AI is a really hot topic right now – with AI-generated content causing significant disruption across all sectors within the marketing industry.

If you’re one of the businesses currently wondering whether AI could simplify and streamline your SEO strategy (and cut monthly spend), you’re not alone. Here we take a look at exactly how AI could work within an SEO campaign to boost your profile online, and whether there are any pitfalls or penalties associated with using it.

What is AI?
Before we dive in, let’s first recap on what AI is, and how it works. Artificial Intelligence or AI combines computer science and data to offer enhanced problem-solving capabilities. Unlike previous computer-based technologies, AI simulates human intelligence and has the capacity to learn and expand its functionality as it is implemented, which is why AI programs such as ChatGPT are both disruptive and exciting for businesses and digital marketing professionals alike.  

The SEO industry is always changing – AI is the next step.

As anyone who has been working within SEO or enlisting SEO support for their business for some time will know, SEO never sits still. As technology and algorithms continually advance to enhance user experience, SEO professionals and businesses have to keep up and continue to evolve and diversify their approach.

AI is already causing significant changes relating to the way SEO works and the way SEO strategies are executed. On both sides AI technology is being used to access and unlock data associated with elevating search and ranking on another level, with various tools and techniques available to supercharge your SEO campaigns.

But as is the case with any new technology, it’s important to exercise caution and be discerning and well-informed when implementing and employing AI tools and techniques.

How is AI-driven technology influencing SEO already?

1. AI and keyword management
Keyword research and analysis forms the basis for any successful SEO campaign. Identifying which keywords will connect you with the people who want to purchase your products or services is fundamental when it comes to generating relevant and productive leads online. This process is often more complex than it seems, especially where competition is fierce and there are many related keywords and synonyms to consider.

AI is already assisting in this area, as AI tools are capable of swiftly analysing large amounts of data and can easily identify patterns and trends, as well as crucial connections between keywords. This quickly highlights high-value keywords or phrases which can inform powerful SEO campaigns. AI can also more effectively track and analyse user behaviour and search query volumes compared with existing tools, to ensure that whatever approach you’re adopting is generating results.

2. AI and content creation
Thanks to the quickly rising popularity of ChatGPT, content creation is one of the most well-known functions of AI. Programs like this are capable of generating unique content at scale, saving businesses a significant amount of time and money. This is great news when it comes to producing more content at low cost with minimal effort – but there are downsides to be aware of, notably due to the infancy of AI software which is still in beta or learning stages. ChatGPT for example is running on data inputted in 2022, raising concerns over relevancy and accuracy. In this case businesses employing ChatGPT should be aware of opting for quantity over quality.

Another concern experts have is lack of diversity and uniqueness – if enough people enter the same query, how many pieces generated will be truly unique (and therefore immune to duplication penalties?) There are also notable limitations on AI content generators compared with a human copywriter, such as the development and implementation of tone (crucially important when it comes to connecting brands with customers) and discernment associated with what information is relevant or appropriate.

3. Using AI for traffic and growth analysis
AI-powered tools are incredibly versatile, especially when it comes to analysing and presenting data in an accessible way. This makes them the perfect partner when conducting SEO audits and monitoring accounts – understanding how effective each approach is and making necessary changes to continue to grow.

These tools can review key elements which affect a site’s ranking in matter of minutes – from broken links and missing or duplicated content to absent meta tags and on-page elements which require improvement. Being able to identify and address issues in a timely manner on-site can have a significantly positive impact on your site’s overall visibility and user experience – two key concerns for Google.

AI technologies can even monitor and track competitor performance to help you more effectively align with others in your sector and claim a larger share of your market.

AI and SEO – bottom line

AI and SEO can be closely linked – and the relationship between the two will almost certainly grow and expand over the next few years. AI technology is rapidly evolving, and with it our understanding of user behaviours, search data and SEO itself will continue to deepen. There’s a fine line between enhancing user experience and missing the mark or incurring penalties with Google – so it’s crucial to understand how AI works and which technologies are going to benefit your business rather than causing a potentially negative impact.

It’s too early to predict exactly how AI will influence the SEO landscape – but preparing and implementing AI into your strategy now in a measured and well-informed manner is sure to help you to future-proof your approach and take advantage of the technology as it emerges.

Need SEO support?
As SEO is still baffling for many businesses (and represents a huge portion of their marketing spend), it’s likely that more companies will turn to automated AI services to help them to simplify their strategy and increase online visibility. This is great news – but it’s important to note that whilst AI services can and do benefit businesses as they work to satisfy Google’s ever-changing algorithm, it’s still important to enlist the specialist support of SEO experts if you’re looking to grow online.

Need dedicated SEO support for your business? Get in touch today: