How can AI tools help with SEO?

6 min read
26 Feb 2024
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SEO is the cornerstone of increasing a website’s visibility and attracting more traffic. This translates to more leads, customers, and a loyal audience. With organic search driving 53% of website traffic, it’s clear why the SEO market is booming and expected to reach $122.11 billion by 2028.

AI revolutionises SEO, making search more personalized and context-sensitive. Whether leveraging AI for content creation or enhancing user experiences, businesses compete to dominate the first page of search results. Those utilizing AI for SEO most effectively are often the victors in this digital race.

TL;DR: SEO is vital for digital visibility and traffic, with AI radically transforming SEO strategies to be more personalised and effective. AI tools assist in user experience optimization, voice search, content creation, technical SEO, snippets, and link building. The evolution of SEO from basic keyword strategies to complex, data-driven practices underscores the need for advanced tools. Modern AI SEO tools like Jasper, RankIQ, and Nitro Pack streamline content creation, video production, and website optimization. As the SEO landscape shifts, leveraging AI for SEO is no longer optional but imperative for staying ahead in search rankings and meeting user demands for relevant, instant content.

The Evolution of SEO

From the Beginning to the Early 2000s

SEO emerged with the first website launched by Tim Berners-Lee in 1991. Early practices included backlinking and keyword stuffing, but as search engines evolved, they favoured relevant and valuable content. Towards the late 2000s, personalization and local SEO took root.

Late 2000s to Present

A shift to user-focused content and real-time search updates marked this era. Google introduced features like Knowledge Graph and Google Suggest to enhance usability. The importance of high-quality content and social media’s role in SEO became more pronounced.

In the 2020s, personalization, data privacy, and mobile optimization are at the forefront. Looking ahead, user experience, instant gratification, and visual content will further define SEO strategies.

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Contemporary SEO and AI

AI is vital in modern SEO, influencing various areas:

  • User Experience Optimization: AI tools suggest improvements in design, speed, and navigation.
  • Voice Search Optimization: AI’s Natural Language Processing (NLP) enables optimization for voice queries.
  • Content Creation: AI tools produce data-driven, user-focused content rapidly.
  • Technical SEO: AI performs automated audits and suggests technical fixes.
  • Snippets Optimization: AI helps structure content for featured snippets.
  • Link Building: AI streamlines link building by identifying opportunities and automating outreach.

AI search environments and Search Generation Engines (SGE)

AI search environments offer personalized results by understanding user intent. SGEs, such as Google’s Search Generative Experience, use generative AI for more informative results. Keep an eye on search engines like Perplexity, Andi Search and Brave AI Search Summariser.

How AI Tools Can Assist in SEO Processes

AI SEO or AI for SEO entails the use of artificial intelligence to improve a website’s ranking on search engines.

According to a HubSpot survey of over 1.350 marketers, 45% of them used AI in content creation, 48% leveraged generative AI for research, 22% used AI for idea generation, and 70% stated that generative AI is a key part of their content marketing strategies.

SEO AI tools are designed to make the various SEO processes effective and efficient within a short period. Below, we discuss key SEO processes and how particular AI SEO tools are used to assist.

1. Keyword Research, Content Writing and Optimization

Content writing and optimization involves creating high-quality and relevant written content and optimizing it to improve a website’s visibility on search engines. Keyword research is a critical step in producing SEO content that matches user search intent, hence creating content that the audience is actually interested in. With the use of AI tools, these processes have become easier, faster, and more accurate.


Functionality: Jasper specialises in generating SEO-optimized emails, blog posts, and marketing materials. Users provide keywords and the desired tone, and Jasper offers complete articles, phrases, or paragraphs.

  • Notable Features: Over 50 templates, brand voice customisation, auto-save, plagiarism checker.


Functionality: RankIQ assists in creating blog outlines by aligning content with Google’s algorithm, improving chances for higher SERP rankings.

  • Notable Features: Optimize existing content in under 30 minutes, increased search ranking potential.


Functionality: INK serves as an SEO assistant that integrates relevant keywords into content, informed by competitor strategies.

  • Notable Features: Automated keyword research, keyword clustering, long-form AI writing, SEO optimization.

Functionality: performs keyword research and customizes content to target audiences, ensuring optimized titles and headlines.

  • Notable Features: Competitor benchmarking, advanced content optimization, and content generation.

Surfer SEO

Functionality: Surfer SEO focuses on boosting organic traffic and identifying SEO framework issues with its SEO audit feature.

  • Notable Features: AI outline generator, content editor for streamlined content creation.


Functionality: Scalenut automates content generation using SERP data and provides SEO best practice insights.

  • Notable Features: Real-time SEO recommendations, and guided content workflow.


Functionality: OutRanking uses successful competitor data for keyword research and content draft generation.

  • Notable Features: SEO blog outlines, campaign briefs, and data-driven content strategies.


Functionality: Neuraltext generates SEO content after analyzing the top 20 Google search results for a given keyword.

  • Notable Features: Topic, statistic, and question extraction for informed content creation.

2. Video Creation

Video is effective in improving a website’s SERP ranking by boosting retention time. With the best AI SEO tools, such as Pictory, markets and businesses can now create and edit videos by just providing the tool with a script. This tool’s ability to create videos from just text extends its versatility for podcasts, webinars, and Zoom recordings. Additional key features offered by this tool include summarisation, automated captioning, and accessibility functions.

Other notable AI video creation tools include InVideo, Synthesia, Runway, Kapwing, Lumen5, and, among many others.

3. Website Optimization

For a website to rank high on search engines, it must be well-optimized for speed as well as user experience; this is where technical SEO comes into play.

Alli AI is a website optimisation AI tool that uses site-wide rules to optimise and make changes to individual pages within a website. It also has a live editor that optimizes content and code directly on the web pages. In addition, its Self-Optimizer for Traffic ROI creates page titles by performing keyword A/B testing automatically across the whole website. This not only saves time but also improves organic search rankings.

Page speed is a significant factor to consider in search engine ranking. Nitro Pack is an AI tool that automatically optimises websites for fast loading times. Its key features include image optimisation, automatic caching, and code optimisation.

Other notable website optimisation AI tools include InLinks and MarketMuse.


The integration of AI into SEO practices has brought about a paradigm shift. The landscape has evolved from keyword stuffing to focusing on user experience and relevance. Today, many AI SEO tools like Surfer SEO, Jasper, and RankIQ are available to optimize various aspects of SEO effectively. Select tools that offer multifaceted functionalities to save time and resources. As the search landscape evolves, AI SEO tools will remain indispensable for adapting quickly to new algorithms and maintaining optimal search rankings.

Written By
I've worked in digital marketing for 10+ years and founded 3 agencies. I am the CEO of Lakewood media Limited and our digital marketing agency I also head, a support and maintenance company and, our premium design and development agency.I currently spend my time developing strategies for digital marketing, covering everything from SEO, PPC, lead generation, email marketing, analytics and conversion optimisation. My role is to ensure our agencies are at the forefront of the industry so we can provide the best solutions and remain agile.I also manage the daily operations at our parent company, where I enjoy the business side of running a group of agencies.
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