How to use Artificial Intelligence to improve the SEO of your website

Artificial intelligence (AI) has become a valuable tool in the field of SEO (Search Engine Optimization). The use of algorithms and machine learning techniques can help improve a website's ranking in Google search results and other search engines, which can lead to increased traffic and conversions. At Elevam we want to show you how to use AI tools to improve a website's SEO.

Before we begin, if you're not familiar with Artificial Intelligence (AI), allow us to explain what it consists of and how its use can help you save time and effort when implementing an SEO strategy.

What is Artificial Intelligence (AI)

Artificial intelligence (AI) is a branch of computer science that seeks to develop algorithms and systems that can perform tasks that normally require human intelligence, like learning, reasoning and decision-making. AI is divided into two categories: narrow artificial intelligence also known as weak AI, which focuses on performing specific tasks, and Artificial general intelligence, also known as strong AI, which seeks to develop systems that can perform any task a human being can perform. AI algorithms are based on machine learning, neural networks and natural language processing.

Did you know? Using artificial intelligence correctly in businesses can provide several benefits, like automating repetitive tasks, collecting valuable data and predicting trends. This lets us improve efficiency, performance and save time and effort.

Now that we know a little more about AI, we'll tell you how you can apply it in the day-to-day in any SEO strategy you need to perform.

Google and artificial intelligence

Although there are other search engines like Bing, Yahoo, DuckDuckGo and Baidu, we'll focus on Google. Google is the most used search engine in the world, since it has a global market share of 92%. Users frequently use this search engine due to its great potential to perform queries since it shows results in a fast and precise way.

Knowing how Google works is essential if we want our brand, products or services to be more visible in organic search results ranking. We must keep an eye on the updates Google makes. These updates can be daily. These updates are known as Updates and although not all updates are significant, some can alter ranking in the SERPs.

Now that we know a little more about how Google's search engine works, let's see how to combine and get the most out of AI and SEO.

AI and SEO: How artificial intelligence is changing the way websites are optimized

Artificial Intelligence (AI) has become an essential tool to improve a website's SEO since it lets us analyze large amounts of data, for example: we can identify relevant keywords for our content, and consequently generate optimized content, it also lets us analyze the competition, etc… all this information we can use to improve and adapt it to our SEO strategy which will benefit us long-term in search engine ranking. Without a doubt AI is a valuable tool that lets us maximize SEO performance and improve our business visibility.

Did you know? With AI tools for SEO we can perform keyword research, optimize and create relevant content, monitor the competition and analyze our website's performance among many other functions. It's important to clarify that AI doesn't replace the strategy an SEO expert can perform, but it can help automate and improve some processes, as long as it's used correctly.

From Elevam we show you how with AI's help you can take advantage of some processes in your SEO strategy.

How to get the most out of AI in web positioning

Look for patterns in user searches

There are tools that help us analyze and identify user search patterns. It's very important to know which are the most popular and relevant search terms. It's one of the keys in any SEO strategy, if we know how users search for products or services we can offer them, the easier it'll be to create content oriented to those search terms. Identifying important keywords and related topics and including them in creating new content for our business will undoubtedly improve the website's ranking in search results.

From Elevam we recommend that your website's content be unique, of quality, relevant and optimized for the search terms in question. The website must be well structured and its navigation must be easy and intuitive. This will help grow user experience and consequently you'll grow user retention and interaction.

Below we show you some of the tools you can use to do keyword research and know their trend over a time period:

• Google Trends: this tool lets us see keyword search trends over time, which helps us identify the relevant keywords and emerging trends in a specific niche.
• Google Search Console: is a free tool Google offers and that provides reports on a website's performance in Google search results. It lets you see data on clicks and impressions received through queries, pages, devices, countries as well as solve technical problems, like crawling and indexing errors and duplicate content among others.
• Keyword Tool io: for us the best tool to do keyword research and discover new terms related to a specific topic. It lets us search for related keywords on Google and other data sources, like YouTube, Amazon, Instagram, among others.

Improve a page's structure or information architecture

Making a page easy to read for crawlers and users is essential for them to understand a web page's content. We can discover if a page is well organized and distributed thanks to this kind of tool; with one click we can detect, for example, whether the heading hierarchy and microdata of a website are correctly implemented. This is a great help when writing content and to better structure a website and ensure search engines better understand the page content. A clear and organized structure helps search engines better understand a web page's content and improve its ranking.

A well-designed structure makes user navigation easier and can benefit us directly by increasing the conversion rate.

Here are some tools that can help you detect and improve information architecture on a website:

• Google's Structured Data Testing Tool: this tool is focused mainly on developers and web designers. It lets us verify if a web page correctly uses microdata. This kind of tool analyzes the HTML code of a page and looks for specific microdata tags, like Schema.org, to verify if they're correctly implemented and provide accurate and complete information. Other similar tools you can use are: Microsoft's Markup Validator, Yandex's Structured Data Validator and The W3C Markup Validation Service.
• Web developer: is a free Google Chrome extension we can install in our browser. It provides advanced functions, focused mainly on the web developer profile. It has many functionalities, for example, we can inspect and edit a web page's HTML, CSS and JavaScript code, modify cookies, HTTP headers, debug code and test the display of a web page to know how it adapts to different devices. One of the most used functions is the View Document Outline function, found in the Information menu and lets us see the heading hierarchy of a web page and how they're nested among themselves. This view is very useful to understand how information is organized, making reading easier for the user and the crawler.

Solve problems in a website's technical architecture

A website with good technical architecture facilitates crawlers' navigation. The more urls they can crawl, the more information they'll have and the greater indexing possibility we'll have. With good web architecture we can prioritize the most relevant urls for our business and control their depth levels. The higher the depth level of a url, the harder it'll be for the crawler to crawl.

Using this kind of tool to crawl a small website isn't necessary, but; what happens if we have to crawl all the urls of a digital newspaper? Imagine a site with more than 100,000 urls, what madness right?. In this kind of case, using these kinds of tools helps us undoubtedly, saving time and effort.

Below we recommend 2 tools you can use to improve a website's architecture:

• Screaming Frog: for us undoubtedly the best website crawling tool. It helps identify technical problems, like broken links and duplicate content among other things. It provides detailed reports on site structure and lets us connect and cross-reference data through its APIs with different external tools like Google Analytics 4, Google Search Console, PageSpeed Insights, Majestic, Ahref and Moz.
• Google GA4: helps us improve a website's structure through collecting and analyzing navigation data. GA4 provides detailed information on how users interact with the site, which pages they visit, how long they spend on each page and what actions they perform. This information can be used to identify problems in the site structure, like pages with high bounce rates or navigation problems, and take measures to fix them. In addition, GA4 lets you create custom events to measure specific user actions, which helps better understand user experience and better measure conversions.

WPO improvements

One of the aspects that search engines value as UX improvement is a web page's load speed. A web page that loads quickly tends to rank better in search results.

Did you know Some AI tools can analyze a web page's code and determine which elements are slowing its loading? Without a doubt, this information is essential since it lets us optimize and improve a website's WPO efficiently.

We show you some of the tools we use at Elevam for WPO:

• Image optimization: Tools like Kraken.io or TinyPNG reduce image size without affecting visual quality, which helps improve a web page's load speed.
• File compression: Gzip or Brotli let you reduce the size of HTML, CSS and JavaScript files making loading more fluid.
• Cache system: tools like Varnish or Cloudflare let you manage a website's requests and show cached content without depending so much on the server.
• Performance analysis: tools like Google PageSpeed Insights and GTmetrix provide suggestions to improve load speed, like optimizing images, compressing files and using cache systems, both for mobile and desktop devices.

SEO-optimized content analysis and creation

Thanks to machine learning we can analyze a web page's content and determine what its theme is and relevant keywords. We can identify popular topics and trends in real time. All this information we can use to generate relevant and attractive content for users..

With the information these tools give us we can improve context and search intent, offering more precise results to users.

Here are some tools related to semantic content understanding:

• Google Keyword Planner: this tool helps find keywords related to a specific topic and analyze competition in the market.
• Moz: this tool provides detailed reports on keyword and competitor performance, and also lets you track and analyze SEO strategies.
• LSI Graph: this tool helps find keywords semantically related to a specific keyword, which helps improve semantic content understanding.

Another of the most popular functions of these tools is automatic content generation, which is very useful for tasks like creating product descriptions in an ecommerce, titles, meta tags and intros for articles, among others. This helps save time and effort in content creation.

Here we show you some automated content creation tools:

• Quillbot: An automated rewriting tool that can generate new and unique content from a given text.
• Parafrasist: this tool can analyze the content of a given text and generate a rewritten version of it, maintaining the original meaning but using a different language. This can be useful to avoid plagiarism, improve quality and give a different style to the text, or simply adapt it for a specific audience.
• Textio: generates content automatically based on a series of keywords selected by the user.
• ESPinner.net: analyzes the content of a text and generates a rewritten version of it, using a different language, but keeping the original meaning. It can be used to avoid plagiarism, improve the quality and style of a text or adapt it to a specific audience. It's important to clarify that this kind of tool can generate content that's not original and can be considered plagiarism, so they must be used with caution and always review the generated content before using it.

It's important to contrast all responses generated by AI tools, since generating low-quality content automatically with the goal of ranking for a large number of keywords can be penalized by some search engines because it's considered a Black Hat technique.

You might be interested We wrote some time ago an article on free SEO tools. It might be useful in your projects to optimize them and improve their performance. Most of the tools are free. Take a look!

Data tracking and monitoring

Data monitoring and tracking is essential to improve SEO through the use of AI tools. These tools let us collect and analyze valuable information about keywords, search trends, user behavior, search results and compare a website's performance in relation to the competition. With this information, it's possible to identify opportunities and adjust the SEO strategy to improve the website's ranking in search engines. In addition, continuous data monitoring and tracking lets us measure the success of our actions and make adjustments accordingly. Data monitoring and tracking is an essential part of any SEO strategy.

Below, we present some of these essential tools:

• Lumar: crawl websites to identify SEO problems.
• Google Optimize: provides automated recommendations to improve a website's performance. It uses machine learning techniques to analyze data from Google Analytics and other sources, and generates suggestions to optimize the site's design and user experience. For example, it can suggest changes to a page's design to increase conversion rate or experiment with different variants of a page to determine which has the best performance.
• Frase.io: helps find the most relevant keywords for content creation.
• SEMrush: one of the most used tools by SEO agencies. It uses AI to analyze the competition and extract data on ranked keywords. It helps identify technical problems of a website, also detect broken links, duplicate content and accessibility problems. In short, it provides solutions to improve the SEO performance of any website.
• Ahrefs: another of the great tools used by SEO agencies, but focused mainly on analyzing incoming links (backlinks). Widely used in Linkbuilding link creation strategies. It has the largest link database on the market and its updates are daily, which makes the data quality more precise.
• Botify: ideal for analyzing and optimizing a website's architecture and content.
• SEO PowerSuite: ideal for performing a web audit, keyword research and analyzing backlinks.

From Elevam, we encourage you to keep investigating and experimenting with AI tools for SEO and get the most out of them. Combining AI and SEO will undoubtedly help you improve positions in Google search results, making your website more visible.

From SEO with AI to GEO: the next level

Using AI to do SEO is one thing. Making AI recommend your brand is another discipline: it's called GEO (Generative Engine Optimization) and it'll be as critical as classic SEO over the next 3-5 years.

Key differences

| Dimension | SEO with AI | GEO | |-----------|-------------|-----| | Goal | Generate better SEO with less effort | Get ChatGPT, Gemini, Perplexity to cite you | | Tools | ChatGPT, Surfer, Frase, Jasper… | GEO baselines, advanced schema, llms.txt | | Key metric | SERP position | Share of Mention, citation, URL attribution | | Freshness | dateModified | dateModified + consistency across sources | | Penalty risk | If you saturate AI without reviewing | Almost nonexistent, but requires consistency |

How GEO is worked in practice

1. Quarterly baseline: measure how you appear today in ChatGPT, Gemini and Perplexity for your key prompts. Without baseline there's no measurable improvement. Elevam Labs GEO baselines are public and show the methodology.

2. Clear and consistent entity: the engine understands who you are. Implement Organization schema + sameAs pointing to your LinkedIn, Crunchbase, etc. profiles. More in how to expose data to AI with schema, feeds and entity.

3. Citable content: write with clear definitions, structured lists, comparison tables and verifiable data. LLMs prefer extractable blocks over long prose.

4. Coherent external signals: third parties support your positioning. Appearing in media, comparisons and rankings in your sector multiplies the probability of citation.

5. llms.txt at root: Markdown file that tells LLMs which pages are relevant. More than 844,000 websites already have it. Implementation cost: less than 1 hour.

What happens if you don't do GEO

• Your competition will appear in AI responses when a user asks about your category.
• Your brand won't participate in shortlists or comparisons.
• Classic SEO will keep bringing you traffic, but less every year (the zero-click search effect).

Where to start tomorrow

1. Launch your first GEO baseline with 10-15 prompts relevant to your business.
2. Audit your entity: do your pillar pages have Organization, Person and Article schema?
3. Create llms.txt at root with your 5-10 most relevant pages.
4. Track external mentions and reinforce those that bring authority.

The simple rule: SEO with AI improves your productivity; GEO multiplies your visibility. Both disciplines are complementary, not exclusive.

Shall we work together?

If you want to apply this in your company with a team that combines technical SEO, GEO and paid acquisition measured against the income statement, request a no-commitment audit. You can also check real case studies or read the public GEO baselines that Elevam Labs publishes every quarter.