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The Impact Of AI On Digital Marketing And SEO

The Impact of AI on Digital Marketing and SEO

Artificial Intelligence (AI) is reshaping how we approach digital marketing and SEO (search engine optimization). The vast databases AI can handle and analyze give marketers invaluable insights and enhanced foresight, far beyond what a human brain could process and analyze in a lifetime. Marketers are now using AI to predict buyer behavior, optimize campaigns, personalize content, and improve SEO rankings, among other uses. Let’s dive deeper into this revolution and the countless impacts of AI on digital marketing and SEO.

Impact on Content Marketing

Content marketing is becoming smarter, sharper, and more personalized thanks to AI.

Writers can provide a simple prompt about a target customer, and AI can create a content strategy that speaks directly to that audience. These strategies are backed by meticulous analysis, as AI sifts through mountains of consumer data to identify trends, preferences, and patterns that might normally go unobserved.

It also assists in things like:

  • Content Ideation: AI can suggest potential topics to write about based on a variety of factors, including what’s trending in the industry, what your competitors are discussing, and what your audience is most interested in.
  • Content Optimization: AI can analyze existing content and suggest improvements. This can be anything from reworking a headline for maximum impact to identifying passages that could use further clarification. In some cases, it can also help optimize a website’s content for relevance and quality, to better match Google’s EEAT (Experience, Expertise, Authority, Trust) factors.
  • Keyword Research: AI algorithms can help identify the most relevant and high-traffic keywords for an industry, increasing search rankings without hours of research. It can also predict which keywords and phrases will gain popularity in the future, though like anything else this will have varying success rates.

Personalization is another area where AI shines. Its ability to gather and analyze data can help create content that speaks directly to your client’s needs and expectations – reaching your clients with the exact information they’re looking for.

However, AI shouldn’t replace the human touch. While there are certainly perks, content should still reflect your unique brand voice. It needs to resonate, engage, and communicate effectively with your audience. For that, you’ll need a deft hand guiding the tool along the way.

Impact on Search Engines

The evolution of consumer behavior is affecting the way people do their research.

The advent of AI tools like Bing Chatbot and OpenAI’s ChatGPT has narrowed the gap between what users want to know, and what they are shown. Consumers can find what they’re looking for more easily, and businesses can be found instantly. After implementing Bing Chatbot, Microsoft’s search engine reported passing the 100 million daily active users milestone.

But it’s not just Bing.

Google Lens has reshaped how many users perform searches. Instead of typing in queries, users can now take a picture and let AI algorithms identify the subject and provide relevant information and links. This has far-reaching implications for businesses, as SEO must now consider visual content in addition to written content.

The search giant is also experimenting with a new way of searching for information called Search Generative Experience (SGE) in the United States. This AI-driven experience will generate specific answers to search queries that help users understand things faster, explore new insights, and find more relevant information. The main goal is to make SERPs more relevant to what the user is asking, and AI helps to achieve that.

As you can see, AI and the way search engines use it to generate increasingly relevant and accurate results for users is having an impact on digital marketing and SEO. Because of AI, content creation and SEO must now necessarily integrate the concepts of quality and optimization for AI, including voice and image search.

Impact on PPC

AI’s ability to collect, process, and interpret massive volumes of data is helping to optimize keyword planning, ad grouping, and bidding strategies with precise information so every click counts.

AI can fine-tune a PPC campaign by analyzing traffic patterns, competitor activities, and consumer behaviors.

For example, a digital marketing agency like WSI can use AI to analyze historical data from its client’s previous ad campaigns and look for patterns and trends. Armed with this, a digital marketing agency can predict the ROI of PPC campaigns or adjust bids in real time to maximize budget efficiency.

Not only that, AI can even provide insights on when and where to position ads to get the highest engagement, stretching marketing dollars even further.

Impact on User Experience

According to an Accenture Study, 91% of consumers are more likely to shop with brands that give them relevant offers and recommendations. With AI able to personalize digital journeys, integrating AI is quickly becoming a must for user engagement.

Let’s look at chatbots as an example. These virtual customer service agents are able to handle customer queries 24/7 and lead them to where they need to be. With organizations reporting a reduction of up to 70% in call, chat, or email inquiries, it’s a no-brainer to adopt them. And it’s not just the customers that are more satisfied – businesses that integrate chatbot technology also get to reduce operational costs.

AI can also analyze customer behavior and purchase histories to suggest products that the specific user would probably want to buy – just like when Netflix suggests what to watch next. Businesses that use this strategy, like Amazon, report a significant increase in customer retention and revenue.

Impact on Social Media Marketing

In addition to helping with content marketing, SEO, PPC and improving user experience, AI can simplify social media activities. It can, for example,

  • Suggest the types of content likely to generate the most engagement.
  • Help create personalized content by audience, with text, images and video.
  • Help determine the best times to publish content for optimal engagement.
  • Analyze past social media performance to predict future trends and user behavior.
  • Assess public sentiment towards brands, products or campaigns.
  • Perform comprehensive analyses to measure the effectiveness of social media campaigns and strategies.
  • Assist with responses to online customer reviews.

Thanks to AI, time invested in creating content, posts and campaigns can be reduced and the return on investment increased.


Increasingly powerful and robust, AI is definitively having an impact on digital marketing and SEO. Several applications that harness the power of AI are now available to digital and SEO marketing specialists and are increasingly integrated within the functionality of the best-of-breed marketing tools. These tools help eliminate repetitive tasks, create and optimize relevant content, analyze data to understand and better address audience needs, make advertising campaigns more effective, analyze competition and more.

At WSI, we know exactly how to combine AI technology with strategies such as search engine optimization (SEO), paid search advertising (PPC), content marketing and social media marketing. We believe AI is a catalyst – not a substitute – for human creativity and strategic thinking. Get started with us today so you can embrace the possibilities AI can bring to the table!

Laurie McCullagh

Laurie McCullagh, a digital marketing professional and a seasoned Montreal SEO expert, is the managing partner of WSI Digital Marketing Montreal. With over 20 years of extensive experience in the industry, Laurie specializes in propelling the online visibility and credibility of manufacturers, distributors, professional service firms, and organizations. Laurie’s holistic and client-centric approach, with a meticulous focus on website development and SEO specifically tailored to meet individual business needs, aims to generate more qualified leads to clients, boosting sales and establishing a strong online reputation and presence.

Her commitment to the business community is further exemplified by her role as the VP of Corporate Affairs for the West Island of Montreal Chamber of Commerce.

Laurie’s rich digital marketing portfolio and comprehensive web services in Montreal are sought after by diverse sectors seeking to enhance their digital footprint and market reach. Her reputation as an online marketing and website development expert is further exemplified by consistent results, many satisfied clients, and numerous Website awards.

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