SEARCH ENGINE OPTIMIZATION AND THE DEVELOPMENT

OF AI MARKETING CONTENT WRITING: A CASE STUDY ON

L’OREAL

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 Abstract
In the 1st chapter introduction, a brief overview of the company L’Oreal is mentioned. This
part also includes various research backgrounds and accurate aims, and the objectives of the
project are clearly defined. Different research questions, current issues, and feasibility is also
contained in this part of this project report.
This chapter of the literature review section has mainly focused on the detailed data collection
as per secondary basis to understand the effectiveness of using AI tools in the creation of digital
marketing content. Further, the collection of data is also effective in association with SEO
optimization.
In the 3rd chapter Methodology, a brief introduction is included at the start. Various research
approaches, philosophies, and research designs are mentioned in proper detail. Justification of
methods, various data collection methods, and details of the tools and technologies are also
contained in the part. Ethical consideration is precisely mentioned for the protection of the code
of conduct.
In the Fourth Chapter Result and Discussion, a brief overview of the company L ‘Oreal has
been included. This chapter is also explained critically search engine optimization along with the
development of AI marketing content writing. In the chapter also discussed is the first point
critical analysis in the section explained the fusion of search engine optimizes as well as artificial
intelligence. The use of AI to create content has been accurately defined in this section. This part
also includes the awareness and solutions for various technical challenges, result interpretations,
novelty. Usage of various advanced tools and technology is included at the penultimate stages of
this chapter.
In the Fifth Chapter Conclusion, in this chapter first point is Critical Evaluation discussed
based on the research engine optimization. This chapter also explains a summary of the
achievement with search engine optimization. This chapter also discussed the Reflection along
with the Research Recommendation that has been explained based on search engine
optimization. This chapter also explains the Achievement of Objectives and Future work based
on the discussed search engine optimization.

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 Table of Contents
Chapter 1: Introduction....................................................................................................................5

1.1 Overview................................................................................................................................5
1.2 Research Background............................................................................................................5
1.3 Research Aim and Objectives................................................................................................6
1.4 Research Questions................................................................................................................6
1.5 Current Issues.........................................................................................................................7
1.7 Feasibility...............................................................................................................................8
Chapter 2: Literature Review...........................................................................................................9

2.1 Introduction............................................................................................................................9
2.2 Significance of Search Engine Optimization in Marketing...................................................9
2.3. Significance of AI in SEO Content Writing.......................................................................11
2.4. Effectiveness of Digital Marketing in the Challenging Age...............................................14
2.5. Limitations of CMS, SEO, and SEM in digital marketing.................................................17
2.6 Advantages of AI Marketing Development.........................................................................19
2.7 Effectiveness of AI will change future SEO........................................................................21
2.8 Issues Faced L’oreal in SEO and AI Marketing..................................................................23
2.9 Literature gap.......................................................................................................................25
2.10 Linkage to aim...................................................................................................................25
2.11 Summary............................................................................................................................25
Chapter 3: Methodology................................................................................................................26

3.1 Introduction..........................................................................................................................26
3.2 Research Approach..............................................................................................................26
3.3 Research Philosophy............................................................................................................27
3.4 Research Design...................................................................................................................28
3.6 Justification of Chosen Method...........................................................................................29
3.7 Data Collection....................................................................................................................30
3.8 Tools and Techniques to be used.........................................................................................31
3.9 Ethical Consideration...........................................................................................................31
3.10 Summary............................................................................................................................33
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Chapter 4: Result and Discussion..................................................................................................34

4.1 Critical analysis....................................................................................................................34

4.2 Evidence of practical work..................................................................................................36
4.3 Awareness and solution to the technical challenge..............................................................44
4.4 Novelty.................................................................................................................................46
4.5 Interpretation of Result........................................................................................................48
4.6 Use of tools and techniques.................................................................................................51
4.7 Appropriate tools for analysis..............................................................................................52
Chapter 5: Conclusion...................................................................................................................54

5.1 Critical Evaluation...............................................................................................................54

5.2 summary of the achievement...............................................................................................55
5.3 Reflection.............................................................................................................................56
5.4 Research Recommendation..................................................................................................56
5.5 Achievement of Objectives..................................................................................................57
5.6 Future work..........................................................................................................................58
Reference List................................................................................................................................59

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Chapter 1: Introduction
1.1 Overview 
The project provides data about the search engine optimization and development process of AI
marketing. Here researcher also discussed the “L’Oreal” company marketing strategy and it also
provides the AI implementation process. This project helps to build a better understanding of
SEO and also provides unique ideas and methods to achieve the goal. Hence it also provides data
about AI implementation in online marketing as well as it also describes which process helps to
increase marketing level. Hence it also furnishes particular data about the “L’Orael”. The
“L’oreal” is a company and this organization wants to develop its promotion content using the
AI tool. Hence using the AI tool they provide the various features and also look their promotions
attractive and grow their business. This project also provides a method of development and
optimization, the researcher here also used the secondary data collection process and provides
the particular data which is essential for the project development. Based on this planning
researcher starts the development process and provides the particular data which is required.  
1.2 Research Background       
Online marketing has sought to increase a “L’Oreal” company's visibility and appeal in order to
succeed widely. One of the key components in improving online exposure to get more attention
from users is search engine optimization. One of the advantages of using this digital marketing
strategy is the integration of a broad range of clients and the improvement of client service. It is
the process by which one makes their material more visible in the never-ending scroll of Google
searches. In an increasingly fast-paced and cutthroat corporate environment, SEO offers both
quality and quantity measurement (BARIŞ, 2020). 

Figure 1.2.1: AI marketing in Content development

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 (Source: Allal-Chérif et al. 2021)
Better front-end and back-end implementation enables good traffic weight and improved search
ranks. Backlink building, keyword research, and content development are the three main
components of SEO content authoring. One of the most crucial aspects of SEO is backlink
building because it links any piece of content with authoritative, high-quality websites. This
enables us to give consumers a summary of the most current and popular information about any
specific issue related to the business content. Any business' commercial website can reach a large
audience of both current as well as potential clients thanks to content creation. It promotes
uniformity, trust, and interaction with any company's website (van Esch et al. 2021). 
1.3 Research Aim and Objectives         
Aim
The aim of this project is to provide the proper information about the “SEO” or “Search
Engine Optimization” process and provide the AI implementation method in the marketing
content development process. 
Objective
 To equip the information about the “Search Engine Optimization”. 
 To provide the implementation process of AI in marketing content development.
 To analyze the “L’OREAL” marketing strategy and business development process. 
 To understand importance of the AI implementation in “L’OREAL” marketing
development. 
 To deliver the methods of the development of AI marketing content writing based on the
case study process.
1.4 Research Questions  
The creation of this research question are based on the research objectives are as follows:

1. What is the implementation process of AI marketing in the content development process?

2. Which process is used for the “L’OREAL” marketing development?
3. What is the importance of AI in the "L’OREAL” content development strategy?
4. Which method has been used here for marketing development and AI implementation?

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1.5 Current Issues       
Lack of Data Quality
Nowadays implementing AI in marketing development and lack of data quality is the biggest
challenge in the development. According to that, AI algorithms depend on high-quality data and
they help to make a prediction and also provide recommendations. Overwhelming these
problems, businesses must support data administration tools and procedures to assure that their
information is pristine, constant, and precise.  
Integration with Legacy Systems
Another challenge of executing AI in trade and consulting exists in the integration with heritage
approaches. Many companies maintain estate strategies that exist not prepared to function with
AI technologies, causing it complex to incorporate AI into living workflows. Overwhelming
these problems, businesses should support relaxed and versatile techniques that could be readily
combined with AI systems (Yau et al. 2021).
Resistance to Change
Opposition to switch is a typical challenge when executing any latest technology, it includes with
AI. Multiple employees might be immune to the adoption of AI, stressing that it resolves to
substitute their positions. Overwhelming this challenge, considerations must express the honours
of AI to their workers and deliver apprenticeship and approval to assist them adjust to the recent
technology.
Lack of Skilled Professionals
Another issue of executing AI in commerce and consulting exists the absence of qualified
experts who are able to produce and execute AI answers. Overwhelming this problem, trades
should support movement and growth agendas to upskill their existing workforce and recruit new
talent with the necessary skills and expertise.
Ethical Considerations
Ultimately, there exist ethical problems associated with the utilization of AI in commerce and
consulting, especially regarding matters of solitude and data security. Overwhelming this
problem, companies must confirm that they exist utilizing AI methods in a  moral and reliable
method, sticking to applicable laws and policies (Ghosh and Lever, 2020).

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1.7 Feasibility
A developing technology called artificial intelligence makes commercial processes like content
creation and marketing easier. It aids in optimizing any relevant content's weak spots so they can
keep up with modern technology and trends. The AI processes data effectively when given
instructions, which aids in producing optimized outcomes of examination of a wide range of
data. While utilizing AI in SEO writing enables accurate and timely data collection on the
pertinent issue. In order to improve the material with SEO approaches, it also analyzes the
present situations, content, frames, and targets. The most vital component of SEO writing that
aids in the analysis of important elements of the Digital Marketing Process for the growth of
Organic Traffic.  
The AI-driven method of SEO authoring enables the automatic gathering of informative data for
competitor analysis, keyword research, mapping, and other purposes. This technological
advancement in SEO writing minimizes the need for a professional writer for any company,
resulting in more affordable Content creation. With the help of such technology, a number of
negative factors can be reduced, including word counts for content, article frequency, technical
proficiency, and working hours. One of the key abilities of content writers that strengthen any
business with strong content is creativity. It offers subjects that are currently popular as well as
templates that may be used to generate fresh, original material for any type of business. A
common component of digital marketing is promoting services or products and making them
accessible to clients via digital platforms. 
Beyond Internet marketing, digital marketing utilizes channels that might not be necessary when
dealing with the Internet. Customers could access the relevant information through the digital
media platform at any time and from any location they needed. The research being conducted is
necessary to meet the goals of the study. This section's analysis of the pertinent data and effects
supports the study's goals. In order to gain a thorough understanding of the pertinent facts and
figures harmonizing with the study's topic matter, numerous research articles had been spotted.
The graphic focused on important search engine optimization strategies used in digital marketing
as well as the use of artificial intelligence in search engine optimization for content creation. 

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Chapter 2: Literature Review
2.1 Introduction  
This chapter of the literature review section has mainly provided a broad discussion about the
importance of search engine optimization and adoption of the AI marketing to improve the
marketing content of the organization. In order to achieve this research aim and get information
about L’oreal specific information about their AI marketing strategies it has used different
secondary literature sources. In order to gather secondary information, it has mainly used google
scholar, articles, journals, books and so on. Further, it has also used the organization's official
website to get information about the company’s strategy in improving theory marketing content
and use of search engine optimization process.
2.2 Significance of Search Engine Optimization in Marketing

Online marketing in recent times seeks the visibility and popularity of their business to achieve
an extensive reach of success. Search Engine Optimization is one of the major parts involved in
optimizing online visibility to acquire greater attention from people. This is one of the digital
marketing techniques which provides several benefits including integration of a wide range of
customers and increasing service to them. It is the procedure by which one's content appears
more frequently among the infinity scroll of Google searches (Ziakiset al. 2019). Therefore, SEO
creates effective visibility and the appearance of any kind of business to search engines. This
significant digital marketing technique help in the optimization of customer needs and queries
which ultimately lead the authority to brand trust and loyalty.

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 Figure 2.2.1: Objectives of Search Engine Optimization

(Source: Vieira et al. 2019)

SEO offers both quality and quantity measurement in an increase of business pace in a
competitive world. Better implementation of front-end and back-end allows the good weight of
traffic and increased search rankings. There are three major elements of SEO Content writing
including Backlink building, Keyword analysis, and Content creation (Peter et al. 2021).
Keyword integration is one of the major and easy ways to allow people to get into the search
engine of the content of a business. Optimization of the content and relevant keywords allows
strategical implementation of content or website with higher search ranking. Sincere analysis of
the queries of customers and providing their answers are the best ways of getting greater reach in
search engines.

Backlink building is one of the most important elements of SEO as it attaches high-quality and
credible websites to the created backlink of any content. This allows us to provide an overview
to the people with the most trending and recent information about any particular topic relevant to
the business content. Content creation allows the commercial websites of any business to get
into a wide of prospective and existing customers. It helps in building consistency, trust, and
engagement with the website of any business. Content is referred to as the components that keep

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the audience to get engaged with a page including videos, blogs, podcasts, website texts,
newsletters, social media posts, and infographics (Vieira et al. 2019).

Figure 2.2.2: Elements of Search Engine Optimization

(Source: Peter et al. 2021)

There are several advantages of utilizing SEO in business which ultimately results in successful
business plans and outcomes. It is responsible for building the trust of the customers with user
experiences. While the customers experience positive consequences with the business, it engages
more web clicks which ultimately develops the SEO. Effective visibility achieved through this
technique attracts more clients to the business. Also, paid search and organic search are the
most crucial terms related to the development of a business with a larger network of audiences.

2.3. Significance of AI in SEO Content Writing

Artificial intelligence is an emerging technology which facilitates business procedures including

marketing and content writing. It helps in optimizing the lagging areas of any relevant content
which must be improved with the latest technologies and times. Effective processing of the data
is performed by the AI as instructed to it which helps in resulting optimized results of analysis of
a large area of information. While the engagement of AI in SEO writing allows for collecting
accurate and break time of the relevant subject. Additionally, it analyses the current
circumstances, content, frames, and targets to enhance the content with SEO techniques. AI is

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the most important element of SEO writing which helps in analyzing crucial aspects of the
Digital Marketing Processfor the increment of Organic Traffic (Giomelakiset al. 2019). The
AI-driven approach of SEO writing allows the Automatic collection of insightful data for
keyword research, competitor analysis, mapping, and others.

Figure 2.3.1: Benefits of AI in SEO

(Source: Giomelakiset al. 2019)

The most significant operations of SEO writing enhanced by AI technology includes,

 Automatic research of keywords

The AI technique enhances the website ranking of the keywords and analyzes the performance of
the competitors on any of these keywords. This technique allows to optimize all the primary and
secondary keywords to improve the ranking in search engines.

 Content creation

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AI-induced SEO writing allows analyzing the content gaps and helps in optimizing the most
significant content strategy. Title and meta description, keyword implementation, error detection,
an outline of the content, translations, content copywriting, and queries are some of the
optimization relevant to SEO writing that can be enhanced with the integration of AI
(Dumitriuand Popescu,2021).

Figure 2.3.2: AI Solution in Content Writing

(Source: Thilagavathyand Kumar, 2021)

Advantages of AI-integrated SEO include,

 Scalable and productive writing

Minimum integration of time with higher relevant and personalized content writing with AI
offers extensible and productive content. It analyzes the most required objectives which create an
incredible volume of content with effective satisfaction of the needs. 

 Cost management of SEO writing

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This technological implementation in SEO writing reduces an expert writer for any business
which ultimately offers cost-effective Content writing. There are several affecting facts which
can be mitigated with such technology such as word counts for content, frequency of articles,
technical knowledge, and working hour.

 Generating new ideas with avoidance of writer's block

Creativity is one of the major skills of content writers which enhances any business with
effective content strength. The writer's block condition can be structured by the inability of the
writers to creative and attractive writing (Thilagavathyand Kumar, 2021). This phenomenon
justifies the requirement of AI-SEO writing. It provides trending topics and blueprints which are
effective in the generation of new and creative content for any business.

2.4. Effectiveness of Digital Marketing in the Challenging Age

Digital Marketing is a type of marketing that is widely based on the promotion of services or
products and to make reachable to customers through digital channels. Digital Marketing works
beyond Internet marketing and would include channels that might not be required in the case of
the Internet. Through the platform of digital media, customers could access the necessary
information at any point in time and at any position they required. The presence of digital media
ensures that customers rely on what the company is speaking about their brand's worth.
Marketing digitally embodies a wide selection of products, services, and marketing of brand
tactics that generally use the internet as one of the core mediums of promotion in addition to
traditional TV, radios, and mobiles (Chakraborti et al. 2022).

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 Figure 2.4.1: Effectiveness of Digital Marketing
(Source: Khare et al. 2023)
Day by day marketers are bringing customers closer to the brand; this enables the role of the
customer as a co-producer of value that is coming increasingly important. Technologies
remarkably play a crucial role in the improvement of service quality by the units of business.
Marketing through social media induces the customers to encourage the company’s individual
website.

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 Figure 2.4.2: Various marketing strategies
(Source: Al et al. 2023)
Many countries especially in Asia are taking huge advantage of e-commerce which is crucial for
promoting competition along with the diffusion of technologies through the Internet. Flowing
with the rapid development of technologies, digital marketing had overall changed the behaviour
of buying customers. This technology brings different advantages to the customers through:
● Stay up-to-date with the services and products: The advancement of digital technologies
enables the customer to stay connected with the relevant updated information of the
company.
● Greater Engagement: This technology enables the customer to stay engaged with different
activities of the company. This allows the customer to visit the official website of the
company, read information about their associated services and products, make necessary
purchases through online mode, and also could provide feedback
● Ensure Easy Comparison: Since most companies are trying to promote their services and
products through digital marketing, it possesses increasing advantages for consumers in
terms of comparing the services and products available by various suppliers (Khare et al.
2023).

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● Apparent Pricing: The Company makes visible the price of services and products in its
digital marketing platform which ensures a transparent and clear view of the pricing system
to the customers. Companies often make necessary changes in the price along with providing
special offers on their selected best-selling services or products that are always advantageous
for the customers.
2.5. Limitations of CMS, SEO, and SEM in digital marketing
Content Management System (CMS), is one of the fastest tools in order to build a website, it
enables the users to implement Graphical User Interface in order to manage the necessary
website. Along will posing various benefits of these advanced technologies there also possess a
few drawbacks that had been described below,
● Dependence on widgets and plug-ins: users for most of the functionalities totally need to
depend on widgets and plug-ins.
● The loading speed of the Site: The loading time of a webpage is comparatively much
slower when CMS is used for designing with respect to other relevant custom
development.

Figure 2.5.1: Security to Content Management System

(Source: Huda and Priyatna , 2019)

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 ● Not highly scalable: Most relevant systems could withstand a limited user’s number,
once the traffic and content increase there need to do something much more robust.
Optimization of Search Engines also induces various limitations that would include:
● SEO takes time
● Through SEO competing is done against the rest Internet: The online competition world is
much higher in comparison to one's imagination. Thousand of websites creates content on
similar service or product, so one needs to get something differentiate to get highlighted.

Figure 2.5.2: Search Engine Optimization

(Source: Nagpal and Petersen, 2021)
● The results in SEO are not guaranteed: A few times it becomes impossible to forecast the
SEO project results.
● Constant vigilance is required in SEO: SEO however requires permanent reviews in order to
not lose the in-build progress.
● In the beginning, SEO is not so profitable: Initially, it introduces lots of investment with no
visible return.

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● Additional SEO requires more areas of Investment: One of the greatest downsides of SEO as
it requires a lesser-known area for marketing in comparison with advertisement or social
media.
Search engine Marketing encompasses wide practices and strategies which revolve around
driving traffic and business promotion using search engines. Along with all posing advantages,
there are also posses few limitations, which are:
● Cost: SEM possesses a greater lone-run cost since it only works as longest as the individual
pays. Although with the spending of time, one could optimize their campaigns and decline
the cost per click (Setiawan et al. 2020).
● Competition: There induces a lot of competition in keywords related to SEM, so one needs to
pay more so as to get seen. This competition however induces cost to increase and a few
times could get difficult in order to get a good value of ROI.
● Ad Blocker: Few people might also use blockers for advertisements that could prevent one ad
to be get seen.
● Interruption: A Few people found SEM advertisements intrusive.
2.6 Advantages of AI Marketing Development
Nowadays different types of organizations have directly adopted AI tools to improve the quality
of marketing content and design of their product features to reach the maximum number of
consumers in an attractive way. Besides this, the adoption of this AI makes it effective in
marketing terms mainly helpful in the quick analysis of the different types of consumer data and
improving their experiences in receiving product preferences (Agung and Darma, 2019). Besides
this, allow to adoption advance AI system make create the proper brand images in understanding
consumer demand and easily communicating with them. The creation of this AI marketing is
mainly associated with machine learning, deep learning and natural language processing which
helps to solve different marketing challenges and help to fulfil the demand of the consumers
relevant to the personalization process and improve the brand recognition process. 
Besides this, it is mainly operated with the proper "customer-centric" approach that is directly
helpful in operating the machine learning and developing different marketing content as per the
drive personalization process. Moreover, with the help of this AI marketing content, it is
effective to improve customer behaviourthat is effective to create more predictability and reduce

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the cost, resources and time of the organization. Besides this, it also helps to shift the scattered
audience by using of AI system with proper identification of the most responded offer
(Chatterjee et al. 2021). The adoption of AI and machine learning models that directly helpful to
analyze different customer behaviour and identify the patterns in improving digital marketing
strategies. Moreover, it is also effective in using customer engagements in determining the
proper work process and mainly creating proper acquisition of cost which directly improve the
“customer retention cost”. 
Using this AI tracking system is effective in understanding old and new clients to provide offers
to regular consumers and improve their experiences in the design of their products accordingly.
Further, nowadays in order to improve the profit margin and sells a maximum number of
products it must have required to target specific audiences (Khare et al. 2023). Thus, using the
AI tool help to create "predictive consumer segmentation" in design of the personalized customer
experiences. This creation and adoption of the AI tool is effective in the creation of the
marketing automation process" that directly helps in the creation of proper digital marketing
content.

1. Increased personalization: AI can evaluate a lot of data to make marketing strategies that are
tailored to each customer. This increases the possibility of conversion by enabling firms to send
personalized communications to specific clients.
2. Improved customer experience: AI can make tailored suggestions and recommendations
depending on the preferences and actions of the client. client satisfaction rises as a result of this
enhanced overall client experience.
3. Effective data analysis: AI can quickly and efficiently analyze enormous amounts of data,
giving companies the knowledge they need to make informed decisions. Compared to manual
data analysis, this saves time and resources (Iandoli,  2021).
4. Automation of repetitive tasks: Artificial intelligence (AI) has the ability to automate
repetitive marketing processes like data entry, lead nurturing, and customer care. This allows
human marketers to concentrate on more strategic and innovative marketing-related tasks.

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 Figure 2.1.1: AI marketing development
(Source: Eriksson and Kenalemang, 2023)
5. Better lead generation and conversion: AI can assess customer data to find potential
prospects and forecast their conversion probability. As a result, businesses can concentrate their
marketing efforts on generating high-quality leads and boosting conversion rates.
6. Improved consumer segmentation: AI can divide customers into groups based on traits like
behavior, preferences, and demographics. This makes it possible for firms to develop tailored
marketing campaigns for various client categories, boosting the efficacy of marketing initiatives.
7. Real-time customer insights: AI has the ability to evaluate consumer behaviour in real-time,
giving businesses the most recent information on consumer trends and preferences. This enables
companies to successfully and swiftly change their marketing tactics (Eriksson and Kenalemang,
2023).
2.7 Effectiveness of AI will change future SEO 
The adoption of AI has directly changed the SEO in the creation of the proper optimization
building and provides proper impact in every aspect of SEO. Adoption of this artificial
intelligence makes create improvements in “search engine optimization” that mainly dominate
SEO strategies. Besides this, it has provided different types of applications for managing future
SEO and makes improve the different company’s progress of work. Thus, the use of this AI tool
in different project management work is effective in the creation of the different content and
analysis that mainly create the proper algorithms in main use of the “natural language
processing” to mainly understand the different content of the webpage that directly matches of
the proper user quarry (Huh and Seo, 2019). Besides this, in the creation of the proper high-
quality content that directly improves the more important features in a high-quality process.
Another advantage of using this AI and change of the future of SEO is effective in the “ creation

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of the content analysis” which is also effective in the managing of the keywords and the anchor
management process. Thus, it is the most important aspect in the creation of marketing content
which is more time-consuming. 

Figure 2.7.1: Process of search engine optimization

(Source: Huh and Seo, 2019)
It has required AI tools which mainly provide AI-based capabilities that mainly used different
types of keywords capability in analyzing the anchor text and use different types of symmetric
keywords. Besides this, an association of the AI tool in the creation of the search engine
optimization help to improve the growth of the traffic ranking analysis understand the proper
website ranking and improve the traffic growth in understanding of the SEO services. Besides
this, in the creation of the proper google analytics, it is also evident that using this tool is better
time-consuming in providing a proper interpretation of data and provide of corrective measures
(Huh and Seo, 2019). Further, it is effective in the creation of SEO workflows to reduce the
different types of complex processes and identification of keyword research in the creation of the
proper link as per the page optimization process. Using this different AI-based tool is effective in
mainly provide of the different automated processes and improving the different SEO tasks to

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improve the other aspect of the business. Further, improving the different marketing content is
directly helpful in the creation of the predicted rankings which is directly helpful in the creation
of the number of factors of the ranking website and provides social signals in improving the page
optimization process. 
2.8 Issues Faced L’oreal in SEO and AI Marketing 
After increasing its huge popularity and making effective marketing content with the help of
these AI tools, the giant cosmetic company L’oreal has also used AI in improving its marketing
content and “search engine optimization” (Trifan, 2023). Thus, the company has mainly created
virtual designing of events that mainly accelerate the using tool of AI to improve the process of
the financial transformation of this AI journey. Thus, in their traditional way of marketing the
company has faced issues with finance data, and reduced system processes in different divisions
of countries. Thus, they have faced challenges of data crunching and faced lacking their language
processing of data as per reducing quality concerns. Thus, in order to improve this data accuracy
process, they are more engaged to adopt AI tools to improve this situation. 

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 Figure 2.8.1: SEO for L’oreal
(Source: Kim et al. 2021)
After addressing the different challenges. Here most giant cosmetic company has faced issues of
content explosion in the creation of their customer journey which directly reduces personalize of
their information. This largest cosmetic company has spread their content to 80 countries through
creation of 600 websites. It has mainly welcome one billion consumers through the creation of a
content asset of 2.2 billion (Kim et al. 2021). Besides this, in the creation of the proper future
beauty product it also faced issues of the consumer experiences issues to understand their
demand process for further development of their cosmetics products. Thus, it directly creates
issues to make effective content for their products with less support of their AI tools and reduces
the custom research to their websites.

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2.9 Literature gap

Several research papers have been overviewed to gain knowledge about SEO content writing
with AI technology. Most of the papers state the huge consequences of the advantages of these
two techniques in terms of the development of digital marketing. There is a lack of a practical
overview of the facts related to such technologies. Potential gaps of drawbacks related to SEO
and AI lead this project to extreme research of user experiences. Proper analysis of the user
experience with advantages and drawbacks is the major purpose of such research conduction.

2.10 Linkage to aim

The conduction of this research is relevant to the requirement of research objectives. Analysis of
the relevant facts and consequences in this section justifies the objectives of the research. Proper
analysis of the SEO content writing elements, AI tools and technological implementation, and
digital marketing strategies helps in optimizing the objectives of this particular research. All the
extracted outcomes of the literature review are responsible for building extensive knowledge
about these technologies which also enhances the construction of outcomes and conclusions of
this research. Therefore, it can be stated that the entire objectives have been satisfied with the
analyzed terms.

2.11 Summary
Various research papers had been sighted to gather deep knowledge about relevant information
and data aligning with the subject matter of the study. The illustration had been done on
significant optimization techniques of search engines in digital marketing, and the importance of
Artificial intelligence in the optimization of search engines in content writing. Through literature
reviews, knowledge had also been gathered on the effectiveness of marketing digitally in this
current challenging scenario and the various limitations of digital marketing. The paper also
illustrates the gap in the literature in association with the present topic. All this information
overall helps in the accurate proceeding of the study so as to generate precise results.

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Chapter 3: Methodology
3.1 Introduction 
This part reveals the various methods to be followed for the successful completion of the project.
Various latest technologies of “search engine optimization” is going to be properly defined in
this part. The development of AI marketing content writing as a case study on L’Oreal is one of
the main operations to be done in this project. Data collection from L’Oreal is going to be crucial
for the success of the project. Proper research approaches, designs, and strategies are going to be
mentioned here in this part with proper justifications. Researchers will look into different articles
and journals for the accumulation of required "qualitative data".
3.2 Research Approach
The occupation of science varies; the learner can designate other implications for the faction
“Research Approach”. The learner can see that the “Research Approach” can suggest
techniques of “Data Collection” or data computation available to distinguish between
“Qualitative” or “Quantitative” methods in individuals. Regardless, in their theory “Research
Approach” has sufficiently been seen as a public procedure or technique for completing the
analysis (Anthony et al. 2021). Therefore, the technique for the analysis can be separated into 3
types, such as the “Deductive Approach”, “Abductive Approach”, and “Inductive Approach”.

Figure 3.2.1: Research Approach in Methodology

(Source: Kalu, 2019)

The applicability of theory to the analysis of the main distinctive point into “Deductive” or
“Inductive” approaches. The “Deductive Approach” experiments with the reality of the

26
premises in hand, whereas the “Inductive Approach” contributes to the emergence of recent
approaches or conceptions. “Abductive analysis”, on the different indicators, commences with
‘surprising attributes' and ‘puzzles’ or the research technique has dedicated their resolution.

3.3 Research Philosophy

“Research philosophy” is an extensive topic the learner will not be concerned about in this case.
“Research philosophy” is associated with the hypothesis, understanding, or character of the
analysis. It is negotiated with the distinguishing method of conceiving proficiency (Abu-Alhaija,
2019). This issue requires that the learner can have various hypotheses regarding the qualities of
reality and understanding or philosophy to comprehend their deductions. In the Company or
economics dissertations of the “Bachelor’s class”, the learner has not anticipated examining
“Research philosophy” in a sumptuous class of profundity. Nearly one carrier in the
methodology branch dedicated to “Research philosophy” usually suffices.

Figure 3.3.1: Research Philosophy in Methodology

(Source: Moon et al. 2019)

The corporation dissertation in the “Master’s class”, on the different indicators, the learner can
require to deliver more conversation of the philosophy for the analysis. The individual phase of
the research method is established on hypotheses regarding the origins or the qualities of
familiarity. “Research philosophy” will remember the writer's significant deductions or these
hypotheses conform as the ground for the “Research Strategy”. Naturally, “Research
philosophy” has considerable components connected to an extended scope of specializations. In

27
the range of business analyses in individuals. There are 4 primary “Research Philosophies” such
as “Realism”, “Pragmatism”, “Interpretivism”, and “Positivism”.

3.4 Research Design

The learner can comprehend that it’s a compilation of data that possesses essential notification
by accepting “Research Methodologies” between deliberations. It is a collection of
communication and data investigated by appointing an assumption or accordingly reaching up
with substantive determinations in a methodical method. Research can be accomplished on an
educational and scientific foundation satisfactorily (Danilov et al. 2020). Maintaining its
dynamics between carefulness, the “Research design” has been classified into two other
viewpoints such as “Quantitative Research Design” as well as “Qualitative Research Design”.
Additionally, there are 4 primary elements of “Research design” which possess “Validity”,
“Reliability”, “Generalization”, and “Neutrality”. Differently, the learner should have a
transparent comprehension of how their assignment could be executed in the “Research design”.

Figure 3.4.1: Research Design in Methodology

(Source: Psarommatis and May 2022)

“Research design” is a critical case that has a major to “Research Analyses” in science, sociable
science, or considerably different disciplines. Behind determining the analysis topic or preparing
queries, determining the suitable design has possibly the considerable significant determination
the learner assembles. Presently, there is a superabundance of publications offering considerable
techniques for the conception of “Research design”. The presence of considerable techniques
has a strong conception in the consequence of a “Research design”, unique “public
Administration”. The learners or researchers can see it is the origin of disorder for there is a

28
shortage of transparency in the publications around the methods of “Research design”, and
“Research methodology” with social sciences.

3.6 Justification of Chosen Method

“Qualitative Data” has been considered to attend to the requirements of the project. A
“Research Methodology” presents an analysis of legitimacy or supplies scientifically rational
determinations. It again supplies an exhaustive program that enables to maintain the learner on
the path, constructing the procedure smoothly, actually, and effortlessly. The justification of
analysis has again been comprehended as the justification. The justification and explanation
reach from an in-depth investigation and study of the current literature about the case. An
exhaustive method examination generally exposes gaps in earlier studies that the learner can then
expect to research via the analysis (de Pastre et al. 2020). The learner is required to provide an
explanation in the methodology section of the dissertation. The “Research Approach” has a
schedule or strategy which consists of the actions of general hypotheses to explicit techniques of
“Data Collection”, estimation, as well as performance.

Figure 3.6.1: Justification of Research Method

(Source: Danilov et al. 2020)

Thus, it is established on the temperament of the analysis difficulty being managed. Justification
of the topic analysis as a reasonable “Research Design” thus depends upon methodological
strength or a methodical procedure to cause reflection structure, performance, study, or
evaluation. “Research philosophy” trades with the basis, temperament, or growth of
understanding. “Research philosophy” is the speculation regarding the methods by which data

29
regarding a sensation should be assembled, analyzed, or operated. Affecting the domain of
analysis, the “Philosophical Approach” specifies the identical approach of the learner's thought,
therefore attributing its conclusions to a special department of science.

3.7 Data Collection 

Data Collection is the process of compiling and evaluating information or data on a given topic
in an ordered way. A proper form of data collection allows the researcher to respond to the
stated queries, and theories, and assess results. It is essential in different domains as it gives
useful understanding and supports making important decisions. The collection of data from
authentic and trusted sources allows researchers to get a precise idea of the latest customs,
trends, and relations. Secondary and Primary are the two main kinds of collection methods there
for data collection (Wang et al. 2020). The primary data collection method is the process of
collecting data or information from the actual source. Various sources of primary data collection
are discussions, focus groups, observations, surveys, and so on.

Figure 3.7.1: Data collection methods

(Source: Brickley et al. 2019)

Data has been collected from first-hand sources via surveys, interviews, and observations for this
project. Detailed interviews are conducted to comprehend the various strategies, problems, and
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meetings with SEOand AI-based content writing that L'Oreal has. Surveys can be also utilized
to gather quantitative data on marketing performance and indicators. The L'Oreal content
development and advertising units are the major participants in this project. The organization and
scope of L'Oreal's marketing division may decide the precise number of associates. The
expertise, knowledge, and insights of the participants contribute greatly to the resource of the
study. This is how data has been collected to make it work better for this project.

3.8 Tools and Techniques to be used

A tool has a detailed, actual object like a template and software program, operated in conducting
a movement to construct a consequence and development. A technique has a specified frequent
process to construct one and better outputs, which can again operate one and more instruments.
“Primary Data” could be gathered either via experimentation as well as a survey. The topic of
the survey, data could be gathered by anyone and more additional the subsequent methods. The
methodology is an estimation of every method or process of the examination (Moon et al. 2019).
Methods have been devoted during the subsequent phase of the “Research Analysis”. Methods
have been devoted during the initial step of the “Research Strategy”. It has included various
examination methods of the analysis.

3.9 Ethical Consideration

Ethical considerationsin the process of research are a bunch of rules or principles that help to
guide the researcher to the practices and designs of the research. These valuable sets of rules
contain voluntary participation, invisibility, and informed approval, the possibility for danger,
confidentiality, and results interactions. The research project requires acquiring and analyzing
L'Oreal-related confidential information, marketing tactics, and perhaps sensitive parts. It is
very essential to maintain this confidentiality and protect the data and privacy of the participants.
This is the reason why standard data handling processes have been followed accordingly for
maintaining the entire process properly. Informed agreement of the participants has also been
acquired for the betterment of the project's safety (Fisher et al. 2021). Acquiring informed
consent from all the participants is very important, especially the L'Oreal communication and
marketing team. Participants are made aware of the scope, aim, and possible risk factors
involved with the project before giving their consent. 
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 Figure 3.9.1: Ethical Considerations

(Source: Suri,2020)

Data anonymization is also a crucial factor in successfully completing a project. Personal

information like phone numbers, names, and various other personally identifiable data is deleted
or replaced with other unique data or information at the time of analysis or collection of data.
This helps to stop any individual participant identification from the findings of the study.  All
information or data collected are safely maintained and protected from unauthorized kinds of
access. This covers the usage of password-protected data files, encrypted storage techniques, and
controlled access to data. The data is only available to authorized researchers who are taking part
in the project. All the researchers should be reviewed equally by the ethics committee to confirm
that the proper standard of ethics is upheld. Respect is a very vital thing for all the participants of
the research. This is the reason why respect for pride or dignity needs to be followed with high
priority. This is how the ethical principles are followed for the betterment of the project.

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3.10 Summary
Various methods are accurately followed for the completion of this project. Proper research
approaches and designs are mentioned with relevant justifications in this part. Data has been
collected from actual and first-hand sources such as surveys, interviews, and observations of
L'Oreal. A set of ethical principles are followed for maintaining the safety of the participants of
the project. Data anonymity and confidentiality are given much more importance in this project.
Advanced tools and technologies are used for better accuracy of the results.  Surveys are utilized
to gather quantitative data on marketing performance and indicators. This is how the project
methodology is documented with every bit of detail.

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Chapter 4: Result and Discussion 
4.1 Critical analysis 
The fusion of search engine optimization (SEO) and artificial intelligence (AI) has changed the
game for marketing through content in the always-changing digital landscape. This critical
research uses L'Oréal, a major player in the beauty sector, as a case study to look deeper into the
mutually beneficial interaction between SEO and AI-driven content production. The fierce
competition in the beauty industry and the quick changes in consumer tastes provide a great
setting for examining how SEO and AI work together to form contemporary marketing
strategies. The AI Marketing running is based on empowering modern specific marketing to gain
insightful as well as comprehended understanding of the audience. With the advent of AI
platforms, organizations and marketers can extract all valuable client insight from a diverse
range of data sources (BARIŞ, 2020). Insights serve to depend on the customer connection
specifically, drive very high conversion prices as well as foster actual drive as well as
engagement very high conversion rates. 

AI plays a specific vital inside various aspects of marketing, are also including:

1. Marketing Automation:AI is utilized to automate tasks from as lead generation, client

retention as well as lead scoring. Based on leveraging AI, a business can identify and
engage as well as potential clients with them an optimal time when it is very likely that
the marketing message respond positively. 
2. Personalization: AI Technology makes client profiles based on data gathered based on
the interaction along with purchase history. Marketers can deliver targeted new products
as well as advertisements, and specific offers which align that client’ preferences.
Powered based on the client data, targeted marketing, enhances engagement, overall
marketing-specific return along with conversion rates based on investment.

The Function of SEO in Content Marketing

SEO is emerging as the lighthouse guiding companies over the turbulent waters of digital
marketing in the age of overabundance of online information. It is essential for increasing the
exposure of a company and making sure it reaches the target market. Companies may improve
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their ranks on Search Engine Results Pages (SERPs), which will enhance organic traffic, by
focusing on keywords that are relevant to their content and comprehending the searching intent
of their target audience (Bhattacharya and Saxema, 2023). With its extensive product line and
global reach, L'Oréal understood the vital role that SEO plays in preserving its online presence.
Using AI to Create Content
The paradigm of content creation has changed as a result of artificial intelligence, becoming
more productive and efficient. To identify trends, consumer preferences, and keyword patterns,
AI technologies examine enormous databases. Brands like L'Oréal can create content that has a
strong emotional connection with their intended consumers thanks to this data-driven
methodology. The application of AI-generated descriptions for goods, blog entries, and social
media comments optimizes resources while also guaranteeing a timely and uniform online
presence. Across its wide range of products, L'Oréal has incorporated AI-powered production of
content. L'Oréal is able to precisely tailor material to the interests of the target audience thanks to
the analysis of customer behavior and preferences. For instance, if data shows a rise in searches
for "eco-friendly cosmetics," L'Oréal may use AI to design material highlighting their line of
eco-friendly goods. Additionally, L'Oréal's intentional adoption of SEO is apparent in its skillful
keyword selection and placement (Rojalin, 2020). L'Oréal makes sure that the goods it sells are
prominently displayed on search engine platforms by selecting high-impact phrases like "best
anti-aging cream" or "natural hair care products." Combining SEO tactics with AI-generated
content improves L'Oréal's visibility while also increasing website traffic, which could lead to
improved conversion rates.
Creation of Content with AI and SEO Working Together:
The marriage of statistical knowledge and artistic execution characterizes the synergy between
SEO and AI-driven content production. SEO identifies the search terms and patterns that inform
content personalization by AI. This partnership makes sure that the material produced not only
aligns with customer interests but also ranks higher on search engine results pages, increasing its
effect and reach. The success of this partnership, as seen in higher participation and brand
loyalty, is best illustrated by the example of L'Oréal.
Challenges and Moral Issues to Think About:

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The integration of AI and SEO in content development is not without difficulties, though. While
AI is capable of producing information in large quantities, assuring its originality, quality, and
contextual relevance is an issue. Generic AI-generated content could not accurately communicate
the business's key values or lack the nuanced brand voice. Maintaining authenticity requires
finding a harmonious balance between technology and human interaction.
Another aspect worth mentioning is the ethical one. For AI-generated content to continue to earn
consumers' trust, it must be transparent. To build credibility, brands must be honest when stating
when content is produced with AI. In addition, the possible effects of AI adoption on the
employment security of human content creators create ethical concerns that demand careful
consideration. The L'Oréal case study provides a preview of potential SEO and AI content
generation effects. The process of creating content will probably become much more streamlined
as AI technologies advance (Quach et al. 2020). The complexity of hyper-personalization may
increase as it adapts content to the distinct tastes and tendencies of different consumers. But
maintaining authenticity and human connection in AI-generated content will be difficult. The
development of SEO will be crucial in determining how digital marketing strategies are
developed. The environment of search algorithms is evolving, and voice search and mobile usage
are growing. This calls for flexibility in content production and optimization strategies. To stay
relevant and visible to their audiences, brands must prepare for and accept these transitions.
4.2 Evidence of practical work

Figure 4.2.1: Importing libraries

36
The above image shows the important libraries of this project these libraries help in this project
and provide some advantages to complete the project effectively. These libraries make the task
simpler and more convenient, and the same code does not require writing again and again.

Figure 4.2.2: Reading dataset

The dataset is imported in this stage this dataset is used for the analysis task. First, the dataset is
imported then the analysis is performed on the dataset.

Figure 4.2.3: Data information

The above image describes dataset information, the developer uses the Pandas core data frame,
hence this information provides the datatype, columns, and null values report. Hence according
to this information, there are 5 columns has been represented, product name, product URL,
product type, clean ingress, and price. According to this, there does not exist any null value.

37
 Figure 4.2.4: Data cleaning

The above image shows the process of the data cleaning method, this data cleaning is part of the
data preparation. According to the data, this has been a phase where the researcher fixes their
data frame and also removed the corrupted data, incorrectly formatted data, wrong data,
duplicate data, and many more. Most of the time data from has been built with multiple sources
or research information, so it also coats several opportunities for duplicate or misbilled datasets.
Thus, the dataset is not correct at that time it can not able to provide the proper outcome, and the
developer also can not use the algorithm for building the model. Hence there is no way to
describe the proper process of the data cleaning method, and this process contains the dataset to
dataset.

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 Figure 4.2.5: Data cleaning

According to the above image, here developer has been shown the process of the dataset reading.
Using this process user describe the sorted function in the data frame, and here the user has used
the for a loop.

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 Figure 4.2.6: Ingred matrix generation

The above image shows the ingred matrix generation, according to the data this matrix has been
containing 0 and 1. Hence this matrix provides data about the ingredients in the product, this
matrix is used for the common ingredients which are not defined as unique. There are common
ingredients that provide lower weights, and there are also these ingredients that provide lower
weights. According to the data, there is also some ingredient available which has been needed for
some particular functions such as moisturizing or SPF which are given higher weights. Using the
matrix developer defines the nested list and also represents the list of data. Hence their user has
used the for loop, setting their range

Figure 4.2.7: Plotting similarities

The above image describes the plotting process in similar data, using the jupyter notebook
developer has created this.

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 Figure 4.2.8: Generating plot

The above image provides data about the plot-generating process, hence this plot describes the
entire data frame.

Figure 1: Similarity plot

The above image describes the process of the similarity of the plot, this scatter plot shows the
entire data frame.

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 Figure 4.2.9: Brand list

The above image describes the brand list after the developer applied the sorting method in the
brand list, this has been created by the learner using the Python coding language.

Figure 4.2.10: Products of a brand

The above image describes the data about the image brands, here the user has been using the for
loop. This for loop has been used for iterating over the sequence, this has been creed by the
learner using the Python language and here user used the jupyter notebook.

Figure 4.2.11: Sorting data

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The above image describes the data about the sorting data, this process is used for sorting the list
of data in both ascending and descending order.

Figure 4.2.12: Associating brand name with products

The above image shows the data about the brand names and their products, here the user has
been showing the same product in different brands.

Figure 4.2.13: Search recommender

Here the developer has developed the search recommender, this recommender is used for the
recommend systems that have suggested similar items and provide ideas for the user's way of
thinking.

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 Figure 4.2.14: AI marketing model generation

According to the data, a user has developed a model which helps in AI marketing, and this model
is used by marketers. Hence this model helps to gather insight from their consumers and produce
content based on their consumer views. Marketing assets management using artificial
intelligence has been personalized and optimized for the consumer journey. This model is an
artificial intelligence-based technology that has been used the make automated decisions on the
data collection process and it also gathers audience suggestions or financial trends, which create
an impact on the marketing efforts.
4.3 Awareness and solution to the technical challenge 

Search Engine Optimization is mainly the science of enhancing a website to raise its actual
visibility at the time when people search for services or other things. There can be an increment
in brand capture if the company is more visible on the Website. There are certain technical
challenges are there regarding this search engine operations. The first challenge is the limited
knowledge of the role and power of SEO. Normally, direct SEO connections have a powerful
grip on SEO and its prospect but the broader business is mostly dark on this. It is required to get
the exact level of buy-in on it at a significant range of levels inside the business for the SEO to
get the desired success. People require to be specific on what people are buying into as this can
be a great challenge for the SEO (Alfiana et al. 2023).

44
Another problem of SEO is that it is not noticed as an actual science and it is mainly a moving
target. The issue is that there is usually a greater number of distinctions to SEO compared to
various other channels such as paid search, which is having much more discrete factors or
parameters to function within. The upside of search engine optimizations may be really
important for brands that operate more strategic techniques to take the benefits of the chances.
There is a problem that occurs when it is compared to various other media options like “quick
hit” (Sial et al. 2023). It is mainly a long-term strategy that can be very problematic. SEO can
often refer that the company encounters obstacles in almost all things from initial funding
allotment to time tension around the outcome. The main key to solving these particular problems
is a combination of the best strategic planning and the impactful usage of the information or
data. Issues around resourcing for search engine optimizations can be a great challenge that
needed to be recovered.

The plans are mostly good and resourcing needs to meet the requirements of the developed plan
to get the desired result. It is noticed that near about 33 percent of SEOs show a lack of resources
and it is one of their primary challenges in the current time. SEO also can face problems from a
“siloed mentality” that may be prevalent by primarily the marketing teams that are built strongly
from delivering and panning of campaigns to analytics. The most dangerous challenge is the lack
of partnership between external agencies and in-house SEOs. It is very tough to convince those
people, who are not born at the time of digitalization, that the company would benefit highly
from the usage of SEOs. It is a very challenging task in the context of getting success. Another
challenge would be to learn how to be actual with an SEO marketing approach (Tong et al.
2023). A great strategy would be designing original and unique content utilizing effective and
impactful keywords. It is argued that SEO is one of the important elements of an impactful
strategy of online marketing. 

The important thing to address these specific challenges is to introduce the internal target on the
details of the SEO, function in the growth development of the company. It is also very important
how SEO can play a significant part in its success by working together toward a shared aim. The
education procedure is about mainly getting to the people at almost all classes of the company
via previously existing networking channels. This is very important to make a strong relationship

45
between external agency groups and in-house SEO teams to be victorious in SEO. The major
purpose of SEO is to assure that a website is obtainable to a search engine and to enhance the
main opportunities. The main way to solve general technical issues of SEOs is to add important
keywords in the URLs (Nwachukwu and Affen, 2023). It is very important to publish
authoritative and relevant content and update the content on a regular basis. Another solution for
SEO is to have link-worthy sites.

The important thing is to know how to create better online traffic to the relevant site. The
primary target of SEO is to classify the website mainly on top of the search engine for the target
keywords. The implementation process needs to be done very carefully to avoid any kind of
error. Each successful and impactful campaign of SEO begins with finding the appropriate
keywords to optimize the original site. It is very important to understand the search requirements
of the customer. The development of the content strategy is done for the creation of quality
content after having new quality keywords. It is not sufficient to post a handful of blog posts on
the various items of the products and expects a huge number of customers to visit the website.

The important part of the high ranking on search results is done by developing numerous pages
on the specific topic. Development of the editorial calendar to develop and post content
continuously about the various products on the company website is to improve the overall
system. Implementation of the changes is one of the most challenging parts of on-page SEO
(Alfiana et al. 2023). Solving the problems needs technical website understanding and help from
experienced software developers. This will help greatly to enhance the overall efficiency of
search engine optimization. L’Oreal company’s search engine optimization challenges can be
solved efficiently following these valuable points.

4.4 Novelty

The project provides data about the search engine optimization and development process of AI
marketing in content development. Hence there is a case study also provided which has been
describing the particular development princess and the promotion of the “L’OREAL”. Based on
the requirement user provide various information regarding the optimization process and also
developed the “SEO” using Python. This development provides various ideas regarding content

46
development and other processes, and it also increases the company's growth. Achieve broadly,
online marketing has aimed to raise a “L'Oreal” company's visibility and appeal. Search engine
optimization is one of the most important elements in enhancing internet exposure to attract
more consumers' attention (Briganti and Le Moine, 2020). Including a wide spectrum of clients
and enhancing customer service are two benefits of employing this digital marketing strategy. It
is a method for increasing the visibility of one's content in the never-ending list of Google
searches. SEO provides both quality and quantity measurement in a corporate climate that is
becoming more frantic and competitive. Effective

traffic weight and higher search rankings are made possible by better front-end and back-end
implementation. The three essential elements of SEO content creation are backlink building,
keyword research, and content development. Creating backlinks is one of the most important
SEO strategies because it connects any piece of content with reliable, high-quality websites.
Based on a result, the company can provide customers with an overview of the most recent and
well-liked material on any particular business-related topic (Holzinger et al. 2020). It encourages
consistency, confidence, and engagement with any company's website. The research being
conducted is necessary to meet the goals of the study. This section's analysis of the pertinent data
and effects supports the study's goals. This section outlines the many approaches that must be
taken to finish the project successfully. In this section, various cutting-edge “search engine
optimization” technologies will be discussed. One of the key tasks in this project is to build AI
marketing content writing using L'Oreal as a case study. L'Oreal data collecting will be
essential to the project's success. This section will discuss appropriate research methodologies,
designs, and strategies with appropriate justifications (Malik et al. 2019). The gathering of the
necessary "qualitative data" will be accomplished by researchers looking through various
publications and journals.

47
4.5 Interpretation of Result

Figure 4.5.1: Showing products according to the train model

According to the image, the developer is done the training process of the dataset, this training
process has been done on the product column. Using this method developer has trained their data
set and also applied the testing process on this.

Figure 4.5.2: Recommending a similar item

Similar items are shown in the image these similar items are first analyzed then a score is
generated as per the similarity score this similarity score is used to show the products in order.
“search engine optimization” improves the similarity of the products and recommends the
product as per the similarity.

48
 Figure 4.5.3: Recommending a product that improves the marketing

AI marketing is improved by the recommendation based on similarity. The “search engine

optimization” technique is used for recommending products.

Figure 4.5.4: Similar products of the brand

A similar product is shown in the image as per the search query this search query is first
analyzed then the similar product is shown as per the similarity score. The products with high
similarities be on the top of the search and show the results of the product as per the similarity.

Figure 4.5.5: product recommendation to improve the marketing

49
The recommendation of the product places this product on top of the market. The sales of the
products increase and this also enhances the marketing of the products.

Figure 4.5.6: Product name and similarities

The name of the product and the similarity is found in this stage this name and similarity show
how the product is similar to the search product.

Figure 4.5.7: Recommending product as per searching query

The above code is used to show similar products when the user searches coproducts. This is done
by optimizing the search engine that places this product on top of other products.

50
 Figure 4.5.8: SEO enhancing the marketing

Search engine optimization is done in this project this search engine optimization helps in the
marketing. Artificial Intelligence marketing is used in this project to show the details of the
products and the data is just for showing the products similar to the search query. The modes
generated by the thiArtificialla intelligence model help to show the product according to the
interest of the user.

4.6 Use of tools and techniques 

Various advanced tools and technologies are used for the better functionality of this search
engine optimization. SEO tools save the company from tedious searches of keywords and
analysis of data. The company is able to see what is working and the best functional strategies
with the help of this proper tools and technologies. The best search engine optimization tools
give reports about how L’Oreal is measured up to its competitors. It also provides the details of
the greatest opportunities in the market. The best SEO tools available in the market are
“Ahrefs”, “SEMRush”, “Google Search Console”, “Moz Pro”, “Ubersuggest”, “SpyFu”, and
several others. “Ahrefs” is the most suggested SEO tool used for this purpose. It is second to
Google at the time being the biggest website crawler (Kumar, 2023). SEO professionals can not
get enough of these “Ahrefs” features because it is the best tool for the analysis part. This tool
can define the competitor’s back links to utilize it as an initial point of the brand. This tool also
can be used to determine the most broken links on the website and to get a total overview of the
most useful performing pages.

“Google Search Console” is used widely for the purpose of search engine optimization for a
long time. It helps to observe and report on the website’s existence in Google SERP (Rohman et
al. 2022). It is offered mainly free to every user with a website. It is only needed to confirm the
website by adding a normal code to the user's website. The user does not require an account in
the Search Console to emerge in the search result of Google. Search Console allows the user to
comprehend how Google and other users consider the website and let the user optimize it for
better functionality. “SEMRush” is a marketing tool and this normally tends to be one of the
favorites in the community of SEO. Professionals find it very useful as it allows them to assess

51
the ranking and changes of the identity and new opportunities for ranking. The most famous
characteristic of this tool is the analysis of domain vs domain which helps users to compare
L’oreal’s website to the website of the competitors very easily. Domain and keywords can be
compared with the help of this SEO tool. 

“Moz Pro” is mainly SEO software that is popping up continuously and it is a very crucial tool
that expert professionals mainly use. Some of the experts argued that Moz was not invariably up
to date although the modifications of Google’s standard algorithm. Some others applauded the
chat portal of Moz which permits them permanently to have an insightful reaction to each asked
question (Barbosa et al. 2023). “SpyFu” is also very amazing software and can be very useful in
this situations. The number of explored keywords in each month can be easily observed with the
use of this valuable tool. The difficulty of ranking can easily be solved with the help of this tool

4.7 Appropriate tools for analysis

Users may explore keyword trends and search volumes using Python's Google Keyword Planner
API, revealing high-impact phrases that complement L'Oréal's product lines. The SEMrush and
Arefs APIs offer a wide range of SEO analytics, illuminating backlinks, competitive countryside,
and overall, SEO performance, further enhancing insights (Karchin and Horvath, 2023). NLTK
and spacey are prominent in the field of content analysis, enabling sentiment analysis, modeling
topics, and extraction of keywords from textual information. Scikit-learn, when used wisely,
enables us to use machine learning algorithms for tasks like clustering, classification, and
regression, which improves our understanding of L'Oréal's digital environment. Matplotlib and
Seaborn create logical graphs depicting keyword patterns, sentiment dynamics, and other
information to show our findings. While investigating AI-generated content, Interfaces l may
foster creativity, but moral considerations should always come first. Python's adaptable libraries
offer a toolbox for analyzing the fusion of SEO and AI, capturing a complex picture of L'Oréal's
digital story (Mugrauer and Pers, 2019).

Google Search Console and Google Analytics is the most advantageous tool available in the
market in recent days. It can be used by everyone from beginner to advanced levels free of cost.
This advanced tool can surely enhance the overall optimization system. The advancement in

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technology increases the chances for the ranking upgradation to the top. Proper SEO tools help
user to view the new and existing keywords that the competitors are using at the current time.
These tools of the project help to complete the project on time properly. The tools are shown and
the details of the tools are given that are used in this project. This is the method of optimizing the
results and completing the project on time. The effectiveness of the result of the project also
increases due to the use of these tools in this project.

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Chapter 5: Conclusion
5.1 Critical Evaluation  
Modern marketing techniques are increasingly focusing on the convergence of Search Engine
Optimization (SEO) and AI-powered advertising content creation. In order to objectively assess
the consequences and results of integrating AI-driven content production inside the framework of
SEO, the present study digs into the context of L'Oréal, a prominent cosmetic and beauty brand.
The implementation of AI-driven content creation by L'Oréal is a reflection of how marketing
strategies are changing. The company has been able to streamline content creation procedures
thanks to AI, which has the ability to generate natural language. This has allowed for a higher
volume of material creation while preserving linguistic quality. This change, though, makes the
realness and psychological resonance of the content intolerable. Additionally, using AI for
content development presents SEO-related difficulties. While AI is adept at creating content, it is
difficult to ensure that it adheres to SEO guidelines. It takes skill to strike a balance between
SEO optimization and interesting, original content. When words or other SEO components are
overemphasized, the material may sound robotic and lack depth (Allal-Chérif et al. 2022). To
avoid jeopardizing the entire user experience, it is crucial to carefully calibrate the balance
between SEO and AI-generated content. 
The importance of targeted marketing is also increased by the cosmetics industry's fierce
competition. It improves engagement and loyalty to target certain consumer segments with
content. L'Oréal is able to comprehend consumer preferences and behavior thanks to AI's data
analytics skills, which enables more specialized content production. Data privacy and the
possibility of customer impression manipulation, however, raise ethical questions. Operationally,
incorporating AI-driven content production into L'Oréal's workflow necessitates a significant
investment in both technology and staff development. To fully utilize AI systems, one must have
a solid grasp of them. Additionally, a specialized team is required to analyze and improve
content strategies due to the constantly changing makeup of search engines. While AI improves
the accuracy and efficiency of content generation, there are worries that it could weaken brand
identity and material authenticity. A significant issue still lies in juggling SEO optimization with
interesting, human-centered content (Martorell et al. 2022). A comprehensive strategy that

54
incorporates technology, human creativity, and ethical considerations will be necessary to reap
long-term benefits from this disruptive combination as AI and marketing continue to advance.
5.2 summary of the achievement
As demonstrated by the case study focusing on the multinational cosmetics conglomerate,
L'Oréal, the combination of Search Engine Optimization (SEO) methods with AI-driven
marketing content production constitutes a key milestone in the field of modern advertising. The
noteworthy accomplishments and ramifications of this confluence are condensed in this
summary. A paradigm change in content development approaches is represented by L'Oréal's
investigation of AI-powered content generation. The organization has successfully increased the
output of its material by utilizing AI, a feat that was previously difficult to do with conventional
techniques. This accomplishment results in increased efficiency, enabling L'Oréal to provide a
greater volume of marketing content over a wider range of platforms. However, when the
corporation explores this territory, worries about the preservation of its unique brand voice
surface. The generated material must be carefully examined to make sure it maintains the
emotional connection and real nature that L'Oréal's consumers have come to expect, even
though it is proficient in terms of quantity (Ajwani-Ramchandani et al. 2021). This synergy's key
accomplishment is the improvement of material for SEO. The effort made by L'Oréal to match
content produced by AI with SEO guidelines demonstrates the company's innovative approach to
digital marketing. 
The case study highlights how important it is to mix SEO optimization with innovative content.
To reach a peaceful equilibrium that appeals to both the search engine algorithms and human
users, a strategic blend of pertinent keywords, high-quality material, and compelling storylines is
vital. However, care must be taken to avoid placing too much focus on SEO components, which
could jeopardize the credibility and attraction of the material. The key to success in an extremely
competitive sector like cosmetics is tailored marketing. The accomplishments of L'Oréal include
using data analytics skills of AI to deeply comprehend consumer preferences. With the help of
this success, the company has been able to create content that appeals to certain customer groups,
increasing engagement and fostering brand loyalty. However, the goal of tailored marketing
raises moral questions about customer privacy and potential impression manipulation. 
Practically speaking, L'Oréal's successes demand significant investments in technology and

55
personnel development. The business is committed to remaining at the forefront of marketing
innovation, as evidenced by its proactive approach to incorporating AI content production into its
workflow (Appel et al. 2020). In order to accomplish such successes, it is essential to develop
the team's AI knowledge and constantly modify content tactics to stay up with changing search
algorithms.
5.3 Reflection
It has been an enlightening and transformational experience to begin the process of researching
and writing this dissertation on the interaction of Search Engine Optimization (SEO) and AI-
driven content for marketing production. My awareness of current marketing dynamics has
grown as a result of exploring the complex interactions between technology and marketing
tactics, especially in the context of a well-known brand like L'Oréal. This project gave me a
thorough understanding of the complex world of AI-powered content creation. Examining
L'Oréal's strategy revealed the opportunities and difficulties that come with putting such creative
concepts into practice. The process of critically analyzing the effects of including AI in the
creation of marketing material uncovered challenges relating to upholding brand identity, and
authenticity, and striking a careful balance between SEO optimization and compelling
storytelling. The research journey also revealed the quickly shifting nature of searching
algorithms and AI technology. It was necessary to continuously learn and adapt in order to stay
current with these developments and their marketing consequences (Ryan, 2020). I also
developed a deeper understanding of the ethical issues related to AI-driven tailored marketing,
stressing the necessity of promoting customer privacy and openness.
5.4 Research Recommendation
The results of the examination of the interaction between Search Engine Optimization (SEO) and
AI-driven advertising content development provide useful paths for further research.
 Consumer Perception Over Time: A long-term study monitoring changes in consumer
views and opinions of AI-generated material is necessary. Consistent polls or focus
groups could record shifting preferences, anxieties, and levels of acceptability. Brands
like L'Oréal would be able to modify their strategy to reflect changing opinions of
customers thanks to this continual analysis. Cross-Industry Comparative Analysis:
Moving beyond the cosmetics industry, a comparison of different industries would shed

56
 light on the various effects of combining SEO and AI content production strategies
(Hong et al. 2020). A more comprehensive grasp of the ramifications of this convergence
can be gained by taking industry-specific nuances and difficulties into account.
 Creating an ethical framework is essential for navigating the various ethical issues
presented by AI-powered content for marketing. Guidelines addressing privacy,
transparency, data security, and manipulation issues could be established through
collaborative efforts involving industry professionals, marketers, and philosophers of
ethics.
 Models of Effective Human-AI Collaboration: It is crucial to investigate efficient human
content producers and AI systems. Businesses can preserve authenticity and emotional
resonance without compromising efficiency by figuring out how to combine human
imagination with AI-generated content. 
5.5 Achievement of Objectives
The dissertation examined the foundations of SEO, laying a solid groundwork for
comprehending its importance in contemporary digital marketing. Exploring SEO fundamentals,
such as optimizing keywords, quality of content, and user experience, helped to successfully
accomplish this goal. The dissertation shed light on how AI-driven technologies can speed up
content creation while keeping authenticity by looking into the AI process of implementation in
marketing content creation (Lee and Trim, 2022). In order to fully comprehend AI's role in
content production, practical insights into artificial intelligence (AI) models, natural language
generation, and data-driven methodologies were provided. The marketing plan and course of
commercial development for L'Oréal were in-deathly examined in the dissertation. It examined
the business's strategy for integrating AI, the development of its content plans, and its flexibility
in a changing market. The completion of this goal provided information about L'Oréal's
marketing development and its significance within the larger marketing environment.
The dissertation proved the importance of AI deployment in L'Oréal's marketing development
through critical examination. The study emphasized the crucial role of AI in determining
L'Oréal's marketing performance by examining how it improves content generation efficiency,
personalization, and consumer engagement (Chen, 2023).

57
5.6 Future work
Several directions for further investigation become apparent as the current research lays the
groundwork for an in-depth comprehension of the integration between Search Engine
Optimization (SEO), AI-powered promotional material production, and its implementation inside
L'Oréal's strategy:
 Consumer Perception Longitudinal Study: Analyzing how customers' opinions of AI-
generated material change over time will shed light on how long-lasting consumer
acceptance will be. Continuous surveys and sentiment analysis would be required to
monitor changing attitudes and modify marketing plans accordingly.
Ethical Framework Refinement: By including broader industry standards and addressing new
issues brought on by AI-driven marketing, the ethical framework that was created in this study
might be expanded to serve as a complete manual for firms (Siddiqui, 2022). Consumers, legal
professionals, and ethicists working together can make sure the framework is still strong.

58
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