How SEO Should Adapt And Evolve In The Modern World Of AI

As artificial intelligence (AI) becomes more sophisticated, the need for SEO to adapt grows. The field of SEO is constantly changing, as demonstrated by recent Google algorithm updates, such as the February 2023 product reviews update and the March 2023 broad core algorithm update, which aim to deliver more relevant and high-quality search results.

Since Google’s 2015 announcement about using RankBrain to improve search efficiency, AI-related features like Bard (Google’s ChatGPT) and AI-enabled Ad tools have emerged.

Although AI-enabled tools are becoming more prevalent in the market, there is a discussion among SEO professionals about the potential effects of AI on the industry. Despite concerns that AI might replace human jobs in SEO, it is crucial to acknowledge that AI lacks the full range of human expertise and creativity. Rather than a substitute for human professionals, AI should be perceived as a tool to optimise and refine SEO practices.

The relationship between SEO and AI

SEO is a constantly evolving field. The relationship between AI and SEO is not new as Google has been using RankBrain to improve search accuracy by matching users’ intent with relevant web content and identifying spam.

Adapting to technological changes and finding new ways to optimise content is crucial for improving visibility in organic search results. With the increased prevalence of AI in SEO-related tools, proficiency in coding or premier tools is not necessary to utilise AI. However, it is important to remember that AI can never completely replace human elements. To stay relevant in the industry, individuals must be open to adapting to changes.

Adapting SEO in the modern era

As technology continues to advance, user search behavior is also evolving, and this has led to changes in SEO strategies. In today’s digital world, users expect fast and accurate search results, and search engines are constantly adapting their algorithms to meet these demands. This means that SEO professionals need to keep up with these changes and adjust their strategies accordingly.

While AI can be a useful tool for mundane tasks such as writing meta tags and conducting keyword research, relying solely on AI-generated content is not enough to succeed in SEO. This is because AI-generated content often lacks the human touch that users crave, such as expertise, authoritativeness, and trustworthiness, collectively referred to as E-A-T.

Users are more likely to engage with and trust content that comes from a reputable source or an expert in the field, and search engines like Google prioritise this type of content in their ranking algorithms. This means that even with the use of AI-generated content, it is still essential for SEO professionals to ensure that their content meets E-A-T standards to maintain visibility and credibility in search results.

Conclusion

In conclusion, while AI can be a valuable tool for SEO, it is important to use it selectively and not rely on it entirely. Digital marketing agencies should strive to produce content that meets the needs of users and demonstrates E-A-T qualities. By adapting to changes in search behavior and leveraging the latest tools and technologies, brands can stay ahead of the competition and achieve long-term success in the world of SEO.