#BRIGHTONSEO Future-Proof Links: Users, Updates & AI Tamara Novitović ​ Head of SEO @ Bazoom /in/tamara-novitovic/ Speakerdeck.com/tamaranovitovic

#BRIGHTONSEO

#BRIGHTONSEO

1 AI 2 Updates 3 Users 4 Future Agenda

AI #BRIGHTONSEO

CatGPT Misty #BRIGHTONSEO

"Our cutting-edge platform guarantees revolutionary best shoes for running functionalities, enhancing user experience in unimaginable ways." "Our platform offers the best shoes for running, designed with your comfort in mind." #BRIGHTONSEO

Ethical use of AI in link building #BRIGHTONSEO

BACKLINKS LINK PROSPECTING COMPETITOR GAP TREND PREDICTION CONTENT OUTREACH AI ANALYSIS #BRIGHTONSEO

DATA PROCESSING MACHINE LEARNING TESTING + QA CATEGORIZATION Type: internal integration Use: backlink strategy Goal: improving relevancy Project duration: 6 months AI-powered tool for web categorization

• • • • increased backlink visibility easier link opportunity discovery improved efficiency in strategy work more accurate link prospecting AI-powered tool for web categorization

AI can analyse competitor backlink portfolios to reveal their strategies and tactics COMPETITOR ANALYSIS AI models can sift through large amounts of backlink data to identify the best opportunities PRECISION TARGETING Backlink analysis #BRIGHTONSEO

AI can suggest topics that not only fill gaps but also match user intent STRATEGIC CONTENT CREATION Identifying content gaps, ensuring that the content aligns with Google's recommendations IMPROVED RELEVANCE Content gap identification #BRIGHTONSEO

Email tools powered by AI can automate outreach & follow-up sequences based on recipient actions EFFICIENCY & FOLLOW-UP AI tools analyze recipient behavior and preferences to craft customized messages RECIPIENT DATA Outreach & personalization #BRIGHTONSEO

• • Identifying patterns and trends in user behavior Backlinks remain even more relevant over time FUTURE-PROOFING • • Aligning content with search engine algorithms patterns Positioning your brand as a thought leader PROACTIVE STRATEGY Trend prediction #BRIGHTONSEO

UPDATES #BRIGHTONSEO

Google prioritizes user-centric content #BRIGHTONSEO

G O O G L E A L G O R ITHM UPDA TE R A N K B R AI N N O F O L L O W G E N E R A T I V E A I P A N D A C H A T G P T 2 0 1 3 2 0 1 9 2 0 2 3 2 0 1 2 2 0 0 6 2 0 2 1

PREVIOUS DOCUMENTATION: NEW DOCUMENTATION: “Google uses links as an important factor in determining the relevancy of web pages.” “Google uses links as a factor in determining the relevancy of web pages.” #BRIGHTONSEO

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The #1 result in Google has an average of almost 4x more backlinks than positions #2-#10. #BRIGHTONSEO

Backlinks factors Other factors 40% 60% #BRIGHTONSEO

46.5% spend $5,000 to $10,000 a month on link building 56.2% believe that link quality and quantity impact rankings 89% of marketers produce content with the goal of earning links #BRIGHTONSEO

AI OVERVIEWS AI CONTENT BOT BOOSTING #BRIGHTONSEO

USERS #BRIGHTONSEO

“ User intent is the core of SEO. #BRIGHTONSEO

FUTURE LINK BUILDING USER INTENT BIG DATA #BRIGHTONSEO

Satisfying Search Intent is ultimately Google’s #1 goal SEARCH EXPERIENCE • • • • • impressions CTR bounce rate dwell time conversions KEY METRICS #BRIGHTONSEO

Behavioral AI analytics (competitors) Analyze user behavior on competitor content with strong backlinks What keeps users engaged? What information the pages provide? Is there a linking pattern? #BRIGHTONSEO

Behavioral AI analytics (internal analysis) Analyze user behavior on your existing content What are my highest-performing pages? Where do users drop off? What search intent do these pages resonate with? #BRIGHTONSEO

Behavioral AI analytics (link prospecting) Identify "linkable opportunities" Use AI to find broken links on authority pages relevant to your niche with high user engagement What search intent do these pages resonate with? #BRIGHTONSEO

LINKS ML TRAINING FEATURE ENGINEERING DATA PROCESSING #BRIGHTONSEO

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THE FUTURE

SEOs said they believe Google will continue to use links as a ranking signal. 94% in 2022, #BRIGHTONSEO

SGE - AI Overview Zero-Click Searches #BRIGHTONSEO

• • • Automating repetitive tasks Data analysis Content ideation AI excels at: #BRIGHTONSEO

• • • Creativity Relationship building Genuinity However, AI lacks:

humans lead AI supports

• • • AI is a tool, not a replacement Link building is reshaping Less generic, more user-centric KEY TAKEAWAYS #BRIGHTONSEO 42

THANK YOU! Tamara Novitović • • • Head of SEO at active conference speaker agency and in-house experience : [email protected] : in/tamara-novitovic/ : slide deck

References: • • • • • • • • • • • • • • • • • • • • • https://www.semrush.com/blog/future-of-seo/ https://www.slideshare.net/GiuliaPanozzo1/giulia-panozzo-neruoscience-of-search-brightonseo-april-2023 https://www.techopedia.com/google-search-statistics https://backlinko.com/user-behavior-and-seo https://go.semrush.com/Ranking-Factors.html https://www.semrush.com/blog/ranking-factors-semrush-study/ https://userp.io/link-building/state-of-backlinks-for-seo/ https://www.buzzstream.com/blog/helpful-content-link-building/ https://linkforgedigital.com/blog/future-of-link-building/ https://aira.net/state-of-link-building/the-impact-of-link-building/ https://www.semrush.com/blog/artificial-intelligence-stats/ https://www.demandsage.com/content-marketing-statistics/ https://www.marketingaiinstitute.com/hubfs/2023%20State%20of%20Marketing%20AI%20Report_V2.pdf https://www.searchenginejournal.com/chatgpt-for-keyword-research/483848/ https://ahrefs.com/seo/glossary/search-intent https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf https://www.thinkwithgoogle.com/consumer-insights/ https://backlinko.com/hub/seo/search-intent https://wpjournals.com/website/rethinking-backlink-strategy-user-intent-over-homepage-links/ https://www.wix.com/seo/learn/resource/backlinks-101 https://www.webfx.com/blog/seo/evolution-of-seo/