How to Use BOT to Win the Battle for SEO

Search engines are all about helping people to find out information about a service or a product as fast as possible. Hence it is in one’s interest to work on SEO and render one’s website on top of search results pages without paying a penny. At the heart of SEO are the uses of Bots.

What is a BOT?

It is a software program that operates on the net and conducts repetitive tasks. Though some online traffic comes from good bots, a big negative impact may be caused by bad bots on one’s website.

Some bots are useful, like Search Engine bots that index content for search, and customer service bots that assist customers.

Changes in SEO

The crawler bots of search engines are bits of software that navigate the wide expanse of the internet to find useful information. These are growing in sophistication.

The BERT algorithm of Google in the final days of 2019 displayed that Google is becoming more expert at understanding the context of searches by users and their intent. This implies that when a website publishes content that matches exactly what users are really searching for, they rank higher in results pages.

The important factor is to concentrate on the intent behind the search of the net user and not on a particular keyword appearing in the content, i.e., modern bots know the mode to recognize phrases responding to a search though words don’t exactly match the relevant keyword.

In case one creates content that naturally provides answers to queries posted by the target audience, there will be a better opportunity for bots to find one’s content and reward one with higher search engine rankings.

This means it is no longer useful to repeat keywords throughout a text like in the past, but to make sure that information one provides is useful and offers solutions. It is easy to be ranked for descriptive keywords which appeal to a wide audience. 

For instance, broad search queries or keywords like- tips for combatting acne or techniques of digital marketing may be highly competitive, but they also gain a greater number of searches every day.

Value of structure of content

One needs to make things easy for Bots. Or else, they will skip one’s website and go elsewhere. For this, one must take care of details like broken links on the website, loading speed, simplifying the structure of content, and designing meta information and headlines which respond to searches by the target audience.

Human translations

Though machine translators are getting better by the day, they are not anywhere near perfect. Most often, there are words that cannot be translated literally and lack all meaning, making reading much less easy and useless.

What happens when a new user finds the content confusing and unintelligible? They will get bored, leave the site and go elsewhere. This means that one’s website has a high bounce rate. Google bot will weigh this against the site and assign it low rankings.

Chatbots

Chatbots are highly useful, but they can also be pretty frustrating. Most of us have encountered chatbots that continually repeat a nonsense message and fail to respond well to queries. In case one decides to include a chatbot on the website, ensure that it doesn’t result in confusion or friction.

Personalization is vital for a compelling message, so the chatbots one uses must have their own unique personality. One must create the bot such that it can converse in a form and style suitable to the persona of the target audience or buyers. For instance, in case one’s brand voice is light-hearted, include elements of humour in the dialogues of the chatbot. 

In sum, human qualities win over artificial intelligence in the battle for content as well as holding conversations. But this does not rule out AI totally. Bots can be used to mimic human activities though they cannot replicate the latter exactly. To win the battle for SEO Newcastle, content must be human, focused on the audience, answer particular queries, and correctly translated.