Posted by MBL Web Design
There's no denying how incredibly important search engine optimisation (SEO) is to the success of a website. As such, SEO has become a big money market. A study by American data analysts Borrell Associates projected that companies would spend a staggering $65 billion in 2016 on SEO, and that the industry would reach an annual worth of $79 billion by 2020.
With such sizeable market growth evident, it's no surprise that companies try to capture a slice of the pie by introducing new SEO-related products. That's exactly what many content management systems such as WordPress want to do with built-in SEO.
This form of SEO allows newcomers to have a go at optimising their sites for search engines by suggesting and introducing keywords to the text automatically in a format that is not too dissimilar to spellchecking.
However, these systems do have their limitations.
This trend of 'automation' and 'user-creation' leaves websites at the mercy of limited toolsets and can lead to a loss of identity.
Just imagine two businesses from the same industry, performing the same role, and using the same automation tools. What will set them apart? It will still be wording in the copy decided by a human.
Additionally, SEO is an ever-changing field that is often dictated by the consistently revised guidelines Google sets out. Providers of such automated systems would need to keep on top of these changes to ensure their automated SEO tools don't end up out of favour with Google.
It's likely that automated SEO is the future as advancements in AI become a reality, but it's important to remember that copy will be read by a human. Artificial keywords may just sap the soul from your website's copy and drive customers elsewhere.