Integration of Intelligent AI & SEO: A Review of Various Factors

Abstract

Every Search engine optimization (SEO) is the process of optimizing a website and its content so that it can appear higher in the search engine results for relevant queries. By adhering to certain optimization techniques, businesses can increase the amount of free, organic traffic they receive from major search engines such as Google and Bing. These techniques include optimizing content, structure, keywords, image tags and metatags, as well as building quality back links to the website, among other strategies. Ultimately, SEO is a long-term, organic strategy for improving website visibility in search engine results and driving increased traffic to the website. Search engine optimization (SEO) has grown in popularity and importance in digital marketing over the past few years for a few reasons. With the increased use of artificial intelligence, search engines have become better at recognizing user intent and delivering more useful, accurate results. As a result, businesses need to optimize their websites and content more effectively to remain competitive and drive traffic. Additionally, more and more businesses are relying on digital channels and online strategies to market their products and services, making SEO an even more integral part of their digital marketing campaigns. Finally, businesses continue to use analytics and big data to track and measure the success of their online campaigns, making SEO an even more indispensable part of their digital marketing efforts.

Full text

International Journal of New Media Studies (IJNMS), ISSN: 2394-4331
Volume 10 Issue 1, January-June, 2023, Impact Factor: 7.786
64
Integration of Intelligent AI & SEO: A Review of
Various Factors
Tejendra Kumar
Katihar Institute, India
Abstract
Every Search engine optimization (SEO) is the
process of optimizing a website and its content so
that it can appear higher in the search engine results
for relevant queries. By adhering to certain
optimization techniques, businesses can increase the
amount of free, organic traffic they receive from
major search engines such as Google and Bing.
These techniques include optimizing content,
structure, keywords, image tags and metatags, as
well as building quality back links to the website,
among other strategies. Ultimately, SEO is a
long-term, organic strategy for improving website
visibility in search engine results and driving
increased traffic to the website. Search engine
optimization (SEO) has grown in popularity and
importance in digital marketing over the past few
years for a few reasons. With the increased use of
artificial intelligence, search engines have become
better at recognizing user intent and delivering more
useful, accurate results. As a result, businesses need
to optimize their websites and content more
effectively to remain competitive and drive traffic.
Additionally, more and more businesses are relying
on digital channels and online strategies to market
their products and services, making SEO an even
more integral part of their digital marketing
campaigns. Finally, businesses continue to use
analytics and big data to track and measure the
success of their online campaigns, making SEO an
even more indispensable part of their digital
marketing efforts.
Keywords: Search Engine Optimisation, Artificial
Intelligence, Organic Traffic.
Introduction
The e-commerce industry has seen tremendous growth
in recent years, driven primarily by the increasing online
shopping craze and more widespread access to the
internet and mobile devices. As a result, e-commerce
websites are competing more fiercely for customer
attention and purchases [1]. Companies are investing
increasingly more into their digital strategies and
e-commerce offerings, from providing better user
experiences to developing more sophisticated and
personalized marketing campaigns, among other tactics
[2]. Additionally, they are turning to analytics and big
data to gain insights on customer behaviour in order to
deliver better, more targeted marketing messages and
offerings. With so many companies competing for the
same customers, e-commerce websites must stay
up-to-date with their digital strategies and offerings in
order to remain competitive [3].
Artificial intelligence is increasingly overlapping with
SEO and replacing traditional data analysis techniques.
As search engines become more advanced, artificial
intelligence has become integral in optimizing content,
improving user experiences, driving online traffic and
more [4]. AI-driven technologies such as natural
language processing, facial recognition and computer
vision are being used to automate and optimize SEO
technology such as keyword optimization, content
optimization, and link building [5]. AI is also being used
to improve customer experience by personalizing
searches, making them more accurate, and providing
personalized recommendations [6]. AI has enabled
search engines to provide more accurate and helpful
results, driving more organic traffic and improving the
overall user experience [7].
Artificial intelligence (AI) is revolutionizing customer
experience (CX) by providing companies with deeper
insights into their customers, helping them to better
understand their behavior, preferences, and needs [8].
AI technology such as machine learning, natural
language processing and computer vision are being used
to analyze customer data such as interactions and
feedback, as well as external sources such as web and
social media, to gain insight into customer behavior and
preferences [9]. With this deeper understanding,
companies can tailor and personalize their customer
experience with more relevant services, offers,
campaigns and recommendations [10]. Furthermore, by
combining AI with human intelligence and creativity,
companies can create new and innovative CX solutions
that are tailored to the individual customer and
drastically improve customer loyalty [11].
Search engine optimization (SEO) is the process of

International Journal of New Media Studies (IJNMS), ISSN: 2394-4331
Volume 10 Issue 1, January-June, 2023, Impact Factor: 7.786
65
improving the visibility of a website or web page in
search engines’ organic or unpaid search results. SEO
involves optimizing website content and code so that
search engines can better understand what the website is
about and display relevant results to users [12]. By
improving the visibility of a website in search engine
results, SEO can help generate more web traffic, leads,
and sales. Additionally, SEO can help support the
development of a search engine and the overall user
experience by improving content accessibility, speed,
and quality [13].
Factors Impacting SEO
These are few factors which are impacting SEO:
1. Quality Content – Content should be relevant, useful,
and up to date. It should also feature keywords
frequently that are relevant to the topic you are trying to
rank for [14].
2. Keyword Strategy – Strategically placed keywords
help the search engine crawlers identify relevant website
content faster and boost ranking positions [15] .
3. On-Page SEO – This includes properly formatting
page titles, headings, meta descriptions, and other
on-page SEO elements [16] .
4. Link Building – Quality backlinks from authoritative
websites help strengthen the SEO value of a website and
is another factor in improving ranking positions [17].
5. Technical SEO – Properly configuring a website’s
backend and code can help increase the crawlability of a
website and boost the SEO value [18].
6. Mobile Optimization – Mobile-friendly websites
ensure users get an optimal experience regardless of
device and help contribute to better ranking positions
[19].
7. User Experience – Creating an engaging and positive
user experience goes a long way in improving ranking
positions. This includes making content accessible, easy
to read, and reducing page loading times [20].
Apart from these factors, AI is beginning to have a
major effect on SEO practices. AI-driven algorithms,
such as Google’s RankBrain, are continuously learning
and adjusting to user searches and data [21]. AI allows
for more comprehensive and accurate analysis of search
data, leading to better-targeted search engine results
pages (SERPs) [22]. AI can also help optimize website
content by automatically understanding user intent and
suggesting relevant content to searchers, allowing for
more accurate and personalized searches [23]. AI has
also been incorporated into SEO tools to automate tasks,
such as keyword research and backlink analysis, thus
freeing up marketers to focus on other aspects of SEO
[24].
Ways to Increase Website Visibility
These are few ways to increase website visibility:
1. Optimizing for and monitoring rank: Monitor
rankings for your target keywords and build content to
optimize for them [25].
2. Utilizing keywords effectively: Research keywords
relevant to your business and find opportunities to
strategically incorporate them into your website content
[26].
3. Creating quality content: Develop content that adds
value to searchers and encourages them to stay on your
website longer.
4. Technical SEO: Optimize your website speed, ensure
crawlability and indexability and diagnose any technical
issues that may be holding back your website’s
performance [27].
5. Link building: Find opportunities to create
high-quality links to your website and build
relationships with other influential websites in your
industry [28].
6. Analyze, Monitor and Adapt: Regularly use analytics
and insights to better understand your audience and
adjust your SEO strategy accordingly [29].
AI technology can help to improve the visibility of a
website in the search engine results pages. AI can
analyze website content and optimize it for specific
keywords and phrases that are relevant to a given
industry or niche [30]. It can also identify technical SEO
issues and suggest solutions to rectify them [31]. AI can
also help to identify opportunities for link building,
content marketing and other SEO initiatives, as well as
spotting and removing malicious files and content. In
addition, AI can help to track visitor behaviour and
recommend ways to improve the user experience [32].
AI technology can be used to analyze website content
and optimize it for specific keywords and phrases that
are relevant to a given industry or niche [33]. This type
of optimization can increase website visibility in the
search engine results pages (SERPs) [34]. AI can also
identify technical SEO issues and suggest solutions to
rectify them. By fixing these issues, websites can
become more visible in SERPs [35]. AI can also be used
to identify opportunities for link building, content
marketing, and other SEO initiatives that can improve a
website’s ranking, as well as spotting and removing

International Journal of New Media Studies (IJNMS), ISSN: 2394-4331
Volume 10 Issue 1, January-June, 2023, Impact Factor: 7.786
66
malicious files and content that could affect a website’s
performance [36]. Lastly, AI can also be used to track
visitor behaviour and recommend ways to improve the
user experience, further improving a website’s visibility
in SERPs [37,38].
Conclusion
It is generally accepted that higher rankings in search
engine results pages (SERPs) are dependent on many
factors, including keyword usage, content quality, and
website performance. It is unlikely that a website's
profitability would itself be a factor in its ranking,
although higher profitability could indicate better
website performance, content quality, and user
experience, all of which are factors that can certainly
improve rankings.AI tools can offer website owners
insights into their users, leveraging data points to gain
insights into factors such as navigation paths, page
performance, user preferences and intent. In this way,
AI can help to identify patterns in user behaviour which
can be used to improve website performance, content
quality, and user experience. AI can also help to
automate repetitive tasks and optimize website
maintenance so that more resources can be devoted to
improving website performance, content quality, and
user experience.
References
[1]. Rathore, R.S., Hewage, C., Kaiwartya, O. and
Lloret, J., 2022. In-vehicle communication cyber
security: challenges and solutions. Sensors,
22(17), p.6679.
[2]. Khalil Ur Rehman and Muhammad Naeem
AhmedKhan, The Foremost Guidelines for
Achieving HigherRanking in Search Results
through Search EngineOptimization,
International Journal of Advanced Scienceand
Technology Vol. 52, March, 2013.
[3]. Rathore, R.S., Kaiwartya, O., Qureshi, K.N.,
Javed, I.T., Nagmeldin, W., Abdelmaboud, A.
and Crespi, N., 2022. Towards enabling fault
tolerance and reliable green communications in
next-generation wireless systems. Applied
Sciences, 12(17), p.8870.
[4]. Khasawneh, A.M., Singh, P., Aggarwal, G.,
Rathore, R.S. and Kaiwartya, O., 2022.
E-Mobility Advisor for Connected and
Autonomous Vehicles Environments. Adhoc &
Sensor Wireless Networks, 53.
[5]. Kumar, S., Rathore, R.S., Mahmud, M.,
Kaiwartya, O. and Lloret, J., 2022.
BEST—Blockchain-Enabled Secure and Trusted
Public Emergency Services for Smart Cities
Environment. Sensors, 22(15), p.5733.
[6]. Jha, S.K., Prakash, S., Rathore, R.S., Mahmud,
M., Kaiwartya, O. and Lloret, J., 2022.
Quality-of-service-centric design and analysis of
unmanned aerial vehicles. Sensors, 22(15),
p.5477.
[7]. Kumar, M., Kumar, S., Kashyap, P.K.,
Aggarwal, G., Rathore, R.S., Kaiwartya, O. and
Lloret, J., 2022. Green communication in internet
of things: A hybrid bio-inspired intelligent
approach. Sensors, 22(10), p.3910.
[8]. Rathore, R.S., Sangwan, S., Kaiwartya, O. and
Aggarwal, G., 2021. Green communication for
next-generation wireless systems: optimization
strategies, challenges, solutions, and future
aspects. Wireless Communications and Mobile
Computing, 2021, pp.1-38.
[9]. S. Khraim, The Impact of Search Engine
OptimizationDimensions on Companies Using
Online Advertisement inJordan, American
Journal of Business and Management, Amman,
Jordan 2015.
[10]. Rathore, R.S., Sangwan, S. and Kaiwartya, O.,
2021. Towards Trusted Green Computing for
Wireless Sensor Networks: Multi Metric
Optimization Approach. Adhoc & Sensor
Wireless Networks, 49.
[11]. Srivastava, S.N., Kshatriya, S. and Rathore, R.S.,
2017. Search Engine Optimization in
E-Commerce Sites. International Research
Journal of Engineering and Technology (IRJET),
4(5), pp.153-155.
[12]. Rathore, R.S., Sangwan, S., Adhikari, K. and
Kharel, R., 2020. Modified echo state network
enabled dynamic duty cycle for optimal
opportunistic routing in EH-WSNs. Electronics,
9(1), p.98.
[13]. B. Thomas, "Two REITs for Our Artificial
Intelligence Future", Forbes, Apr. 2017, [online]
Available:
https://www.forbes.com/sites/bradthomas/2017/
04/18/two-reits-for-our-artificial-intelligence-fut
ure/#23b09815fc68.
[14]. Rathore, R.S., Sangwan, S., Mazumdar, S.,
Kaiwartya, O., Adhikari, K., Kharel, R. and
Song, H., 2020. W-GUN: Whale optimization for
energy and delay-centric green underwater
networks. Sensors, 20(5), p.1377.
[15]. S. Rawat, R. Chowdhary and D.A. Bansal, "Data
Integrity of Cloud Data Storages (CDSs) in
Cloud", Int. J. Advanced Research in Computer
Science and Software Engineering, vol. 3, no. 3,
pp. 588-593, Mar. 2013.
[16]. Rathore, R.S., Sangwan, S., Prakash, S.,
Adhikari, K., Kharel, R. and Cao, Y., 2020.
Hybrid WGWO: whale grey wolf
optimization-based novel energy-efficient
clustering for EH-WSNs. EURASIP Journal on
Wireless Communications and Networking,

International Journal of New Media Studies (IJNMS), ISSN: 2394-4331
Volume 10 Issue 1, January-June, 2023, Impact Factor: 7.786
67
2020(1), pp.1-28.
[17]. Singh, U.P. and Rathore, R.S., 2013. Distributed
Hierarchical Group Key Management using
Elliptic Curve and Hash Function. International
Journal of Computer Applications, 61(19).
[18]. Singh, U.P. and Rathore, R.S., 2012. An efficient
distributed group key management using
hierarchical approach with ECDH and
symmetric algorithm. J. Comput. Eng. Intel.
Syst, 3(7), pp.32-41.
[19]. Bali, V., Rathore, R.S. and Sirohi, A., 2010.
Routing Protocol for MANETs: A Survey. IUP
Journal of Computer Sciences, 4(3).
[20]. Bali, V. and Rathore, R.S., 2010. A NEW
HIERARCHICAL TRANSACTION MODEL
FOR MOBILE ADHOC NETWORK
ENVIRONMENT. International Journal on
Computer Science and Engineering, 2(3).
[21]. Singhal, S. and Rathore, R.S., 2015. Detailed
Review of Image Based Steganographic
Techniques. IJCST, 6, pp.93-95.
[22]. Kumar, V. and Rathore, R.S., 2018, October.
Security issues with virtualization in cloud
computing. In 2018 International Conference on
Advances in Computing, Communication
Control and Networking (ICACCCN) (pp.
487-491). IEEE.
[23]. Sharma, P. and Rathore, R.S., 2015. Three Level
Cloud Computing Security Model. International
Journal of Computer Applications, 119(2).
[24]. Bali, V., Rathore, R.S., Sirohi, A. and Verma, P.,
2009, August. Information Technology
Architectures for Grid Computing and
Applications. In 2009 Fourth International
Multi-Conference on Computing in the Global
Information Technology (pp. 52-56). IEEE.
[25]. Bali, V., Rathore, R.S. and Sirohi, A., 2010.
Performance analysis of priority scheme in ATM
network. International Journal of Computer
Applications, 1(13), pp.26-31.
[26]. Bali, V., Rathore, R.S., Sirohi, A. and Verma, P.,
2009, December. A Framework to Provide a
Bidirectional Abstraction of the Asymmetric
Network to Routing Protocols. In 2009 Second
International Conference on Emerging Trends in
Engineering & Technology (pp. 1143-1150).
IEEE.
[27]. Dixit, R., Gupta, S., Rathore, R.S. and Gupta, S.,
2015. A novel approach to priority based focused
crawler. International Journal of Computer
Applications, 116(19).
[28]. Tomar, R. and Rathore, R.S., 2016. Privacy
Preserving in TPA using Secured Encryption
Technique for Secure Cloud. International
Journal of Computer Applications, 138(8).
[29]. Tomar, R. and Rathore, R.S., 2016. A Survey on
Privacy Preserving in TPA Using Secured
Encryption Technique for Secure Cloud.
International Advanced Research Journal in
Science, Engineering and Technology, 3(4),
pp.83-86.
[30]. Bali, V., Rathore, R.S., Sirohi, A. and Verma, P.,
2009. Clustering Technique Approach to Detect
the Special Patterns for Medical Video Mining.
Advances in Data Management, p.140.
[31]. A. Jain, The Role and Importance of Search
Engine andSearch Engine Optimization,
International Journal ofEmerging Trends &
Technology in Computer Science(IJETTCS),
Volume 2, Issue 3, May – June 2013.
[32]. Bali, V., Rathore, R.S., Sirohi, A. and Verma, P.,
2009. Architectural Options and Challenges for
Broadband Satellite ATM networks. Recent
Developments in Computing and Its
Applications, p.155.
[33]. Wagner, S., Kronberger, G., Beham, A.,
Kommenda, M., Scheibenpflug, A., Pitzer, E.,
Vonolfen, S., Kofler, M., Winkler, S., Dorfer, V.,
et al., 2014. Architecture and design of the
heuristiclab optimization environment, in:
Advanced methods and applications in
computational intelligence. Springer, pp.
197–261. URL:
https://doi.org/10.1007/978-3-319-01436-4_10.
[34]. Rattan, V., Sinha, E.M., Bali, V. and Rathore,
R.S., 2010. E-Commerce Security using PKI
approach. International Journal on Computer
Science and Engineering, 2(5), pp.1439-1444
[35]. Bali, V., Rathore, R.S. and Sirohi, A., Adaptive
Analysis of Throughput in Mobile Admhoc
Network (IEEEm802. 11).
[36]. Susto, G.A., Schirru, A., Pampuri, S., McLoone,
S., Beghi, A., 2014. Machine learning for
predictive maintenance: A multiple classifier
approach. IEEE Transactions on Industrial
Informatics 11, 812–820. URL:
https://doi.org/10.1109/TII.2014.2349359.
[37]. Kumar, V. and Singh Rathore, R., 2016. A
Review on Natural Language Processing.
International Journal of Engineering
Development And Research.
[38]. Bhatnagar, D. and Rathore, R.S., Cloud
Computing: Security Issues and Security
Measures.