Artificial Intelligence (AI) has come in and changed how we do a lot of things. Its impact can be felt everywhere, and digital marketing is no exception.
From content creation to predictive analytics, AI offers powerful tools that can enhance SEO strategies in some ways. However, alongside its benefits, there are definitely concerns around AI and about whether it might eventually take over specific industries completely.
In this article, I’m going to answer some of the biggest questions we get about AI and SEO, address a few common myths and explain how businesses can use AI to improve their online presence.
What Is AI in the Context of SEO?
When it comes to AI in SEO, all it’s referring to is the use of artificial intelligence technologies to optimise websites for search engines.
AI tools analyse large amounts of data, identify patterns, and provide actionable insights that help businesses improve their rankings on search engine results pages (SERPs).
Examples of AI in SEO include:
- AI-powered keyword research tools: These tools analyse search data to identify high-impact keywords.
- Content optimisation platforms: AI can evaluate content quality, readability, and relevance to help align it with search intent.
- Predictive analytics: AI can forecast search trends, enabling marketers to create proactive strategies.
- Chatbots and conversational AI: Tools like ChatGPT can assist with content creation, idea generation, and even customer engagement.
While AI offers remarkable capabilities, it’s important to note that these technologies are designed to assist us, not replace us.
What Is Generative AI Vs AI?
Traditional AI is what we as a society would typically use day-to-day. It follows the rules, looks at data and gives you answers. So, think of Siri telling you the weather, your Alexa playing music on command, or Netflix recommending shows based on what you’ve watched previously. It’s good at specific tasks, and it likes patterns. But it can’t create anything new.
Generative AI, although in the same category, is a whole different thing, and it can be used as a tool in digital marketing. The clue is in its name. Generative. It generates content. Give it a prompt, and it’ll write stories, draw pictures, or even compose music.
So, just to summarise that:
- Traditional AI: Follows strict rules. Useful for repeat tasks. Analyses data. Makes predictions. No creativity.
- Generative AI: Learns patterns. Creates new content. Flexible.
Take ChatGPT as a prime example, as it’s probably the most well-known Large Language Model (LLM). You type something, and it generates a conversation or answer. It’s not just repeating pre-programmed responses – it’s actually creating something original. Ish. It’s based on the data it has access to, and it’s limited, but its written response is unique.
The big game-changer is how generative AI learns. It gets smarter by absorbing massive amounts of information. Then, it uses that knowledge to make something totally new. It’s a bit scary, actually.
Perplexitiy AI, Google’s Gemini, and OpenAI’s Chat GPT are all examples of Generative AI tools. I asked Perplexity if it was generative AI for this article, and it was excited to respond. Here’s what it said:
“Yes, I am absolutely generative AI! Here’s the breakdown:
What Makes Me Generative AI
- I can create original text from scratch
- I generate unique responses for each query
- I’m not just retrieving pre-written answers
- I can adapt my language, tone, and style
- I produce content that wasn’t directly copied from anywhere
My Capabilities
- Writing stories
- Explaining complex topics
- Answering questions creatively
- Helping with writing tasks
- Generating code
- Translating languages
- Brainstorming ideas”
Is AI Going to Take Over SEO?
The short answer is no. But that’s just my humble opinion.
AI will not replace SEO. In fact, SEO is more important than ever now that AI is getting bigger.
Here’s why I think it won’t.
Search Engines Still Need SEO.
Search engines like Google use very complex algorithms to rank websites, and these algorithms rely on key SEO principles. AI can help businesses navigate these algorithms more effectively, but it doesn’t eliminate the need for SEO strategies. Not everyone can show up in AI snippets or in position 1 1 on the results page, and AI isn’t going to change that.
AI Enhances Human Creativity. But it Cannot Replace It.
AI can help with data analysis, but it lacks the creativity and an actual real understanding of human behaviour required to craft certain types of content, build relationships, or design a holistic marketing strategy.
Although it has a lot of it, AI models are limited in terms of the data they have. SEO professionals are the ones who bring an irreplaceable human touch to organic campaigns, and this won’t change.
AI Needs Supervision.
AI tools are only as good as the humans who use them. They require input, guidance, and oversight to function effectively.
AI Cannot Understand Context Like Humans. Yet.
AI tools are actually fantastic at analysing data. But they don’t just struggle with understanding the context, culture, and emotions behind human queries – they simply can’t. Why? Because they fundamentally process information through algorithms and statistical models – not through lived human experience. They can’t feel it.
So, for example, AI might miss the subtleties of local slang, tone or emotional resonance in content. This is where human SEOs come in.
Algorithms Are Constantly Changing.
Search engine algorithms are updated frequently, often in ways that require a real understanding and adaptation.
Yes, AI can assist in tracking these changes, but it cannot independently adjust strategies. We need to be the ones interpreting updates and implementing changes, but it gives us the heads up if there’s something going on.
Relationships Will (Always) Matter in SEO.
Link building and outreach are big parts of SEO. Building relationships with other websites, journalists, and influencers requires human interaction and negotiation, which are tasks that AI cannot do.
For example, if you’re working with a journalist to get your client coverage on a topic they’re an expert in, the journalist doesn’t want to hear a generated response from AI. They want real insight from an expert.
Search Intent Is Still Key.
Search intent is one of the many backbones of effective SEO. This means understanding why someone searches for a specific keyword, and it’s a deeply human skill. Yes, AI can provide clues and direction, but it’s up to SEOs to interpret those clues and create strategies that actually satisfy this search intent.
Does AI Improve SEO?
It can. And a great example is how it helps with keyword research and improved user experience.
Keyword research used to literally mean manually sifting through data to identify relevant terms. AI tools like SEMrush (which is only 15 years old, by the way) take this to the next level by analysing search volume, competition, and related terms in seconds. These tools also help identify long-tail keywords and variations to target that also align with user intent.
From a user experience perspective, AI analyses user behaviour, such as click-through rates, bounce rates, and time spent on a page. This data can massively help us identify areas where the user experience on the page can be improved, such as faster load times, intuitive navigation, or mobile responsiveness – all of which are critical ranking factors.
How to Tell If Content is AI?
Right, so this is an easy one. But in all fairness, it is getting trickier by the day to the untrained eye if you don’t know what to look for. Here are some telltale signs.
Real humans have quirks. We mess up grammar sometimes; we use slang, and we have opinions. AI? Not so much. This can be an issue when writing highly technical content, as AI detector tools can sometimes mistake your extremely well-written, proofread content for AI. I take it as a compliment, to be honest.
AI can be a bit (a lot) robotic. That’s one of the bigger clues. Something just sounds off. Also, if it:
- Reads a little too perfectly? Probably AI.
- Sounds like a textbook? Probably AI.
- Sounds very formal and monotonous? Probably AI.
- Repetitive phrasing? Probably AI.
- Zero personality? Definitely AI.
All LLMs (think Chat GPT), even if you were to instruct them to “write like a human,” will often produce text that feels artificial and exaggerated. The result tends to be (what I’d describe as) a caricature of human writing. An overly generic, almost stereotypical representation of how an AI imagines a typical person might communicate. This output lacks any kind of individuality and authentic voice that characterises genuine human expression.
Let’s try it. I’ve asked Chat GPT the first thing that popped into my head, and that was to tell me how it feels to walk on the beach on a warm, sunny day. I’ve also asked it to “write like a human”. Here’s what it said:
“Oh my god, this beach day is EVERYTHING right now!
Wiggling toes in the sand
The sand is SO warm – almost burning- but in that delicious way that makes you feel alive. It’s crunchy and soft at the same time, and every step is like this mini massage that just feels AMAZING.
The sun? Totally killer today. Not that gross, scorching heat, but that perfect warmth that makes you feel like you could just melt into pure happiness. My skin is soaking it up, and I’m basically a human solar panel right now.
Breathes in deeply
That ocean smell – ugh, SO GOOD. Salty, fresh, a little wild. It’s like nature’s perfect perfume. The breeze is just a chef’s kiss – cool enough to keep me from sweating but warm enough to feel incredible.
Waves are doing their thing, rolling in and out, making that sound that basically says, “Hey, everything’s gonna be okay.” Some little kids are screaming and laughing down the beach, and it’s just… perfect.
I could literally stay here forever. Beach life = best life. 🏖️”
Now, genuine question. Do you think that sounds human?
Can AI and SEO Work Together?
Yes, and that’s exactly what we should do. It isn’t going anywhere. It’s too big now, and Pandora’s box is now well and truly open. So we’ll need to get used to AI being part of this industry, just like it’ll be part of many others.
The Future of AI and SEO?
In my opinion, the relationship we have between AI and SEO will continue to evolve.
Some SEOs like this, others don’t. But as AI has already become more sophisticated, it’s already opening up new possibilities for optimising websites and engaging users. However, it’s unlikely that AI will ever replace the need for human SEO experts.
My advice to others in the industry would be not to be scared of it. See it as a means to create more targeted, efficient, and effective campaigns.
Invest In SEO Experts to Stay Ahead
AI is powerful, but it’s not a replacement for human expertise.
At Maxweb, we combine technology with years of SEO expertise to help businesses stay ahead. So whether you’re looking to improve your search rankings, drive traffic, or increase conversions, we’re here to help.
Contact us today to learn more about our SEO services and how we can help your business achieve its goals.
Posted on Monday, January 27th, 2025 in SEO.
