Will AI Replace SEO?

Computers & TechnologySearch Engine Optimization

  • Author Caleb Peter
  • Published March 12, 2024
  • Word count 741

The proliferation of search engines like Google and Bing has provided new business opportunities. Businesses no longer spend a lot of money on display advertising.

Ranking on these search engines is almost free but requires a lot of effort. Some of the effort you must make is to adapt to regular changes.

Since 2020, Google has made over 30 core updates to its ranking algorithm. A core update introduces major changes to how the search engine ranks webpages in its index. That means when a core update is made, you're likely to either be swept under the carpet or even improve your rankings overnight. To sustain your rankings in search engines like Google, you must remain updated about these core updates.

Now, forget about the need for staying updated about Google's core updates. There are other factors you can't ignore to sustain your rankings. Other technological innovations are taking place that directly affect your Google search rankings. One of them is artificial intelligence (AI).

The launch of ChatGPT and Google's Gemini have paved the way for the proliferation of AI tools. Many people are rushing to enroll in AI courses to stay updated with current technological developments. And of course, search engine optimizers have not been left behind. They are also worried about whether AI will replace them.

Since mid-2023 onwards, one of the questions I have been encountering as someone directly engaged in managing content solution services at Scribble Bridge is, 'Will AI replace SEO?' This is a question commonly asked by our writers and SEO experts. Some clients have also asked me the same question.

It shows that people are anxious about the impact of AI on SEO. Content creators who specialize in SEO fear being replaced, and content marketers fear being blind to the role and effect of AI on SEO.

To address this anxious situation, I embarked on researching the impact AI has already had on SEO. I engaged in a deep reflection session and contacted top content managers, marketers, and some top content writers.

Now, before I mention how AI is shaping SEO, it is important to pay attention to the fact that AI has been around for some time now. Google introduced an AI-based algorithm called RankBrain in 2015. This algorithm is capable of understanding user intent in search queries. This update further eliminated the need for traditional keyword optimization, where it was initially recommended to place the exact keyword in your content after every 50-100 words. Nowadays, if your article answers the user's question or addresses their intent, regardless of keyword placement, you can still be valuable in the eyes of Google. When we ask whether AI will replace SEO for content marketers and managers, it's probably because we're looking for ways in which AI can enhance our SEO efforts. When I've talked to content managers and marketers like you, they've told me some of the ways they're using AI for SEO:

  • Developing content briefs and outlines.

  • Proofreading content and improving engagement with the target audience.

  • Optimizing keyword placement within the content.

  • Analyzing SEO trends and predicting the future to stay ahead.

  • Writing meta-info sections of their websites, like meta-descriptions and meta-titles.

  • Using AI and machine learning algorithms to track user behavior on their websites and improve user experience, a positive SEO signal.

These ways in which content managers and marketers use AI for their SEO efforts have revealed something to me based on my 15 years of experience in the content writing industry. If you're a content creator like me, you'll almost certainly agree that AI cannot and will not replace SEO anytime soon. Why? Because AI is more of a tool than a human complement. SEO is extremely complex, and AI only automates a few tasks.

So, the answer to the question "Will AI Replace SEO?" is a resounding no. AI has made significant improvements to search engines like Google, helping them better understand users' search queries and delivering the best content. Today, content marketers and managers are using AI, such as ChatGPT, for simple SEO tasks like generating content briefs and outlines, proofreading, optimizing keyword placement, and writing meta-information.

Some companies have integrated AI solutions into their platforms to improve user experience, as user experience is one of the many SEO ranking factors. Therefore, in my observation, as content creators, we shouldn't worry about being replaced. Instead, we should embrace AI and start integrating it into our tasks.

I am the founder of Scribble Bridge, a content writing agency in London.

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