Automation is critical in making informed, data-driven decisions in a world in which the amount of data companies are attempting to manage is unprecedented. But we’re at the point now where, as marketers have attempted to automate various tasks, many are struggling with unwieldy stacks of different technologies all vying for resources and budget.
Money is being left on the table, if you or your clients are spending more time trying to find workarounds for your tech than putting insights to work. As creative marketers with technical and analytical skills, SEOs are in a great position to lead the creation and implementation of automation strategies companies now need to succeed.
SEO, automation and the customer experience
Automation in your SEO and content process can create efficiencies and ease the burden of redundant tasks, but we’ve evolved so far past that (and quickly). Today, automation alone is not enough. SEOs must automate intelligently — not only to complete tasks but to analyze data and make decisions about which tasks to prioritize (and how to carry them out), as well.
AI is enabling the collection and analysis of datasets we simply cannot get through on our own. Layers of natural language processing and machine learning enable smarter optimizations driven by predictive analytics, pattern recognition, and evidence-based learning.
Site audits, competitive analysis, monitoring rankings and other SEO tasks are made easier and more efficient with automation. But are you ready to take the next steps?AI is already reshaping content marketing, all the way from ideation, planning and optimized content creation through to promotion to specific market segments. We’re now at the point where automation can help identify new revenue opportunities and make recommendations on content topics, attributes, optimizations, strategic CTAs and more.
Intelligent automation also allows SEOs to schedule tasks and immediately activate data, to inform smarter optimizations. You can target specific content to searchers who interact with your chatbot, for example, depending on what led them to the interaction in the first place.
Intelligent automation is giving SEOs greater insight into – and control over – how search optimizations impact customer experience throughout every stage of the journey. Now, the insights gleaned from the real-time analysis of customer interactions can help shape every aspect of the customer experience, from discovery to conversion.