How Is Artificial Intelligence Boosting The SEO Game For Websites?

Organisations are now resorting to artificial intelligence to enhance their search engine ranking. Search engine optimisation (SEO), which is an important criterion for gaining traffic, has a tremendous scope to be improved by AI and machine learning -- and not just for keywords and phrases. AI algorithms can help make better sense of parameters like search history, browsing history, activities within a website, and others to deliver a better experience. Since the time when SEO meant a simple optimisation of landing pages on desktop, to the present day where it indulges in more complex processes of enhancing content and engaging audience on various platforms, SEO has been a game changer in the online world. SEO gained importance when Google revealed that they used RankBrain, an ML algorithm, to process their search results in a unique way.