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by Danny Shepherd
Generative AI is more than just the latest buzzword; it’s a fundamental shift that’s shaking up the world of SEO faster than you can say “ChatGPT.”
As marketers and advertisers scramble to keep up, the question isn’t whether generative AI will impact search engine optimization—it already has. The real question is this: How do we harness it without losing our minds or, worse, our rankings?
SEO pros have been toying with AI tools for years, but the rise of generative AI—capable of producing content from a simple prompt—has taken things to a new level.
Enter the latest SEO trend: AI-generated blog posts, product descriptions, and more. Plug in your keywords, set the word count, and voila! Content for days.
But here’s the rub: Although generative AI has opened up new possibilities for scale and efficiency, it has also opened the floodgates to a deluge of content that’s just plain bad. And trust me: Bad content won’t just hurt your brand—it’ll get you dinged by Google faster than a black-hat tactic from the early 2000s.
SEO automation can help, but if you’re relying on AI to do all the heavy lifting, you’re in for a rude awakening.
The panic that rippled through the SEO world after OpenAI dropped ChatGPT was almost comical. People speculated that search engines were done for. Spoiler: Google isn’t going anywhere, and neither is Bing.
If anything, generative AI is pushing search to evolve. From Google’s Search Generative Experience to Bing’s AI-powered chat, search engines are adopting AI rather than being replaced by it.
The bad news? With more AI integration comes more monetization schemes—great for search engines, not so much for your SEO strategy. Expect algorithm changes to keep us all on our toes.
AI hasn’t just revolutionized text search, it’s also pushing voice search into the spotlight.
Fully 71% of consumers favor voice over text, so generative AI’s ability to understand natural-language queries is driving more conversational search interactions than ever before.
The key takeaway? SEO professionals must adjust: Content should mirror how people actually talk, not how an algorithm processes text.
Rather than resist AI, smart SEO pros are adopting it—but with a sound strategy in mind.
AI is here to supplement your work, not take it over. The secret is using AI for what it’s good at: generating data-driven insights, keyword clusters, and schema—while humans swoop in to perfect the strategy and execution.
The first thing SEO professionals need to do is use AI intelligently. Tools, whether ChatGPT or Bard, can help with research, competitor analysis, and even content creation. But don’t fall into the trap of mass-producing AI-written content. If you do, you’ll just end up on Google’s naughty list when the next algorithm update rolls out.
However, don’t panic. AI isn’t here to ruin SEO altogether; it can actually enhance it. Think of it as your personal assistant that helps out with repetitive tasks like generating local schema or identifying keyword clusters. Once AI gives you the data, it’s your job to refine it with the strategy and nuance that only a human can provide.
For example, if you use AI to create an entire blog post without quality control, you’re leaving so much opportunity on the table—and putting your reputation at risk. But if you use it to help generate content that you meticulously review, edit, and enhance, you’re tapping into AI’s power without compromising quality.
The next step is ensuring AI-generated content is polished to perfection before it sees the light of day. AI might be efficient, but it still lacks the human ability to inject personality, ensure content accuracy, or check for strategic alignment. That’s where your expertise comes in. You can use AI to generate drafts, but those drafts still need your critical eye to avoid the mess of irrelevant, factually inaccurate, or poorly written content cluttering up SERPs.
SEO will always be about people, not just algorithms. Despite all the AI tools at your disposal, the heart of SEO still relies on original, authentic content that resonates with people. Personalization, relevance, and brand voice are your best friends in this ever-evolving game. AI can help you get there, but it can’t take you all the way. A well-rounded SEO strategy needs that human touch to create content that stands out in a sea of automation.
The fundamentals of SEO remain unchanged. AI can help with the tactical aspects of SEO, but you still need to focus on long-tail keywords, content that answers user queries, and an overall user-friendly experience. Mobile-first strategies, proper site structure, and high-quality backlinks will continue to be critical to success.
That said, the most crucial part of any SEO strategy is staying adaptable. AI will continue to evolve, and search engines will keep adjusting their algorithms to accommodate it. Keeping up with changes will be key for maintaining your search rankings and staying ahead of the competition. Pay close attention to how search engines handle AI-generated content, and be ready to pivot as necessary.
* * *
Generative AI isn’t something to fear; it’s something to embrace—with caution. Use it as a tool to supplement your existing SEO efforts, not replace them. By combining human insight with AI’s efficiency, you’ll be well-positioned to tackle whatever the future of search throws your way.
Google’s AI Overview: Impact on SEO, Marketing, and Advertising
How AI Search Will Change Your Content Strategy
The New Age of AI-Powered Search: How B2B Marketers Can Keep Up
Tech, AI, and Marketing: The Evolution of SEO Strategy
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ABOUT THE AUTHOR
Danny Shepherd is a co-CEO of Intero Digital, a 400-person digital marketing agency that offers comprehensive, results-driven marketing solutions. He has 20+ years of experience directing paid media strategies, optimizing SEO, and building solutions-oriented content and PR.
LinkedIn: Danny Shepherd
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