2019 SEO Techniques To Engage Site Visitors by Using Artificial Intelligence
News of Google’s RankBrain, the new artificial intelligence machine learning algorithm that is the latest and trendiest from Mountain View, California is changing SEO’s future. Learn how using Artificial Intelligence can improve your web ontologies structure and site rankings.
This necessitates a fresh look at the need for updated SEO tactics and finding clear examples of what replaces some of the old SEO practices that no longer apply. Clearly page load speed and mobile optimization demand a higher level of prioritization. As well, the Google Search Console has add many new tools to help sites resolve indexing issues faster. Back on October 26, 2015 news surfaced that Google was engaging a machine-learning artificial intelligence computing called “RankBrain”. Since then, many discussions about AI in relation to the internet of things, users UX experiences and data science, connected entities, and how they impact keywords, and interactive design have followed. The implications of incorporating AI into interactive systems and SEO techniques for improvements in user conceptual search are enormous. Learn what action steps to take to stay ahead of the curve in order to continue to run successful search campaigns that match user intent in search queries.
SEO Impact of Websites Using Schema Metadata
One of the latest jumps in search queries is on the topic of how to use Artifical Intelligence and schema markup for more favorable positioning with the Google RankBrain algorithm.
This new form of site optimization is one of the most influential for increasing visibility in search, but yet remains one of the least-utilized forms SEO tactics available today. As more webmasters grasp the concept and uses of schema markup, time and again, there is evidence that websites updated with structured data gain the benefit of higher rankings in search engine result pages (SERPs). Today, these results are not only about combinations of LSI keywords and letters; it’s much about topics that improve user experiences and getting found across all devices.
Do you know how to align your site with the future of SEO? Search Engine Optimization isn’t a retired industry, it’s just grown up. What was once seen as a questionable, manipulative practice is now more respected and become to many marketers more in line with “Content Marketing”. This terminology reflects how search engines algorithms have advanced to a place where they are able to better filter “gaming content” put from what is genuinely useful for the end user.
Keeping apprised of the latest trends in Google Search helps a site to remain ahead of the curve. This article will help you stay found online as schema evolves at a light speed. Let’s look at key updates in how the landscape is changing for Minneapolis digital marketers in the 2020’s.
For a quick refresher, here is a definition on 3 classifications of artificial intelligence from TechCrunch*:
1. Artificial Narrow Intelligence (ANI): This is like AI for one particular thing (e.g. beating the world champion in chess).
2. Artificial General Intelligence (AGI): This is when the AI can perform all things. Once an AI can perform like a human, we consider it AGI.
3. Artificial Superintelligence (ASI): AI on a much higher level for all things (e.g. beyond the capabilities of a single human).
Cornell University talks about why companies such as Google, Microsoft, and Facebook are heavily investing in artificial intelligence research and applications to better engage users. According to their October 18, 2015 article titled Using Artificial Intelligence to Improve Search Engine Optimization***, “AI has become a very desirable field because it allows programs to make adjustments in output based on previous results.”
Google has achieved many advancements that have been noted worldwide when it comes to machine intelligence. Its commitment to building a better understanding of images, videos, voice recognition, and language and how to produce accurate search results for mobile users is second to none. Due to recent acquisitions like DeepMind (acquired in 2014) and partnerships such as joining up with Imagenet’s Large Scale Visual Recognition Challenge*, Google remains the steadfast leader in testing and applying new areas of deep learning.
This has created a challenge for SEO professionals, who must remain flexible in how they execute SEO, love learning, and quickly adapt to new SEO practices. So let’s look at a few.
8 SEO TECHNIQUES THAT RESPOND to ARTIFICIAL INTELLIGENCE’s ABILITY TO BETTER ENGAGE SITE VISITORS
1. Help Internet Users By leveraging e-Commerce Schema Markup
2. Use Abstract Metadata to Connect in Real-Life Moments
3. Answer the Questions Consumers are Asking
4. Use Natural Language in High-Dimensional Semantic Spaces
5. Understand Google’s Target Market
6. Optimize Content for Mobile Deep Linking
7. Understand Your SEO Reports and How Artificial Intelligence Uses Metadata
8. Know and Test Web Pages for Relevance
1. Use SEO Techniques that Focus on Helping Internet Users
Schema markup was created with the core intent of helping Internet users find the content they are conducting a search for.
The four major search engines recognized a need for user-focused improvements for better search matches. We call this effective SEO best practices. Therefore, webmasters have gained an agreed-upon set of code markers that tell the major search engines how to better match the data on optimized web pages to search queries. Therefore, webmasters have gained the tool an agreed-upon set of code markers that tells the major search engines match the data on your optimized web pages for viewers needs to search queries.
Schema informs search engines what your data means, versus just what is written on your web pages. The content on your web pages may be indexed successfully and returned in search results, but with new Google schema markup added, a portion of that same content has changes to be better indexed and returned in a different way for broader related search queries
How? Because that extra coding permits the search engine to understand better more of what that content means. As one example, let’s say the phrase “Donald Trump” appears on an article title. The search engine sees this, and produces a SERP entry with “Donald Trump.” However, if a webmaster adds correct schema markup around the name “Donald Trump,” in the title, now GoogleBot has been told the subject of the article, which is much more effective than just the traditional HTML title Metadata with a few random words. The search engine then matches search queries with better information for the user who was searching for “Donald Trump” in the news.
Schema is one form of search engine optimization for your site, as there are many aspects. Trying combining it with your efforts to gain trust along with developing your site’s linking profile.
“When a website has schema markup in place, users can see in the SERPs what a website is all about, where they are, what they do, how much stuff costs, plus plenty of other stuff. Some people have taken to calling schema markup your virtual business card,” says Kissmetric*.
2. Use Abstract Metadata to Connect in Real-Life Moments
Once collected after users conduct an Internet search, knowledge can be analyzed, understood, and used to predict ways to generate business leads online. Within the mass of big data, there is a wealth of abstract metadata that connects real-life, concrete events with the more waif-like needs and intent of the user. One sector of artificial intelligence is the use of intelligent machines and robots within the branch of computer science that strives to improve mobile content strategies. This highlights ways that science is solving immense issues for society.
According to David Amerland, “This is why a murder (a tangible, real-life event) cannot reasonably have a suspect who does not have means, motive and opportunity (or in search terms: access, context, and intent). These are the basic requirements for connecting what’s inside a person’s head with what he does in the world we see and touch (and search now plays a key role even in murder convictions).” Video marketing on the rise as a form to personalized advertising.
This is coming more and more of a factor as voice search from mobile phones continues to grow. Using Accelerated Mobile Pages (AMP) marked up with structured data makes a website ready for mobile-first marketing. According to Compare the Market for smartphones**, “Smartphones: Increasingly the most popular choice, smartphones are essentially a computer in your pocket. With hundreds of apps and features at your fingertips, they are a personal organizer, digital camera and music/video player rolled into one.”
To better understand the scope of natural language processing, here is a definition from Wikipedia****: “Natural language processing – computer activity in which computers are entailed to analyze, understand, alter, or generate natural language. This includes the automation of any or all linguistic forms, activities, or methods of communication, such as conversation, correspondence, reading, written composition, dictation, publishing, translation, lip reading, and so on. Natural language processing is also the name of the branch of computer science, artificial intelligence, and linguistics concerned with enabling computers to engage in communication using natural language(s) in all forms, including but not limited to speech, print, writing, and signing.”
3. Answer the Questions Consumers are Asking
SEOs who work to prepare web content for Google Answer Boxes find they have chances to obtain pronounced features in new SERPs.
Real conversations happen every day that help users find answers to natural language questions. These questions can be factual such as “What is the capital of Minnesota” or “how tall is the Empire state building” or “the number of searches Google conducts monthly”.
Currently this is one way to gain SEO impact, as the days when Google search was more straightforward with the simplicity of keywords used in content, traditional means of Metadata, and inbound links are history. Answer Boxes are one aspect of Google’s solution to user’s lack of attention spans and the growing demand for immediacy. Google quantifies search success by how fast it can move the user from an inquiry to a solution. Visibility in Google Answer Box results should be a critical component of current SEO strategies but is still frequently lacking as webmasters scramble to keep up with changes.
4. Use Natural Language in High-Dimensional Semantic Spaces
Our current popular term “deep learning” comes from the use of Artificial Intelligence (AI) and stacking networks to solve on hard problems like computer vision. AI uses high-dimensional semantic space that you can think of as a multi-dimensional grid where various ideas exist at multiple points. In this space, similar ideas are close in proximity. Deep learning pioneer Geoff Hinton evocatively refers to points in this space as “thought vectors”. He has revealed insights from his training process about how they convert both natural language sentences and emoji into individual vectors in this semantic space.
The personal assist Dango uses deep learning to input text, and then maps it into semantic space. Then while determining which emojis to suggest that resonate with consumers’ emotions, it can distend each emoji’s vector onto sentence vectors. Projection is an easy operation granting a measure of similarity between two vectors for Dango. Next, it comes up with the emoji with the longest projection — being those that are closest in meaning to the input text.
“The deeper you stack these networks, the more complex the sorts of functions they can represent,” boingboing.net tells us.
5. Understand Google’s Target Market
The face of SEO had changed a lot already in 2016, and it’s primarily due to incredible research and development into artificial intelligence (AI) that is already incorporated into search engine algorithms. Ten years ago, SEO marketers could create a website around a few keyword rich pages for a specific industry, prop it up with some supporting links around the web world, and start ranking within a short amount of time.
SEMrush talks about how AI, personalization, and advances in machine learning are changing things. Such methods are no longer viable. Instead of focusing on keywords, today, artificial intelligence means GoogleBot works to “understand” your content. The latest news of Google’s new RankBrain algorithm is just one example of why the future of SEO will change Internet marketing.
6. Optimize Content for Mobile Deep Linking
To utilize this SEO technique you will need Google app version 2.8+, along with a device having Android 4.1 or later, and a USB micro to USB cable.
Deeplinking is an approach for launching a native mobile application through a link. Mobile deep linking connects an exclusive URL to a specified action in a mobile app; it is meant to seamlessly match users to relevant content – which is the core component of Google Search and AI. This method consists of using a uniform resource identifier (URI) that links to a specific location within a mobile app versus the process of launching the app. The significant SEO advantage businesses can gain here is that by deferred Deep Linking, mobile device searches can deep link to your web content even if the app isn’t already installed.
By aligning with the Google Mobile Search Algorithm, you are better prepared to meet consumers on the go.
Code Labs from Google offers the following app referral sources to use with Mobile Deeplinking
• Direct Traffic—When users visit your app by clicking on the app icon and manually navigating to the content within the app.
• Google Web Search—When users search with Chrome on their Android device, they get deep link results that send them directly into your app.
• Google App—When users search using the Google app installed on their Android phone.
• Web App Referral—When users click on a deep link from a web app (other than Google) that leads into your app.
• Android App Referral—When users click on a deep link from an Android app (other than the Google app) that leads into your app.
Google App Indexing is a system that helps web surfers to click from listings in Google’s search results into apps on their Android and iOS smartphones and tablets.
7. Understanding Your SEO Reports and How Artificial Intelligence Uses Metadata
Search is changing. User interactions with the devices preferred in daily life are becoming more focused on ease and natural communication. As the “internet of things” becomes an increasingly common aspect of our digital worlds, the transition of simple data collection to communication logically follows. Individuals do not communicate by using data, systems, and artificial intelligence does. Data, in this case, is an abstraction of web content and engagement; understanding is communication, and to understand and communicate digitally search engines must know the meaning of your web pages. No technology is better at executing this than semantic technology.
SEO is an on-going process for every successful company online; it must be interwoven into all aspects of digital advertising and consistently amended to meet global trends. Include the new Google Posts and watch your insights report to see how easy it makes for people to find your business details. SEO strategists thrive when clear examples can be found which demonstrate exactly the impact of metadata. Even punctuation influences Metadata and how it AI can use it to reach an intended audience. SEO techniques that engage the implementation of consistent and effective SEO metadata strategy are becoming a vital aspect of on-page information creation, sharing across channels, and digital distribution.
Extracting SEO insights from your data found by using using Google Search Console SEO tools and information management has become a cornerstone advantage for competitive search advantages for enterprises in every industry. Load speed and scale are still an important aspect of technology’s requirements, but current site ranking challenges are no longer simply a question of computing power. The opportunities gained by “making sense” of big data and its information come with new requirements for search comprehension, context and connecting with consumers.
8. Know and Test Web Pages for Relevance
RankBrain uses artificial intelligence to analyze web pages for relevance. Each page is given a score somewhere between 1 and 10, with 1 being an unconvincing result and ten being exceptionally positive. Google has stated out that 15% of the millions of search queries it processes have never been searched before.
Additionally, for upwards of 99% of web content, Google lacks sufficient signals (lack of link and historical page data) to decipher the most relevant search result for users. SEO onsite improvements will increase your chances of being in Featured Snippets, local pack SERPs, and People Also Ask boxes.
RankBrain’s AI is learning in a very advanced process just exactly what Internet users click on and whether or not they are pleased with the result when they click through. Google’s confidence in AI is increasing, and the signal will carry more and more weight in SERPs.
“Google is only using it on some queries for now. But when you create a new system like RankBrain, you wouldn’t initially test it on your big-money head terms – just as you wouldn’t replace a wildly successful paid search ad with an experimental one. You test on the things you’re least confident in. There’s less downside and risk if Google’s RankBrain results aren’t as good in the early days. They will learn and come up with better answers based on analysis of user success metrics,” says Wordstream.
SEO Strategies Must Amend to a Mobile Concentric Plan
Carolanne Mangles of Search Insights released a report titled 100+ must-see digital marketing research 2017 statistics on November 1, 2017 that highlights how key a focus on mobile is for digital marketers.
- Mobile ad block usage is surging internationally and has overtaken desktop usage (PageFair2017)
- The global number of desktop and mobile devices that block ads grew by 142 million YoY to reach 615 million devices Dec 2015-Dec 2016 (PageFair2017)
- Both desktop and mobile ads deliver branding effectiveness but mobile ads perform better – particularly at the bottom of the funnel (comScore, The Global Mobile report 2017)
- 75% of people who find local, helpful information in search results are more likely to visit the physical stores. (Google 2017)
- Only 6% of companies think their digital marketing and traditional marketing integration process was completely optimized (Smart Insights, Managing Digital Marketing research report, 2017)
- Mobile adblocking usage is surging internationally and has overtaken desktop usage (PageFair 2017)
- Local Inventory Ads (LIA) accounted for 19 percent of all Google Shopping clicks on phones. CTRs on LIAs are 19 percent higher than PLAs on phone and desktop Merkle, Digital Marketing Report Q3 2017)
- 40% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot, State of Inbound 2017)
- Email marketing and SEO are the most frequent sources of eCommerce traffic for respondents across all revenue ranges while channels such as affiliates and content marketing were less frequently used (MarketingSherpa ecommerce benchmarks 2017)
From the beginning of your business planning sessions, SEO should be integrated into all aspects of your brand development, and online presence. Former strategies and SEO thought processes need to revamp and align with how users are using the web. That means that we are aligning to reach individuals who search on mobile devices, use image search and simple “speak” their questions.
Why the New Google Assistant May Dominate its Competitors in Personalized Search
Alexa’s assistant relies on relatively structured voice commands and is often reaches a dead end due to unclear search queries. Google may be able to sift through the available data better and faster. Amazon’s search technology, called (A9), it doesn’t have Google’s massive search index or ability to interpret question phasing to the same degree. Gaining the visibility of rich snippets or being in Google’s Knowledge Graph through Artificial Intelligence also comes from its ability to draw upon historical digital footprints.
Google has a tremendous ability to accurately answer search query questions. When schema metadata helps search engines read a webpage, it is more likely to show up favorably in the Knowledge Graph with features snippet. Many are finding this a key way to to dominate over competition.
Google’s search assets and more advanced structured data could empower it to offer a broader set of capabilities into the average home. It leverages Deep Learning to respond more accurately when seeking to match user intent. Unlike Amazon, the search giant could connect Google Home with a users’ PC and mobile device search records to offer a more personalized experience on top of that.
Society loves new gadgets and the technology advancements that make everyday life easier. Voice searches on mobile are commanding an every-increasing share of all search queries conducted. This trend creates vast opportunities for paid mobile advertising. “Google’s structured data and search assets could enable its developers to build a broader set of capabilities into Home. Google could connect Home with mobile search histories and users’ PC to provide a more personalized experience as well,” according to iTechPost.
Google plans to offer new ways for businesses to dominate in SERPs, but the use of structured data is much broader. In February, news of Schema.org-based structured data markup being utilized in personal email messages was released, as well as Apple’s use of Schema.org within RSS for news markup..
SEO / SEM Tasks we can help you accomplish:
1. How to blend earned and paid search for to optimally engage site visitors
2. Improved methods of engaging ideal audiences at pivotal points in your purchase funnel.
3. Partnering to work smarter with your existing teams in SEO planning for content creation.
4. Management of paid search campaigns to increase conversion rate optimization. We maintain your feed’s schema and data.
5. Ferret out hard-to-find hidden consumer needs that you can target to boost ad performance and brand relevance.
6. Integrate your Google Business Listing and Google Maps.
7. Claim and customize our Google Assistant Directory Page.
8. Find and fix website performance issues.
Full Spectrum of Implementing Website SEO Techniques
Services for Minneapolis businesses that are seeking actionable SEO techniques that adhere to changes in artificial intelligence in order to drive improvements in search rankings. We help businesses solve problems! We often begin with a Technical SEO to gain insights needed to take positive action.
Harvard Business Review Reports that Artificial Intelligence Trims Business Costs
Harvard Business Review stresses that, “lite” artificial intelligence, or as some call it, “smart technology” is trimming marketing costs and raising business efficiency.
One example of how AI can enhance your website’s capabilities to propel you forward as an industry leader is by adding schema mark to client reviews. Prospective buyers can compare review ratings on your website to see how far beyond your competition that you have excelled. Its user reviews like these that many are consulting, especially when making a significant e-commerce purchase online. This form of Artificial Intelligence can work behind the scenes 24/7 to provide positive testimonies about your products to individuals looking to buy them.
Or another, an algorithm behind new bus routes for Boston Public Schools will save the district funds in the realm of millions.
In the July 2017 article titled The Business of Artificial Intelligence, Erik Brynjolfsson writes that “In the sphere of business, AI is poised have a informational impact, on the scale of earlier general-purpose technologies. Although it is already in use in thousands of companies around the world, most big opportunities have not yet been tapped. The effects of AI will be magnified in the coming decade, as manufacturing, retailing, transportation, finance, (dental) health care, law, advertising, insurance, entertainment, education, and virtually every other industry transform their core processes and business models to take advantage of machine learning. The bottleneck now is in management, implementation, and business imagination.”
Whether you are a digital marketer, SEO professional or business owner, many concur that the challenges are really your opportunities for savvy growth in this new age of astoundingly astoundingly powerful AI answers. Hill Web Creations avidly seeks solutions for clients by figuring out what problems to work on next, and by helping marketing teams tackle them and gain correctly implemented structured data. We especially love helping clients in health care overcome challenges of gaining patient reviews. HIPPA and other marketing privacy regulations need to factored in.
“A promising application domain for Semantic Web technology is the
annotation of products and services offerings on the Web so that consumers and
enterprises can search for suitable suppliers using products and services ontologies.” – www.heppnetz.de
“Google remains committed to updating its support of the schemas as adopted at schema.org. When this process is complete, Google will try to make any necessary transition as smooth as possible for all developers using these schemas as well as for their users.” Google Developers
“Mark up your data with schema.org markup. This should give you the best chance of avoiding Google getting your information wrong. Figuring out how to impact the answer box displays is akin to what we all went through trying to figure out how to influence what shows up in titles, descriptions, and rich snippets. It can take a bit of trial and error, but when it works, it can be the answer to your SEO prayers.” – Andrew Shotland, of Local SEO Guide
“It’s not about deciding what experience the customer is going to have, but rather about enhancing the experience the customer has decided they want to have.” – Gerry McGovern
Improve your Search Query Analysis with AI
Giants in the digital niche like Google and Facebook are heavily investing in artificial intelligence research and gaining collaborative partnerships to further their efforts. AI has become a highly sought-after field because it empowers programs to fine tune output based on former results. Businesses who are engaging online query analysis and seek a keener understanding of machine learning are better able to generate web content the matches what users want. The insights your business can learn from testing reveal what really moves people to click and buy.
In the context of which SEO techniques to apply when guessing weightings of scoring algorithms, begin with a high-level analysis. For retailers, you need the most effective e-Commerce schema markup types. Then narrow your guesses and determine what will be the closest to bridging content about your product with how users are searching for it.
After reanalyzing your ensuing SEO reports, adjust your next guesses based on this information. Much can be learned from your Google Analytics, AdWords, and Search Console Reports to know what really appeals to consumers. In SEO, those who observe closely Google RankBrain algorithm can use big data better to correlate known results, like Google’s national results or those for a given location.
“99% of the economic value created by AI today is through one type of AI, which is learning A to B or input to output mappings.” – Andrew Ng*******
Focus on Business Acumen and Engineering Quality over Algorithms
Work with a search marketer who takes the time to truly understand your business problems. Solving issues with the best solutions requires high standards when it comes to SEO. Invest in the right hire for fewer headaches; for example, the quality construction of your home is more important than the cute furnishings within it.
CONCLUSION
The Google RankBrian algorithm uses artificial intelligence to arrive at its decisions as to search rankings. If you need an updated SEO strategy, give us a call, we’re experts and can build a program for you that delivers results and visibility with your ideal clientele. When we have the privilege of working alongside webmasters who have design experience, knowledge of interaction users, and AI computational applications, it makes semantic search easier. Download our SEO Audit Checklist for a handy resource.
Contact us today to begin receiving the Digital Marketing Advantages of Semantic Search
* blog.kissmetrics.com/get-started-using-schema
* techcrunch.com/2016/06/04/artificial-intelligence-is-changing-seo-faster-than-you-think/
** www.image.net/xads/actions/
*** www.comparethemarket.com/mobile-phones/
**** en.wikipedia.org/wiki/Outline_of_natural_language_processing
***** developers.google.com/gmail/markup/reference/schema-org-proposals
****** blogs.cornell.edu/info2040/2015/10/18/using-artificial-intelligence-to-improve-search-engine-optimization/comment-page-1/