improve search engine rankings, user satisfaction and overall results.
What are the challenges of integrating AI with enterprise SEO?
Despite its benefits, integrating AI with enterprise SEO isn’t without its challenges. Some hurdles include:
Data Quality and Quantity
AI systems require a large data set to operate optimally. Enterprises have to process and maintain large datasets to train AI correctly. If that data isn’t accurate, it will lead to poor AI predictions and poor content generation.
Data integrity and consistency across multiple sources is important but can be resource intensive and complex for large enterprises with multiple data sources.
Complexity and Cost
Incorporating AI systems into an enterprise can be costly and will usually involve expenses relating to the procurement of new technology, hiring, or training staff, as well as on-going maintenance.
Small to medium-sized enterprises may find these costs prohibitive, and larger enterprises need to justify the ROI. Due to the changing nature of AI solutions, enterprises need to continually invest in learning which will add to overall operational costs.
Integration with Existing Systems
Existing SEO tools and processes will already be well-established in an enterprise’s digital architecture and the introduction of AI should be seamless to not disrupt workflows.
Aligning AI with current processes can be complex and requires change to technology and people. For example, AI driven insights need to be compatible with existing content management systems, analytics tools, and reporting frameworks. This integration can take time and slow down SEO during the transition period.
What is the future of AI in enterprise SEO?
As AI continues to evolve and get better at handling more complex tasks, SEO will get even better. Enterprises that integrate AI into their SEO will be ahead of the game, able to adapt to changing search engine algorithms, and meet the changing customer needs.
The future of AI powered SEO will not just be about gaining organic traffic, but about understanding and predicting user behaviours to provide personalised and dynamic content tailored to consumer needs. This will turn enterprise SEO from a technical discipline into a holistic approach that combines marketing, user experience, and data analytics to drive long-term growth and a competitive advantage.
Who are Egnetix Digital?
Egnetix Digital is a specialist SEO Consultancy based in Kent, with over ten years of marketing expertise. We specialise in supporting enterprise organisations both nationally and globally, supporting their overall marketing and business strategy that allows them to meet their business goals and objectives.
Over the years we’ve worked with businesses such as Marie Curie, ICU Medical, Lotus (UK and Global) and many more helping them with their business objectives through the use of high strategic SEO.
If you’re seeking an SEO consultancy partner proficient in converting intricate digital challenges into opportunities for growth and improved online visibility, contact Egnetix Digital today.