Don’t settle for people hitting the back button after they’ve hung out on a landing page. What other related content can you show to get people interested in the rest of your website? Again, think about guides, blogs, related products, special offers, big sales, charitable efforts or anything else that might move visitors’ needles.
Remember, machine learning algorithms will adapt in real-time. This means you need to be much more aware of your real-time competition in the search engine rankings. Are your landing pages offering superior user experiences?
Increasing your conversions likely means your visitors are accomplishing their goals on your website. And if that’s the case, then visitors are much less likely to return to the search rankings and click around on other sites — which could send negative signals that your user experience was incomplete.
For years, excelling in SEO meant learning the nuances of search engine algorithms and updating websites accordingly — and then doing it all again after each algorithm update. Think of it like an ongoing dance. The search engines lead and the marketers follow, always being wary of the next twist, twirl or dip.
Machine learning stands to change the dance entirely. If the day comes when search engine algorithms rest entirely on machine learning, then the focus of SEO turns from reacting to search engines toward being proactive about what Web users need. The need to react would be replaced by a desire to evolve.
Unfortunately, that SEO utopia might still be far on the horizon. The quality of artificial intelligence has improved by leaps and bounds in recent years, but there are still too many benefits of humans being in charge of core changes to the algorithms.
In time, that may change. Until then, machine learning will play an increasingly vital role in shaping the rulebook of SEO.
Want more SEO tips to improve your Google rankings? Click here to grab your copy of our Ultimate SEO Checklist.