Artificial intelligence (AI) is becoming integral to our daily lives, from managing our schedules to robotic vacuums tidying our homes. Now, AI is spearheading a transformation in content marketing. This discussion explores why relevance is the new currency in online marketing.
The Most Crucial Visitor to Your Website: The Google Bot
In domains such as high-speed data journalism and e-commerce, it has long been evident that the primary audience is not people but machines. Even before your website attracts the attention of your stakeholders, whether they are customers, investors, or the media, the bots have already paid a visit.
Bots, often called crawlers, are software programs armed with algorithms. They harness AI and machine learning to scan, comprehend, and categorize your meticulously crafted content with intellectual prowess and linguistic finesse.
With Google leading the charge, search engines endeavor to match your content with specific search terms, known as keywords. Moreover, these intelligent entities contextualize and categorize content. For instance, if you search for the latest trendy barbecue sauce, Google anticipates this and associates it with the context of "barbecue/BBQ."
Relevance Takes Center Stage
Why does Google invest so much in these intricate processes? The answer is simple: to keep users engaged on its platform. Primarily, a search engine aims to present users with relevant results, or in other words, the "best" and most accurate search outcomes from the user's perspective.
Search engines that provide the most relevant results to users thrive, while others lag. This is because a robust, extensive user base ensures an increase in advertising revenue, which is Google's ultimate goal.
In essence, Google is your web content's initial and most vital reader.
Search Engine Marketing: A Battle for Online Survival
Securing the top spot in Google's organic search results, or simply being "number one," is a critical lifeline for most businesses. Failing to achieve this leads to a single alternative: purchasing Google Ads, essentially advertisements on Google. In essence, you "buy" your Google ranking.
Beyond the fact that Google Ads listings often inspire less user confidence, this approach also shackles your company to an ongoing reliance on advertising budgets. Since Google's advertising model operates on a competitive bidding system, companies engage in a bidding war for the most coveted search terms, escalating costs.
SEO & Relevance: An Unequal Battle
One strategy to avoid being relegated to the second page or lower in organic search results (when was the last time you ventured beyond the first page of Google results?) is Search Engine Optimization (SEO). Traditional SEO can often feel like an arduous struggle, akin to battling an army of Jedi knights armed with laser swords while wielding wooden weapons. It necessitates a comprehensive effort to secure favorable organic rankings, involving many steps.
SEO optimization occurs on both the content and technical fronts. Technical SEO encompasses clean coding, minimal loading times, and swift web servers, all essential for achieving high rankings. The challenge arises when authors (humans) create content for users (also humans), often neglecting that machines are the primary consumers of this content. This is a technical reality, even if many copywriters and authors are reluctant to acknowledge it.
Intelligent, AI-Enhanced Content Creation: Leveling the Playing Field for Relevance
Given that Google employs algorithms to scan and assess content for relevance, why not engage these algorithms with the same technological arsenal? This isn't surrendering to the machines but rather establishing a "level playing field." We use Excel instead of slide rules, online translation tools instead of manual translations, and computational models to combat epidemics and predict climate changes.
So, why shouldn't we employ smart algorithms to optimize—rather than replace—our texts, ensuring they are as relevant as possible for Google and its users?
The future has already arrived, and securing relevance in online content represents the next competitive edge waiting to be harnessed!