SEO Wars: Man vs. Machine
In contemporary online marketing, a balance between human intelligence and artificial intelligence (AI) creates optimal performance and results in terms of SEO. The key is knowing where the two types of intelligence are best applied and understanding where strengths lie in man versus machine.
It is helpful to think of the division between where artificial intelligence and human intelligence meet as being the water line when a ship floats on the ocean. Human intelligence sits up top and is visible, the sunny deck where guests can interact and enjoy their time at sea; while software, technical ranking algorithms and artificial intelligence sit just below the water out of view, keeping the ship buoyant and safe – away from lurking icebergs.
Productivity: Machine 1. Man 0
There are two major areas of strength where ATRICA’s AI-driven SEO solution really flexes its muscles, and humans simply can’t compare. The first is that ATRICA’s AI works non-stop, 24 hours a day, seven days a week. No human can achieve that level of ongoing productivity. Naturally, that attribute is not unique to ATRICA – computers and software by nature do not need to rest, eat, or take a break, ever.
‘AI augmentation will create $2.29 trillion of business value by 2021. This value is equal to 6.2 billion hours of worker productivity globally’
– Gartner Global Research
But when one looks closely at the second area of strength, you can truly appreciate the absolute weapon of a tool that ATRICA is. During its non-stop activity, ATRICA’s AI constantly crawls and monitors for major algorithm changes and functioning. In terms of all-important keywords, it engages in a never-ending feedback loop of optimizing what we call Anchor Keywords (AKs) and Performance Keywords (PKs), while allocating numerical Identity markers to every keyword to make them easier for Google’s search spiders to find and rank (more on the difference between Anchor Keywords and Performance Keywords here).
What this means in plain language is that ATRICA’s AI, supported by its team of human SEO experts, is working around the clock to ensure the website is optimized for top-performing keywords. So the website owner never needs to search for or worry about keywords for their website ever again.
At the same time, the AI is continually optimizing other important aspects of technical SEO, such as backlinking, meta data, SERP snippets, semantic search and entity search.
All in all, these are mammoth undertakings with complex programming that allow the AI to seamlessly integrate, resulting in a neat upward trajectory of a website’s rankings in a search engine results page (SERP).
Content: Man 1. Machine 0
It was Bill Gates who coined the phrase “Content is King” back in 1996. In such a rapidly evolving field, it is quite phenomenal to be able to say that this nifty phrase is as relevant 25 years later. Why is it still relevant? Because the customer using the Internet today is not all that different from a customer in the mid-1990s. Then and now, users seek useful information which is paired with a positive experience on a website. Both of these qualities are reliant on the strength of human intelligence.
While ATRICA’s AI can analyze content, identify weak points and make recommendations based on top-performing keywords and search trends, it takes a real human to do the job. That’s because humans can think about what other humans want to read, listen to and watch. They understand nuances, culture, habits, good traits and bad traits, trends and subtleties that a computer can’t grasp. Humans understand analogies, hidden meanings, sarcasm, jokes, and the full spectrum of human emotions.
‘72% of marketers say good content in-creases engagement and the number of leads’
– Pew Research
These concepts must be drawn down into something tangible like the text for a website, infographics to explain concepts, news articles, photographs and videos, as this is what people are looking for when they open a search engine.
Teamwork: Machine 1. Man 1
While ATRICA can bring the customer right to a client’s online front door, it is human abilities that determine how much a customer enjoys the website.
On the back-end, ATRICA’s in-house team of human SEO experts activates the AI’s suggestions to ensure the website is accessible, relevant and user-friendly. On the front-end (the content visible to the user) the website owner, guided by ATRICA’s data-driven suggestions, must ensure that the content is relevant and holds their targeted audience’s attention.
This is a human-only action, as creating content that is engaging, authentic and interacts with a customer’s sense of humour, their need to be taken seriously and their personal styles of communication is a subtle art. When done right it fortifies the overall digital marketing and SEO strategy of a company to highly competitive levels.
If one roughly divides the workload between humans and ATRICA when it comes to overall website creation and management of the businesses’ digital marketing strategy and SEO, responsibilities could be roughly grouped as:
Humans: marketing (campaigns, themes, ideas), target groups (identification and interaction), links, content, personal engagement.
ATRICA’s AI: monitoring the search algorithms, auto-adapting to changes, providing suggestions for optimization across the SEO spectrum, monitoring and measuring ranking and performance.
Winning the Race
In 2021, the race for ultimate visibility on the Internet will be won by businesses that are adaptable, open to change and cognisant of the extreme advantage that AI offers in keeping websites robust and relevant on an ongoing basis.
‘54% of executives report that AI solutions implemented in their businesses have increased productivity’
Ultimately trying to pit a human against AI in the functions where the bots strengths are uncontested would be futile – and perhaps amount to slave driving when it comes to its 24/7 nature.
But using human intelligence and intuition to build on AI’s SEO capabilities can catapult a business into extraordinary success. This is what ATRICA does best: combine the best of both worlds – advanced AI backed by human expertise – to deliver exceptional SEO results.