AI algorithms and seo: what web agencies need to know

In a world where technology is evolving at lightning speed, artificial intelligence (AI) plays a crucial role in SEO optimization. search engines, like Google, are now incorporating sophisticated AI algorithms to rank websites more intelligently and accurately.

For web agencies, understanding these developments and adapting their strategies has become essential. At DualMedia, we have adopted a proactive approach by leveraging AI technologies to maximize our clients' online visibility. Discover how AI and SEO interact and the best practices to adopt to ensure optimal positioning.

What is an AI algorithm in SEO?

An artificial intelligence algorithm is a computer program that can analyze huge volumes of data and learn from these analyses to improve its performance over time. In SEO, these algorithms allow search engines to better understand user intentions and adapt results based on search behaviors.

Top AI Algorithms That Influence SEO

1. RankBrain: the user behavior analysis engine

Google introduced RankBrain to better interpret searcher queries and refine results based on their intent. This algorithm uses machine learning to dynamically adjust rankings based on user interactions with search results.

2. BERT: the master of natural language

BERT (Bidirectional Encoder Representations from Transformers) helps Google better understand the context and meaning of words in a sentence. This means that simple keyword stuffing is no longer enough; quality, relevant, and well-structured content is now essential.

3. MUM: the multitasking algorithm

Multitask Unified Model (MUM) is Google's latest advancement, allowing it to analyze and understand information in multiple languages and formats (text, images, videos) in order to provide more complete and accurate answers.

The impact of AI on SEO

AI has significantly changed the rules of SEO by focusing on several key aspects:

1. Improving content relevance
   Thanks to AI-based algorithms, Google favors content that precisely meets user expectations. Good SEO is no longer based solely on the use of keywords, but on engaging and informative writing.
2. Optimizing the user experience (UX)
   AI analyzes user experience signals, like time on page, bounce rate, and interactions, to rank the most engaging sites.
3. Voice search and conversational SEO
   With the rise of voice assistants, searches are becoming more conversational. AI is helping search engines better understand these natural queries, pushing web agencies to adapt their content accordingly.
4. Personalization of search results
   AI algorithms personalize results based on user history and preferences, making each search unique and requiring more dynamic SEO strategies.
5. Spam and low-quality content detection
   AI is also used to filter duplicate content, artificial backlinks and abusive SEO practices, requiring web agencies to adopt a more authentic and qualitative approach.

Best practices for web agencies when dealing with AI and SEO

1. Produce relevant and engaging content

Search engines favor content that specifically answers users' questions. Make sure your articles are well-structured, easy to read, and rich in information.

2. Exploit semantic SEO

Rather than focusing on exact keywords, use synonyms and related phrases to cover a broad range of search intent.

3. Improve user experience

A fast, ergonomic and mobile-friendly site will be better ranked by AI algorithms. Make sure your site is technically optimized.

4. Adapt SEO to voice search

Since voice queries are often longer and more natural, favor conversational language in your content.

5. Analyze and adjust with AI-based tools

Tools like Google Analytics, SEMrush, or Ahrefs use AI to provide valuable insights into SEO performance. Analyze this data to refine your strategies.

Case Study: How DualMedia Integrates AI into SEO

At DualMedia, we have taken an innovative approach by leveraging AI to improve our SEO strategies. Here are some methods we apply:

1. Content optimization with NLP
   We use semantic analysis tools to align our content with Internet users' search intentions.
2. Automation of SEO audits
   Using AI, we perform site audits in minutes, instantly identifying technical issues that need to be fixed.
3. SEO Trend Prediction
   By analyzing search data and trends, we anticipate which topics will generate traffic in the future.
4. Local SEO Customization
   AI helps us optimize local SEO by adapting content and strategies based on regional trends.

Challenges and opportunities of AI in SEO

Challenges

• Rapid evolution of algorithms : You have to constantly adapt to updates.
• Complexity of SEO strategies AI makes SEO more technical, requiring advanced skills.
• Need for high-performance tools : Agencies need to invest in AI-based software.

Opportunities

• Better understanding of user behavior
• Automation of many SEO tasks
• Continuous positioning improvement through predictive analytics

Things to remember

AI and SEO are now inseparable. Web agencies need to adapt by integrating these new technologies into their strategies. By following best practices and leveraging AI-based tools, you can not only improve your customers' visibility, but also anticipate developments in SEO. At DualMedia, we make it a point of honor to stay at the cutting edge of innovation to offer our customers optimized, high-performance SEO.

Want to improve your SEO with AI? Contact us today for a digital strategy tailored to your needs!