Artificial Intelligence has become the new fashionable term as we learn, day by day, about the opportunities and dangers that this technology contains.

The applications and representations of Artificial Intelligence are enormous and, although when thinking about it we generally imagine a robot capable of making decisions autonomously or a car that drives itself, the truth is that it is the most common way to find it, and the What affects human beings the most is on the Internet, where it learns from users and collects information for future use. A use that directly affects online positioning and that will mark the lines to follow in the future for SEO.

As discussed at the 76th CEO Meeting organized by Latina Valley, which discussed the adaptation of AI and the importance of the search experience, Artificial Intelligence has already proven to be a very useful tool when it comes to address different problems. It can be used to automate processes, tasks, analyze data and predict behavior, personalize the customer experience, optimize logistics and reduce costs. Furthermore, by obtaining data and quickly updating it, it makes it possible to identify patterns that improve decision-making in real time, and chatbots and virtual assistants have become customer service tools that many are already familiar with.

Search engines are also no strangers to Artificial Intelligence. Google, the most used search engine in the world, takes advantage of the information obtained through AI from users to show better search results and, thus, ensure loyalty to its search engine.

How AI can be leveraged to improve positioning strategies

In the same way that Artificial Intelligence is very useful for optimizing processes and improving company performance, it can be a great SEO tool.

Search engine optimization is a discipline that is constantly changing, and the machine learning and data processing offered by AI can be a great help in driving a ranking strategy.

Antíoco Cuesta, co-founder of Improove, shares some of the keys that will mark the future of SEO thanks to Artificial Intelligence:

    Keyword research and content optimization
    Search algorithms powered by Artificial Intelligence
    Predictive SEO
    Improved user experience
    Voice and image search optimization

«Thanks to Artificial Intelligence we can produce even better results on a much larger scale. At Improove we always focus on data over opinion. We already have more than 6 billion user data at our daily disposal to make informed decisions,” explains Antíoco Cuesta. «Now, with AI, we can make better use of this data. For example, we can quickly and better identify the keywords that produce ROI for our clients. “AI allows us to further help our clients execute the strategies we propose to them.”
Regulation and dangers of Artificial Intelligence

As Artificial Intelligence advances, we become aware of the dangers that this technology entails. AI has shown that it can generate threats due to errors in its use or accidents, privacy problems, intentional misuse to harm someone or commit crimes, and also the destruction and transformation of some jobs.

In the world of information there are already some media that have replaced their staff of editors with Artificial Intelligence. We may soon see newsrooms where texts are written by machines and some workers give them a “human touch” so that they reach the public. «But new positions that did not exist before will also appear thanks to AI. Since Google appeared in the early 2000s, thousands of new jobs have been created that did not exist before, so changes can always be opportunities,” says Antíoco Cuesta.

Therefore, in addition to the fact that users must learn to use AI appropriately, the evolution of this technology must be accompanied by legislation that controls it, although it is late in arriving. "The authorities are slow to make decisions and therefore we have to be careful in how the companies that want us to join AI "use" us," says Cuesta. In fact, in the United States the legislation on AI is expected to be more lax and there will not be as much user protection, as is already the case with Google or Meta compared to European laws.

«The EU always tries to protect the user and their information more, but it will take years until everything is more or less protected since, although AI has been with us for a long time, the great change it has experienced in 2023 is too big to legislate so fast".

https://www.marketingdirecto.com/digital-general/digital/inteligencia-artificial-seo-improove