Google, SEO and helpful content: How artificial intelligence can be helpful for e-commerce websites

Russ Macumber and Venkata Durga Eswar Pagadala
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Russ Macumber: Impressive Digital, USA
Venkata Durga Eswar Pagadala: Apartments.com, USA

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 3, 206-226

Abstract: This paper explores the impact of artificial intelligence (AI) on search engine optimisation (SEO) practices within a marketing agency setting, with a particular focus on quality, topical authority and relevance over quantity. By leveraging AI-powered content creation tools, the study explores the effectiveness of generating various SEO elements for enhancing the visibility and ranking of product pages. Using models such as OpenAI’s text-davinci-003, the study demonstrates the generation of SEO elements tailored to specific product details, brand names and website URLs. Through examples of fitness equipment, the study showcases the creation of SEO-friendly content, enhancing the discoverability of product pages and user engagement. Furthermore, the study extends its focus beyond textual content to include the generation of image alt tags, identifying low-resolution images and implementing contextual internal linking using AI techniques. The study explores methodologies for generating alt tags for images based on image URLs, identifying low-resolution images from a list of URLs, and recommending internal links based on content similarity and topical relevance. The study also describes practical applications of AI in various SEO optimisation tasks, emphasising the role of AI-driven solutions in enhancing website crawlability, user experience and overall SEO performance, thereby contributing to improved visibility, traffic and conversion rates. By addressing key SEO challenges and leveraging AI technologies, marketing agencies can optimise their strategies for better search engine visibility, ultimately driving growth and competitiveness in the digital landscape.

Keywords: search engines; e-commerce; artificial intelligence (AI); search engine optimisation (SEO); SEO and AI; e-commerce and AI; marketing agency; Google (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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