AI’s Impact on SEO: Crafting a Data-Driven Keyword Strategy

Nick Anson

March 26, 2024

In this post, we cover the following:

Within a brief period, AI has become an indispensable tool for SEO specialists. AI-generated keywords effectively save some time and a good amount of effort in the keyword research process. However, this can be a pitfall, as merely generating them blindly can be incredibly counter-productive.

In this blog post, we’ll delve into the topic of AI-generated keywords and explore how to vet them properly for relevancy and effectiveness.

The Power of AI in Keyword Generation

Keyword research is the cornerstone of any successful SEO strategy. Identifying the proper keywords significantly impacts your site’s visibility in search engine results pages. AI-powered tools have recently revolutionized this process, making it faster and more efficient.

Data-Driven Insights & Scalability

AI algorithms are capable of analyzing vast amounts of data to identify emerging trends, patterns, and user behavior, which is impossible for a human to process manually, and, even with the best software, can be a time-consuming challenge.

Furthermore, AI-generated keywords can be produced in large batches, which allows you to target a broader range of search queries and long-tail keywords you may not have otherwise considered.

To some degree, these AI language learning models can help you identify keywords that your competitors are targeting, giving you a competitive edge. However, AI can be (and often is) inaccurate. Relying solely on the keywords these AI tools generate can lead to ineffective (or even damaging) SEO strategies if not vetted properly and checked for accuracy.

So, what can you look out for to ensure you’re getting the most out of these tools?

Vetting AI-Generated Keywords: The Art of Relevancy and Efficacy

Let’s start with relevance. One of the most important parts of keyword vetting is ensuring that the generated keywords are actually relevant to your customers, website, and business goals. Irrelevant ones can result in low engagement, high bounce rates, and a generally negative user experience. AI-generated keywords must align with your website’s overall topics and themes, rather than specific pages. They should be relevant to subjects that benefit your clients and fit your site’s focus, which may sometimes require creating new content pages.

Search Intent

Understanding a user’s search intent is a vital part of evaluating keywords. Is your target audience looking for information, products, or services? These are things AI won’t always grasp the nuances of. Hence, one should assess whether the keywords that have been generated match the search intent you are targeting.

Keyword Volume

We do not recommend using estimated search volumes for generated keywords produced by AI, as these estimates are often inaccurate. Instead, it’s best to reference these estimates with reliable keyword research tools and platforms to get a more accurate idea of the keyword’s search volume.

Competitive Analysis

Take your time when analyzing your competitors’ keyword usage. Are they targeting the same ones as your business? How do they rank for the keywords they use? Are there opportunities to rank higher or to target less competitive (yet still relevant) keywords? Vetting AI-generated keywords in the context of your competition will provide you with a more well-rounded keyword strategy.

Long-Tail Keywords

Long-tail keywords are more specific and therefore tend to have lower search volume. However, this also means they can be highly effective in driving targeted traffic. AI-generated long-tail keywords should still be checked for relevancy.

Language and Localization

AI might not always capture linguistic nuances or regional preferences that well. Depending on who your target audience is, you should probably vet keywords to make sure they’re appropriate for the location and cultural context.

Historical Data

Consider your historical data. Are there keywords that have performed well in the past? Combining AI-generated keywords with proven performers can be a smart strategy to enhance your SEO efforts.

User Engagement Metrics

After implementing AI-generated keywords, make use of user engagement metrics like click-through rates (CTR), time spent on the page, and conversion rates. If you notice any decline or stagnancy, it’s time to reassess the relevance and efficacy of the keywords you’re using.

The Role of Human Expertise in Vetting Keywords

AI can provide a wealth of data and insights, but it doesn’t replace human expertise. A seasoned SEO professional can bring a critical eye to the process, ensuring that the keywords align with the brand’s goals and values, resonate with the target audience, and meet the user’s needs.

Human Understanding of Context: AI algorithms are not always going to grasp the full context of a keyword. A human being can better understand the nuances and subtleties that make a keyword relevant or irrelevant to a particular content piece.

SEO experts, specifically, can optimize the content for keywords, ensuring that the keywords fluidly fit within the content without sounding forced or spammy. This is also where a professional element can be extremely useful, as they are also more likely to stay up to date with industry news and trends, identifying emerging or niche keywords that AI will inevitably overlook.

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A Hybrid Approach: The Future of Keyword Vetting

Artificial Intelligence, Human vs Cyborg Cooperation

The future of keyword vetting lies in a hybrid approach, combining the strengths of AI with the human touch. Here’s how to effectively implement such a strategy:

AI Keyword Generation

Begin with AI-generated keywords to take advantage of their efficiency and data-driven insights.

Human Review

Have an experienced SEO professional review the generated keywords for relevancy, intent, and brand alignment.

Content Creation

Optimize your content based on the vetted keywords, making sure they naturally fit into the narrative.

Regular Monitoring

Continuously monitor user engagement metrics and keyword performance. Be ready to adapt and evolve your strategy based on real-world data.

Conclusion

AI-generated keywords have undoubtedly transformed the landscape of SEO, offering efficiency and data-driven insights. However, the key to SEO success lies in the art of vetting these keywords for relevancy and efficacy. By combining the power of AI with human expertise, you can ensure that your SEO strategy is not only data-driven but also user-centric, aligning with your brand’s goals and providing real value to your audience. In the ever-evolving world of digital marketing, mastering the art of keyword vetting is a critical skill for staying ahead of the competition and achieving long-term SEO success.

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