SEO is a discipline that is constantly evolving. The constant changes in Google’s algorithms and quality guidelines, as well as new technologies and Artificial Intelligence Improvements (AI) and machine learning ensure that what works one day doesn’t work the next. This changing nature forces SEO professionals to keep abreast of new trends in the industry and to know the technologies that are emerging at any given moment.
Predictive and artificial intelligence tools that allow content to be created like humans would can be of great help to SEO.
These are some of the technologies that will be a trend from 2021 and that will impact the future of search engine optimization:
-Natural speech generation: NLGs (Natural Language Generators) are artificial intelligence tools that can be used to automatically create texts and content from keywords or specific topics. At the moment they are very useful when creating short texts, so they can be a very useful tool for breaking the “creative block” and creating introductory texts for longer articles as well as creating meta descriptions and even network posts.
-Natural Language Processors (NLP): In 2019, Google released BERT (Bidirectional Encoder Representations from Transformers), an algorithm that Google introduced to natural language processing. In this way, the search engine can understand what each word in sentences means, that is, it can understand the context of a sentence.
With BERT, Google no longer relies on a keyword to identify content and provide answers to search queries, but can instead respond to users’ search intent. With BERT, it is possible to improve the SEO of a page by creating content that answers users’ questions as specifically and correctly as possible and provides as much information as possible so that all possible aspects of a query are covered.
-GPT-3 to create automatic content: GPT-3 (Generative Pre-Trained Transformer Number 3) is an artificial intelligence capable of writing articles like a human. This AI is fed with databases from Wikipedia, historical books from all libraries in the world and information from the Internet.
The Guardian published this article, written entirely by GPT-3, which went around the world. Not only does this AI create uncertainty, it can also be used to write all kinds of text, from newsletters to articles that cover all aspects of a particular topic.
-Automate on-page optimization of content: When creating large content, SEOs need to review Google results to analyze the content that appears in the first few positions, note the subtitles and titles, identify points that are not covered by the content, and create a better article. This process is slow and takes time and effort.
Nowadays there are tools like Phrase AI which, by entering the keyword or phrase we want to write about, analyze the results of the SERPs and show all the necessary information in detail, including the results of the most frequently asked questions on forums such as Quora. Or Reddit.