The Impact Of AI On SEO: What You Need To Know

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You don’t need to be an SEO expert to know AI is everywhere these days.

According to Narrative Science, 80% of business and tech industries believe AI will help increase productivity in the workplace.

As of now, it’s already one of the biggest SEO trends in 2023. With some obvious use cases having to do with automating content creation, optimizing for SEO, editing, and more.

There are already many blogs with everything written by ChatGPT. And this is just the start as AI usage is expected to skyrocket, impacting just about every industry.

But how will AI impact and affect SEO specifically? Or should you adopt AI to level up your SEO?

If you’re wondering how AI will impact SEO, be sure to read on to learn:

  • How AI can work with SEO together to support your marketing strategies.
  • 5 Main use cases to consider when looking at the impact of AI on the SEO industry.
  • Pros and cons to keep in mind when using AI for SEO.

Let’s dive right in!

How Do AI And SEO Work Together? 

First things first, it’s important to cover how AI and SEO work on their own and together.

Before you adopt AI to start driving more SEO traffic, here’s what you need to know.

  • Artificial Intelligence: AI is the simulation of human intelligence into machines. This technology enables computer devices and digital tools to think and act like humans. Some AI technologies include ChatGPT, website Chatbots, and virtual assistants like Siri, Alexa, and Google Home. The global AI market size could grow from $196.63 billion in 2023 to $1,811.75 billion by 2030 at a compound annual growth rate (CAGR) of 37.3%.
  • Search Engine Optimization: SEO is one of the pillars of digital marketing for increasing online visibility and website traffic. The SEO process involves optimizing websites (technical SEO), producing relevant content with keyword integration (on-page SEO), and promoting a business outside of your own website, such as link building (off-page SEO). When implemented successfully, it will help your web pages rank higher on SERP for relevant searches. This, in turn, gets you more visitors to your website, which can lead to more conversions and sales.

Now, here are some practical use cases and examples of combining the two.

Impact of AI on SEO use cases

Some examples of using AI to help your SEO strategy include:

  • AI content creation.
  • Helping with keyword research, classification, and categories.
  • Creating webpage copy.
  • Creating any kind of marketing text (e.g. outreach emails, newsletter text, so on).
  • Helping you indirectly optimize your website (i.e. making the AI act as an SEO expert and telling you what to do in areas you don’t know well).
  • And more.

Practically, the uses are endless.

But its effectiveness will vary.

So, let’s take a look at how this will affect the SEO industry in more detail below.

The Impact Of AI On The SEO Industry: 5 Main Cases To Consider

Technology has been rapidly changing the business landscape in many ways. 

The rise of AI has been disrupting various sectors, from retail and e-commerce to finance and healthcare. 

And the SEO industry is no exception.

But how has AI changed the SEO game so far? 

Let’s take a look at some impact examples below.

1. AI changes algorithms for search engines

One of the biggest things AI has affected is the entire SEO search engine.

Key players, Google and Bing, have been at the forefront of incorporating AI into their search engine algorithms. With the boom of ChatGPT, Google has recently introduced Bard, while Microsoft has released Bing AI used in search engines.

With AI in place, search engines can better understand the context of user queries. That leads to more accurate and personalized search results for the benefit of users. This shift has significant implications for organic SEO ranking. 

What does Google say about AI?

According to their FAQ on AI, they are NOT  against using AI to automate certain tasks.

However, leveraging AI to create content designed to manipulate their search rankings is clearly against their spam policies.

FAQ section addressing AI use in Google Search guidelines against search manipulation

2. AI aids in content creation for on-page SEO

AI has become a valuable asset for content SEO. 

AI models such as GPT-3 and AI-powered writing tools like ChatGPT have become increasingly popular for producing human-like content.

 However, digital marketers should only use these tools to aid them in their writing process and still consider expert content SEO strategies.

Further, AI technology is crucial in content optimization for improving process efficiency and data accuracy. 

AI algorithms can understand semantic patterns between keywords, identify search trends, and predict user behavior. You can also leverage AI tools to find relevant keywords and integrate them into your content for effective on-page SEO strategies.

Tools such as ChatGPT can be a great way to speed up your creative, writing, and editing processes.

However, it’s important you always double-check its replies manually, as the AI can sometimes make up facts without a proper source.

So, when using ChatGPT to help with your content creation, make sure you also info such as:

  • Your knowledge.
  • The persona the AI should take.
  • Steps to complete the task.
  • Goal.
  • Format.
  • And so on.

3. AI improves SEO tools for data analysis, forecasting, and reporting

AI has significantly improved SEO tools for data analysis, forecasting, and reporting, now with advanced features. 

Free SEO tools powered by AI allow you to evaluate the competition, assess your website, and conduct keyword research.

For one, predictive analytics can now understand user behavior and preferences. 

This technology allows you to optimize your content and website for enhanced UX. AI-powered tools also help you identify emerging opportunities and stay ahead of the competition. 

Ultimately, AI technology will improve your business forecasting and reporting.

This means, you should expect AI SEO tools to help some of your technical tasks and overall, make data analysis easier.

4. Rise of voice and mobile search optimization

The rise of AI voice assistants like Siri and Alexa has made voice search optimization a vital SEO aspect. 

They use AI algorithms to understand natural language queries and deliver relevant search results. As such, incorporate conversational phrases and natural languages in your SEO strategies.

Further, you should optimize your content for mobile devices. 

Why?

More and more people use their cell phones to search for information. 

Incorporate long-tail and short-tail keywords to optimize your content for voice search via mobile phones. 

Ultimately, embracing voice and mobile search optimization is vital for staying relevant and keeping up with future trends.

In Google’s “speed update”, they made it clear that “people want to be able to find answers to their questions as fast as possible.”

So, it’s highly recommended when optimizing for voice search to make sure your results are direct and to the point, according to the evaluation of search speech guidelines

Analysis of answer snippets for brevity and clarity in SEO context.

5. AI improves the efficiency and productivity of digital marketers

AI technology has significantly improved the efficiency and productivity of digital marketers. 

AI-powered tools can automate repetitive, routine tasks and provide valuable data insights. 

As such, they can help with online marketing processes, such as:

  • Creating AI SEO content.
  • Creating meta descriptions at scale for multiple places.
  • Keyword research and classifying cluster topics.
  • Competitor analysis and audits.

By automating these tasks, you can focus on more strategic and creative aspects of your digital marketing work. 

AI technology doesn’t only lead to increased efficiency and productivity; It can also elevate your marketing endeavors and boost your SEO ranking. 

Finally, some other AI use cases for productivity and efficiency include:

  • Simplifying research.
  • Drafting emails.
  • Summarizing long documents.
  • Creating marketing materials.
  • Handling customer service.
  • And much more.

Sounds good, right?

No doubt, the impact of AI on SEO is huge.

But it also comes with its own distinct advantages and disadvantages.

Here are a few.

The Main Pros And Cons Of AI’s Impact On SEO

AI has revolutionized various industries, and its integration essentially applies to SEO. 

But while this technology has brought several potential benefits, it has also created some possible drawbacks.

So, weighing its pros and cons for your SEO implementation is crucial.

Why you should consider using AI for your SEO tasks

  • Personalized search results: AI algorithms can analyze user behavior, preferences, and search patterns to deliver customized search results. By understanding user intent and interests, this technology can enhance the relevance of search results for a great UX.
  • Increased SEO efficiency: AI-integrated tools can automate, accelerate, and streamline SEO processes, such as keyword research, content optimization, and link building. They can help business owners and digital marketers save time and effort in their SEO implementation.
  • Increased marketing productivity: AI can aid digital marketers in various tasks, such as content generation, competitor analysis, and performance monitoring. Using this technology can help boost your overall SEO productivity.
  • Improved data accuracy: AI algorithms deal with a massive amount of data and information. This technology is best for data analysis and interpretation in SEO. It gives insights into user behavior, market trends, and SEO performance.
  • Better user experience (UX): AI technology can significantly improve the overall UX on various websites. For example, AI-powered chatbots and VAs can provide users with customized responses, offer customer support, and ensure client engagement.

Possible disadvantages of using AI for SEO

  • Loss of SEO control: When relying heavily on AI algorithms for SEO optimization, you might lose control over some SEO processes. Sure, AI can automate your tasks; however, it might not align with your business goals and needs. Additionally, it can come up with non-factual information on its own and present it as factual.
  • Low-quality SEO content: AI tools such as ChatGPT can assist in creating content at scale. However, you might risk producing low-quality articles that lack originality, creativity, and depth. Hence, don’t rely on AI writers; hire top writers to ensure quality content.
  • Algorithm changes and updates: Search engine algorithms constantly evolve to guarantee more relevant search results. But while AI can optimize the algorithms and trigger some changes, it can also introduce several challenges. The problem starts when you can no longer keep up with these updates.
  • Ethical issues of AI in SEO: Using AI in SEO raises ethical concerns key players should identify and carefully address. The algorithms can inadvertently favor content pieces or websites of some businesses performing black hat techniques. That can translate to biased search engine results. 

Final Words

Business owners and digital marketers can no longer ignore the impact of AI on SEO. 

It changes search engine algorithms, assists in content creation, upgrades SEO tools, welcomes voice and mobile search optimization, and much more.

That said, you should also weigh the pros and cons of AI when using it in your SEO tasks. At a certain point, AI will be better at certain tasks than others (e.g. content creation).

More importantly, leverage this technology to optimize your online marketing strategies. By keeping up with this SEO trend, you can maximize its potential and minimize its risks for the good of your business!

One final example AI is not that good at yet is outreach. 

It can help you write outreach emails, but don’t expect anything of quality.

Looking to dominate your search?

Jolly SEO offers journalist outreach and white hat link-building services to help you get featured in household publications to increase your traffic and authority.

Get in touch and scale your business now!

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