How will AI change SEO

How will AI change SEO? Will it kill it?

“Boy, things are changing!”

Everyone knows it. Some might be in denial but AI brings an age of change. 

SEO has been evolving as search engines become smarter with their updates. But with the introduction of Generative Search Experience and intuitive AI tools, there’s a question of declining impact of SEO and potential for it to evolve into something else. 

Will AI be the end of SEO? To answer that, let’s explore how AI is used for SEO right now.

 AI – A quick Overview:

AI is an umbrella term used for machines that simulate human intelligence! Natural Language Processing (NLP) and Machine Learning (ML) are both subsets of AI. 

NLP helps machines understand and interpret the meanings behind human language. This helps machines understand human language.

Machine Learning(ML) is the process of training algorithms to make predictions or decisions based on data. Deep Learning (DL) , a subset of Machine learning, is used in tools like ChatGPT. It uses Artificial Neural Networks (ANN) to understand complex patterns and relations in data.

Large Language models (LLMs) are a type of Deep Learning algorithm that can recognize, summarize, translate, predict and generate content based on knowledge it gained from massive datasets!

SEO and its significance:

Search Engine Optimization (SEO) has three main subsets – ON site, OFF site and Technical!

ON site is all about optimizing the content on the page and AI can make a huge impact here and could help with content generation and optimization for most of the SEO factors! The impact is super high here and when combined with human expertise and creativity, the bar for quality content will rise.

OFF site SEO is all about backlink building which is often from niche collaborations and networking. AI can still be a good tool here to identify good sites (opportunities) to collaborate with.

Technical SEO deals with the technical aspects of SEO like site performance and optimization for better user experience. Many SEO tools have integrated AI into it to better audit and suggest a list of changes prioritized.

ON SITE: High Impact, Potential for replacement

OFF SITE: Moderate Impact, Can be used as a tool here

TECHNICAL: Low Impact, AI can be used as a tool here

How will AI Change SEO?

Search Generative Experience:

The fundamental concept of SEO relies on the fact that users are searching for queries in a typical search engine that refers to websites. But with the introduction of conversational AI models, there’s tremendous changes in the Search engine results pages (SERPs). Additionally, many users are preferring the conversational models for getting answers to their questions.

What should we be aware of?

  • Declining Market Share for queries that don’t require experience: AI tools can generate very targeted content that is more concise and relevant to the search query and intent. So users might opt to use tools like Bard and ChatGPT especially for simple queries that don’t require experience.
  • SERPs are here to stay: While there are a lot of changes in the typical 10 blue link SERPs, Google SGEs will only be used to improve the user experience of the searchers and will not replace search completely. Google generates billions of $ from Search and Display ads and they need organic results and websites for them to generate this revenue.

Rise of Topical Authority:

Topical Authority is the expertise or credibility in a specific subject or niche. This is gained through a history of publishing quality content around a topic and gaining decent backlinks and social media engagement.

While AI is good at creating content from secondary sources, it cannot have any first-hand experience in the real world. Hence human expertise and experience plays a major role in gaining topical authority which will play a major role in search ranking, especially in an AI content world.

Automate Repetitive Tasks:

Automated Keyword Research:

Use this prompt in Bard:

What are the top ranking keywords, long tail keywords categorized by search intent for the keyword “Journaling”. Can you list them with their search volume and competition score?”

It analyzes all relevant keywords identifies the key metrics that we ask for and presents only the keywords with high traffic potential and low competition.

This is gold! This helps SEOs save a lot of time and energy processing through a lot of keywords to identify the right ones to target for their content.

Tools to use:

  • SEMRush Keyword Magic Tool: discovering new keywords based on various parameters
  • Bard/ChatGPT with the right prompts
  • Surfer SEO
  • Ahrefs

Content Creation:

Will AI replace content writers? Well, an experienced writer in a field with a lot of experience and knowledge? Probably not but a generic freelance writer? Definitely!

So we can expect declining wages for content creators without niche experience: AI tools can access the entire internet and with the right prompts, it can curate content that is competitive to a generic content writer without niche experience. 

Other changes to expect:

  • The rise of video content: Videos will gain more clicks and SERP real estate as the need for video content goes up
  • Continuous Pivoting: As AI is deployed and companies around the world start using it, Google will react to it and update its algorithms often to provide the best search results.

Here are some of the best use cases of ChatGPT in SEO:

  • Getting Regular Expressions: RegEx can be used in the search console to filter metrics further and to be able to perform good analysis on the platform.
  • Writing App Scripts to automate certain tasks: App scripts can help you integrate other tools using an API and use it in your Google Docs and Sheets to be able to automate tasks
  • Generating Good Titles and Meta Description:
  • Getting Quick Outlines for Blog Topics: AI tools can quickly give a good outline that you can moderate and work on for your purposes.
  • Proofreading and content clarity improvement
  • Getting Quick Schema Markups and Hreflang snippets
  • Content Updation Ideas and re-writing existing low-quality content to provide more clarity

Will AI Kill SEO?

AI without a doubt will bring a lot of changes in SEO but it won’t kill the industry So, No!

Why can’t Artificial Intelligence kill SEO?

AI cannot gain any real life experience of its own and cannot create original content: 

Google’s Quality Rater Guidelines state that E-E-A-T is a factor for evaluating content. Experience, Expertise, Authoritativeness and Trust! First hand experienced content is valued better than most other content out there.

AI doesn’t have a perspective:

AI doesn’t bring any perspective to the table. When a human creates content with their perspective and ideologies, it is considered original and of high quality which cannot be achieved by AI. 

Data Protection:

Many problems require first-hand data which companies might be reluctant to share with companies like Open AI. 

Human Experience and Judgement:

Everyone in this world has access to various AI tools. Everyone uses it to create a curated and relevant piece of content. Yet human experience and judgment make some brands grow and some decline. AI cannot kill the SEO industry!



Written by Sai Subramaniam

Sai has over 5 years of experience in digital marketing and SEO working with over 20 companies to build their online presence. He created digital hope to share important news, updates and strategies related to digital marketing and SEO. Explore the SEO content writing course to get a good grasp on ON SITE SEO and Content writing

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