How A.I. is Changing SEO (With Case Studies)
A.I. has made its way into the automation and optimization of SEO. We at InnoVitae only see this trend growing and becoming more and more of a competitive advantage. And yet there are real and impactful concerns with using any form of automation for SEO, especially SEO which uses A.I. In the following article I use a fictitious persona along with a survey and 4 case studies in order to provide you a realistic picture of where “A.I. SEO” is today.
Here are the results of the 4 AI SEO Case Studies which are referenced in this article.
If you are a content-based SEO company you are well aware that about 20% of your effort should go towards the content (even though that content should be 1,000 to 3,000 words of high-quality content), and then apply 80% of your efforts towards the promotion and syndication of it.
Part of the promotion of your content includes posting it on all of your social sites, an email marketing campaign, using it for a guest blog post, or referencing it in an upcoming press release. You do all of this work to get the word out and hopefully build some brand authority, garner some traffic, and capture some leads.
You are well aware that on average, at the 27-week mark of your content’s age, it will start ranking for dozens or maybe thousands of keywords. And the organic traffic will start to grow exponentially. At this 27 week point and with the increase of traffic; you review your post, you may update or expand it, hoping this work will only further improve the rankings and traffic this post has already achieved.
After all this work and 27 weeks of time, you ask yourself, is there a better way?
When you consider this is just one of 100 + blog posts on your site, each with its own varying degree of curation and percolation; you clearly see the amount of work this entails. And with that thought comes this question.
Is there a way to speed up this process, automate it, and possibly amplify it?
Before we answer that question, let’s bring in a survey we recently conducted with 100 + Marketing Executives/Directors which pertain to this question.
In our survey we asked a few questions of the participants and the first question asked was;
1-How do you feel about paid link building and content syndication/promotion and do you use it?
22% Like it; use it
61% Unsure; would consider using it if they could be sure of the quality control
17% Don’t like it; would not use it
*The paid link building definition in this article means paying for your content or a link to your content being posted on a third-party site.
2-Of the 61% who said they have Quality Control (QC) concerns with paid link building/content syndication.
71% Were concerned about negative impact on their brand due to the content/links being placed on low grade, spammy, or suspicious websites.
29% Were concerned that their website may suffer a Google penalty.
Of the handful of participants I spoke with on this topic, all of them “had a story” either first or second hand where they got burned my some low quality, spammy links, or heard of a company getting a Google penalty.
I am in this same camp too. Years ago I was on the receiving end of buying spammy low-quality links. Just one of these events will make you cautious moving forward in the future.
…..Now back to our article’s persona who is contemplating how she can speed up, and amplify this 27-week organic traffic growth process.
She pulls out her notepad and starts writing down her wish list of attributes she would want for her “Content Syndication & Traffic Accelerator”.
First, her Content Syndication Traffic Accelerator would research her article’s topic and find out how all the top 10 search results are ranking for it via backlink profile analysis.
Second, her Content Syndication Traffic Accelerator would find the top 1,000 to 5,000 backlinks of each of her competitors and then build a posting process to model each one.
Third, her Content Syndication Traffic Accelerator, and its brain, would contain 100 million+ sites where she has complete control of the content posting. She would use these 100+ million sites to match up with the top 10 results of her topic, and the top 5,000 backlinks for each of her five main competitors.
Fourth, she would run each site found in the 100M+ database which would be used for posting and syndication, through three to four steps of quality control to make sure each syndication site is strong and safe.
And fifth, after every 30 days, her Content Syndication Traffic Accelerator would analyze its performance and retrain itself to be better next month.
These are the five things she wants her Content Syndication Traffic Accelerator to do. She is not aware that what she has written down on her wish list, is in fact already a reality at our company, InnoVitae.
We have had in place such a system now for over three years. We call it the Content Syndication System. Here is a schematic of what it looks like.
In the diagram above are the five primary processes that our persona had on her wish list. In addition to her wish list, there is a multi 5-tier Network system, and a four-step indexing system. Click on this link to learn more about the system.
We used this very same system, in order to achieve the results that we produced with a previous article that describes how we use SEO to produce up to 52% of all of the paid search leads. In addition, the Content Syndication System of ours also produced in ROI of approximately 700%.
Combining this system with a very focused and strategic content strategy; great results are almost guaranteed. To date, we have applied this system on 11 different applications and each one of them has had a range of success from 30% up to over 900%.
One area in which we were surprised by was when the client had an existing SEO program and we just added this additional process to it. What occurred was that our system simply amplified everything that they were already doing by two to three times.
One technical area that is not discussed in this article, is that how our system also looks at the clients website link velocity and determines what is the best content syndication in link building volume based upon it.
Here are a few case study summaries to give you an idea of what the system has produced over the past three years.
Case Study #1:
Industry: Data Marketing Company
Result: 124% organic traffic growth YoY after 12 months
Case Study #2:
Result: 44% organic traffic growth YoY after 4 months
Case Study #3:
Result: 32% organic lead growth MoM after 5 months
Case Study #4:
Industry: B2B Corporate Training
Result: 181% organic lead growth MoM after 10 months
With the correct quality controls, clean data, and sound A.I. modeling, I hope this article has demonstrated to you that “A.I. SEO” is a reality and a viable consideration. Though it is still in its infancy, we see it growing quite rapidly, especially as more data becomes available and its costs come down.
What are your thoughts?