Is AI the Future of SEO? An Ivor Andrew Investigation
Artificial Intelligence is the talk of the digital world. If you listen to the people who pay for blue checks on Twitter, it has already passed the Bar exam and can do chemistry. ChatGPT is going to revolutionize content creation, Google has Bard for improved language processing and Bing has…I don’t know, no one cares about Bing.
According to the people whose livelihoods depend on selling artificial intelligence to investors, AI is “the bridge between the virtual and physical worlds, unlocking a new realm of possibilities for artists and creators.”
Oh wait sorry, that’s what they said about NFTs last year.
Let’s see… AI is “not a silver bullet, but rather a useful tool to be used in the hands of innovative people. It’s not meant to address all problems, but rather it can be a great way to make changes and start new things.”
Whoops. Wrong again. That’s what they said about the Metaverse. No word on whether AI will launch with legs.
Now let’s see what they’re saying about AI now. “AI is the future of marketing and will forever change how you market.”
That must sound nice on an investment pitch. But is it real? Let’s put AI to the test.
I was tasked with writing a blog about AI and SEO, but that’s no fun (sorry, Brian). I’m going to sit back, relax and let “the future of marketing” do the work for me. Have at it, ChatGPT! Let’s blog.
AI and SEO: An Introduction
Artificial intelligence (AI) is transforming the way we approach search engine optimization (SEO). As search engines become more sophisticated, they are relying more heavily on AI to determine the relevance and authority of websites. In this blog post, we’ll explore how AI is changing the landscape of SEO and what it means for website owners and marketers.
-ChatGPT
Not a bad start, ChatGPT. I could have gone for something a little more exciting than “In this blog post, we’ll explore,” but we can work with this.
Understanding AI In SEO
AI refers to the simulation of human intelligence in machines that are programmed to think and act like humans. In the context of SEO, AI is used to improve the accuracy and relevance of search results. Search engines like Google use AI algorithms to analyze websites and determine their relevance and authority.
-ChatGPT
AI improves accuracy and relevance of search results as long as you attach “reddit” to the end of your search so you get actual results from people and not overly optimized garbage, but I digress.
One of the primary ways that Al is used in SEO is through machine learning. Machine learning is a subset of Al that involves training algorithms to learn from data. Search engines use machine learning algorithms to analyze user behavior and improve the relevance of search results.
Another way that Al is used in SEO is through natural language processing (NLP). NLP is a subfield of Al that involves teaching machines to understand human language. Search engines use LP algorithms to underftand the intent behind user queries and provide more accurate search results.
-ChatGPT
Natural Language Processing is good and despite advances in the technology, I remain skeptical of a search engine’s ability to use it to better understand user intent and provide more accurate results, especially as it pertains to niche b2b topics. I mean, who hasn’t been searching for a horizontal machining center and been shown results for a vertical machining center?
Al is also used in SEO for content creation and optimization. Content optimization involves making sure that a website's content is structured and optimized for search engines. Al algorithms can analyze website content and suggest changes to improve its relevance and readability.
-ChatGPT
Using AI for content creation? That’ll be the day.
The Benefits of AI in SEO
Al offers several benefits for website owners and marketers. One of the main benefits is improved search engine rankings. Al algorithms can analyze website content and determine its relevance and authority, which can lead to higher rankings in search results.
Another benefit of Al in SEO is improved user experience. Al algorithms can analyze user behavior and provide more accurate search results. This can lead to a better user experience and increased engagement on a website.
-ChatGPT
You’re starting to lose me here, ChatGPT. This feels like one of my high school English papers about a book I didn’t read. We’re now conflating improvements with how search engines function with a direct benefit for website owners, but you left out all the stuff website owners need to do in order to experience those benefits for their websites.
And I get it, you’re only able to scrape the internet for content and regurgitate it back to me. You’re not able to actually understand what you’re saying.
This is only a problem if, let’s say, the main benefit of AI for SEO is that search engines are going to be able to better understand user searches and provide more accurate search results.
Al can also help website owners and marketers save time and money. Al algorithms can analyze website data and suggest changes to improve its SEO. This can help website owners and marketers optimize their websites more efficiently and effectively.
-ChatGPT
That’s better. Although this is something we’ve been able to do with existing tools since I started SEO back in 2012.
Challenges of AI in SEO
While Al offers many benefits for SEO, it also poses some challenges. One of the main challenges is the potential for bias. Al algorithms can be biased based on the data they are trained on. This can lead to inaccurate search results and discrimination against certain groups.
Another challenge of Al in SEO is the potential for manipulation. Some website owners and marketers may try to manipulate search results by using black hat SEO techniques. Al algorithms can help detect and penalize these techniques, but they may not be foolproof.
-ChatGPT
Discrimination and potential for manipulation seem like pretty big challenges to me, but a search engine providing inaccurate information? That feels like a $100 billion mistake.
Conclusion
Al is transforming the world of SEO. Search engines are relying more heavily on Al to improve the relevance and accuracy of search results. Website owners and marketers can benefit from Al by improving their search engine rankings, user experience, and efficiency.
However, there are also challenges to consider, such as bias and manipulation. As Al continues to evolve, it will be important for website owners and marketers to stay up-to-date on the latest developments in SEO.
-ChatGPT
AI is certainly going to transform the world of SEO for companies looking to push out cheap, thin, overly-optimized content that offers no real benefit to users and instead attempts to be the first thing they see on Google.
It probably has useful applications in data analysis, but if you’ve ever used the Google Keyword Planner to find keywords related to oil-free air compressors or cutting tool grinders, you know there’s a long way to go before these systems will be able to understand the nuances of the manufacturing industry.
So is AI going to revolutionize digital marketing forever? Is it going to make copywriters and people like me obsolete? I’ll start to worry when it can draw a person with normal looking hands or learn some manufacturing terms.
If you’re looking to drive more traffic and leads on your website while working with actual people, drop us a line. No chat bots here.
