It’s no secret that artificial intelligence (AI) is changing the way search engine optimization (SEO) is performed. AI will streamline processes and simplify many aspects of an SEO specialist’s work. However, does this mean the role of an SEO expert will become obsolete? The simple answer is no.
SEO has long ceased to be just about adding keywords to a website. While keywords remain crucial now and in the future, a skilled optimizer digs deeper to understand why a searcher is using specific keywords. By comprehending the underlying intent behind a search, we can provide truly relevant content and answer the searcher’s question in the best way possible.
How Can an SEO Expert Use AI in Their Work?
AI is already simplifying many SEO processes that traditionally involved extensive manual effort. For example, managing and grouping various lists can be performed much faster with AI than manually.
AI tools can conduct quick SEO analyses of websites, check keyword prevalence, plan content, and define site structures. Personally, I primarily use AI for creating and modifying lists and keyword groupings because the manual process is time-consuming, and AI completes the same task using a few instructional rules. AI can already be utilized extensively to support optimization work, provided there is an experienced SEO expert, who is also proficient with AI, to guide its application.
While AI can significantly assist in SEO work, it will not replace the need for SEO specialists. Next come the reasons why.
How Has AI Already Been Integrated into SEO Tools?
Many SEO tools now include AI-driven features. For instance, Microsoft Clarity’s conversion optimization tool generates textual analyses of site visits, summarizing everything necessary about user behavior. Are these analyses ready to use as they are? Sometimes yes, but often no.
Here, an experienced SEO-CRO expert is needed to verify the analyses and choose the most actionable recommendations. Additionally, tools like the WordPress-based site builder Elementor have introduced “Content AI,” which allows for direct AI-generated content creation on websites.
The most widely recognized AI tool is likely ChatGPT, known for generating text content and discussed widely in the media. While ChatGPT produces relatively good content, even in Finnish, its output often requires substantial editing to ensure it is customer-friendly and informative. Also, Google as a search engine advocates for unique value-offering content so general content straight out of an AI tool doesn’t cut it in global SEO.
Image-generating AIs like Midjourney are excellent for creating visual elements for websites without needing a graphic designer or photographer. Below are a couple of example images generated with Midjourney.
Image of two SEO experts created with Midjourney.
Graphic image created with Midjourney.
Overall, AI-powered tools are proliferating rapidly, with each promising groundbreaking results or functionalities. However, caution is advised, as these tools may not offer meaningful insights to those without SEO expertise, or their benefits may not justify their subscription costs. While AI tools are impressive and evolving rapidly, they are still in their infancy, making it fascinating to observe where this development will lead.
Moreover AI makes mistakes — at least at the moment. This is why every AI-generated action must be reviewed and refined to ensure factual accuracy, customer relevance, and compliance with Google’s guidelines (Google Webmaster Guidelines).
When creating content using AI, it is particularly important to ensure the content aligns with Google’s E-E-A-T principles. This typically requires a highly experienced content creator or an SEO expert to oversee the content development process.
Challenges with AI-Generated Content
AI-generated content often requires significant revisions to be customer-friendly and informative. For instance:
- AI tools like ChatGPT generate content based on probabilities and word combinations rather than in-depth understanding.
- Incorrect or misleading responses may occur if the AI lacks information or is trained on inaccurate data.
- Some AIs do not cite sources, which complicates fact-checking and verifying the information.
Moreover, Google has stated that AI-generated content designed to manipulate search rankings will be treated as spam, violating Google’s Webmaster Guidelines. This is a critical consideration when publishing AI-generated content on a website.
How Will AI Transform Search Engines and SEO Work?
AI offers significantly better capabilities for identifying relevant content for searchers compared to traditional algorithms. Google has been advancing towards providing users with needed information directly in search results, without requiring them to visit a website.
In May 2023, Google’s parent company Alphabet introduced AI Snapshot, a feature that integrates smart functions into Google Search. During its launch demonstration, the AI retrieved information directly from the most relevant websites and displayed it in the Google search view.
This shift underscores the importance of customer understanding, content usefulness, and quality in future SEO practices.
Text-Based AI Competition in Search Engines: Google vs. Bing
Google and Bing have been competitors since the inception of search engines, with Google dominating user numbers for years. For example, in 2015, Google accounted for 88% of search engine users, while Bing held only 4.5%. By 2023, Bing had grown to an 8.2% share, while Google’s share had slightly decreased to 85.5%.
One reason for Bing’s growth is its early adoption of text-based AI in search. Bing’s smart search functionality has put pressure on Google, which is rapidly developing its own AI, Bard, to integrate into its search engine.
Although Bing has gained some traction, Google’s dominance remains strong, with 85% still representing a significant majority. It will be intriguing to see how and when Google responds to Bing’s AI competition and whether this impacts the distribution of search engine users.
Summary
At SDM, we see tremendous potential in the capabilities AI brings to our work. We have already integrated AI into our daily tasks and established a dedicated team to explore its possibilities and monitor its latest developments. Our goal is not only to be Finland’s most sought-after digital advertising agency but also to proudly call ourselves Finland’s leading experts in digital advertising and AI.
And it’s not just our bloated ego talking – we have won multiple yearly back-to-back awards and a great Net Promoter Score from our clients. Furthermore we strive to develop even more and so should you!
Learn more about SEO and use it as part of your digital marketing. Or just contact us and we’ll do it for you.
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Julkaistu 03.02.2025
