The ever-evolving landscape of Search Engine Optimisation (SEO) has seen a significant shift with the emergence of Artificial Intelligence (AI). AI's integration into SEO strategies has promised to revolutionise how websites are optimised for search engines and how content is generated.
It may seem to some that AI is about to profoundly redefine SEO, our approach to SEO and how to best optimise for search engines overall. So, we've decided to explore whether or not AI really is taking over.
Has AI already reshaped the landscape of SEO?
We can all agree that the digital landscape continuously changes, and from the way we voice-search through smart devices like Siri to personalised content recommendations on streaming platforms like Netflix, Artificial Intelligence (AI) has an undeniable source behind it all.
AI also impacts all things Search Engine Optimisation (SEO). How exactly? Indirectly. This article is not about Chat GPT but Chat GPT and content creation, which directly impacts SEO performance.
We've sat down with our SEO specialist, Freddie Chatt, to shine a light on AI's impact on SEO. He's an experienced freelance SEO Strategist with over a decade in the e-commerce SEO industry, focusing on boosting organic search revenue and reducing reliance on paid channels.
To our initial question, how has AI already reshaped the SEO landscape? He told us, "in reality, the general SEO strategy currently remains the same." We're all playing around with something 'AI', but it's still very much the early days for all things SEO.
Day-to-day activities have been impacted, as much as any other industry, with the ability for non-technical SEOs to write code, for example. So, where's the major win for SEO at the moment? "The opportunity to speed up their workflow to get more done. That has dramatically changed and is where the current wins are for SEO," shares Freddie.
The tactics may change, but the strategy will remain the same.
Raking AI-generated content vs. human-created content
Look up something as simple as "writing articles with chat gpt", and you will find endless articles with tips & tricks to use Open AI's tool, including one published on Forbes.
We're not here to judge anyone leveraging it for writing purposes. Currently, there is plenty of AI-generated content ranking in search engines. But how is AI-generated content ranking in comparison to human-created content?
Based on Freddie's observations, AI-generated content is "mostly targeted to non-commercial, low-intent traffic," which he concludes "it doesn't make it as useful as easy as many make it out to be."
He shared that many ongoing experiments exist to see what works and what doesn't. Many experiments have seen dramatic rises in traffic only to be wiped out overnight, so there is still a lot to learn.
Creating content with an AI tool can be highly advantageous for research, optimisation, and endless other things. For all things SEO, it can assist you in augmenting SEO processes.
The Key Challenge in AI-Generated Content
Uniqueness is the #1 challenge.
In today's rapidly evolving digital landscape, many see AI as a convenient "shortcut" for content creation. However, when there's a lack of depth in guiding these tools, the result is often content that is "bland (to put it lightly)."
As the market becomes saturated with AI-driven content, all competing for top SEO rankings, "unique insights, first-party data, [and] thought leadership" still genuinely stand out.
AI can undoubtedly be a powerful tool in the content creation process, aiding in understanding the Search Engine Results Page (SERP), analysing the competition, and even drafting the basic structure of the content. Yet, the human touch in editing and refinement truly elevates the content, unlocking its full potential.
So go ahead and create content faster, but don't lose the human touch because it won't impact your website's analytics but your overall business goals.
In today's digital marketplace, many e-commerce brands struggle with crafting unique product descriptions. If copywriting is not a skill readily available for your business, an AI tool can be extremely beneficial. AI is "powerful at creating unique product descriptions."
With minimal guidance, it can churn out "short, snappy, conversion-driving product descriptions." Now imagine what it would generate with a tad more effort. Do you see it? You're unstoppable, then.
Adapting to AI: The New Landscape for SEO Professionals
In discussing the implications of AI on the SEO industry, a poignant observation from Launch Mappers' SEO Specialist is the assertion that "It's not AI that is going to take your job, but someone who knows how to use AI might." This feeling highlights how AI can truly change the game for those in the SEO world.
Rather than eliminating their roles, AI can empower them to accomplish tasks more efficiently. For instance, the capability of AI to generate content at a vast scale can be a double-edged sword. At the same time, it can simplify the process of ranking and inundate the digital landscape with a plethora of similar content, thereby intensifying competition.
In conclusion, Freddie's insights offer a comprehensive overview of AI's impact on the SEO landscape. AI has undoubtedly introduced transformative possibilities from content creation and workflow optimisation to eCommerce and personalisation. However, the synergy between AI and human expertise will define the future of SEO, ensuring that quality and relevance continue to drive success in this dynamic field.