Beyond Traditional SEO: Why AI is Changing the Way We Optimize Websites

Over the past year we have seen the meteoric commercial rise of artificial intelligence (AI).  With AI-driven tools like Bard and ChatGPT becoming more and more integrated into our daily lives, how we search and consume content is fundamentally changing. That being said, your website, which may have successfully generated traffic and conversions in 2022, must now be optimized to stand out in this new age of artificial intelligence. In this article, we walk through traditional website optimization and explore strategies to supercharge your website’s performance, all while keeping AI’s growing influence in mind.

What is Traditional Website Optimization?

Website optimization, at its core, refers to the process of using various techniques to improve your website's visibility, performance, and user experience. This includes strategies such as search engine optimization (SEO), page speed optimization, mobile responsiveness, and effective content marketing. It's about making your website easy to find and interact with, providing value to visitors, and converting them into customers.

Enter AI: The Game-Changer

AI technologies like Bard and ChatGPT have seen exponential growth in usage over the course of 2023. For instance, according to Voicebot's AI Consumer Adoption Report, nearly 20% of all mobile queries are voice searches. ChatGPT, released in November 2022, already has millions of users worldwide and is automating tasks and serving as an advanced search tool. More and more end users are transitioning away from traditional search engines and are utilizing AI to gain information and obtain search results. Consumers have quickly learned that AI algorithms are far better at contextual understanding than their earlier counterparts, which makes the old strategy of keyword-stuffing obsolete.

The question now becomes, how can you optimize your business website to rank on AI-driven searches?

Semantic Search: Beyond Keywords

SEO is no longer just about keyword density; it’s about the meaning behind those keywords, known as semantic search. Websites like Wikipedia are prime examples of this. They provide comprehensive, context-rich information that not only ranks well but also satisfies the queries asked through AI-powered voice search. Rather than matching keywords to content, semantic search focuses on understanding what the user is looking for and providing contextually relevant information based on their search query. 

Tip: Start thinking about what questions your users might ask Siri or Google Assistant and then provide content that directly answers those questions.

AI-Powered Analytics: The Deep Dive

Tools like Google’s AI Analytics offer advanced metrics that give a more profound insight into user behavior, enabling highly targeted optimization. For example, Netflix utilizes advanced AI-powered analytics to provide personalized recommendations, which significantly enhances user engagement and satisfaction. These analytics can show you not just where your users are clicking, but why. 

Tip: How To Implement  AI-Analytics

• Choose an AI Analytics Tool: Options like Google's AI Analytics or Adobe Analytics provide advanced AI-based insights.

• Set Goals: Whether it's increased conversions, improved engagement, or more, setting specific targets will guide the analytics process.

• Integrate: Once you've chosen a tool, integrate it into your website's backend. This usually involves adding a piece of code to your site.

• Monitor and Analyze: Watch the data as it is received. Look for patterns or behaviors that can guide your optimization strategy.

BONUS: Leverage Chatbots: The Frontline of Customer Service

You don’t necessarily think of Chatbots as website optimization. However, chatbots are no longer clunky, annoying pop-ups; they are sophisticated AI-powered tools. Websites like Sephora employ chatbots successfully for product recommendations and troubleshooting, enhancing user engagement and reducing bounce rates. By handling routine queries, these chatbots quickly address customer questions and free up your human customer service team to deal with more complex issues that require a human touch. 

Tip: Don’t pretend your AI chatbot is human. Be transparent, introduce your AI chatbot, and have the prompts explain how the bot will assist them. Your users will appreciate it and be less likely to be frustrated. 

HubBot by HubSpot

HubSpot does a great job of informing website visitors that they are engaging with an Ai chatbot that manages expectations on the user experience.

Final Thoughts

Adapting to the rapidly evolving digital landscape shaped by AI is not a choice, but a necessity. Traditional website optimization strategies are a strong starting point, but to really excel in the current crowded digital landscape, you need to embrace the advances in AI and machine learning. By doing so, you position your website—and by extension, your business—for success in this brave new world of digital engagement. Keep up, or risk being left behind. The future is here, and it’s automated.

Elevate Your Website with HCL Designs

Considering improvements for your website? At HCL Designs, we prioritize data-driven results. Our past collaborations have shown that clients can experience decreased bounce rates by 20-55% within 3 months and witness a boost in conversions by over 60%.

What to expect:

Pre-Consultation

Share your aspirations and concerns via a questionnaire. Concurrently, our team will audit your website for potential areas of enhancement.

Consultation

During a 60-minute session, we'll discuss strategic, actionable insights based on current AI and digital trends to help optimize your website.

Post-Consultation

You'll be equipped with a tailored plan, mapping out steps to implement the insights and improvements discussed.

Total Investment: $365