WHAT HAPPENS WHEN A.I. AND S.E.O. COLLIDE?

The rise of AI is already having a profound impact on nearly every aspect of our lives (even if most don’t appreciate it yet). From autonomous cars to smart homes, the advances in artificial intelligence are transforming how we live and work. But, for all of us in the online business world, one area of major concern is, or at least should be, SEO or search engine optimization. It seems obvious that as AI becomes more sophisticated, it will dramatically change ihow we approach web search and SEO.

SEO can only work when there’s room for improvement

For a long time, search engines have used a variety of techniques to determine the relevance and quality of web content - including keywords, meta tags, and backlinks. As search algorithms advanced, they started taking into account things like structure, social media signals, tone, readability, and other nuanced metrics.

Indeed, since the early days of search engines, there’s been a constant, and increasingly rapid evolution as SEO became ever more sophisticated. But, the pace of change was still within the capacity of individuals, teams, and businesses to adapt. And, most critically, this environment meant there were always opportunities for those employing the latest and best SEO practices to leapfrog the competition. This environment is exactly what has allowed affiliate and performance marketing companies to become so successful - especially in sectors like iGaming.

But, it's important to remember that the same truth still applies now as when Google launched - there’s only one top organic result and only one first page. However, in a paradigm where content could constantly be improved (realistically, not just theoretically), it meant there were still opportunities to be competitive.

But, with AI technology now developing at an exponential pace, is the entire web search and SEO field about to be upended? I think so. Let me explain. So, just for fun, I actually asked ChatGPT for its thoughts on this, and as expected, it just came up with the following:

“One of the most significant impacts of AI on SEO is the improvement in content standards. As AI becomes more sophisticated, it can analyze content and determine its quality based on a range of factors such as grammar, structure, readability, and engagement. This means that content creators will need to focus more on creating high-quality content that is engaging, informative, and well-structured, rather than relying on SEO techniques such as keyword stuffing and backlink building.

In addition to improving content standards, AI also has the potential to make search engines more intuitive and personalized. For example, Google's RankBrain algorithm uses machine learning to interpret user search queries and provide the most relevant results. This means that search results are becoming more personalized, and users are more likely to find the information they need quickly and easily.

As AI becomes more sophisticated, it will also become better at understanding the intent behind user searches. For example, if a user searches for "best restaurants in New York," AI will be able to analyze the search query and determine whether the user is looking for recommendations or reviews. This means that search results will become more tailored to user needs, providing a better user experience and improving the overall effectiveness of SEO.”

Well, it's tough to argue with that answer. Clearly, it all makes sense. And, from a user’s point-of-view it all sounds brilliant. Get better and more relevant answers. Excellent.

But, what about from the perspective of content producers and SEO teams, say working for affiliate marketing companies? How, in a world where, for all intents and purposes, all content is now well-written and structured, has exactly the right keywords, and is perfectly answering user intent, is a search algorithm supposed to select the ‘best?’

You see, there’s a fundamental truth that many ignore. Up until now, ranking well hasn’t just been about how good your content is, but how bad the competition is. It takes two to tango, so to speak. Basically, I predict that AI tools are going to remove the ability of SEO teams to effectively manipulate search results. And, we all know, manipulating search results is exactly what SEO teams are paid to do (even if it's in the nicest possible ways!).

A better user experience, but a nightmare for marketers?

Of course, I plied ChatpGPT with follow-up questions regarding this, and it again answered with the rather predictable suggestion that businesses can embrace new techs like natural language processing (NLP) and machine learning, to better understand user intent. Righty. But, again, if this technology is now pretty much available to everyone (or at least a critical mass), then how will anyone get an advantage? Specifically, an advantage that lasts for any useful length of time, or is in any way predictable?

Still not satisfied, I badgered the poor AI, again and again, emphasizing the crux of the matter - in a world where everyone suddenly has the ability to create the ‘best’ (by any measurable or quantifiable standards), how do you select the ‘best?’

ChatGPT’s answer was that engagement and authority would be more important. At this point, I admit despair was creeping in. I mean, yes ChatGPT, obviously engagement and authority are critical. They are now, and they will be in the future. But, you build both of those by creating content that gets noticed and referenced. But, to get content noticed and referenced, businesses rely on SEO and search manipulation (urgh, ‘manipulation’ sounds so dirty - but, it is what it is).

So, with the ability to effectively and confidently manipulate SEO gone, or at least rapidly going, where does that leave online marketing? Well, according to AI, we’re all just going to have to focus on “creating highly engaging, authoritative, and well-structured content that meets user intent in order to rank highly in search engine results pages.” Well, duh.

It sure sounds like AI is planning (or maybe ‘planning’ is too sinister?) on creating a better user experience for searchers, but any business dependent on SEO may want to brace themselves. Whether AI vaporizes the current SEO world overnight, or users in a golden new era of opportunity for the most on-the-ball businesses, it seems certain things are going to change around here.

But, then again, maybe I’m just overthinking it all.