Whether you're writing meta descriptions, tweaking headers or fine-tuning content, these new tools can speed up your workflow and catch issues you might miss. We’ve spent a ton of time testing AI tools across multiple sites.
Here's what works for on-page SEO.
Understanding AI in modern SEO
Search engine optimisation has moved beyond simple keyword placement. Modern AI tools analyse thousands of ranking pages to spot patterns humans might miss. They look at everything from content structure to user behaviour signals, helping create pages that both search engines and readers value.
These tools don't replace human expertise as much as they do amplify it. You’ll still need to conduct the research and spot trends, but AI can take that information and make suggestions about the best way to move forward. For instance, it can analyse a report from SEMrush in seconds and give you a detailed overview, potentially saving you plenty of time.
Transforming keyword research
Traditional keyword research meant hours spent manually analysing search volumes and competition levels. Again, AI changes this by processing vast amounts of search data to find opportunities quickly. When you input a topic into tools like ChatGPT or MarketMuse, they generate lists of related terms based on actual search patterns.
But the real power comes from understanding search intent. AI tools can analyse how people interact with search results to determine if they're looking to learn, buy or find specific information. This helps create content that matches what users actually want, not just what they type.
Modern content creation with AI
Content creation sees some of the biggest benefits from AI. Tools now help write everything from meta descriptions to full articles (though the latter can be a little shaky, so you’re best off using it for outlines rather than the entire content). They analyse top-performing content to understand what works, then suggest improvements to your own pages.
The use of title tags
Title tags are HTML elements that define the main heading of a web page, shown in browser tabs and search results. AI helps you get them right by studying which formats drive clicks while staying within search engine guidelines. This means looking at keyword placement, length limits and phrases that encourage action. The best AI tools balance SEO requirements with compelling writing that makes people want to click.
Headers
Headers also benefit from AI analysis. Tools examine how successful pages structure their content, suggesting ways to organise information that makes sense to both search engines and readers. This goes beyond simple keyword inclusion to create logical content flow that keeps readers engaged.
Meta descriptions
Meta descriptions often get overlooked, but AI tools can help you write ones that drive click-through rates. They can aid in writing descriptions that include target keywords naturally while staying within character limits and encouraging clicks. The best AI-generated meta descriptions read naturally while still serving their SEO purpose.
Internal linking
AI can scan your content to spot natural linking opportunities you might miss. It looks at topic relationships across your site and suggests relevant pages to link together. Modern AI can understand context, recommending links that make sense for readers, not just search engines. Tools like Surfer SEO and MarketMuse show which pages need more internal links to boost their visibility.
Using the right keywords
AI helps find keywords you might otherwise miss by analysing search patterns and user intent. Tools process vast amounts of search data to suggest related terms, questions and phrases your audience uses. Not only that, but it can identify natural areas within the text to use keywords without making it look like you’re keyword stuffing.
Technical optimisation made easier
AI simplifies many technical SEO tasks that once required coding knowledge. Schema markup, which helps search engines understand page content, becomes much simpler with AI tools. They identify opportunities for markup and generate the necessary code, often catching options human optimizers might miss.
Looking good
Image optimization also benefits from AI assistance. Tools can write descriptive alt text, suggest optimal file names and compress images without losing quality. Some even help choose relevant images based on your content, so everything works together for better SEO.
URL structure
URL structure gets attention from AI tools too. They analyse site architecture to suggest improvements that help both SEO and user experience. This includes making URLs more concise for consistent patterns across your site, and checking that everything works well on mobile devices.
Choosing the right AI tools
It’s all well and good saying AI tools do this and that, but which ones should you use when it comes to AI for SEO?
CHatGPT
ChatGPT stands out for quick content tasks like generating ideas and suggesting keywords. It excels at writing meta descriptions and helping structure content as long as it has an idea of your writing style. It can't, however, analyse your specific website or access current search data. It works best as part of a larger toolset.
SurferSEO
Surfer SEO offers more specialised features, including real-time SERP analysis and content scoring. It integrates well with writing workflows and provides specific optimization suggestions. The learning curve can be steep, and its suggestions sometimes need manual verification.
MarketMuse
MarketMuse takes a different approach, focusing on comprehensive topic modelling and content planning. It helps identify content gaps and measures quality against competitors. While powerful, its higher cost and complexity make it better suited for larger organisations.
Making AI work for your site
Success with AI tools requires the right implementation. Always review AI-generated suggestions before using them. Check that keywords fit naturally, content matches your brand voice and all information remains accurate. Remember that AI tools sometimes work from outdated SEO practices.
Different tools excel at different tasks, so don't rely on just one. Some handle technical SEO better, while others focus on content creation or keyword research. Build a toolkit that covers all your needs while fitting your budget and technical capabilities.
Keep search intent at the centre of your strategy. AI suggestions should always serve user needs first. Make sure changes improve the user experience rather than just chasing algorithm factors. Good SEO helps users find and use your content easily.
Track performance carefully after implementing AI suggestions. Watch rankings, click-through rates, time on page and conversion rates. This data helps you refine your approach and understand which AI suggestions actually improve results.
Starting with AI SEO tools
Begin with a focused approach rather than trying everything at once. Pick one area of your site to optimise and test different tools. Establish baseline metrics before making changes so you can measure improvement accurately.
Budget considerations matter when choosing tools. Free options like ChatGPT can help with basic tasks, while paid tools offer more features and direct site analysis. Costs typically range from £50 to £500 monthly for professional tools, with enterprise solutions costing more.
Most AI SEO tools need some technical setup, including access to your website, Google Search Console and analytics. Plan for this implementation time and make sure you have the necessary permissions and integrations ready.
Security deserves attention when using AI tools. Review data handling policies, limit access permissions appropriately and keep login credentials secure. Always back up your site before making major changes based on AI suggestions.
AI for SEO
AI capabilities in SEO keep improving. Tools get better at understanding natural language, predicting user behaviour, and automating technical tasks. But they won't replace human judgement and creativity. The most successful approaches combine AI efficiency with human strategic thinking.
Start small with AI tools, measure results carefully, and expand based on what works for your specific situation. Remember that while AI makes many SEO tasks easier, understanding fundamental SEO principles remains crucial for success.
SEO and AI with Conturae
If there’s one thing we like to toot our own horn about here at Conturae, it’s using AI to aid human creativity. We’ve got our tools on lock—including some in-house options—that get SEO right. Then we use real-life humans to write the content. So if you’re looking for watertight SEO strategies with human writing, take a look at what we’re doing each and every day.
