Navigating the Future of AI and SEO

Nov 6, 2023 | SEO, Web Design

The digital realm is buzzing with news about Artificial Intelligence (AI); transforming the way we all work with technology. AI tools quickly became a trend that continues to evolve every single day.

But what does AI mean for SEO, and how can you prepare your web design and content strategy for this inevitable change?

It’s well known – and accepted – that many companies are already using AI to generate content and images.

With this being the new reality, it’s important for people to understand what this will mean for the online success of a business moving forward.

In this article, we’ll break it down and reveal the key insights you need to stay ahead of the game.

the Future of AI and SEO

The AI Revolution in Search Engines

The Lowdown: AI-driven search engines like Google are changing the game by using machine learning algorithms to deliver more precise search results. These algorithms understand user intent, context, and content relevance better than ever before.

Why It Matters: As AI gets smarter, ranking on search engines becomes highly competitive. Website owners need to optimize content for AI to ensure it appears in relevant search results.

This will mean starting with your SEO homework and then prompting your AI tool to use the keywords and benchmarks that you know it should have. In experimenting with AI-generated content ourselves, we find that further edits are needed even after prompting with exact instructions on keywords and placement. If you’re concerned about using AI-generated content and making it relevant enough for indexing, read our article on using AI tools.

The Dawn of AI-Generated Content

The Lowdown: AI-powered tools can now generate content for several purposes; even including reports. They use data analysis to produce readable text which is why priming your channels/tool is an important first step.

Why It Matters: Content generation AI can save time and resources… but it must be used wisely. Businesses should focus on quality control and use AI as a tool to assist writers.

Even with training (which is a recommended starting stage for prompting your AI tool to learn who you are and how you speak), it takes time to get quality content. We recommend heavily editing the content it produces, but then submitting the finalized versions back to your tool; with a prompt to learn “this is how we want future content to read” and/or “note this finalized ____ for future reference and to be used as an example“. Over time, you’ll begin to notice less time spent on your proofreading and editing stage.

Crafting Content for AI and Humans

The Lowdown: Content should cater to both AI algorithms (for ranking) and human readers (for engagement). This requires a delicate balance between keywords, readability, and valuable information.

Why It Matters: Content that appeals to both AI and human audiences is more likely to rank higher and keep readers engaged.

It’s important to point out that while algorithms are programmed to read content like it’s data, it does consider what it actually says. Factors such as having additional relevant words within the writing do matter. Ensuring you make it sound like a natural, relevant conversation requires a human touch; in the form of the proofreading stage. Since readability and engagement are still something that AI content-generating tools can only assume; your final touch will still matter.

Understanding AI’s Understanding of Content

The Lowdown: AI interprets content by analyzing text, context, and user behaviour. It determines relevance by assessing factors like keyword placement, semantics, and user intent.

Why It Matters: By understanding how AI assesses content, marketers can optimize their strategies to align with AI algorithms for improved ranking.

This is why all the above points need to be considered as a multi-faceted approach to handling AI-generated content. Knowing all of these facts and how to work with AI-generated content should be your biggest takeaway that ties into this point.

Conversational SEO: Voice Search and Chatbots

The Lowdown: Voice search and chatbots rely on AI to understand natural language. They’re becoming essential for user engagement, regardless of the nature of your business.

Why It Matters: Optimizing for voice search and using chatbots can enhance user experiences and boost SEO, especially for local businesses.

Any programmable chatbot can help to fulfill this need if you’re starting from scratch. Setting up a chatbot that serves the purpose of answering questions for prospective clients is one way that every website can optimize this information – and save time on 1-on-1 conversations. Many options are now available for this; we recommend speaking to your web team to decide which one is right for you.

The Human Touch: AI Augmenting, Not Replacing

The Lowdown: AI enhances human capabilities but doesn’t replace them. It aids in tasks like data analysis, allowing humans to focus on creativity and strategy.

Why It Matters: Embracing AI as a collaborator rather than a replacement ensures a balance between technology and human expertise.

While many have predicted (and may still expect) that AI tools will take jobs away… it’s known that it requires a human touch. At best, it saves time. So instead of having it replace a position or critical function within a company, it should support the person who needs to use it.

Your SEO Future Starts Now

The Lowdown: Preparing for AI-driven SEO is not a future concern; it’s a present necessity. Adapting to AI’s influence on SEO ensures long-term success.

Why It Matters: Those who embrace AI’s potential today are better positioned to thrive in the evolving digital landscape.

Personal thoughts aside, the fact is that AI is here and it’s reshaping the digital landscape. Teams like ours are already prepared for how we will have to change our strategies for the next AI-based changes that will affect SEO. Knowing what these changes are – and working with them – is going to be a big part of the “online presence” strategy moving forward. Ignoring all of the advice within this article will mean that your website’s visibility can experience a dip as these changes are made.

As the digital landscape evolves, keeping pace with AI advancements is no longer an option – it is a necessity. With an understanding of how AI works, along with ongoing SEO work, you can refine your digital strategies to ensure that your online presence continues to shine. But if you’d rather leave this to a capable team who’s dived into these changes and is already working on clients with this approach, contact us. Northnet Media specializes in creating fully custom websites and has experience using AI tools for content creation, digital marketing strategy, and creating special features.

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