Artificial Intelligence (AI) has rapidly become a prevalent tool with the digital marketing industry, and shows no signs of stopping. Digital asset management company Canto states that “over 100 marketing tools are already AI-enhanced, and it’s expected that nearly all [marketing technology] will have AI capabilities in 2019.” This is particularly true when it comes to both SEO and content marketing.
AI and Content Strategy
When it comes to creating and implementing a content strategy, AI can prove extremely beneficial, particularly when it comes to data analytics. AI can collect and analyse large amounts of data pertaining to a brand’s audience. What’s more, it could perform this task far more quickly than any human being. Using the data that has been collected, marketers could formulate a strong and properly targeted strategy comprised of content that is personalised based on numerous factors, from shopping tendencies and location, to personal traits and interests.
Personalisation is crucial to content strategy creation, with audience members seeking content that speaks more to their own situations, and to their particular concerns and wishes. Brands can respond by tailoring online shopping experiences that are based on shopping tendencies that are particular to a specific user. AI can help with this, enabling you to create specialised features based on consumer data and behaviour.
Added to all that, brands will be able to create more effective content marketing strategies with the help of AI marketing assistants. This is hardly the stuff of the future, as proven by Lucy, IBM Watson’s very own AI assistive tool. Lucy can help in the research and analysis of marketing data, the segmentation of target audiences, and the planning of media strategies.
AI and Search Engines
Search engines are, of course, integral to SEO, and over time they’ve become far better when it comes to ranking pages. Due to their gradual improvement, SEO marketers have had to up their own game with regards to how they implement SEO strategies. Not only have they had to brush up on functions that are related to SEO, such as metadata optimisation and link acquisition, but they’ve also had to consider how users are and will be searching for products and services on Google.
After all, as content intelligence platform Atomic Reach notes on Search Engine Journal, “Google…is always improving their search algorithms to adjust to how consumers are searching.” For example, Google is already adapting itself to the steadily growing popularity of voice search, having already enabled Google Assistant to recognise human conversation. Now, as Atomic Reach explains, “it is estimated that 50 percent of searches will be voice-based.”
More and more tools
We’ve already spoken a bit about online tools enabled by AI that help consumers access content more easily and help marketers create effective content strategies. But it doesn’t stop here. There are other programmes and platforms that use AI technology to make things a little bit easier for brands. For example, HubSpot and Buzzsumo are able to notify a company when it has been mentioned by another source, while Atomic Reach tracks analytics in order to measure content performance.
AI is gradually becoming a pertinent tool within the field of digital marketing, as proven by its effects on both the creation of content marketing strategies and on SEO. Numerous tools have been and are being developed in order to help brands with their digital marketing and enable web users to navigate content in a way that best suits their specific needs. What with all these advancements, who knows what the marketing industry will look like in the next ten years?
Google News has been around for some time. Introduced to the world in beta version in 2002, released to the public in 2006, launching Community Updates (localised news) in 2017 and a brand new update in May 2018 that saw a ‘For You’ tab added to the menu layout. While it’s primary purpose is to bring up-to-date news to all its readers, it’s pretty clear that its goal is not to be just another news aggregator.
Google News pulls relevant global and locals new sources together to match each and every reader’s interests. But it doesn’t just show you the news, it has become a one-stop-shop for all news topics that interest you specifically. Through artificial intelligence, it learns your behaviours and preferences and displays only the most relevant snippets and links to you.
For those who are unaware, news based websites can make use of Google News by becoming a Google News Publisher. Why would you want to become a Google News Publisher? Well if you’re looking to spread your content far and wide, locally and even internationally, Google News is the place to be. With millions of readers accessing the platform on a daily basis, it’s difficult to see why you wouldn’t want to be a publisher. Whether you’re a blogger, news only website owner or a content marketer, here’s a look into the off page SEO benefits for online businesses.
If you’re looking to improve visibility of your brand online, Google News is a great place to start. As we already know that Google News has an incredibly large daily audience, if you manage to get onto Google’s list of approved publishers, you’ll be reaching a very large and new readership. If you’re struggling to increase your awareness about your brand, or just want to grow your awareness to new heights, Google News will put your site on the map.
Having your content pulled through onto Google News helps you reach a more targeted audience. As readers can filter their news searches by location, date, news category and relevancy, you can ensure your content includes this information and will inevitably be shown to the right people. In the end you’ll be reaching people who are specifically interested in the content your produce.
Ever wished you could get your content to index on Google just a little bit quicker to help your website ranking? Well with Google News now you can. As a Google News publisher, your content is indexed in both Google News and on the main Google search engine almost instantly. This is mainly due to the fact that Google News needs to provide the most up-to-date content, and if your piece of news is most relevant it will index it and pull it in as quickly as possible to serve readers fresh content.
As a Google News publisher, your website is automatically stamped with the Google seal of approval. This not only proves that your website is worth clicking through to, but that it and its content is truly authentic. In an age of fake news, readers appreciate real news that they know they can trust. With this added advantage over your competitors who aren’t Google News publishers, your site’s authenticity is bound to overtake those around you.
With all these benefits now at the front of your mind, how do you get your site onto Google News and become a verified publisher? According to Google’s Publisher Centre, the process is rather simple:
Open search console and verify that you own your website.
Request inclusion in the Google News index.
Enter all requested website details, including your news sections and URLs.
After a period of one to three weeks, the publisher centre will provide the status of your application with either, “included” or “site rejected”.
So if your website includes some form of fresh news, you can or your marketing team can put the Google News hub to good use. Not only can it improve your SEO efforts, but also get your content in front of a large, yet targeted audience.