The rapid evolution of technology has inevitably led to the rise of artificial intelligence (AI). Today it is a tool that is increasingly integrated into our daily lives, whether we like it or not. Like the appearance of the Internet, AI is gradually and definitively shaping the digital landscape and business uses. SEO agencies are not left out and are truly at the forefront of this transition. For the sake of performance and competitiveness, they are increasingly integrating this technology to offer ever more relevant services. The SEO agency NOIISE returns here to this upheaval.

  1. What is Artificial Intelligence

Before looking at the concrete applications of AI in SEO, we must first review its meaning. As its name suggests, AI is nothing more and nothing less than a technology imitating human intelligence and thinking. To this end, it uses different mechanisms such as machine learning or automatic language processing and interpretation. Unlike so-called “classic” technologies, AI allows machines to adapt through learning, complex data analysis and even to perform tasks autonomously.

“AI” is a very generic term that encompasses many aspects. Each aspect having different uses and applications.

For information, AI is not a new phenomenon and began to be truly used and put into practice around 20 years ago. His most notable debut was probably in 1997 when a machine defeated the world chess champion of the moment: Gary Kasparov.

  1. The different forms of AI

It is possible to simplify AI by categorizing it into 3 main levels, ranging from the simplest tasks to the most complex.

  • “Weak” Artificial Intelligence

This type of technology allows a machine to perform a single task without needing outside help. This is the most commonly used form. Voice assistants such as Siri or Alexa are perfect examples of this technology.

  • “Superintelligence”, otherwise known as strong AI

This second variation is intended to be more advanced. It designates a machine capable of learning and making decisions based on what it knows. A self-driving car could be akin to this type of intelligence.

This form is hypothetical, it would designate a machine capable of carrying out tasks as complex as those of humans. This type of technology, however, would require deeper mechanisms such as neural networks.

  1. The different uses of Artificial Intelligence

AI has now become integrated into every aspect of our lives. Here is a non-exhaustive list of its most frequent daily uses and applications:

  • Text analysis, which is particularly used in the field of SEO and web marketing. AI makes it possible to analyze the semantics of a text in depth and adapt it as best as possible to the search intentions of Internet users.
  • Computer language is one of the main features of CHATGPT. It allows a tool to interpret human language and generate dynamic and adapted content, based on a request formulated in the form of a prompt.
  • Image recognition is a form that can still be improved today. It allows, among other things, to identify and improve images in order to optimize the user experience. In other contexts, it makes it possible, for example, to identify available parking spaces, to read x-rays more efficiently, etc.
  1. SEO and AI agencies: An essential alliance

In the current digital context, it is difficult to deprive yourself of a work tool as interesting as AI. This is all the more true for SEO agencies who see it as a considerable asset.

Artificial Intelligence indeed offers many advantages and allows agencies to save precious time by automating repetitive and time-consuming tasks to be able to concentrate only on the most strategic aspects of SEO.

By submitting large volumes of data to AI, SEO stakeholders can obtain valuable information in record time (keyword volume, seasonality, related keywords, etc.). This saving of time and analysis allows in particular to make decisions adapted to any type of situation.

Thanks to AI learning, it is possible to personalize as much as possible the requests that we submit to the machine. The technology thus allows SEO strategists to push requests adapted to customer needs (content briefs, adapted articles, extraction of specific words) and to build most strategies according to the specificities put forward by the AI.

To put it simply, Artificial Intelligence makes it possible to facilitate and deepen the work of SEO agencies. They thus radically gain in productivity and can optimize their services in order to stay in the race for competitiveness.

Finally, it is now very easy to include AI in the uses and habits of SEO agencies because the multitude of tools used increasingly integrate it or are, at a minimum, compatible with it. This is particularly the case for tools to assist with text writing or image generation.

  1. Google and AI: What impacts on SEO?

In the early days of the use of AI, particularly in the automatic generation of content and structure/skeleton, there has long been a debate on the interpretation of it by search engines. If we mentioned at the beginning the possibility of leaving an “AI marker” in self-generated content, the reality is in fact very different.

“More and more, Google is integrating subjective criteria of Authority and Branding. This is particularly what is grouped under the name EEAT”, tells us David Groult, Head of SEO at Noiise in an interview for lebigdata. SEO algorithms here emphasize the value provided to Internet users:

  • Expertise
  • Experience
  • Authority
  • Trust or Confidence

These criteria demonstrate that generating content using AI is fundamentally not a penalizing factor as long as it brings added value to the Internet user. Otherwise, there is a strong risk of not being highlighted and/or appreciated by Google. This is why nothing yet replaces human intervention to make content readable and best adapt it to their persona and customers. A perfect combination of AI and human expertise makes it possible to ideally respond to search engine criteria and increase the chances of being better positioned on strategic pages.

For its part, Google also uses complex algorithms with multiple criteria that use AI to evaluate the relevance and quality of online content. Google uses technology to contextualize Internet users’ queries and offer more precise and personalized results.

Nothing better than the use of Artificial Intelligence to meet criteria based in part on Artificial Intelligence.

  1. How to train to develop the SEO profession

In order to keep up with the ever-changing digital landscape, it is essential for SEO consultants to continually educate themselves and evolve with technology. There are many online resources that allow you to gradually improve your skills if you are interested.

We are also observing the development of online courses and training, sometimes certified, which focus their program on the synergies between SEO and AI.

Like any subject today, it is very easy to search for information and find ever more interesting and complex resources on specialized blogs or even forums.

Inevitably, SEO project managers and editors become more and more efficient in both AI management and prompt creation; thus pushing the relevance of content further and further to adapt perfectly to each project.

Just like any sporting activity, one’s affinity with AI develops over time when one uses it. The more we use this technology, the easier it becomes to make the most of the immensity of the possibilities it offers us: Practice makes perfect.

  1. How Noiise embraces AI

As a pioneer in the use of AI, the SEO agency Noiise has been able to appropriate and integrate intelligence into many of its tools. All services use AI to optimize their processes and obtain better performance for their partners:

  • Development of tailor-made tools and software
  • Writing help
  • Internal & external training
  • Creation of tools and plugins

This short list is just one example of the different uses of AI within the agency. To do this, it is necessary to keep up to date with the latest developments and progress in AI! This is why a process of constant monitoring and weekly training has been integrated into the company culture.

In such a competitive and changing environment, it is crucial to always stay on top of market developments.

In summary, it is now crucial for digital players to evolve in step with this new digital landscape and to adapt to this new technological era. This reality also affects companies which must now integrate these technologies into their online visibility strategies to remain competitive. The Lyon SEO agency NOIISE organizes for this purpose a Masterclass on March 21 in Lyon to pass on its expertise and advice in order to get the most out of AI in SEO.

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