Can I use AI to optimise the articles on my website?

Optimised website content, including text, video, and graphics, can add a huge amount of value to your site, transforming it into an information hub where your audience can educate themselves about your products and technologies before you even speak.

Not only this, but when your articles are optimised, they help search engines understand how you add value to searchers, resulting in your articles placing higher on search pages. And, as everyone knows, the higher you are on search pages, the more traffic to your website, meaning more enquiries and revenue.

But, with AI now everywhere, the question is: Could you use AI to support the optimisation of your articles?

This article will explore this exact question and provide useful tips on how to get started.

They are the words and phrases that users enter into search engines when searching for information, such as ‘black open-toe shoes’ or ‘low-pressure insufflation systems.’

Search engines serve as the intermediary between a user’s search intent and your website’s content, using complex algorithms to crawl, index, and rank your web pages. These rankings are based on factors like relevance to the search query and authority, which is often determined by the quality and quantity of backlinks from established respected sites to yours.

By weaving in the correct keywords, you make it easier for these algorithms to understand what your page is offering, increasing the likelihood of your page appearing higher in search results for those terms.

But how can AI help you do this?

AI tools such as SEMRush and Surfer SEO can help make this process faster and more accurate. Both of these tools employ AI in a range of different ways, from SEMRush’s AI Writing assistant to Surfer SEO’s AI-powered content generator.

SEMRush offers a comprehensive range of keyword research features, allowing you to upload text for analysis by its AI. The software also scans articles and web pages, suggesting edits or enhancements based on relevant keywords. This enables you to effectively target keywords that increase your content’s visibility to your audience.

Additionally, SEMRush’s ContentShake is a smart AI writing tool that combines AI with real-life competitor insights to boost organic traffic. It helps in ideating, writing, and publishing unique content.

Surfer SEO is a data-driven software that can provide detailed insights into your articles to improve your online visibility.

In addition to offering keyword recommendations based on live rankings, it also performs a keyword density analysis. This helps prevent you from overstuffing keywords into your articles. This is important as search engines will penalise you for such activities. Overstuffing makes articles harder to read and, as a result, search engines will likely demote your articles as opposed to promote them.

In case you’re wondering what overstuffing is, here’s a quick explanation: Overstuffing keywords means cramming too many keywords into your copy, in the hope your article will rank higher on search engines.

There are so many AI software’s coming to market now to support your content creation.

Here are a few you may want to also investigate:

• MarketMuse: MarketMuse uses AI to provide content strategies, research, and optimisation suggestions. It helps plan content by analysing gaps and opportunities in your existing content strategy compared to competitors.
• Clearscope: This software assists in content optimisation for SEO purposes by providing keyword and content structure recommendations. It’s known for its comprehensive content reports and ease of use.
• Writesonic: Another AI content generator that excels in creating high-quality content quickly, including articles, blogs, ads, and more. Writesonic is designed to cater to various content needs across different industries.

In turn, this lowers your website’s bounce rate—a metric search engines use to gauge the value of your content. The longer visitors stay, the more valuable your page seems to search engines, which can improve your ranking.

But it’s not all about bounce rate, each image also presents an opportunity for further page optimisation through alt text and file names. Alt text describes what the image is showing, enabling search engines to use this information to assist visually impaired users.

By including relevant keywords in the alt text and the image file names, you can improve your site’s visibility not only in standard web searches but also in image searches, which are becoming an increasingly important part of SEO.

But how can AI help with this?

There are many AI software tools that can generate images for you, and day by day, they are growing more advanced. One of the most popular image generators is a model developed by OpenAI known as DALL·E.

Based on a prompt, DALL·E can generate high-quality and unique images. This allows you to move away from using stock images and start using bespoke images for your brand. Although it’s worth mentioning that, at present, AI-generated images often have a distinctive style. This is likely to become less noticeable soon as text to image AI models continue to develop.

Here is an example of a completely unique image created using OpenAI’s DALL·E model.

There are many AI text-to-image software, but here a few others you may want to investigate:

1. CLIP (Contrastive Language–Image Pre-training)
2. Imagen
3. Midjourney
4. Craiyon (formerly DALL·E Mini)

Search engines like Google or Bing favour current content, as this signals that you prioritise the quality of your content and that you are actively providing the most relevant and recent information.

But how can AI assist in this process?

There are various AI tools available to help monitor your content and keep it fresh. One of these is Frase.

Frase can help you identify outdated information in your articles by scanning your content and making suggestions. It uses current popular topics and trends, along with user engagement levels, to guide you. This enables you to determine which articles are underperforming and in need of an update.

Hopefully, this article has provided you with a deeper understanding of how AI can be used to optimise your articles, making them more appealing to search engines.

If you’re interested in expanding your knowledge on SEO and the workings of websites, consider exploring the other articles available in our learning hub.

• The complete guide to Medical Device SEO
• How to optimise your articles to rank higher on search engines?

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