The SEO industry is in a perpetual state of flux. Google is constantly changing its algorithms as new technologies emerge. With the advent of Chat GPT in late 2022, generative AI broke through to the mainstream and took the SEO industry by storm, leading many to ask the question – will chat GPT kill search engine marketing?
In this article, we will be exploring five ways in which generative AI is changing the SEO industry, along with its positive and negative impacts.
1. AI Content creation
AI content creation is a huge advantage for businesses seeking to increase productivity and boost their SEO. Google’s ranking system is configured to endorse high-quality content. Although it is against conventional rules to generate content that manipulates search ranking automatically, AI can assist in creating great content.
Google encourages original content that demonstrates their guidelines expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) guidelines, but that shouldn’t stop AI from helping your business’s content be of higher quality.
The use of AI to generate and produce content has become more ubiquitous and rampant than ever, so feel free to take utmost advantage of it. Be sure to refer to Google’s Search guidelines on AI Generates content.
The increased use of AI in SEO, however, may have some significant drawbacks. One potential issue is that it could lead marketers to create content that is more focused on optimisation for search engines than providing real value to readers, which could lower the quality of the content.
Other concerns surrounding the shortcomings associated with ChatGPT include:
· The tool itself has been trained on data up until 2021; therefore, anything published after that is not taken into account in the output.
· The incapacity to connect to the internet is a second limitation that severely restricts the ability of chat GPT to create helpful content.
Last but foremost, it is crucial to keep in mind that AI-written content will struggle to create something new because its output is based on the data that was fed to it and that data ran out in 2021. Hence, adding a degree of human intelligence is necessary to meet Google’s standards for search quality.
2. Maximising the content value
Search engines are now more intelligent than ever before. Due to the integration of AI and SEO, marketers will need to consider the bigger picture and how each component of their digital marketing strategy contributes to an organisation’s success.
SEO has revolutionized Social media marketing, PPC advertising, blogging, data tracking, and email marketing. Therefore, comprehensive techniques that combine artificial intelligence, automation, and machine learning may be employed to ensure that every area of digital marketing is enhancing page rankings.
3. Personalised search results
Generating personalized search results is also one of the most recognisable impacts of AI on SEO. AI algorithms can scan a user’s search history, location, and behavior to produce results customized to that particular search query.
AI is massively impacting how search engines understand and rank search results. Customers can now receive more tailored results, which is becoming a much more prevalent component of modern SEO.
AI chatbots such as chat GPT are becoming increasingly sophisticated; it begs the question – will chat GPT kill search engine marketing?
There are many wonderful ways to satisfy customers’ desire for a more personalised experience, which the growth of technology has undoubtedly influenced. AI-powered chatbots play a significant role in this. Businesses have even begun utilising AI assistants to analyze content and identify growth opportunities in order to improve the SEO of their websites.
4. Voice search optimisation
The major distinction between text-based and voice searches is how questions are asked. Since voice searches are usually more conversational, they should therefore be optimised. This implies targeting more long-tail keywords to increase the visibility of your content on search engine results pages (SERPs). Ensuring your business has On-page SEO optimised for voice search will be critical in the future as this type of search is developed.
Optimising for search has become crucial as AI-powered voice assistants like Siri and Alexa gain popularity. Google is placing greater focus on voice search, which also places more emphasis on the usage of AI. In reality, the Google Assistant is capable of having conversations that sound human.
AI algorithms can read natural language queries, comprehend them and provide accurate results. Therefore, conversational keywords and phrases that correspond to people’s speech should be included in SEO strategies.
Businesses must consider the best strategies for implementing and optimising content for mobile. Using long and short-tail keywords is also crucial when optimising for voice search. This is a wonderful step in the process. AI can optimise voice search by evaluating existing content and suggesting SEO-related modifications.
5. Predictive analytics
Generative AI will impact SEO through predictive analytics. Businesses can spot trends and predict future outcomes with the aid of AI-powered predictive analytics. Data-driven insights can influence the content generation and optimisation tactics for SEO.
Predictive analytics can also help businesses stay ahead of the curve by identifying new opportunities. A remarkable feature of AI is that it uses predictive analytics extracted from algorithmic data to help companies find opportunities and growth areas.
There are many factors to consider when attempting to enhance and improve your SEO strategy, which is one of the critical elements that can help you. Understanding how your website ranks on search engine results pages (SERPs) is essential for developing a solid future SEO strategy, which you need to get right.
Summary
AI and SEO complement each other, and while AI may alter how SEO is done, it is unlikely to replace Google and the Search Engines in its entirety. While AI can automate some SEO tasks like technical site audits and keyword analysis, developing and implementing successful strategies still requires human creativity and expertise.
Chat GPT has already become a game-changer in the SEO industry and will expectedly continue to revolutionise it in the future. By 2030, the market for artificial intelligence will be worth USD 1.8 billion.
Will chat GPT kill search engine marketing? We can only say that since generative AI is already analysing data faster than humans can, it’s almost inevitable that it’ll soon dominate SEO strategies and lead to unseen innovation.
