The Role of Artificial Intelligence in SEO: Leveraging Machine Learning for Better Rankings

Using artificial intelligence in SEO can help your website rank higher on SERPs. Check out how successful marketers are leveraging ML for better rank.

Being a marketer operating in the digitized business ecosystem, you have probably explored the massive potential of using artificial intelligence in SEO. Every brand in this competitive space strives to intensify its digital footprint. With the ranking algorithms changing with the inception of AI, SEO experts and content strategists need to look beyond random backlinks and keyword-heavy blogs!

Do you know that Google has already integrated AI into its ranking algorithm? As a marketer, it’s time to harvest the potential of intelligent technologies! Right from keyword research to meta description generation and automating content publication to refreshing your blogs, AI has shown its potential.

Artificial Intelligence in SEO

Digital marketers can unlock massive volumes of SEO traffic by integrating AI into their strategies. In 2023, as much as 58% of digital marketers are keen to use AI in SEO and content marketing. Sounds interesting? Let’s explore how you can use artificial intelligence in SEO to rank better!

How is Artificial Intelligence Changing SEO?

Back in 2015, Google introduced RankBrain, an AI tool into its search algorithm. Since then, search engines like Bing, Google, and others have continued to modify their search algorithms using AI tools. These smart systems are capable of understanding the language of searches and can improve the results presented to their users.

No wonder, users are getting personalized search results based on their previous online behaviours, search history, and even device-specific results like tablets, mobiles, and desktops.

AI has proven to be an unbeatable tool for data analysis. In a world of information overflow, these tools help in detecting trending topics, identifying content gaps, and finding viral topics. In this context, it’s imperative to explore the scope of artificial intelligence in SEO.

If you are currently struggling with your SEO, it’s logical to integrate the power of AI. Together, AI and SEO can evaluate the relationship between websites and help in ranking your content pages. Besides, advanced AI tools can provide you with valuable insights with automated techniques to improve your rank.

Forward-thinking online marketers are already capitalizing on AI to streamline their SEO tactics, boost website speed, and strengthen their SEO techniques.

How to use Artificial Intelligence in SEO to Rank Better?

The scope of using artificial intelligence in SEO is tremendous, which is evident from the following applications. Let’s explore how you can use AI for achieving better ranking on SERPs.

1. Use AI-powered SEO Tools for Content Optimization

The use of artificial intelligence in SEO increased manifold in recent years with the inception of AI-backed SEO tools. Digital marketers are harvesting the potential of ML algorithms. In the process, successful businesses are automatically optimizing their content creation processes with better SEO optimization. Naturally, a scientific and methodical approach to their SEO tactic outperforms traditional approaches.

Thanks to the extensive implementation of artificial intelligence in SEO, marketers can:

  • Analyze search trends
  • Explore new search patterns
  • Evaluate user behaviour
  • Find trending topics
  • Detect engaging content formats
  • Find effective keywords

Thus, artificial intelligence in SEO can help digital marketers and content creators generate optimized, relevant, and highly engaging blogs, articles, testimonials, product reviews, case studies, and website content.

2. Using Artificial Intelligence in SEO Content Research

While exploring artificial intelligence in SEO, it’s imperative to know how brands are leveraging machine learning and natural language processing techniques to evaluate massive volumes of data. Smart analytics tools help them generate actionable insights from this data to streamline their content creation tactics.

Be it a company offering travel packages or an organization that sells the best funko pops, SEO experts and content creators habitually tend to think out of the box when working in retail. However, creating something new involves intensive SEO content research. Why not create relevant content ideas using AI?

Using artificial intelligence in SEO content research can help you approach content marketing challenges in innovative ways. For instance, smart AI tools are capable of scanning thousands of existing content pages and adding the relevant ones to your library to explore.

Besides, AI tools can track trending content topics and generate fresh ideas for digital marketers.

3. AI in Keyword Research for Better SEO

AI helps in finding keywords with high search volumes to make the topics contextual to the target audience. Naturally, the website pages rank higher on SERPs, driving higher traffic volumes. AI-backed content-creation tools like Frase have gained immense popularity among marketers.

Leveraging AI, SEO experts can find relevant keywords. Competitor analysis also becomes a cakewalk with the use of artificial intelligence in SEO. Given that manually researching keywords turns out to be a time-intensive process, the smarter way furnishes instant information on keyword difficulty, search traffic, and other keyword ranking parameters.

Evidently, using artificial intelligence in SEO makes the keyword research process breezy.

4. Writing Featured Snippets Using AI

How badly do you struggle to come up with content ideas while writing featured snippets for search engines? These short excerpts are generated by search engine algorithms and turn out to be relevant to the queries of the user. The content and keyword integration in your featured snippet largely determines your rank on SERPs.

One of the most effective uses of artificial intelligence in SEO is automated snippet generation using AI. Digital marketers are training AI to craft featured snippets that can boost your digital footprint.

5. AI for on-page SEO

Do you know that digital marketers are already using artificial intelligence to boost their on-page SEO?

AI-powered SEO tools have been trained to evaluate keyword data. These tools help digital marketers and SEO experts identify potential keyword opportunities by evaluating user search patterns. As a benefit, businesses and eCommerce brands can optimize their content for SEO and readability to improve their ranks.

Take a look at top eCommerce platforms such as Ubuy India, that have been drawing a massive traffic volume. Using artificial intelligence in SEO involves analyzing meta descriptions, keyword density, and coming up with powerful narratives. AI-backed SEO approach appeals to buyers and naturally blends in the keywords.

6. Voice and Text Search Optimization

Well, Alexa and Siri have already streamlined search options for end users with voice assistance features. 

How would you tackle SEO challenges arising as a result of voice-assisted searches? 

Have you noted that keywords for text and voice searches are different? 

Voice searches on Google or other search engines tend to be longer and more detailed.

Thanks to the use of artificial intelligence in SEO, marketers are now better poised to integrate both these types of keywords in their content. AI-backed SEO tools quickly learn from this changing trend and adapt to new search trends.

Currently, natural language understanding assists voice search. Now, different internet users have different styles of voice-searching. Using AI-based SEO tools, digital marketing practitioners can analyze voice searches to discover long-tail keywords. Using these keywords, you can outrank your competitors.

7. AI-oriented SEO Scaling Works Wonders

AI-oriented SEO tools go a long way in taking away the optimization stress you are facing. Currently, every successful business operating digitally needs to use artificial intelligence in SEO for data analysis and processing.

AI-backed tools can help you save time while carrying out website audits. These tools are capable of optimizing your content automatically. Besides, they resolve issues like content duplication in a quick time. For digital marketers, using artificial intelligence in SEO saves both effort and time. If you are presently struggling to scale up your SEO, it’s time to embrace AI tools.

8. AI for E-commerce SEO

The introduction of AI and machine learning have changed the whole dynamics of the e-commerce world. Let's take product returns, for example, before AI returning a purchased product took at least a few days, but now with automation, the process has become much simpler and takes comparatively a lot less time and effort.

Various brands like G-Star, ASOS and Snipes have changed their return mechanism to fully-automated ones, improving customer satisfaction and making the customers come back to them the next time they need something related to their brands.

Another example of using AI in e-commerce SEO is using AI-powered tools to analyze information such as consumer behaviour, reasons for cancellation and return of a product and much more to gain valuable insight, which can help brands tailor their marketing campaigns effectively.


Regardless of the industry vertical you operate in, it’s imperative to leverage artificial intelligence in SEO to make your presence felt by your audience. As you embrace digital transformation, AI-backed SEO tools would streamline your journey. Right from evaluating high data volumes to keyword research and content creation, SEO tools go a long way in enhancing your rankings.

Being a marketer, you would be hunting for the right weapon to gain a strategic edge over your competitors. Use the best SEO tools to leverage the power of artificial intelligence and scale up your digital presence.

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