Innovative AI technologies promise a transformative impact on how we engage with search platforms.
The recent uptick in business and technology news reveals a considerable interest in generative artificial intelligence. AI is undeniably in the spotlight With its ability to generate text instantaneously and the unease it instills in employees fearing job displacement.
However, a significant question remains largely unexplored – the influence of AI on Search Engine Optimization (SEO). To gain insight into this evolving landscape, we engaged with professionals in communications and marketing.
Unpacking the Influence of Generative AI
As AI prepares to automate many functions of our routine work, especially concerning information input, it is vital to understand how this could alter organizations’ interaction with search data. With reports of Google developing strategies to contend with AI competition, the SEO community is on high alert.
Echoing this concern, Fernando Angulo, Senior Market Research Manager at Semrush, predicts that generative AI could introduce significant changes to search. He provides concrete examples to illustrate his point.
“The line between human and AI-generated content might blur for search engines, altering how they rank and assess content,” said Angulo. “As generative AI becomes more attuned to user intent, SEO could pivot towards natural language and conversational keywords. The rise of automated content creation tools could lead to an influx of low-quality content that might detriment your SEO strategy.”
James Fratzke, Partner and Head of Client Success at Fratzke Consulting, agreed with Angulo, emphasizing that human-generated content remains the most appealing in the AI timeline.
“As consumers, we can identify and reject poorly generated content due to AI in our search results,” he added.
“People need to be more inclined to interact with subpar content. This will influence search results, leading to more human-generated content dominating the top spots on search result pages.
Understanding the Comms Perspective
One significant implication of AI does not directly pertain to its technical prowess but rather to how we discuss and engage with it. With SEO forming a substantial component of comms and marketing strategies, the discourse around AI will undeniably impact both fields.
Fratzke asserts that AI will not supplant human thoughtfulness, and it is crucial to communicate this to teams.
“AI is a supplementary tool to human-centric thinking and strategy, not a substitute,” he noted. “It can never entirely replace a comms or marketing department or automate your SEO operations.”
AI can provide a solid foundation for teams developing general comms or SEO strategies, but its role should primarily be a tool for outlining or brainstorming.
“AI is excellent for structuring data. It can parse vast amounts of information into manageable chunks that a comms or marketing team member can understand,” Fratzke said.
“But for communicators wanting to share a story or core messages or increase search visibility, AI may not be the ideal tool for the entire process. Storytelling still requires a human touch.”
Envisioning the Road Ahead
Given the rapid advancement of AI in recent months, it is prudent to ponder the future. While several aspects remain uncertain, Fratzke believes there may be short-term advantages for those focusing primarily on AI in search. Nonetheless, the best SEO practices will still come from individuals with profound knowledge of their organization and its audience.
“Search engines will continue to reward valuable and thoughtful content,” he said. “I predict that brands and organizations prioritizing human-centric content will maintain their edge in SEO, with AI serving as a supporting tool in these efforts.”
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