Search engine optimization (SEO) is an important part of any digital marketing strategy. It ensures that your content is in line with the keywords people are searching for online. It helps increase your website’s ranking and visibility by understanding search intent.
Role of AI in SEO
According to the SemRush report, 67% of businesses are already using AI for content marketing and SEO, and 78% of organizations are satisfied with it.
SEO can be a complex process, involving multiple activities such as keyword research, content development, and website enhancement. However, AI tools can make this manual process faster and more effective.
How does AI make SEO easier?
AI tools can help improve the following SEO processes:
✔ Keyword Strategy Development – AI helps in finding the most effective keywords.
✔ On-Page SEO Optimization – AI makes your content SEO-friendly.
✔ Technical SEO Enhancement – AI improves website speed, mobile friendliness, and other technical aspects.
✔ Off-Page SEO & Backlinks – AI helps find effective backlinks and increase website authority.
✔ Fine-tuning for Local SEO – AI can improve location-based SEO, leading to more visibility locally.
Before we examine each SEO element in depth, it is important to understand why SEO is essential in your digital marketing strategy and how AI is affecting it. With AR Infotech, you can learn modern AI-based SEO techniques and make your business a success online! 🚀
What is SEO and why is it important?
Search engine optimization (SEO) is the process through which you get traffic from free, organic or natural search results in search engines like Google or Bing.
The main purpose of SEO is to improve your website’s position in search results pages (SERPs), because the higher your website is ranked, the more people will visit it.
According to Backlinko, the first organic result in a search results page receives an average of 27.6% click-through rate, while position 2 has a click-through rate of just 15.8%.
So, ranking your content and brand is important, and this means that you should plan or create content for your digital channels with SEO in mind.
Top SEO tip
When it comes to SEO, don’t just focus on search engines. Social media networks such as TikTok, YouTube and Reddit are now being used more to find information and should be optimised as well.
“Google partnered with Reddit because they wanted to use its database API to bring more results to the search engine. They were finding that when people were searching for specific reviews, they were adding Reddit to the end because they wanted to see what real people were saying about it,” – Luke O’Leary, VP of Media Strategy & Operations, EMEA at Neil Patel Digital said on the DMI Podcast.
This approach shows that SEO is not just limited to search engines, but it is also a way to effectively promote your content on social media.
With AR Infotech, you can learn modern techniques of SEO and social media optimisation and strengthen your online presence! 🚀
Impact of AI on SEO
AI (artificial intelligence) is changing SEO in several significant ways, making it challenging for marketers to effectively use this channel.
The SEO industry generated $68.1 billion globally in 2022 and is expected to reach $129.6 billion by 2030. But experts believe these estimates were made before the advent of generative AI, which could threaten the industry with obsolescence or at least force it to grapple with major changes.
Luke O’Leary said in the 2025 Trends webinar, “Gartner estimates that traditional search traffic will fall by 25% by 2026. People’s search behavior has changed, and they are using more platforms for their search whenever they search a query on a search engine. Social search has become a big trend now and people are using platforms like TikTok, Instagram, YouTube more and more.”
Search engines focus on search intent
The purpose of search engines prioritizing search intent is to understand what consumers or searchers want, so that the right answers can be provided.
For Google, this results in AI overviews. Now for some queries, Google uses generative AI on more than 20% of its search results.
Research by seoClarity found that more than 96% of AI overviews appear for queries that have informational user intent, while only 1.2% are for transactional queries. This means that sites that provide information, such as blogs, will need to optimize for AI-SEO.
Google has also expanded its use of AI in its AI Overviews Ads. For example, for a query like “How to remove grass stains from jeans?”, the searcher was shown an ad for stain removers.
Impact of AI on SEO
Here are some of the main areas where AI is having an impact on SEO:
1️⃣ AI-powered Algorithms
Algorithms like Google’s RankBrain use AI to improve the accuracy and personalization of search results. It uses machine learning to determine user intent. This requires content to be relevant, user-focused, and conversational to rank high.
2️⃣ Content Creation & Optimization
AI tools like ChatGPT, Claude, and Jasper help companies create content faster. However, human intervention is always recommended to ensure accuracy, relevance, and uniqueness of the content. Google says that AI-generated content does not affect search rankings, but it focuses on content quality. For this, marketers should focus on content that is E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness).
3️⃣ Keywords
Finding the right keywords or key phrases is important in SEO. However, AI is now focusing more on the context and intent of search queries, making keywords less relevant in search. This means that keywords should form part of a comprehensive SEO strategy, not the main focus. They should be integrated into relevant and informative content.
How to use AI for SEO?
Despite these changes and challenges, you should continue to implement SEO as a vital part of your marketing team’s overall marketing strategy.
The best way to use SEO effectively is to understand the strategies available. Research from Neil Patel Digital found that 50% of consumers can recognize AI-generated content, while 52% feel less engaged with content when they suspect it is written by AI.
This data shows that to effectively use AI in SEO, it is important to make content natural, human-centered, and holistic, so that it is relevant and engaging not only for search engines but also for consumers.
Also, with AR Infotech you can learn best practices for using AI in SEO and effectively implement AI-SEO strategies. 🚀
How to use AI for SEO?
Keyword research isn’t just about using traditional tools and manual brainstorming. AI can help you gain deeper insights into the search intent of the keywords you research, come up with ideas for new and emerging topics, and identify content gaps on your site. You can fine-tune your SEO strategies using various AI-powered tools.
For example, you can use AI tools to identify high-impact keywords and predict keyword trends for content optimization. Tools like ChatGPT can analyze large data sets, helping you select the right keywords for your content.
Additionally, SEO tools like Ahrefs use AI to analyze SERPs to help you know whether people are searching for that keyword just to find information or to buy a product.
Improve content for on-page SEO
Search engines love online content that is well-structured. This leads to a better user experience, as readers can easily follow the story.
You can use AI-powered tools to get suggestions for the most effective content structure based on SERP analysis, increasing the chances of your content ranking higher.
AI can help improve your on-page SEO by improving writing quality, helping with content creation, and adding keywords more naturally. For example, you can ask ChatGPT or Gemini to analyze a draft of your content and get suggestions for improvements.
You can also use AI in the early stages of content creation, such as for the outline, structure, titles, headings, and flow of content, based on your content goals, target audience, and (of course) on-page SEO best practices.
Improve your website for technical SEO
The third element of SEO is technical SEO: making the user experience on your website smooth. AI can help you in this regard.
For example, you can gather data about your website’s SEO traffic performance and feed it into an AI tool. You can ask it to analyze the data, find new ideas, and make suggestions for website improvement.
You can use AI to make large-scale improvements to your website, such as understanding the need to add alt text to website images.
Find backlinks for off-page SEO
SEO doesn’t just depend on your website, you also need to consider off-page SEO.
You can improve it through high-quality backlinks, which boost your SEO and make your website appear authoritative and trustworthy.
Whether you use ChatGPT, Gemini, or other AI language tools, these are great for link building ideas. Your imagination is the limit.
For example, you can get suggestions about popular and relevant podcasts from ChatGPT, which can increase your website’s visibility.
Fix location descriptions for local SEO
AI can improve local SEO, such as generating descriptions, analyzing data, and responding to reviews. AI tools can make your business prominent in local searches by optimizing both your content and review management.
AI-Driven SEO Tools: What Are the Best Options?
It’s important that you know that many SEO tools and platforms, such as Ahrefs, Moz, and Semrush, now include AI capabilities. We’ve already mentioned effective AI-driven SEO tools for some of the key tasks, but we wanted to cover a few tools for each area so you can research some of these and try them out.
Here are some of the most effective SEO tools that use AI:
- Keyword Strategy
- Clearscope
- MarketMuse
- Ahrefs
- Moz
- SurferSEO
- Semrush
- Content Generation and Optimization
- ChatGPT
- Jasper
- Perplexity
- Google’s Notebook LM
- Yoast’s SEO Content Assistant
- TextOptimizer
- Frase
- SurferSEO
- Technical SEO
- Screaming Frog
- Ahrefs
- Semrush
- Google Search Console
- Local SEO
- Ahrefs
- Semrush
- Moz Local
- Falcon
- Whitespark
- BrightLocal
If you use SEO as a strategy to get your content found and your company ranked higher, it’s important to understand how AI can impact your operations. But keep in mind that it can also help your SEO tactics, so consider giving them a try.
AI and SEO: Conclusion
It’s undeniable that AI is having an impact on SEO. It will change the way people search for and find information online.
But these five tactics will help you enhance and optimize your SEO operations using AI, so you can target, attract, and acquire the audience you need.
The right AI tools can help you develop your keyword strategy, create optimized content, boost technical SEO, find relevant and authoritative backlinks, and improve local SEO.
Maximize campaign performance using AI
AI is no longer just about ChatGPT. Ambitious marketers need to know how to develop an AI-driven digital strategy to achieve more with less time and effort. Our Advanced AI for Digital Marketing course will teach you how to use this technology to assist and optimize digital marketing activities, use AI for content research and generation, and use specific tools across channels like SEO, social media, and PPC. You’ll also learn how to implement a digital strategy using AI to help plan and increase efficiency across each customer journey stage.
What are you waiting for? Get started today!