The AI is getting smarter. This line is often spoken with dread in sci-fi novels, but for digital marketers of today, it’s a cause for hope.
While AI hasn’t taken over the world yet, it is getting better at deducing the intent behind search queries. What this increased intelligence means for consumers are more relevant search results.
For digital marketers, it means we have to step our game up. Facebook is an excellent place to start. Facebook’s AI has already impacted social media SEO in significant ways. But how has it done this? And what can you do to get ahead of the curve?
Let’s take peek behind the curtain at Facebook’s AI science.
What is an AI?
As most of us know, AI stands for artificial intelligence, but there’s more to it than that.
Facebook and other companies such as Google and Microsoft are at the forefront of AI research and have already released AI assistants.
In the case of Facebook, you have M and the chatbot ParlAI (pronounced par-lay), both designed for interaction with consumers via the messenger app.
Here, these programs can answer questions, make recommendations, and conduct general search queries. The goal is to tailor each experience to each consumer.
To curb this spread of misinformation, AI has also gained the ability to flag false stories confirmed by fact checkers.
This practice is to ensure only the best content gets through. As to what the best content is, well…
It’s no surprise that we live in a visual society. If you need proof, look no further than the rise of Snapchat, Instagram, and Pinterest.
With the advances in AI, Facebook and other search engines can determine what’s in a video or image and how relevant it is to the consumer. This new search factor places greater emphasis on visual SEO.
Like content writers, visual content creators now have to put more time into research.
This research can mean anything from photo credits to keyword specific tags.
In the case of video, it’s a little more advanced.
You have to incorporate length, a relevant thumbnail, and a keyword appropriate description in addition to everything else.
It’s extra work, but if you want Facebook AI to find you, it’s worth doing.
As text goes by the wayside, in place of infographics and such, the cutting edge of SEO will be visual.
Now’s the time to think of how to get that photo found.
Once you do, you may want to link it back to your site. When it comes to those links…
Pickier Link Selection
In the past, a common SEO practice was the buying and trading of links.
To rank, sites have to show search engines they contain relevant information. By buying links from other pages or linking to irrelevant ones, sites could move up on the SERP.
Facebook AI wants to make sure this practice stays in the past. We mentioned already that sites with thin content receive less value.
Well, links to those sites or irrelevant links will suffer the same fate. Organic link building is now mandatory. The AI can tell if users stay on your site and for how long.
You’ll also want links relevant to your niche. For example, if you own a site dedicated to baseball bats, you probably shouldn’t link to reviews on hockey pucks.
Yes, they’re both sports, but you don’t play hockey with a baseball bat.
The key to effective link building in the age of AI is selectiveness.
Find the influencers in your niche and link to their sites, that way Facebook AI won’t think you’re shady.
Of course, once you have the links and the content, you then have to go beyond computers.
Optimized Mobile Searches
We live in a phone first world. More people use smartphones to peruse the Internet than computers.
Owner and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization, while utilizing the appropriate marketing channels available within your industry.
With diverse clients throughout the world, Jason’s team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason’s team will increase the quality of your online traffic, leads, and sales.
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About the author...
Located in the heart of the Emerald Coast - Destin, FL,founder and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization, while utilizing the appropriate marketing channels available within your industry.
With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.
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