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AI and SEO: How Artificial Intelligence Impacts Search Rankings

Glowing AI Button on top of a slate brick background

AI is increasingly everywhere these days. Considering AI seems to be doing so many different things, the term AI has become a bit of a confusing catchall and buzzword. Nevertheless, you now find most apps and programs are now including and loudly featuring some kind of AI tool or functionality. You’ll also find AI write-ups from Google’s new search AI, Gemini, at the top of many searches. It shouldn’t be a surprise that AI is now having a significant role and impact on SEO. Since search rankings are critical for any small business to expand its discovery on these platforms, we explain some of the ways to consider how AI impacts SEO.

How AI Has Changed SEO

AI and learning algorithms have drastically changed how internet searches work over the past decade. You will want to consider these when creating web pages that are optimized for search engines.

Moving Beyond Keywords

Search engines like Google have been using learning algorithms (i.e. AI) to move beyond simple keyword searches. These algorithms help identify word associations and larger concepts to create semantic based searches. Semantic search considers phrases and the associations between specific words. More advanced semantic searches will also consider previous searches, location, and the user’s profile for a more complex meaning. These are the same kind of semantics we use to understand language and meaning. Google began using these semantic searches in 2015 with RankBrain. They grew in sophistication when they launched BERT, and last year they launched an even more advanced semantic model with the AI MUM.

Understanding Pages

Search engines like Google have also begun to use the same AI tools on the web pages they crawl. Rather than searching for certain words that indicate a topic, Google’s algorithms now try to more fully understand the information and/or content on pages. The information and meaning they gleam from the page is then used to rank the site according to the semantic meaning in a search. This is to try and provide more relevant results for searches rather than just targeting what most fits those individual keywords.

Together, this semantic shift means that small businesses need to move beyond considering individual keywords to target certain phrases and start considering more complex connections. For example, you could consider, what is the kind of information or resources people might be searching to want this page? Is there a certain question or need that the page or your website answers? What related phrases are people searching that you could connect to your business’ website?

AI’s Getting to Know Us

Another way search engines are using AI that has a direct impact on search engines is understanding users rather than individual pages and searches. Along with monitoring search semantics, Google’s AI tools monitor how and what users search to personalize their results. These AI profiles are designed to help predict and re-rank sites according to that user’s calculated interests. However, these AI profiles are also beneficial for smaller businesses as they allow them to consider target audiences and profiles for their SEO. With these in mind, businesses can start to tailor their webpage’s content and SEO to users in whose searches they would prefer to rank higher.

How Gemini is Changing Search

One of the most recent developments of AI in search engines is Google’s Gemini. MUM, and BERT before it, who were already trying to extract immediate answers or quick summaries from high-ranking search results. However, Gemini is a generative AI, which uses language model functionality to produce a written-up summary and answer. Rather than quoting from a single page, Gemini consults multiple high-ranking sites and tries to combine these for a single ultra response.

While Google does link to the source pages Gemini used, there are drawbacks for websites. Ultimately, this result is not designed to motivate users to visit the actual page. Google has given the answer and users are expected to be satisfied. However, Gemini is often wrong. Most generative AI tools still suffer for any specific topic and tend to provide inaccurate or false information. In turn, this means users may still be motivated to visit specific pages for more accurate information from a human.

The other important thing to consider is that Gemini results like these are still more tuned to general research searches like “where do salmon migrate.” Gemini cannot put together products or services. Instead, if searching for products or services with Gemini, it will direct users to local businesses. Users will still be visiting and browsing the specific pages of small businesses.

Keeping an Eye on AI and SEO

As we mentioned, Google and other search engines have already been using more advanced algorithms for nearly a decade. However, we also can’t deny that the recent surge of generative and other AI tools has led to a rapid shift in SEO with significant impacts on search rankings. Small businesses will need to keep monitoring this active landscape to ensure their websites continue to rank high. Of course, that’s also the benefit of a dedicated marketing team, like Rosewood Marketing. We continue to actively monitor how AI and SEO are actively changing. If you’re interested in revising your SEO strategy or ensuring a new website will rank high in this new AI frontier, be sure to contact us.

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Rosewood’s 2022 Year in Review

The Rosewood team reviews all they accomplished in 2022

After a relaxing and celebratory holiday break, the Rosewood team are back and busy at our desks in our various offices today, and 2023 is proving to be as exciting as its predecessor. We’re excited for all the amazing projects this new year is bringing and anxious to get started, but first, we’re taking an opportunity to review and reflect on the incredible year and successes the Rosewood team and our clients have shared in 2022. 

Rosewood Grew in Team Members and in Service Offerings

Overall, 2022 proved a productive and fruitful year for us and our clients. Rosewood saw growth in all divisions of our company and reached some fantastic milestones. We grew to over 120 active clients and white-labeled for 5 other agencies. We also started a new nonprofit fundraising platform in collaboration with Graf-Martin Communications. Our Canada-wide team even met up this Fall and spent some quality time together for a photoshoot and day of fun.

Rosewood Rebranded to Serve Our Clients Better

Rosewood saw some exciting changes and developments alongside our growth in 2022. In November we celebrated our seventh anniversary. It’s astonishing how much Rosewood has grown and changed over the years. To match our development, in August of this past year we launched our rebrand with Rosewood 2.0. Our loyal peacock departed for a new logo look and feel. To match the growth of our services over those years, we also took the opportunity to clarify our company core values, mission and vision. Along with that new look, we implemented a new target audience and social media strategy. We’re still growing and changing and will soon be launching a whole new website that better reflects Rosewood’s path forward. 

Rosewood Welcomed a New Account Coordinator

2022 was certainly a year of news for Rosewood. To better organize our wide swath of projects, we implemented a new project management system through Monday.com. That was spearheaded by another new at Rosewood. We brought on our newest team member Paige as an Account Coordinator to our clients and to support Rosewood internally. Paige has been an incredible addition to our team. Her passion and enthusiasm are contagious, and her penchant for planning has been vital for customizing Monday.com’s setup for each division and their specific needs to ensure the utmost streamlining for everyone.

Speaking of our divisions, they also have plenty to boast about for their 2022s. 

Here are just a select few of their wins from 2022:

Websites:

  • Designed and launched more than 25 new websites
  • Completed over 640 updates and requests
  • 18 new clients signed on for maintenance for regular updates, optimal functionality, and high-quality content from our expert web team
  • Developed a new fundraising platform for nonprofits in collaboration with Graf-Martin Communications

Ads:

  • Our advertising team produced a nearly 20x return on advertising spend (ROAS) which also produced a customer acquisition of up to 6x for some of our clients
  • Ads team was able to generate over 7,300 visits to just one of our client’s websites
  • One client’s ads reached nearly 71,000 people, and another was seen a staggering 312,646 times

Digital Media:

  • Created and published well over 1100 posts 
  • Numerous new clients signed up for our social media services to improve their business’ discoverability, reach, and authenticity
  • Successfully increased clients’ reach through social media to develop high-profile partnerships, including two from the ground up

Catch the Ace:

  • Helped nonprofits raise over $500,000 to support community programs

Misc.:

  • We successfully put our heads together to solve an escape room during our team building day
  • Our Director of Digital Media, Georgie, became a proud mother to the first Rosewood Baby (and she’s adorable)

It proved to be an eventful and accomplished year, but we’re even more eager to continue our work and growth into 2023. We have some new services that we’re excited to announce soon. Keep an eye on our social channels for updates. For now, we hope you all are also having a good start to the new year. Thank you all for being a part of this past year, and we’re looking forward to sharing in success this year.

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The Team’s Favourite Productivity Platforms

Image of the logos of the productivity platforms that the team uses. Trello, Todoist and Notion.

When researching productivity platforms online today, you’ll find that your options are simply unlimited. We all know how difficult it can be to keep track of your to-do lists and tasks each day, but Notion, Trello, and Todoist could be the key to improving your productivity this year. 

Within our team, Deanna, our CEO and Founder, uses Trello and Alex, our Digital Ads Manager, uses Todoist. Victoria, our Social Media and Account Manager, uses Notion, so as you can see, we are all fans of different productivity platforms for various reasons. Keep reading as we compare these three apps and who each of them would be most suitable for.

Note-Taking with Notion

One of the reasons that Victoria enjoys using Notion is that it helps her to organize her work in detail. This productivity app is more like a note-taking app, which also allows for collaboration. You can use a range of different content types within the app, such as links, photos, and PDFs. Once your work is complete, it can then be shared with your team so everyone is on the same page about upcoming projects. We love the variety of templates on offer as well! Notion is a great place for both those who would like a custom experience (like Victoria) or one that is pre-set for you. Victoria’s favourite feature is creating a database. This allows her to input everything in one place, but filter how she would like to see it.

Project Management with Trello

As the CEO of our company, Deanna is a huge fan of Trello when it comes to productivity apps. This project management tool is ideal for leaders! It can be used to help keep track of their team’s work and improve collaboration within a business. Trello has a very simple board layout. You can easily record what you need to do and tasks you’ve finished. It can be used for both personal and work use. It’s a very versatile option which is easy to update as you progress through your to-do list.

Stay Organized with Todoist

Finally, the third of the productivity apps used within our company is Todoist. This is probably the simplest of the three apps. It’s a great task manager for anyone who feels they have too much on their plate. It can be used by both teams and solo workers and will help you to organize any type of project or list. The reminder function is one of its best features, which can come in handy for your personal life as well as for your professional needs.


If you are looking for a way to cut down your to-do list over the upcoming months, our team is here to support you with this task. We know how hectic balancing your work and personal life can be, but finding work-life balance is something we should all strive to do. Alongside these productivity apps, we can offer you the services you need to regain control of your time once again. Contact us today for more information or to discuss any questions you have about how our team can help you.

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