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Google, SEO and helpful content: How artificial intelligence can be helpful for e-commerce websites
Journal of Digital & Social Media Marketing,
12
(3),
206-226
(2024)
Abstract
This paper explores the impact of artificial intelligence (AI) on search engine optimisation (SEO) practices within a marketing agency setting, with a particular focus on quality, topical authority and relevance over quantity. By leveraging AI-powered content creation tools, the study explores the effectiveness of generating various SEO elements for enhancing the visibility and ranking of product pages. Using models such as OpenAI’s text-davinci-003, the study demonstrates the generation of SEO elements tailored to specific product details, brand names and website URLs. Through examples of fitness equipment, the study showcases the creation of SEO-friendly content, enhancing the discoverability of product pages and user engagement. Furthermore, the study extends its focus beyond textual content to include the generation of image alt tags, identifying low-resolution images and implementing contextual internal linking using AI techniques. The study explores methodologies for generating alt tags for images based on image URLs, identifying low-resolution images from a list of URLs, and recommending internal links based on content similarity and topical relevance. The study also describes practical applications of AI in various SEO optimisation tasks, emphasising the role of AI-driven solutions in enhancing website crawlability, user experience and overall SEO performance, thereby contributing to improved visibility, traffic and conversion rates. By addressing key SEO challenges and leveraging AI technologies, marketing agencies can optimise their strategies for better search engine visibility, ultimately driving growth and competitiveness in the digital landscape.
Keywords: search engines; e-commerce; artificial intelligence (AI); search engine optimisation (SEO); SEO and AI; e-commerce and AI; marketing agency; Google
The full article is available to subscribers to the journal.
Author's Biography
Russ Macumber is the co-founder and Managing Director of Impressive Digital, a multi-award-winning search engine optimisation and paid media agency for business-to-consumer brands. For more than 20 years, he has been active in various areas of the marketing space, devoting the last 12 years to all things digital marketing. Thanks to his talent for translating techy, jargon-filled digital marketing-speak into meaningful, understandable language for marketers and non-marketers alike, he has been invited to deliver keynotes, presentations, workshops and more to the world’s biggest brands.
Venkata Durga Eswar Pagadala is an SEO product owner at Apartments.com. With eight years of experience in the field of search engine optimisation, he has worked with businesses of all sizes, from local enterprises to billiondollar companies, developing strategies that enhance the user experience while delivering long-term growth and value.
