AI and SEO: Staying ahead in search rankings

We sat down with Betsy Finston, a friend of IOP and seasoned digital marketer and search strategist, to uncover the latest trends in SEO and learn about her unique journey in the industry. She is quite animated about the dynamic world we are living in.

Let’s get right into it. How is AI affecting SEO?

AI is having a huge impact on SEO, bringing both opportunities and new challenges. The golden age of SEO is long behind us because the competition for popular terms is so intense that many high-yielding terms are already spoken for. Additionally, Google has shifted from encouraging clicks to encouraging scrolling by featuring AI snippets at the top of their results page. These snippets synthesize Google’s understanding of search terms based on high-performing content, making it harder to drive traffic to your website via Google.

At the same time, the ease of content creation using AI is opening up new opportunities. Given that over 70% of search queries are for terms with smaller search volumes, called long-tail terms, this is a major opportunity. This is particularly significant now, as global understanding of AI optimization continues to grow rapidly. The competition is catching up, but it’s still early in the process.

Our job as SEO strategists is to find new places to drive traffic from and lessen our dependence on Google, using the same SEO best practices that make content understandable and relevant to what audiences are looking for.

What are some of the latest trends you are seeing?

PR for SEO and AI-driven long-tail content creation represent emerging trends. PR enhances branded keyword visibility by getting it mentioned on platforms like podcasts, press releases, and other search engines like Reddit. AI, on the other hand, makes creating content for long-tail terms faster and more feasible. In the past, we often did not create content for smaller volume keyword terms because it was too labor-intensive for the outcome. But for terms of optimal alignment, this is now an exciting possibility.

When you are engaged in an assessment and optimization strategy, what are the key components? How has that changed recently?

The core elements of an SEO assessment remain consistent. We initiate a content audit, conduct stakeholder interviews, and employ data analytics to understand current and desired content, keywords, and usage patterns. Keyword analysis plays a vital role in comprehending user behavior. On-page SEO also extends beyond keywords by incorporating ‘orienting copy’; unclear navigation negatively impacts conversions. Brands must effectively guide users and provide relevant answers for users’ search queries.

I remember working with a startup that had great content but poor navigation. By simplifying their site structure and focusing on user intent, we were able to significantly boost their conversions.

When should an organization consider an SEO/SEM assessment?

Optimally quarterly. In today’s digital marketplace, search, whether on Google, an internal website search, or niche sites of all kinds, needs to be functioning better than ever in this time of change driven by AI. By improving your website’s visibility on Google, Bing, LinkedIn, and other social and search engines, SEO ensures that when people search for the products or services you offer, they can find you. Maintaining a customer service approach in your SEO strategy is key to keeping your digital front door inviting and effective.

How do you balance the automation of SEO tasks through AI with the need for human expertise and creativity in crafting compelling content and user experiences?

I like to think of AI as a verb rather than a noun. AI acts as a potent tool that speeds up processes, yet the faster you progress, the more human energy is crucial due to the requirement for increased human touchpoints and optimizations to keep it on track. While AI excels at interpreting spreadsheets, I have yet to witness it categorize or tag a spreadsheet or write a first draft effectively and uniquely. It remains a human effort with faster tools.

What’s your background and your approach to SEO/SEM?

Fifteen years ago, while working for a wellness-themed TV channel, I discovered my passion for SEO. We hired an expert, conducted keyword research, and found a market gap: expectant parents wanted ‘weekly pregnancy guides,’ but only monthly ones were available. We created a 40-week guide with the aid of doctors, and within three months, our organic user base grew by 350,000. This success hooked me on SEO.

My approach closely aligns with traditional user journey mapping through a marketing funnel. I start by listing user stories in the format: ‘As a [user], I [want to], [so that].’ These stories are then prioritized to drive awareness, consideration, and conversion, guiding the development of a supportive content architecture and distribution channel mapping.

How Ideas On Purpose Can Help

We’ve written, designed, and developed many initiatives—websites and communications. And, we partner with experts like Betsy to make sure your needs are fully met. Email us to discuss the options.