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AI is becoming increasingly integrated into our everyday lives and has impacted how marketers build SEO strategies. We are seeing expansions to the previously relied upon Retrieval-Augmented Generation AI model. Specifically, there is pressure to develop standard operating procedures to increase AI response speed and accuracy.

These new developments are being applied to create an AI model—SEOntology— that will shape the future of digital marketing.

What Is Retrieval-Augmented Generation?

Retrieval-augmented generation (RAG) has been a game-changer for AI usage and has expanded its presence and capabilities over the past four years. This technology combines the skills of retrieval-based and generative AI models to create a single, seamless model. RAG is able to analyze and pull information from data and generate natural language responses. With RAG, a bridge was made between machine analysis and human users to build AI tools tailored to user questions. Users now widely expect websites and apps to have integrated AI functions to assist customer support, content creation, and research synthesis.

Challenges With RAG

Despite RAG’s ability to establish more accessible, effective communication between users and machines, there are still a number of challenges that diminish RAG’s overall efficiency:

• Issues managing large data sets lead to inaccurate or incomplete results
• Incapable of working across varied domain spaces with consistency
• Lack of human interaction can lead to inaccurate evaluations

While AI has depended on the RAG model for a number of years, new models are being considered to try to combat these challenges and develop an even stronger, more reliable AI tool.

Why Does AI Need Standard Operating Procedures?

Standard operating procedures (SOP) are needed to address the RAG limitation of data set size and domain adaptability. AI accuracy is reliant on access to as much information as possible. However, providing a vast number of datasets alone is insufficient to ensure the AI can form fast and accurate responses.

An ontology is needed for AI to achieve greater proficiency. In other words, diverse data sets —including data, content, and information models—need to be represented consistently. This will create a unified, interoperable environment that can be shared across domains.

AI is an extremely useful tool for marketing development, and recent innovations to address AI ontology have resulted in the creation of SEOntology.

The Future of Marketing With SEOntology

Search Engine Optimization (SEO) remains one of the strongest marketing tools and has largely been based on keyword performance data. However, SEO is more than just ranking highly in user search results. SEO now focuses on providing helpful information with the most precision and validity possible.

With a constantly evolving market space and diverse knowledge across different domains, faultlessly pinpointing the best information has proven challenging for AI. Hence, SOP and standardized SEO data will help build a more responsible and reliable AI in the future.

SEOntology is able to take varied, complex information and tailor the formatting for machines to not only read, but also understand. The primary functions of SEOntology include:

• Creating interoperable SEO data to encapsulate varied data sources
• Educating AI agents with SEO knowledge using domain-specific language
• Using shared knowledge to increase AI accuracy

With a single, shared environment of SEO insights, differing platforms will be able to accelerate their marketing strategies and optimization processes reliably.

What Remains At The Center Of AI Development? Humans.

Although AI development is critical for building faster, stronger SEO strategies in the future, it is important to remember another key player: humans. With a human-in-the-loop approach to SEOntology, humans can supervise machine learning and build the strongest possible algorithm in a constantly evolving atmosphere. Utilizing a continuous feedback loop, humans can train AI tools to best understand client needs and constraints, provide perspective from real-life experiences, and help detect and correct AI biases.

While SEOntology can feel like the ultimate solution to SEO, there is still a need for human passion, unique insights, and diverse perspectives. So, it is up to us to remain at the forefront of SEO expertise while also leaning on AI tools to strengthen our marketing efforts. Partner with BluShark Digital to learn more about adapting your SEO strategies to incorporate helpful AI tools.