Without any doubt, the performance of your site in search engines is directly linked to the quality and value of the content it has on its pages. Due to this reason, a copy is always at the heart of search engine optimization (SEO). With its help, you can reach out to the right audience, resonate with it, keep it engaged, and convert it while also helping search engines rank your pages accordingly.
In order to reach high rankings and other goals you might have in mind, clearly, you need a strong SEO content strategy that considers your audience’s needs, your competitors’ tactics, any emerging trends, as well as the current state of your copy.
How can you build a strategy like that, you may wonder? That is where intelligent tools step in!
Source: Freepik
Content Intelligence: Understanding the Definition
The core concept behind content intelligence is to back up your content marketing with intelligence – aka tools powered by artificial intelligence (AI) and machine learning. This basically means leveraging advanced tools that can give you insights into the performance of your copy and offer data-driven suggestions on how to make it resonate better with your audience.
With the right tools, you can gain a wide range of information and insights concerning your copy, including:
- The effectiveness of your existing copy;
- Patterns in how the audience interacts with your copy;
- Suggestions on improving your copy and its efficacy;
- Insights into future content trends to keep an eye on.
This information can then be used to improve existing copy and create new based on data-driven insights.
How Are Content Intelligence and SEO Connected?
The primary goal of search engine optimization is to make your site visible in search engines by getting it to the top of the page in related search engine result pages (SERPs). It is no secret that the articles you publish play a pivotal role in search engine optimization by helping search engines match your copy to related user queries and by delivering real value to users.
Leveraging machine learning and AI-driven marketing tools can simply help you make the most out of every piece of copy you create. Namely, intelligence can help you learn more about your audience, detect future trends, and assess current copy performance. All this data can help you create a more powerful SEO content strategy that achieves better outcomes.
Though they might seem unrelated at first glance, intelligence, and SEO are tightly bound these days. The examples are endless. Artificial intelligence and machine learning are deeply rooted in many popular tools, including the top keyword research tools that leverage these technologies to predict keyword trends, competitive analysis tools that let you gain insights into your competitors’ strategies and many others.
Key Benefits of Leveraging AI-Powered and Machine Learning SEO to Boost Your Strategies
Leveraging artificial intelligence and machine learning tools for content marketing and SEO can ultimately bring plenty of benefits. Some of the key ones include:
- The possibility of unveiling high-value keywords and targeting them with greater accuracy.
- A chance to delve into user behavior, needs, and search patterns to understand what resonates with your audience best.
- More opportunities for personalizing your copy to different audiences at different stages of their customer journey.
- A chance to detect gaps in competitors’ strategies and fill them in yours.
- Continuous performance monitoring and access to loads of data-driven insights that can help optimize your copy for relevance, readability, engagement, etc.
All in all, advanced technologies can give SEOs and marketers an opportunity to tap into the latest content marketing trends and produce better-quality copy based on data-driven insights. In the long run, this can help you improve user experience and engagement while also increasing your site’s positions in SERPs.
5 Ways to Use Intelligence for Advancing Your SEO Strategies
1. Gaining a Competitive Advantage
First and foremost, advanced intelligence tools can be used to gain a sneak peek into your competitors’ efforts. With the right tools, you can analyze your competitors’ copy in real time to detect gaps and bridge them in your strategy.
Additionally, closely watching the competition can help you uncover high-ranking keywords that work effectively for your competitors and forecast future trends using predictive analytics to stay ahead.
Lastly and most importantly, advanced technologies allow you to retrieve real-time insights into your competitors’ key performance metrics, such as keyword rankings, user engagement, backlinks, and many others. These insights can enable you to improve your strategy dynamically and outperform the rest.
2. Improving Your Technical SEO
With the help of AI and machine learning, modern SEO platforms can provide you with deep insights into your site’s backend and structural elements. Namely, some tools can help you:
- Understand the existing copy hierarchy and get suggestions on how to improve your URL structures, navigation, and other elements to improve crawlability and indexing.
- Detect duplicate articles and eliminate them to improve SEO.
- Gain actionable insights into your metadata, such as title tags and descriptions, and get suggestions on improving them for more clicks.
- Identify the key factors affecting your pages’ loading speed and receive tips for technical fixes that can improve speed.
- Detect mobile-related issues and explore possible solutions.
- Gain effective suggestions on how to improve the site’s schema markup for better visibility.
- Monitor various technical issues, such as server response times and 404 errors, to implement timely solutions.
3. Optimizing Existing Copy
Using intelligence tools can greatly help you refine your SEO content strategy. First of all, it can give you insights into high-potential keywords and audience data to help you align your existing copy to the needs and behavior of your prospects and target the most efficient keywords.
Additionally, intelligence can give you data-driven suggestions on:
- Keyword density and placement.
- The tone of writing or structure.
- Formatting.
- Internal link placement and anchor texts, etc.
These suggestions can help you improve your copy’s readability, engagement, and overall quality. Besides, all these insights and suggestions can help you focus on the right things when creating content. In the long run, such a holistic approach can help you get your site naturally ranked higher in search engines.
4. Detecting and Covering Trends
Whether we are talking about studying your competitors’ tactics and identifying gaps or forecasting topics that are likely to resonate in the future, such a focus on content marketing trends in your strategy can help you achieve greater outcomes.
In terms of search engine optimization, trends are pivotal for a number of reasons. Watching and following them can help you connect with a wider audience in a shorter time. Besides, trending topics tend to keep audiences more engaged, which can signal search engines about the value of your site. Lastly, trend-let SEO strategies have the potential to take your brand awareness and advocacy to the next level, thus helping you stand out from the crowd.
5. Measuring Success
Last but not least, content intelligence is not only about watching others. It is also about keeping an eye on your performance, too.
AI and machine learning SEO tools come with very diverse functionalities. Hence, they can help you gain a deeper perspective into the performance and success of your copy against a variety of crucial factors, such as:
- Key performance indicators like organic traffic, bounce rate, and click-through rate.
- Metrics that assess audience engagement include average time on the page, scroll depth, etc.
- SEO-specific metrics, like target keywords, impressions in SERPs, etc.
- Indicators that demonstrate goal achievement, such as conversion rate, purchases, and so on.
By regularly monitoring these and other KPIs, you can deepen your understanding of what copy resonates the most and how your users engage with it. Eventually, this can help you create better SEO content and improve your rankings.
Source: Freepik
Conclusion
Content intelligence is a rather broad term that combines analytics, trends detection, and data-driven insights to help you make the most out of every article you publish on your website. Powered by technologies like artificial intelligence and machine learning, it helps companies and marketers gain a wealth of benefits, including:
- Greater accuracy in keyword targeting.
- Better understanding of user needs and behavior patterns.
- Look into competitors’ strategies and the gaps that might be there.
- Ongoing performance monitoring with actionable suggestions on how to enhance the quality of copy.
- And many others.
Now you know that there are many ways to leverage intelligence to improve SEO strategies. Start using the knowledge and tips we shared here to advance your search engine optimization efforts!
