Artificial Intelligence’s Revolutionary Role in Search Engine Optimization

Christos Ziakis () and Maro Vlachopoulou
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Christos Ziakis: International Hellenic University
Maro Vlachopoulou: University of Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 391-399 from Springer

Abstract: Abstract In recent years the digital landscape has been rapidly evolving as the application of artificial intelligence (AI) becomes increasingly important in shaping search engine optimization (SEO) strategies and revolutionizing the way websites are optimized for search engines. This research aims to explore the influence of AI in the field of SEO through a literature review that is conducted using the PRISMA framework. The study delves into how AI capabilities such as generative AI and natural language processing (NLP) are leveraged to boost SEO. These techniques in turn allow search engines to provide more accurate, user-centric results, highlighting the importance of semantic search, where search engines understand the context and intent of a user’s search query, ensuring a more personalized and effective search experience. On the other hand, AI and its tools are used by digital marketers to implement SEO strategies such as automatic keyword research, content optimization, and backlink analysis. The automation offered by AI not only enhances efficiency but also heralds a new era of precision in SEO strategy. The application of AI in SEO paves the way for more targeted SEO campaigns that attract more organic visits to business websites. However, relying on AI in SEO also poses challenges and considerations. The evolving nature of AI algorithms requires constant adaptation by businesses and SEO professionals, while the black-box nature of these algorithms can lead to the opaque and unpredictable evolution of SEO results. Furthermore, the power of AI to shape online content and visibility raises questions about equality, control, and manipulation in the digital environment. The insights gained from this study could inform future developments in SEO strategies, ensuring a more robust, fair, and user-centric digital search landscape.

Keywords: Search engine optimization; Artificial intelligence; Semantic search; Digital marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-51038-0_43

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DOI: 10.1007/978-3-031-51038-0_43

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