As artificial intelligence (AI) continues to change how people interact with content online, AI will also begin to play a key role in SEO strategy. Particularly noteworthy is Google’s AI algorithm Rank Brain, as this will likely become one of the most important ranking factors for Google’s search engine results pages (SERPs) in 2022. Since Google revealed Rank Brain, many businesses have wondered how this will affect SEO. How can you cater your content strategy to an AI algorithm?

While Google has not shared details on the inner workings of how Rank Brain learns and analyzes content, experts believe that user experience is one of its primary ranking factors. This means that click-through rate and the amount of time users spend on a website will be key factors that Rank Brain will use when prioritizing content. When reevaluating your SEO strategy, it is then critical that you create content that is well-organized and useful so that you captivate and engage readers.