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How Artificial Intelligence is Changing the SEO Landscape in 2023 and Beyond

Illustrator: Adan Augusto
how AI is changing the seo landscap in 2023

Please note that 'Variables' are now called 'Fields' in Landbot's platform.

Please note that 'Variables' are now called 'Fields' in Landbot's platform.

AI technologies have evolved significantly through the years. AI's capacity to interpret, comprehend, and predict future behaviors has rippled across diverse sectors, notably affecting SEO.

In line with this, digital marketers should keep up with these trends to stay ahead of the competition. 

This article explores the escalating significance of AI within the realm of SEO. We will also provide an array of AI-powered tools, equipping you with the means to leverage AI for the success of your website.

AI and SEO Explained

Artificial Intelligence combines vast datasets with principles of computer science to execute intricate tasks that surpass the capabilities of human intelligence. 

SEO, or Search Engine Optimization, is about ranking organically below the paid search ads on a search engine rather than paying per click to be on the sponsored section of the results. SEO content matches with the target audience's search intent. Doing so not only boosts your website's visibility but also enhances its credibility, ultimately driving more traffic to your online platform.

How Has Artificial Intelligence Been Used in SEO?

Google introduced RankBrain into the search in 2015. It is the first AI that helps Google process and understand search queries and sort their results. With this, a creative and efficient content creation and optimization strategy is required to stay ahead of the competition. 

AI's predictive capabilities are pivotal in recognizing emerging trends and patterns, enabling marketers to enhance the user experience. This proficiency aids in staying ahead of the curve in digital marketing, anticipating shifts in consumer behavior, and maintaining a competitive edge in the field.

The Role of AI in SEO for 2023 and Beyond

AI rapidly changed the SEO landscape. AI-powered tools automate manually done tasks. It continues to evolve and prove its effectiveness in automating SEO tasks and processes.

1. Streamline SEO Keyword Research Process

Traditional keyword research is an old-school approach to finding low-competition and high-search volume keywords. It is time-consuming — finding and plugging seed keywords, filtering opportunities, and evaluating competitiveness. 

AI SEO tools can analyze vast amounts of data to identify keywords of a particular topic or industry and predict which keywords lead to conversions.

2. Improved Link Building

A building strategy involves acquiring hyperlinks from other websites to yours. A website with numerous high-quality links pointing to it is seen as more authoritative and tends to rank higher on SERPs.

AI can help find relevant websites to acquire links from by using NLP. Most notably, ChatGPT can also help make personalized outreach campaigns for link prospects.

Lastly, AI can identify low-quality or spammy backlinks that could harm SEO efforts. Ai-driven algorithms monitor and analyze backlinks performance to make an informed decision and have better link-building strategies.

3. AI-Driven Content Creation

By leveraging AI, businesses can gain deeper insights into user intent, which allows content generated by AI to be extensive and fine-tuned for SEO optimization. AI can craft content that resonates precisely with users' requirements, preferences, and interests.

When visitors find content that aligns perfectly with their needs, they are likelier to stay longer, explore further, and interact with the website. Consequently, this increased engagement contributes to higher visibility in search engine results, ultimately boosting SEO performance.

4. On-Page SEO

On-page SEO optimizes individual pages to rank higher and earn more relevant traffic. Its traditional practices include optimizing meta tags and URL structures and incorporating high-volume keywords in the content.

With the integration of AI for on-page SEO, it can assess the readability and relevance of content, suggest accurate keywords, optimize meta descriptions, and even predict how changes in these elements might affect search rankings. AI tools, equipped with machine learning capabilities, analyze data across thousands of websites to understand ranking factors better and adjust on-page SEO elements effectively.

5. Enhanced User Experience (UX)

AI and UX have a foundation of predictive analysis and the goal to interpret human behaviors and foresee what a person will do next.

Based on a user's browsing history, preferences, and behavior, AI can predict and display content most relevant to a user. Amazon and Netflix use this strategy extensively to provide tailored recommendations for a personalized UX that boosts user engagement and satisfaction.

6. AI and Voice Search Optimization

In Search Engine Optimization, the resonance of voice-activated digital companions has undeniably surged. In 2023, there will be 8 billion AI-powered voice assistants

Enhancing user convenience is paramount through facilitating web searches via voice commands in situations where the act of typing is inconvenient or impossible.

Artificial Intelligence can better understand websites in order to enhance understanding and analysis of natural language. This is important for voice search requests as they often involve longer, more conversational sentences than typed queries.

7. Streamline Technical SEO Processes

AI significantly makes the technical SEO process more efficient and manageable. AI SEO tools can automate identifying and fixing broken links, eliminating the need for manual checks. It optimizes sitemaps, ensuring search engine bots index the website's pages.

AI can audit websites for potential technical SEO issues in meta descriptions, URL structures, and mobile friendliness.

8. Competitor Analysis

Understanding what your competitors are doing right and identifying their weaknesses allows businesses to tailor their SEO strategies to surpass the competition. Competitor analysis provides insights into the keywords your competitors rank for, their backlink sources, and their on-page SEO tactics.

With the advent of Artificial Intelligence, conducting effective and thorough competitor analysis has become more straightforward and precise. AI-powered tools scan and analyze competitor websites at an unprecedented scale and speed. These tools also identify gaps in your SEO strategy by benchmarking your website against your competitors.

Potential Challenges and Implications in the Use of AI in SEO

Despite the vast opportunities of AI for SEO, there are potential challenges and implications in using it.

Biases

AI algorithms are only as effective and accurate as the data they're based on. It learns from the existing data and makes decisions based on patterns and correlations.

Biases may come from flawed algorithms and improper implementation. If the training data contains bias, AI may perpetuate and amplify those biases when making decisions. 

Training Data

AI models depend on the richness, accuracy and relevance of training data from which they draw their knowledge. If this data is incomplete, inaccurate or outdated, it can lead to false predictions and decisions when applied to SEO campaigns. 

Another issue is training AI with AI-generated content. Over time the accuracy of the output can vary significantly and become dangerous if facts are not checked..

Complexity

Building AI models for SEO can be complex and require many resources. Companies should invest strategically in talent and technological infrastructure to fully capitalize on the potential of AI in SEO. The convergence of expertise and computational power constitutes the infrastructure upon which AI-enabled SEO strategies thrive.

Cost

AI-enabled SEO represents a substantial financial commitment for companies, encompassing hardware, software, and personnel investments. Factors contributing to the cost are the following:

  • Hardware and software investments
  • Personnel costs
  • Data costs
  • Training and skill development

Lack of Explainability

Most AI models are black boxes, meaning their decisions cannot be fully understood or explained. Consequently, it can sometimes be challenging for businesses to explain the underlying reasons behind specific determinations and pinpoint the individuals accountable if remedial action becomes necessary.

Best AI SEO Tools in 2023

SEO is in flux due to technological advancements. But with AI SEO tools, you can improve the efficiency and effectiveness of SEO tasks and processes. 

AI SEO tools are software programs that analyze a website's performance and provide solutions to improvement areas. These tools improve organic performance by providing SERP analysis, spotting trending topics and suggesting relevant keywords.

In 2023, some of the top AI SEO tools individuals and businesses use are Jasper AI, Surfer SEO, Byword, SEO.ai, Perplexity AI, and ChatGPT.

Jasper AI

According to Unite.AI, Jasper AI is one of the top 10 AI SEO tools in October 2023. It helps in optimizing business websites for better organic results. 

Jasper AI improves website traffic with high-quality, targeted content using natural language processing (NLP). It offers tools, including AI writing and AI marketing software, designed to generate SEO-optimized content. These tools can create various materials, such as posts, emails, and marketing content, from over 50 templates, all equipped with helpful features to enhance your content marketing efforts.

What makes Jasper AI stand out is its specific application in creating Meta Descriptions and Title Tags – two essential elements of SEO. Using the user's target keywords, Jasper AI can generate compelling meta descriptions and title tags, often resulting in improved click-through rates from search engine results pages. 

Surfer SEO

Surfer SEO optimizes your On-Page SEO using natural language processing (NLP). It offers in-depth insights into high-ranking pages' content structure, length, and keyword usage. 

Surfer SEO analyzes competitors' keywords and content, runs it through NLP, and then suggests the frequency of the keyword usage in your content. It also gives several words, headings, paragraphs, and images to use. Following these metrics, Surfer SEO promises a boost in ranking in SERPs.

Surfer SEO ideally integrates with WordPress and CMS platforms, making it easy to write SEO-optimized content. Its key features are a blog post generator, plagiarism checker, content editor, and AI outline generator.

Byword

Byword focuses on delivering large volumes of high-quality, SEO-optimized articles in a custom writing voice of your brand. It can generate content on any topic in multiple languages within a few clicks. 

Byword seamlessly integrates with WordPress, Blogger, and Tumblr, making publishing optimized SEO content a breeze. It goes beyond by offering automated image creation and social media post generation to effortlessly enhance the website's online presence across various platforms.

SEO.ai

SEO.ai allows seamless implementation of SEO strategies for organic search visibility and ranking improvement. It speeds up the creation and optimization with tools to help find and evaluate relevant keywords.

SEO.ai can generate an entire post with a customized tone of voice, target audience, and language for a project. It provides keyword research insights and suggests titles and headlines for your posts to write optimized content faster.

Perplexity AI

Perplexity AI is similar to ChatGPT in an interactive approach but has a citation feature for fact-checking purposes. It helps you determine the accuracy of the information, as it gives the sources of the provided information - a good reference. Like any other AI SEO tool, Perplexity AI can generate content, do keyword research and more.

Generative AI (ChatGPT)

Generative AI, like ChatGPT, falls under the broader category of machine learning. It uses algorithms to change how various tasks are performed. 

Generative AI can create high-quality, SEO-optimised content at scale, reducing the manual effort involved in content creation. It accesses and organizes large amounts of data quickly. ChatGPT can be used as an AI SEO tool for keyword research, content generation, summarization and optimization.

Conclusion: Will AI Completely Change SEO?

AI has already changed the SEO landscape and can undeniably revolutionize it further. As businesses continuously adopt AI-driven tools for their SEO strategies, they gain a competitive edge in the digital landscape. 

The influence of AI on the SEO realm extends deeply and extensively. Its offering unveils extraordinary prospects for automating functions, tailoring user interactions, and executing website audits. However, it simultaneously brings out complications, like potential biases, complexity, and high costs. 

Within emerging technologies, the essence lies in skillfully exploiting its possibilities while mitigating its inherent shortcomings. AI will not completely replace human input in SEO; it will augment human capabilities, allowing for more strategic and effective SEO practices.

Frequently Asked Questions about Landbot Pricing

What’s a Landbot chatbot template?

There are three ways to go about building a conversational app with Landbot:

1 - Do it all from scratch but still without coding

2 - Use only a few pre-made elements (bricks)

3 - Pick and customize a pre-designed template


There’s no need to reinvent a flow if our conversational experience designers already built a chatbot template for your use case. Before committing to a free sign up or a specific template, you can always use the preview function to try out the end-user experience. When you do load your chosen template, you’ll see the conversational flow all set up for you with guiding notes when needed.

All you have to do is customize the content inside the flow that’s already there. Edit the text, images, gifs, and links in the blocks so they fit your brand and product!

What’s the difference between a chat, a WhatsApp chat, and an AI chat?
  • A chat in Landbot represents a structured conversation between your bot and an end user, following a rule-based flow for web chatbots. It guides the user through specific tasks using buttons, keyword triggers, and decision trees with predetermined responses.

  • A WhatsApp chat in Landbot is a conversation between your bot and an end user on WhatsApp, following Meta’s messaging rules. When an end user messages your bot, a 24-hour window opens, allowing free responses, and the interaction counts as a WhatsApp chat in your Landbot plan. After 24 hours of inactivity, only pre-approved Message Templates can be sent, which you can manage directly in the Landbot platform.

  • AI chats incorporate AI functionalities, leveraging Landbot’s AI feature blocks or AI Assistants for lead generation, FAQs, or appointment booking. This enables the bot to understand intent and provide personalized, real-time responses instead of relying solely on predefined flows. AI chats are tracked and billed separately from regular chats and WhatsApp chats.

What is considered a “seat” in a Landbot plan?

A seat refers to a user license that grants an individual access to the Landbot platform under a specific account. Each seat allows one team member to log in, build, manage, and collaborate on chatbots. The number of seats included depends on your subscription plan, and additional seats can be purchased on all paid plans.

What subscription plans does Landbot offer?
  • Starter: Ideal for individuals and small businesses looking to create website chatbots effortlessly.

  • WhatsApp Starter: Perfect for small teams and businesses automating conversations across websites, Messenger, and WhatsApp.

  • Pro: Great for growing teams that need advanced features, automation, and integrations for website chatbots.

  • WhatsApp Pro: Best for businesses looking to scale customer interactions on WhatsApp with automation and rich messaging capabilities.

  • Business: Tailored for enterprises that require a fully customized chatbot solution with premium support and integrations for all channels.

How does the 14-day free trial work?

New sign-ups to the Landbot platform receive a 14-day free trial with access to all Landbot features and channels. After this period, the account is automatically downgraded to the Sandbox (Free) plan, which has certain limitations. You can upgrade to a paid plan should you wish to continue using Landbot’s premium features.

How is my subscription charged?

Your credit card is automatically charged at the start of each billing period. For monthly plans, the charge is processed on the first day of each new monthly cycle, while for annual plans, it occurs on the first day of the new yearly cycle.

Can I change my subscription plan later?

Yes, you can upgrade or downgrade your subscription plan anytime within the Landbot platform. Changes will be applied according to Landbot's billing policies.

How many chats are included in the Business Plan?

Our Business Plan is fully customizable to suit your needs, including the number of chats, seats, and WhatsApp Business Account numbers. Please reach out to our Sales team for a personalized quote tailored to your requirements.

What happens when I reach my plan's chats limit?

If you go over your paid plan’s chat limit, extra chats will be charged based on the chat type. Regular chats cost €0.05 per extra chat, while WhatsApp chats also cost €0.05 per chat plus Meta’s additional fee. AI chats are €0.10 per extra chat. Business plans have custom pricing for extra chats.

Are there any plans that only include WhatsApp?

No, all of our plans that include WhatsApp (WhatsApp Starter, WhatsApp Pro, and Business) also grant access to other channels, such as web, API, and Facebook Messenger. These additional channels are included in all WhatsApp plans.

Can I add more than one WhatsApp number to my account?

Yes, you can link multiple WhatsApp Business Account numbers to your Landbot account, but the number of WhatsApp Business Account numbers allowed depends on your plan.

What payment methods does Landbot accept?

We accept Visa, MasterCard, and American Express. Bank transfers are only available for Business plans.

What currency will I be billed in?

Subscriptions are billed in Euros (€) for most customers. However, customers in the following countries will be billed in US Dollars ($): Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, French Guiana, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Mexico, Nicaragua, Paraguay, Panama, Peru, Puerto Rico, the Dominican Republic, Suriname, Uruguay, the USA, and Venezuela.

Does Landbot use the official WhatsApp Business API? How does the application process work?

Yes! Landbot uses WhatsApp’s official API to integrate the most popular instant messaging app. The API offered by Facebook(Meta) is under constant improvement, the reliability is fantastic and generates a frictionless experience for your users and for your team. To review which type of enterprises, businesses and brands WhatsApp accepts at the moment, please read our WhatsApp API application guide.

Landbot’s onboarding team helps you in the application process. Once you sign up for Landbot’s WhatsApp solution, our team will ask you to submit the required information and initiate the application process on your behalf. The entire process usually lasts around 1-2 weeks, regardless of which provider you work with. We take utmost care to ensure each business we collaborate with has their application approved, managing the application process at every step of the way. However, ultimately, the final approval decision rests with WhatsApp.

Can I start building my bot before my WhatsApp API access is approved?

Landbot’s special WhatsApp Test environment feature allows you to build and test your WhatsApp bot before your API application gets approved.

This is possible because the testing channel is a closed one, and only allows communication between the Landbot interface and the phone number you associated with the test account. So you can already test your WhatsApp bot with your own phone, and have it ready to be published live to your users when the access is approved by WhatsApp.

Do you offer support resources on WhatsApp bot creation?

Yes, you have access to a large collection of support resources including WhatsApp guides, documentation and academy videos to help you get the most out of the WhatsApp chatbot builder and campaign manager. Listed below are some of the resources:

- How to Create a WhatsApp Bot: Step By Step Guide
- How to Create & Test your WhatsApp Chatbot: Video Guide
- Landbot Academy: WhatsApp

What is the WhatsApp opt-in and how does it work?

WhatsApp opt-in is the active consent users have to give you before you can contact them via WhatsApp. Opt-ins need to be done via a third-party channel. You can learn more about WhatsApp opt-ins and how they work here.