The well-known Turing Test specifies that an artificial intelligent system must be indistinguishable from a human in terms of behaviour and patterns of thinking. Many argue that Google Duplex has successfully passed this test, but it’s only the beginning.
- Insights: One big question is whether artificial intelligence can really replace people. Many are wondering whether AI will render many job positions obsolete, while optimists say that AI will make us more effective by complementing our skills. AI helps in making search results more natural and it feels as if the search result page is “speaking” to users. Google Duplex is based on the RankBrain technology, which learns the meaning of content, infers intent and uses feedback data. Based on powerful processing resources, AI can interpret data patterns at a scale that no human can replicate. It can make something comprehensible, useful and relevant out of unstructured and noisy data. Insights can be used to analyze market trends, website performance, competitor, SERP performance and customer intent.
- Automation: Any solo SEO professional knows that search engine optimization is labor-intensive and requires a lot of effort. Through automation, SEO professionals can receive more output and the time saved can be used for more productive tasks, such as creating interesting content and monitoring results. In SEO, artificial intelligence can be used to automate keyword research, technical audits, content distribution, content optimization, internal linking and tag management. In this case, computer does replace people, but it means people can do other more meaningful things that require human intuition and creativity. If some tasks are tedious and time consuming, it makes a logical sense to hand them over to AI processes. To make AI more effective in handling tasks, they can be broken down into simpler sub-tasks. Make a list of simple, but time-intensive tasks, which are great candidates for AI automation.
- Personalization: Personalization is an essential tool to create useful and relevant experience for each customer. Each person has different preferences and unique requirements. Amazon is known for its excellent personalization. Amazon always suggests products that are relevant to users. SEO professionals should adopt the same thing by mapping content to various states of intent. Content is discovered not only through search result page, but also recommended pages. Predictions can be made based historical data patterns. AI-based personalization will allow SEO professionals to enhance conversion and user experience. Specific pages can be used semantically to associate intent and query. Content can be created by delivery mechanism and persona.
AI revolution is upon us and SEO specialists should take advantage of that. In SEO industry, AI systems are largely invisible, but this doesn’t lessen their effectiveness. The SEO landscape is always in constant flux and the vast amounts of data will require smart AI-based systems to make them manageable.
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