It seems as if AI is everywhere these days. You can’t even buy a toothbrush without being bombarded with this new artificial intelligence, and we’re not exaggerating. There are now smart toothbrushes that integrate AI to track how well you brush your teeth!
But it’s not just about what we see in terms of ads or what’s being pushed by every company outhere. With AI tools like ChatGPT, Google’s RankBrain, and BERT completely changing the game, it’s natural to wonder if SEO is still as important as it once was. Has artificial intelligence made SEO obsolete? Will AI take care of everything SEO has to offer? We don’t think so.
SEO is still a vital strategy for any business, but like everything, it’s evolving to keep pace with new technology. Let’s break down how AI is actually impacting SEO, why SEO remains crucial, and what businesses need to do to adapt because remember, it’s survival of the fittest.
How AI Impacts SEO
AI has made search engines much more intelligent. Tools like Google’s RankBrain and BERT, for example, help search engines understand what people are searching for on a deeper level. So, instead of just matching keywords, AI-driven algorithms analyze the intent and context behind each search. It’s like having a 24/7, high-IQ psychologist analyzing your every movement without you realizing it, and giving you everything you seem to want with just one click.
For example, when RankBrain launched in 2015, it changed how Google processed complex and ambiguous search queries. How? Because of its high personalization, websites couldn’t just rely on stuffing pages with keywords; they had to focus on high-quality content that actually answers the users’ questions. That’s why 88% of businesses that used AI in SEO reported a significant improvement in their website’s search engine visibility! (Wifi Talents) It’s all about user behavior and optimizing content for search intent.
Why SEO Is Still Relevant in the AI Era
We’re not telling you anything you don’t already know, especially if you’ve been deep into SEO strategies. But, if AI is so great at analyzing user behavior and making the process of creating incredibly targeted content more efficient and easy, will SEO still matter? Absolutely, and here’s why:
1. SEO Evolves with AI Algorithms
Even though AI is helping search engines become way more sophisticated, the fundamentals of SEO are still important. Search engines still depend on things like well-written content, backlinks, fast-loading pages, and mobile optimization to rank websites effectively. And this isn’t going to be replaced by AI anytime soon. You still need the human touch and nuances that artificial intelligence just lacks. But this isn’t us just saying so, high-quality content is still more important than ever. AI-driven algorithms like BERT and RankBrain look at how well your content meets the users’ needs, meaning the better your content answers a search query, the higher it will rank. And technical SEO is just as crucial! 40% of people will leave a site that takes more than 3 seconds to load, so making sure your website is lightning-fast and its structure is top-notch is still a priority, even with AI around. (Neil Patel).
2. AI Enhances Personalization, But SEO Makes It Relevant
As you probably realized by now, AI has made search results more personalized than ever, which is kind of the whole point of SEO. However, SEO still shines because it makes sure your content stays relevant to different audiences, which is crucial. Google’s AI tools, like MUM (Multitask Unified Model), help deliver more personalized search results, but you still need to use strategies like local SEO and optimizing for featured snippets to stay competitive! It’s not one or the other, it’s a combination of the two that makes a business really shine. For example, 46% of all Google searches have local intent, meaning users are looking for businesses or services nearby – think of searches like “best pizza near me” or “plumber in Chicago”. (sagapixel) Here, local SEO is a top player because it helps your business appear in those top results. And by optimizing your online presence, you can increase foot traffic and bring in more customers from your community. Targeting the right keywords, creating and updating your Google Business Profiles, and focusing on region-specific content are all key tactics that rely solely on SEO, not AI.
3. SEO Optimizes AI-Generated Content
While AI tools like GPT-4 can definitely generate content, SEO makes sure that content is found. Even if you have the best AI-generated content ever, if you’re not using AI, you may as well have done nothing. AI-written articles still need to be optimized with the right keywords, meta descriptions, and structured data. Think about it this way: using schema markup, a well-known SEO tactic, helps search engines better interpret and display your content, which increases the chances it will show up in rich snippets or knowledge panels.
In other words, SEO makes sure that AI-generated content doesn’t just exist, it actually gets seen.
How SEO Has Evolved Alongside AI
If you take home anything from this article, let it be this: AI and SEO don’t compete – they work together. And as artificial intelligence evolves, so does SEO!
Here are some ways SEO has adapted to keep pace with AI:
- Semantic Search: AI now understands user intent better than ever, so SEO has shifted from focusing on keyword density to creating content that answers questions and solves problems.
- Voice Search Optimization: With AI-powered assistants like Siri and Alexa, SEO has taken a page out of their book by optimizing for voice searches. These are often longer and more conversational, so it needs content that answers those unique questions. Today, over 40% of adults use voice search every day! (DBS)
- Data-Driven SEO: AI tools can give you real-time data that help you make smarter decisions. How? SEO experts use this information to fine-tune their strategies based on user behavior and search engine trends.
Final Thoughts: SEO and AI – A Winning Combination
As AI continues to transform how search engines work, SEO isn’t going anywhere. Simply put, the core elements of SEO – creating high-quality content, optimizing your website, and improving user experience – are still essential. AI simply offers new tools to enhance, not replace, these efforts. That’s why businesses that blend SEO tactics with AI insights will have a competitive edge, because they’re not just sticking to one tactic/tool, they’re leveraging everything!
At EpicDevs, we know how to do exactly that. Whether you need help optimizing for voice search, using schema markup, or aligning your content with AI-powered search algorithms, we’ve got the expertise to keep your SEO strategy effective.
Ready to improve your SEO in the age of AI? Contact us today to find out how we can help improve your online presence.