AI has infused human traits into SEO and changed it from a system that could easily be manipulated to a knowledge-centered technology that encourages interaction and trust among people.
The short-term impact of AI on search algorithms and results won’t be drastic. After all, algorithms are only as good as the data they’re fed. Therefore, until AI becomes perfect, SEOs and engineers will be left scratching their heads when inconsistencies crop up.
Peter Mead, Vice Chairman of Omnicom Group Inc, shared on X that the “impact of AI in SEO will be hit and miss in the early days. Like we have seen in the Algos thus far. It helps speed things up but often needs correcting by us.” Meanwhile, Tim Capper, SEO consultant, offered his perspective: “Do not overestimate the impact of AI just yet, after all it took 5yrs for AI to understand what a picture of a cat looks like.”
Google is increasingly using AI to better understand users and enhance their experience. Danny Ray Lima noted, “I think we are seeing it now, with the quick changes in the ranking algorithm as Google uses AI to understand users. I believe AI also puts a huge emphasis on user experience from search results to the way we build/design websites. AI makes us think User.” The Weekly SEO added, “Sophisticated AI will make it easier to interpret big data and understand ranking factors at a query level. It will also make our data more impactful, so we can make smarter decisions about our SEO strategies.”
As marketers, we must adapt to the changes that AI influences. As JP Sherman, Principal Product Owner @RedHat, stated, we need to change our perception of the internet from a collection of web pages to a database of information. This way, we would be able to correlate and study huge amounts of data, making our research process more effective.
We should also attempt to understand the potentially damaging impact of AI before we fully adopt it. Immoral inputs or inputs devoid of morals might lead AI to learn incorrect ethical principles. In turn, this will have undesirable effects on content marketing and user behavior as a whole.
AI and SEO Recap: What’s the impact of AI on SEO?
It forces SEO to become more human and bridges the changes in technology with the know, like and trust society we’ve become.
It will make processes faster, will provide more accurate data, and will help building more robust SEO strategies.
It will be able to correlate a huge amount of data quickly, allowing us to focus on the elements that matter rather than trying to find them.
It will level the playing field in the industry. Not with black hat tactics but with genuine best practices doing what it does best.
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