Search has become a ubiquitous part of our DNA. Since its inception, people around the world have come to rely on search engines as their first source of information, now accounting for roughly 93 percent of all web traffic.
The COVID-19 pandemic has only accelerated this trend with enterprises needing to convert a majority of their business operations to digital offerings seemingly overnight to keep pace with physical restriction and consumer expectations, pushing search traffic to roughly 99,000 processed searches per second.
While securing top placement in users’ search results has always been a priority for businesses, it’s become a more elusive target as Google’s bandwidth to properly crawl and render everything on the internet is increasingly limited. But if Google isn’t crawling every piece of content on an organization’s site, it isn’t able to index it either. And content that doesn’t get indexed has no chance of earning any traffic from organic search.
For large websites with thousands of URLs, traditional methods for optimizing search by collecting, analyzing, and inferring data manually have become too time consuming and costly. To increase the odds to be found, enterprises must optimize their website in a way that makes it easier for Google to understand.
Using the right automated tools can ‘make or break’ executives’ ability to optimize their organization’s websites for visibility. But with the added deployment of artificial intelligence within SEO tools, they now can create and leverage a better relationship between search engines and their enterprise websites.
The Right Tools ‘Make or Break’ SEO
With thousands of pages created every minute, brands need to focus on equipping their teams with the right capabilities so they can continuously optimize their websites to remain visible and relevant to Google and their target audience.
In doing so, SEO teams can overcome limited resources and adapt at scale to 1) analyze website performance 2) develop prioritized actions plans and 3) implement search strategies to drive incremental revenue and ensure that a larger percentage of their website pages are indexed and visible to search engines.
Working in conjunction with search engines and internet infrastructure companies helps ensure compliance guidelines are met, and combines the power of AI-enabled analytics and machine learning -driven automation tools that leverage more than 1,000 metrics to understand a website’s content, search engine algorithms, and users’ intent.
According to Google, search starts with the web and comprises over 130 trillion individual pages – and it’s constantly growing. Yet, large enterprises are unwilling to change their perception that implementing an SEO strategy means anything else besides competing directly with their competition’s website to become more visible.
But in reality, that perspective results in a zero-sum game for both entities because to become more visible, these large enterprises need to focus on enhancing the back end of their web pages with the goal of making their site more discoverable and indexable to increase their search rankings.
Organic search, which drives the majority of traffic for most websites, has transcended past rudimentary keyword tactics and is still evolving to accommodate heavy crawl demand to render all content. Robust SEO platforms that leverage AI are needed to bridge the gap between search marketers and web developers, and accelerate brands’ optimal digital experience for both users and search engine bots. With such technology, more pages can become indexed and discoverable by users in organic search, generating significant gains in measurable traffic and revenue for organizations that make the investment.
Conclusion
Search may be a part of our DNA, but the future of SEO is unified. As a business grows and creates more product and content pages, it becomes difficult to properly manage potential errors in pre-existing pages while developing and optimizing new pages.
Artificial intelligence is helping simplify the complexities of SEO by integrating data in real-time thereby, making it easier for algorithms to analyze the relationships between sites, content pages, and search engine rankings. The result is fast and actionable insights that help brands improve their organic visibility, increase their traffic and rankings. Brands who embrace AI-powered tools to improve content on their website for better discoverability by search engines, are helping give users accurate and relevant search results making the internet better for everyone.
About the Author
Adrien Menard is CEO and Co-Founder of Botify, an end-to-end SEO management solution for enterprises. Before founding Botify in 2012 in Paris, Adrien was Head of Sales at iProspect France. Under his leadership, Botify has secured over $82M in VC funding and incorporated in six countries, serving 500+ leading global companies. Adrien has a degree from the ESSCA School of Management in Angers, France and lives with his family in New York City.
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