Keywords used to be the only thing that mattered for digital marketers. There was once a time where enough targeted keywords in the right places meant you’d inevitably rise through the ranks. Nowadays, search engines are far too intelligent to play that game. Google’s algorithms have evolved beyond simply reading the text on a page to truly comprehending it. Comprehension, context, emotion and intent are all now contributing factors.
Websites should be made for both human visitors and AI systems. However, these two visitors have different ways of browsing a website. Human visitors scroll through the screen, are distracted by video clips and ads, and may or may not have the patience to wait for a large image to load before reading the content below it. In contrast, AI systems don’t “scroll” through a website in the same way. They are not looking for eye-catching videos or engaging images.
