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11/05/2022

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What New Technologies In SEO Are Shaping Its Future?

Updated on: 01/07/2022

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Over the years, the Search Engine Optimisation, commonly known as SEO, has drastically changed. The evolution of technology and the inclusion of new technologies in SEO is considered to be the major factor behind such a  change. It has also influenced the method by which the specialist SEO agency can aid their clients achieve their goals. This article will throw light on some of the ways in which the evolution of technology has highly influenced the SEO best practices. 

Evolution Of Technology Called For A New Era

Back in the 1980s, desktops had become way more popular in households. However, it was the internet that truly altered the way people used desktops earlier. Tim Berners-Lee had proposed the World Wide Web (WWW) for the very first time back in 1989. But it has been just the past three decades that the mass adoption of the technology has kicked off. 

As the users of the web began increasing in the mid of the 90s, the search engine has started to appear for helping the users to navigate it. In 1994, Yahoo! was the first to appear followed by Google and its services in 1998. Soon after, the search engines began cataloging the websites making the discovery of information a lot easier. 

In the initial phase, SEO has featured a lot of practices which is now deemed as the “bad behavior” by both the search engines and the SEO companies. That time, the lead had been taken by excessive tagging and keyword stuffing for higher search engine ranking. However, these practices have gone obsolete and that the search engines usually penalize for doing so. Additionally, the content marketing was all about quantity and not quality. 

Refining The Keyword Practices: A Major Change

As the use of the internet kept growing, data generation also continued to flourish. Technology had advanced to a point where it became easier to collect data. The focus slowly and steadily shifted to sharing information online and thus the social media sites were introduced in the early 2000s. Internet usage soared and more things started to get shared. In general, the internet and the computers did not just mean to locate information or do business. They have become the best tool to connect and be entertained. 

That being said, it is no wonder that the best practices in SEO began to be data centric. Google had introduced its first algorithms for filtering the search engine results at the very beginning of the 2000s. While the other early practices including the keywords were still a thing, the search engines and people started to give increased importance to the quality of the content. Personalization entered the equation back in 2005. At this point, people have started to see different search engine results based on their personal web usage as well as preferences. 

Next, what is seen is that Google started to incorporate the results from various sources into its website ranking in the early hours of data generation. This clearly pointed out that SEO was not just about optimizing your website. The companies had to ensure that they have simultaneously optimized their images, social media and video. The concept of having an SEO agency handy aids your business to become even more prominent. 

Introduction Of The Smart Devices

Another major technology that played an equally important role in shaping the SEO best practices is none other than the Smartphones. The devices had entered the mass market following the release of the iPhone in 2007. Immediately the technology did not change how the companies had to optimize for SEO. But as the smartphone technology kept improving, these devices slowly began to change the online marketing or digital marketing

The technologies such as 4G as well as the devices had transformed the SEO. On looking at the current data, you will be able to notice that around 90% of the global internet population makes use of mobile to connect. This means that the websites have to adjust to the various devices. Thus, one of the most recommended SEO practices with the evolving technologies in SEO was optimizing the content for mobiles. All of the SEO agencies recommend this. 

With further evolution of technologies, voice search was also included and became even more popular these days. Back in 2011, Google announced voice search. This was the same time when Apple had introduced voice search in the market. The SEO best practices started focusing on the localization, structured data and conversational tones. 

Inclusion Of Artificial Intelligence (AI)

The most recent technological advancement that has highly impacted SEO practices is Artificial Intelligence or AI. Artificial Intelligence, the SEO new technology, is used by the most smart devices and the various AI technologies are a part of the business world. The companies make use of the smart tools for collecting various information and analyze them on a massive scale. The best part is that these technologies are much more affordable. 

The impact of AI on SEO has been best showcased in the personalization of the marketing and the websites. The content marketing was no longer focused on the masses. The companies and the bloggers can create a more personalized influence where the individuals are targeted. AI can prove to be a powerful tool in building a more robust SEO strategy or SEO techniques. You can also make use of it to learn about your campaigns as well as the market trends. 

Top 7 Emerging Technologies In SEO & Their Applications

It is a fact that SEO is a dynamic industry and that what worked a couple of weeks ago might not work at all right now. Being an SEO professional, you are required to know the latest trends alongside the recent technologies in the bid to keep up with the ever-changing demand of the industry. In this way, you can stay at the top of the game and become even more efficient at what you do. 

Below are seven emerging technologies in SEO industry and the way they impact your work as an SEO expert. Finally, we will also disclose how you can implement them in your business to receive optimal results if you are looking forward to scale your SEO processes with the latest trends and technologies. 

1. Automated On-Page Content Optimization

While creating a long-form piece of the content, you typically do the following:

✅ Check the top-ranking pages on the SERPs.

✅ Go through individual piece of content ranking on the SERPs.

✅ Figure out the specific headings as well as subheadings that the pages are covering.

✅ Locate the missing points in the pages.

✅ Create a more advanced and better outline of your own content. 

✅ And more…

Usually, this consumes a lot of time. This requires you to spend hours manually checking individual pieces of content one after the other as well as taking note of the most important points to include in your own content. Thus, automated on-page content optimization is here to help.

How To Implement Automated On-Page Content Optimization?

Instead of investing hours to create the content briefs as well as researching the information that you are looking for to include in your content, you can use various SEO tools that help you to automatically do your job by just investing some minutes. These SEO tools include Content Harmony and Frase AI. 

The former can automatically create content briefs that successfully meet the content intent in relatively lesser time. To get started, you will have to enter your keyword. As soon as the keyword is accepted by the software, it will automatically analyze the SERPs making use of the various data points. You can also build your content briefs from there later on. However, you need to keep this in mind that this tool is not at all free and also there is no freemium option.

The later one helps you to shorten the time that you might use on researching the content pieces. With this tool, all you will have to do is enter the required keyword or the primary keyword. After this is done it will automatically check the top ranking pages in the SERPs and also offer you with some of the most useful information that you can make use while creating your content.

The tool offers you the top results for the keyword, data to add in your content, statistics, as well as the questions that are asked on various platforms such as Quora, Google’s People Also Ask and Reddit. This is also not a free tool to use.

2. GPT-3 For Automated Content Creation

Back in September 2020, The Guardian had published a story on its website that stated a particular article had been written by a robot. Soon after, the Generative Pre-trained Transformer Number 3 (GPT-3) became a fast selling cookie in the SEO industry. 

A GPT-3 API performs in a pretty interesting way as it has been trained with a large pool of datasets for mimicking how the humans write. This includes the Common Crawl dataset, relevant historical books, Wikipedia and so on. When you offer the GPT-3 API with a writing prompt, it attempts to predict exactly what would come following that, based on the information that it has read on the Internet. 

The below is a screenshot of an example of the GPT generated content that had gone viral on Hacker News almost over a year ago. Most of the users had commented on it similar to as people generally do on the other blogs without the knowledge that a robot has written it.

Emerging SEO Technologies; GPT Generated Content (Source: Hacker News, Moz)
Emerging SEO Technologies; GPT Generated Content (Source: Hacker News, Moz)

How To Implement GPT-3 For Automated Content Creation?

First Draft Writing

If you are trying to create a first draft, it will be very difficult. But with the GPT-3, you can create the first draft of your content and then edit it afterwards for meeting your brand voice. This actually saves you a lot of time as well as make you even more efficient.

Email Writing

As an SEO, you most probably recognize that writing awesome emails is a skill that will help your business to grow. However, it is quite a task to do. With the help of GPT-3, you can also write some emails quite flawlessly. All you have to do is provide the tool with some bullet points that outlines all that you want to cover in the email and it will automatically write it for you. 

3. Natural Language Generation (NLG) For Short-Form Content

With the NLG, SEOs can now produce several meaningful phrases as well as sentences similar to a natural language, but making use of the technology. NLG helps to remove the burden of you thinking for hours on the topic to write via the automation. This will help you a lot if you are a content creator while you can invest your time in polishing the content for your readers. 

NLG offers a lot of use cases at the moment. It is the best tool to write short-form content like the headlines, meeting memos, product descriptions and more.

How To Implement Natural Language Generation (NLG) In SEO?

There are a couple of use cases of the NLG technologies. With a tool like Copy.ai, you can even create landing page hero text, blog introductions, Facebook primary text, listicles, email subject lines, meta descriptions and more. It has both a free plan and two paid plans or subscriptions.

The tool offers various suggestions on how to write, how to proceed and points to include against a specific topic. This also reduces your time to jot down points to write and you can focus on the content. The tool also enables you to create awesome taglines for your brand. If you are having a new brand and you do not want to invest much time in finding out taglines, then this tool is perfect for you. 

4. Natural Language Processing (NLP)

Back in December 2019, Google had officially rolled out its Bidirectional Encoder Representations from Transformers (BERT) algorithm update worldwide. This update introduced the NLP and since then, it has been a technology to watch out for in the SEO sector. 

With the help of NLP, Google is able to understand what actually a word in a sentence means by just looking at its context. This points out to the fact that Google no longer relies on the specific phrases or words that the users are searching for in the bid to provide them with the correct answers. On the contrary, they are looking at the intent behind individual search.

Prior to NLP, if someone had searched for a query such as “2019 brazil traveler to usa need a visa”, Google used to take this as an informational query that confirms if a U.S. citizen can travel to Brazil without a visa. Thus, it shows an article of the Washington Post answering the question and is located at ten top of the Google Search Engine Pages (SERPs). 

This is prominent that the context behind the search is someone looking forward to traveling to the USA from Brazil who requires a visa. It was really difficult for Google to figure out what these kinds of queries meant in the past. With the help of the BERT, the algorithm understands the context behind individual search and offers the users with the correct information.

How To Implement Natural Language Processing (NLP) In SEO?

With the help of NLP, the informational content is much more crucial than ever. However, optimizing for the BERT is not something that you can do as in SEO. Rather, you must focus on creation of some high-quality content that actually answers the search queries accurately. When you do this, you will definitely rank well in the search engine results page. 

5. Non-Text Content Factors

With time, the non-text contents are becoming even more prominent in SEO as they aid you to create a nicer user experience on your website pages. If you are reading a piece of content that just has text all over it, then you might feel it to be unappealing or boring. With the upcoming enforcement of Google's Core Web Vitals in March 2021, the non-text content factors will also possess a huge impact on SEO. Some of the non-text content factors include the following:

✅ Animations

✅ Audio clips

✅ Charts

✅ Downloadable files such as PDFs

✅ Graphs

✅ Images

✅ Infographics

✅ Slideshows

Videos

How To Implement Non-Text Content Factors For SEO?

The following are some of the tools that will help you to create and implement the non-text content factors for SEO:

Animaker

If you do not possess any design background and you are looking forward to creating animated videos, then this tool is just for you.

✅ Canva

This is a versatile tool that helps you to create high-quality and non-stock images for your pages.

✅ Invideo

This particular tool aids you to create as well as edit videos online in just a couple of minutes with the plethora of options to choose from in the ready-made templates. 

✅ Venngage

If you are looking forward to creating some awesome infographics that catch the attention of your raiders and will keep them glued to the posts, then this tool is something that you must use.

6. SEO A/B Testing

Most of the SEO focuses much more on the user A/B testing and pretty less on the SEO A/B testing. While the user testing comprises randomly assigning the visitors or the users of your website to various versions of your pages and finally deciding on the one to use depending on the performance. Considering the SEO A/B testing, the best technology for SEO, the users are not the end users but the Google bots and typically they are shown the exact same version of the page.

SEO A/B Testing
SEO A/B Testing (Source: Moz)

This means that when you implement the SEO/AB testing, you are just showing your users or Google solely one version of the page, and not the multiple pages.

How To Implement SEO A/B Testing?

There are a couple of ways to implement A/B testing in SEO based on what exactly you are focussing on to achieve for your business. If you are just starting out, things you can test out must include:

✅ Title Tags

✅ Meta Description

✅ H1

For instance, a company, say “XYZ” company has conducted a title tag SEO A/B testing for some of its website pages and within a couple of days, they have seen significant traffic changes to their pages. If you are an intermediate or even someone from the advanced level, then you must test some other things such as:

✅ Internal Anchor Texts

✅ New Content

✅ Schema Markup

✅ The AMP Pages

✅ And more…

For instance, Searchpilot runs an internal link SEO A/B testing for a grocery store and following this, it saw a 25% increase in organic traffic. Conducting the SEO A/B tests like these will aid you to know exactly what works well for your brand and what does not. This way you are able to make even more informed decisions while you are optimizing your pages for SEO. 

For example, if your traffic has decreased to a specific page following making changes to it during the SEO A/B test, then it shows that the test failed.

Typically, you must expect to start seeing visible results from your SEO A/B testing just after Google crawls your variant page. If Google crawls your test page within 7-14 days, then you can compare it with the main page. Some of the tools in this regard are: Rankscience, Optimizely, Google Tag Manager and more.

7. TF*IDF

The TF*IDF is the abbreviated term for  “Term Frequency times Inverse Document Frequency”. This factor measures how you make use of a term on a specific page and how it compares to a collection of the pages for that particular keyword. While TF*IDF might look like a measurement of the keyword density, it is actually measuring how crucial a keyword phrase is by comparing it to the frequency of the keyword in a large set of documents.

Though it is not that clear if Google makes use of the TF*IDF in its algorithm, it is still considered to be a good practice to incorporate it into your on-page SEO strategy, which is considered to be one of the most important types of SEO. Prior to applying your TF*IDF, you are required to create a piece of content that targets a specific keyword. As soon as it is done, you must enter the content in a TF*IDF tool. Some of the recommended options include Surfer SEO, SEO PowerSuite, Text Tools and Ryte. 

How To Implement TF*IDF In SEO Processes?

With the information about your keyboard and technology, the TF*IDF tool generally suggests some phrases that you can add or remove from your pages. You can also optimize your page depending on these suggestions in the meet the required TF*IDF score for that keyword.

In this way, you will be able to figure out some phrases that are closely related to the keyword that you are actually writing about, however not present in your content. When you add these phrases as well as the words in your content, it converts your article to be topically relevant and also aids your page to rank better in the Search Engine Results Pages.

What Will The Future SEO Best Practices Look Like?

Throughout, technology has always played a role in how you must practice SEO, irrespective of SEO for software companies or any other sector. It will continue to transform the best practices in the coming years. It is not easy to predict the future. However, there are specific trends that are already shaping the SEO. As we look forward to the future of the SEO industry, new technologies in SEO will definitely play a significant role. While some of these technological developments are already in use, the others are still in the planning or developmental phase.

The deep learning technologies and AI are things that will continue to influence the SEO best practices. Most of the SEO firms have been pretty reactive in their implementation of Search Engine Optimization in the past. It can be stated that deep learning will convert SEO into a more predictive practice. You can even imagine having real-time SEO completely taking over the SEO best practices concept. A SEO specialist or the SEO software solutions can foresee the trends occurring and aid your business take the advantage of them prior to your competitor.


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