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Artificial Intelligence’s Revolutionary
Role in Search Engine Optimization
Christos Ziakis and Maro Vlachopoulou
Abstract In recent years the digital landscape has been rapidly evolving as the
application of artificial intelligence (AI) becomes increasingly important in shaping
search engine optimization (SEO) strategies and revolutionizing the way websites
are optimized for search engines. This research aims to explore the influence of AI
in the field of SEO through a literature review that is conducted using the PRISMA
framework. The study delves into how AI capabilities such as generative AI and
natural language processing (NLP) are leveraged to boost SEO. These techniques in
turn allow search engines to provide more accurate, user-centric results, highlighting
the importance of semantic search, where search engines understand the context and
intent of a user’s search query, ensuring a more personalized and effective search
experience. On the other hand, AI and its tools are used by digital marketers to
implement SEO strategies such as automatic keyword research, content optimization,
and backlink analysis. The automation offered by AI not only enhances efficiency
but also heralds a new era of precision in SEO strategy. The application of AI in
SEO paves the way for more targeted SEO campaigns that attract more organic visits
to business websites. However, relying on AI in SEO also poses challenges and
considerations. The evolving nature of AI algorithms requires constant adaptation
by businesses and SEO professionals, while the black-box nature of these algorithms
can lead to the opaque and unpredictable evolution of SEO results. Furthermore, the
power of AI to shape online content and visibility raises questions about equality,
control, and manipulation in the digital environment. The insights gained from this
study could inform future developments in SEO strategies, ensuring a more robust,
fair, and user-centric digital search landscape.
Keywords Search engine optimization ·Artificial intelligence ·Semantic search ·
Digital marketing
C. Ziakis (B)
International Hellenic University, 62122 Magnisias, Serres, Greece
e-mail: ziakis@gmail.com
M. Vlachopoulou
University of Macedonia, Egnatia 156, 54636 Thessaloniki, Greece
© The Author(s) 2024
A. Kavoura et al. (eds.), Strategic Innovative Marketing and Tourism, Springer
Proceedings in Business and Economics, https://doi.org/10.1007/978-3-031-51038-0_43
391
392 C. Ziakis and M. Vlachopoulou
1 Introduction
Search Engine Optimization (SEO) stands as a cornerstone of the digital marketing
world, playing a pivotal role in enhancing a business’s online visibility, thereby
directly impacting its reach to the target audience [1, 2]. A strategic SEO approach
provides deeper insights into search engine user behaviors, ensuring more informed
business decisions and a robust digital presence [3]. As digital landscapes evolve,
so do the methodologies and technologies underlying SEO [4]. This paradigm shift
marks a transition from a keyword-centric SEO approach to one that prioritizes under-
standing the comprehensive context behind a user’s search [5]. In the vanguard of
this evolution is AI. AI has changed both the user’s search experience and the strate-
gies implemented by companies to optimize their content. With AI, search engines
become more adaptive, focusing on user needs and delivering more personalized
results [6].
This paper explores AI’s transformative impact on SEO in the digital age. We use
the PRISMA framework for a systematic literature review (SLR) [7]. After detailing
our methodology, we overview SEO techniques and AI’s influence on them. We
conclude by summarizing key findings and suggesting future research directions.
2 Methodology
Utilizing the PRISMA framework as our guiding methodology, we initiated a
comprehensive search on the Scopus database. Our focus was primarily on the
TITLE-ABS-KEY fields, leveraging a combination of keywords: “Artificial Intel-
ligence” AND “Search Engine Optimization” OR “Search Engine Optimisation”.
This foundational search produced a modest count of 33 articles. Recognizing the
limited pool of results from this initial endeavor, we expanded our research param-
eters to encompass grey literature and employed the snowballing technique. This
broader approach enabled us to identify a richer pool of 73 articles. A subsequent
screening, centered on article titles and abstracts, refined our selection to 44 articles.
Ultimately, we consolidated our findings regarding AI and SEO to a set of 28 articles,
which became the backbone of our review. We have to mention t hat further references
not related to the topic of AI were utilized to introduce each SEO technique.
3 Artificial Intelligence and SEO
Boyan and Freitag’s groundbreaking AI and SEO work introduced heuristics, notably
a reinforcement learning-inspired approach [ 8]. Their system auto-combines these
heuristics from user feedback, improving search engine rankings. Fast forwarding to
2011, Wang et al. presented a novel approach to search engine optimization rooted
Artificial Intelligence’s Revolutionary Role in Search Engine Optimization 393
in the algorithm of BP neural networks [9]. Their method made the search engine
smarter and more personalized, adjusting results based on individual user prefer-
ences. Yuniarthe explored the intricacies of AI’s role in SEO, delineating its struc-
ture into evolutionary computation, fuzzy logic, and classifiers, along with statistical
models [6]. He detailed an array of AI-driven SEO tools, including Polidoxa and
the Fuzzy Inference System. Two further studies emphasized the potential of the
Random Neural Network (RNN) in enhancing search capabilities [10, 11]. Their
studies confirmed that the RNN model could adeptly predict user search queries
and offered superior accuracy compared to traditional search algorithms. Further, an
“Intelligent Internet Search Assistant” based on the RNN model showcased better
performance relative to conventional search engines, particularly in gauging user
preferences. Joglekar et al. introduced a tool aiming to rank search results exclu-
sively on content quality, eschewing the traditional parameter of user click like-
lihood [12]. This tool leveraged the ‘term frequency-inverse document frequency’
weighting algorithm, coupled with subsequent processes like ‘singular value decom-
position’ and ‘spherical K-means’ for optimal content display. In 2020, Horasan
unveiled the potency of Latent Semantic Analysis (LSA) for keyword extraction
in SEO [13]. Through LSA, the relationship between documents or sentences and
the terms contained within were modeled, resulting in cost-effective strategies to
target specific online audiences. Portier et al. in the same year, applied both filter and
wrapper methods to select pivotal features from a vast dataset, and when combined
with the Random Forest model, produced promising results in predicting Google’s
top search results [14]. In 2022, Yogesh et al. reinforced the fundamental pillars of
SEO, asserting the primacy of keyword-centric web content and the significance of
monitoring site traffic [15]. Another study illuminated the synergy between NLP
and ML in amplifying SEO performance [16]. Their research hinted at a promising
horizon where NLP and ML could revolutionize successful SEO outcomes.
The literature identifies various types and techniques of SEO, among which On-
page and Off-page SEO hold paramount importance [17]. In the subsequent sections,
we will delve into each SEO typology, elaborating on their distinct characteristics
and significance. Additionally, we will explore the profound impact of AI on these
specific SEO techniques, shedding light on the innovative ways AI enhances and
transforms the traditional approaches to website optimization.
3.1 AI and On-Page SEO
On-page SEO enhances a website’s visibility by optimizing factors within its pages
[18]. Initially, search engines relied on content, meta tags, and keyword density,
leading sites to overstuff keywords [19]. Modern on-page SEO addresses both content
and technical aspects, emphasizing the right balance of keyword relevance with user
value. Elements like title tags, meta descriptions, URLs, and image optimization play
vital roles. Image strategies focus on user experience and efficient loading, such as
compressing images and using descriptive filenames [20]. Mobile SEO, a subset,
394 C. Ziakis and M. Vlachopoulou
ensures websites are user-friendly on mobiles, highlighting responsive design and
easy navigation [21].
AI is becoming an integral part of on-page SEO, influencing both its mobile and
non-mobile technical and content aspects [22]. AI tools can analyze website perfor-
mance in real-time, auto-adjust for faster page loads, and test mobile-friendliness
across devices. They can also auto-implement schema markup to aid search engines
and optimize images by determining ideal compression levels and generating ALT
tags [23]. For content SEO, AI, like OpenAI’s GPT-4, assists writers in crafting
high-quality, keyword-optimized content [24]. AI systems can assess content against
competitors and recommend improvements, like keyword integration or topic expan-
sion. Content optimization now focuses on meaning, user intent, and context rather
than just keywords. Advancements like Google’s Knowledge Graph provide context-
rich search results by understanding information relationships [25]. Similarly, Latent
Semantic Indexing (LSI) evaluates the relationship between terms on a webpage,
urging writers to emphasize comprehensive topic coverage over repetitive keyword
usage [26]. The structural coherence of content has gained prominence with the rise
of semantic SEO [27]. Topic clusters and pillar content interlink related articles,
boosting contextual understanding and asserting a site’s authority. In today’s era,
understanding user intent is vital. AI excels in semantic analysis, ensuring content
aligns with keywords and the searcher’s intent [28].
3.2 AI and Off-Page SEO
Off-page SEO focuses on third-party website actions, historically known as “link
building.” It emphasizes the quantity and quality of backlinks [29]. Beyond link
building, it aims to boost brand exposure and online reputation through methods like
social media, content marketing, influencer outreach, and guest blogging [30]. The
objective is to gain authority and credibility through external endorsements from
trusted sources on various platforms. AI is enhancing off-page SEO by optimizing
external online presence strategies. It can monitor and manage the online reputation
of a website and its competitors [31]. Using sentiment analysis, AI algorithms can
track brand mentions across the internet, distinguishing positive comments from
negative ones [32].
3.3 AI and Local SEO
Local SEO has risen in prominence with the proliferation of mobile search and
the increasing importance of location-based queries [33]. Local SEO focuses on
visibility in Google’s local pack, Maps, and Bing Places. Essential steps include
optimizing a Google My Business listing, gathering positive reviews, creating local
Artificial Intelligence’s Revolutionary Role in Search Engine Optimization 395
directory citations, and maintaining consistent name, address, and phone number
(NAP) information online to boost search engine trust [34].
AI is reshaping Local SEO, enabling businesses to better target geographic audi-
ences. By analyzing extensive local search data, AI tools identify regional patterns
and preferences, allowing businesses to refine content and marketing for local demo-
graphics [35]. Through sentiment analysis, AI can also gauge customer reviews and
feedback on online platforms, providing businesses with insights into their local
reputation and areas of improvement [36].
3.4 AI and Voice Search
The rise of smartphones ushered in the mobile SEO era, with mobile searches over-
taking desktop [37]. Voice search, popularized by assistants like Alexa and Siri,
shifted focus from keyword-based to context-driven, natural language queries [38].
AI, including algorithms like BERT, is crucial in refining Voice Search SEO by under-
standing and responding accurately to conversational queries, capturing nuances
and intents as users interact naturally with voice-activated devices [39]. Algorithms
discern nuances in phrasing, precisely matching user intent with content. AI-driven
analytics predict user questions from historical data and trends, optimizing real-time
results [40]. AI enhances voice search by ensuring contextual relevance and a more
intuitive experience (Fig. 1).
AI has transformed SEO, but with challenges. The ever-changing AI algorithms
require continuous adaptation by businesses. The “black-box” nature of many AI
models introduces unpredictability, making consistent outcomes challenging for
professionals [41]. As AI impacts online visibility, ethical concerns arise regarding
digital equity, control, and potential manipulation [42]. It underscores the importance
of merging AI in SEO with transparency, ethical practices, and inclusivity.
Fig. 1 AI Integration: influencing the four pillars of modern SEO
396 C. Ziakis and M. Vlachopoulou
4 Discussion and Conclusion
The literature review explores the evolution of AI algorithms and their transformative
impact on search engine optimization (SEO) techniques. Pioneering works such as
Boyan and Freitag’s heuristics and Wang et al.’s neural network-based personalized
search results have paved the way for AI-driven SEO advancements [8, 9]. In on-
page SEO, the historical focus on keyword-rich content has shifted towards consid-
ering user value and technical aspects, with AI’s integration revolutionizing content
relevance and technical optimization [18, 22]. Content optimization now empha-
sizes semantic search, aided by Google’s Knowledge Graph and Latent Semantic
Indexing, enabling comprehensive topic coverage [25, 26]. AI’s strength in semantic
analysis ensures content alignment with user intent beyond keyword usage [28],
promoting a more user-focused and contextually enriched approach to on-page SEO.
For off-page SEO, AI plays a pivotal role in monitoring and managing online repu-
tations through sentiment analysis, enabling businesses to respond effectively to
customer feedback [31, 32]. This integration of AI enhances off-page SEO practices,
empowering businesses to establish and strengthen their online presence beyond their
website’s domain. In the context of Local SEO, AI-driven tools analyze local search
data, enabling businesses to target specific geographic audiences more effectively
[35]. Sentiment analysis further provides insights into local reputation and areas of
improvement, contributing to a more data-driven and precise approach to engaging
with local audiences [36]. AI’s presence in voice search SEO is essential as it enables
accurate interpretation of conversational queries, matching user intent with relevant
content through algorithms like BERT [38]. AI-driven predictive analytics ensure
contextually relevant voice search responses, creating a more proactive and intuitive
voice search experience [40].
Overall, AI’s integration into different types of SEO presents numerous advan-
tages, transforming traditional practices and optimizing website optimization strate-
gies. However, it also poses challenges in adapting to evolving AI algorithms and
addressing ethical concerns related to data privacy and manipulation in the digital
environment. By responsibly harnessing AI’s capabilities, businesses can lead the
digital transformation and achieve higher online visibility and user engagement in
the competitive online landscape.
This study has limitations due to the reliance on proprietary search engine algo-
rithms, making it challenging to understand universal AI-driven SEO applications.
While AI offers automation, it also presents ethical issues around data privacy, biases,
and user tracking. Future research should address AI’s ethical impact in SEO and
its role in emerging technologies like Augmented Reality (AR) and Virtual Reality
(VR). In conclusion, AI and SEO’s merging presents vast opportunities. Those who
adapt and innovate within this framework will lead the digital transformation.
Artificial Intelligence’s Revolutionary Role in Search Engine Optimization 397
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