The post-modern world has moved past the digital era and the Third Industrial Revolution, while simultaneously moving into the Fourth Industrial Revolution and the post-digital age. The term “post-digital” is a misnomer because the primary characteristics of the technological world we live in include the rise of “The Internet of Things” (IoT), Artificial Intelligence, and Machine Learning. These are all technologies that are driven by the Internet and global connectivity.
The artificial intelligence and machine learning technologies and methodologies are increasingly being used to provide answers to the “what”, “why”, and “how” questions across all sectors of life, including the commerce, marketing, medical, and education spheres.
Business Intelligence, The Fourth Industrial Revolution, and Artificial Intelligence: A succinct definition
Before we look at how Search Engine Optimisation partners with Big Data, business intelligence, and Artificial Intelligence or machine learning, let’s look at a concise definition of each of these concepts.
Business Intelligence (BI)
Business Intelligence is a “technology-driven process for analysing data and presenting actionable information to help… end-users make informed business decisions.” Additionally, the Business Intelligence (BI) process utilises large amounts of data, also known as Big Data, to produce statistics related to the topic at hand.
“You can have data without information, but you cannot have information without data.” – Daniel Keys Moran
Therefore, in the digital marketing realm, large volumes of marketing data are collected, extracted, transformed, and loaded (ETL) into a data warehouse where the data is subjected to BI algorithms to produce the statistical information that can be used by brand marketers in their decision-making process.
The Fourth Industrial Revolution
According to Weforum.org, the Fourth Industrial Revolution “represents a fundamental change in the way we live, work and relate to one another. It is a new chapter in human development, enabled by extraordinary technology advances commensurate with those of the first, second and third industrial revolutions.”
This definition is an elegant explanation of the essence of the Fourth Industrial Revolution because it is indeed a new chapter in human development. And it is driven by extraordinary technological advances. Essentially, the world as we know it is rapidly changing, and we will never revert to the way all the spheres of life were conducted.
Artificial Intelligence and Machine Learning
Succinctly stated, machine learning is an application of artificial intelligence that grants software applicationsthe capacity to learn and improve from experience (or the revision of historical data) without explicit and automated programming. In summary, machine learning applications teach themselves by studying historical data.
Combining BI and AI with SEO to drive organisational growth and success
Search Engine Optimisation (SEO) is fundamentally about ensuring that a brand’s website ranks in the top three-pack, or the top three to five results, on the Search Engine Results Page (SERP). Thus, it is reasonable to assume that businesses who do not have a highly visible online presence will lose out on product or service sales. Therefore, in order to grow your business, it is vital to increase online visibility by utilising the latest SEO trends.
Additionally, the question that begs is: How are AI and BI used to implement the latest SEO methods and business model?
The simple answer to this question is that Artificial Intelligence and machine learning algorithms partnered with Big Data identify patterns and trends in the data; thereby, creating statistical models. These algorithms then use the models to forecast future trends and patterns.
Also, it goes without saying that the more relevant data collected, the better the chance the machine learning algorithms have of making accurate forecasts and building complex, but easy to understand, statistical models.
Thus, relevant SEO data that must be collected includes accurate, real-time advert targeting data, the click-through rate, the quality of published content, the results and effectiveness of paid advertising such as Pay-Per-Click ads, and social media reach.
As Daniel Keys Moran notes in his quotation mentioned above, meaningful information cannot be produced without large volumes of data to process and subject to statistical, and machine learning algorithms. And, without Business Intelligence and Artificial Intelligence, the decision-making process that drives organisational growth and business success will be negatively affected.