4 Reasons Why Automation is Revolutionizing Ranking Strategies in 2024

Intro

In today’s increasingly competitive online environment for brands, impactful marketing campaigns can make all the difference in achieving a sufficient ranking or falling behind rivals. With automation technology continuing its emergence driven by the ongoing generative AI boom, brands can utilize next-generation processes to grow their presence effectively in their niche.

This may be just as well, because consumer demands are growing alongside the advent of new and powerful technologies. Today, as much as 70% of consumers expect a more personalized experience from brands online, while 64% possess similar expectations when it comes to increasing their spending.

As a result, digital transformation has evolved to become an essential requirement for marketers if they want to see their SEO score rise. One core part of this will be process automation, which can help marketers overcome manual workflows and weaker customer engagement to produce a considerably higher return on investment (ROI) for their strategies.

Marketing automation is set to offer countless benefits for businesses in 2024 off the back of the generative AI boom. Let’s explore four ways automation could impact your own marketing strategy as you climb your way up the SERPs.

1. Next-Generation Insights

Data forms the foundation of marketing automation, and thanks to innovations in the field of artificial intelligence and machine learning, it’s possible for marketers to gain unprecedented access to powerful insights on an unprecedented scale.

With in-depth insights at hand, you harness the power to create a hyper-personalised online experience that encourages engagement, and lower bounce. All contributors to a higher domain authority.

(Image Source: RankTracker)

For example, artificial intelligence facilitates using an SEO tool like RankTracker to track and comprare your online visibility and average position on SERPs.

The utility of AI and ML means that automation tools can identify trends through both structured and unstructured datasets in a way that leverages next-generation customer insights.

In addition to this, the ability for generative AI to deliver synthetic data to help bridge the collection gaps caused by GDPR means that marketers will have unprecedented access to intelligent insights to better understand customer needs and expectations.

Using these automation tools, businesses can engage their customers more effectively and use actionable insights to shape their operations to match changing customer sentiment and convert more leads arriving on-site.

2. Leveraging the Power of Personalization

Marketing automation can help to drive customer engagement on an unprecedented scale by implementing a level of personalization that’s impossible for human marketers to maintain across customer segments.

Whether it’s personalized email campaigns, advertising, or SEO content, generative AI can utilize large customer datasets to create high-quality content that appeals to specific customers based on their preferences and perceived buying behaviors.

Using RankTracker’s AI-powered writing tool, for instance, allows marketers to leverage original content topics, well-performing keywords, and personalized outlines at the push of a button in order to write an article that is actively customized to encourage target engagement.

(Image Source: RankTracker)

This level of automation can also deliver comprehensive omnichannel experiences for users by utilizing data from browsing behavior and purchase history. This helps to shape more focused product advertising campaigns, special offers, and marketing content that falls in line with the customer profile.

Adopting the generative approach for personalized marketing means that leads can access personalized marketing materials regardless of their location and how niche their likes and dislikes may be. In interpreting the vast data customers leave online, brands can deliver truly omnichannel experiences through their websites, social media profiles, and integrated apps.

To illustrate this approach, we can look at the curated content already offered by platforms that utilize machine learning.

(Image Source: Intentional Futures)

Netflix uses its home screen to offer curated content that even changes the thumbnail of shows it recommends based on the user’s viewing habits.

With the emergence of LLMs and machine learning, brands can now have their on-site content generated in real-time as different leads navigate their way through its pages–opening the door to a level of personalization that was simply impossible to deliver only a matter of months ago.

3. The Age of Dynamic Pricing

Expanding on autonomous personalized content through generative AI, it’s also possible for brands to utilize autonomous pricing for products to help cater more dynamically to leads in a way that offers a product price that’s dependent on the perceived level of interest from the lead.

This can be delivered within a pre-determined price range by the brand and empowers marketers to match the company’s expectations alongside the level of opportunity that’s available for the customer profile.

Dynamic pricing can come in a number of forms and also includes web scraping tools that monitor the price of competitor products to ensure that stores will always feature a pricing structure that’s appealing enough to leverage conversions.

Using robotic process automation (RPA), the AI can interpret different competitor prices, and cross-check them with the brand’s own pricing and against established permissible ranges set by marketers to automatically increase or decrease the cost of a specific product or service.

This helps to alleviate the necessity of human price audits on a regular basis while preventing brands from losing out over long periods of time before manually adjusting prices to undercut their biggest rivals.

4. Capitalizing on ROI

Automation can also help to drive SEO based on factors like customer lifetime value and the online and offline impact of investments in digital channels.

By using analytics to measure how many shop visitors have been drawn into stores and the impressions provided by various search campaigns, influencer campaigns, and online ads can help to maximize ROI and deliver greater conversion rates for various different segments.

Automating ROI metrics can also help brands to manage payouts to influencers and manage vendors in a more effective manner.

Through a suite of unified analytics and AP automation, brands can automate affiliate payouts based on performance and the ability to meet predetermined goals among different affiliates. This helps to maintain stronger relationships with influencers and other key third parties within marketing campaigns while ensuring that brands continue to maximize their value for money in their respective marketing efforts.

Embracing the Automation Revolution

Automation will play a major role in the future of marketing for brands throughout a range of industries. Driven by developments in the world of artificial intelligence and machine learning, the quality of insights and real-time personalization available to strengthen the impact of campaigns cannot be overstated for SMEs and international enterprises alike.

By taking advantage of these developing technologies today, businesses stand the best chance of stealing a march on their rivals and accessing leads in unprecedented ways. With this in mind, marketing automation is an emerging opportunity that’s not to be missed.