The opinions expressed by the collaborators of Emprenderos are their own.
Artificial intelligence (AI) is at work in every industry imaginable. With it, we open the door to automation, better data analysis, increased productivity, and a host of other business benefits. But we are also seeing radical industrial transformations, with some market segments reinventing and redefining themselves in the wake of this new technology.
AI is already here, at least in some contexts, in the search engine optimization (SEO) industry. Should we be preparing for an industry-wide overhaul? Or will AI simply enhance our already existing capabilities, without many fundamental long-term changes?
AI in the SEO industry
There are a few main areas where AI is influencing the SEO industry today, including:
Algorithm changes and search engine development rate. First, major search engines like Google are starting to integrate elements of AI and machine learning into their algorithms. Starting with RankBrain in 2015, Google announced that it would use machine learning to improve its ability to provide relevant and authoritative search results; RankBrain specifically works to better understand user intent in ambiguous queries, but the future potential of AI in search algorithms is virtually limitless. GPT-3 and AI-based writing. GPT-3 and similar AI tools they are increasingly used to tackle repetitive writing jobs. Even marketers know that content is the heart of any SEO strategy, and certain machine learning algorithms are capable of replicating human-level writing at scale. However, this technology is still in its infancy. Data analysis, predictive models and recommendation engines. AI and machine learning are also being used for data analytics, predictive models and recommendation engines. Effectively trained AI systems can better analyze competition and keyword search volume, examine the technical aspects of your website, and even recommend specific changes to make to see better results. These benefits will be even better in the future. However, they do not have much potential to be fundamentally disruptive; they are in a position to empower and support optimizers, rather than displacing, replacing, making them redundant or redefining their roles. Automation of tasks. In perhaps the simplest application, AI and machine learning can be used for the automation of basic tasks. If you do something predictable and repetitive, like following a specific formula for writing meta descriptions for all your pages, you can simply automate it with the right AI tool. This is something that almost every business in every industry can use.
Algorithm and AI updates
How will AI and machine learning impact algorithm updates in the future?
That depends on how you define “impact”. Right now, AI is being used to continually polish and refine Google’s algorithms; is to learn new things and post new minor updates constantly. This is being done at a much faster rate than a human would be able to do manually.
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However, to our current understanding, these AI tools are only used to execute human direction. Google is not evolving dramatically or in unpredictable new directions; he’s simply getting better doing what he’s always wanted to do. Consequently, while Google search results are improving for users and Google is saving time and money in the process, this is not currently having a huge impact on the SEO industry, nor does it look like this will change in the future.
AI and writing
A more interesting application of AI in SEO is AI-powered writing. Content writing is arguably the most important element of any SEO strategy, and it also tends to be the most expensive. High enough quality AI writing could put millions of writers out of work while saving companies tons of money and flooding the web with amazing written material at the same time. right?
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Not exactly. While it’s hard to say what the future of AI-based writing is, as it stands, AI writing algorithms are extremely limited. They can handle repetitive, low-level writing tasks, but even then, it pays to have a human editor review and polish the work. For the high-quality, in-depth strategic content needed for SEO success, human writers will continue to be needed for the foreseeable future.
Future capabilities
Of course, it’s hard to say for sure what the future of AI is. The pace of technological development tends to be exponential, and many of the sophisticated technologies we enjoy today would have been fundamentally unpredictable just 50 years ago. In the coming decades, it may seem that there are huge advances in the field of AI and machine learning that will completely reset our expectations.
That said, we can definitely predict the course of AI development and its impact on the SEO industry for at least the next few years. Given that AI has already entered the industry and is being used by most major players, we can foresee further iterative advancements of these tools. We can also predict that our current generation of AI is not capable of completely displacing or replacing human workers; instead, it will remain a powerful tool in the average search optimizer’s arsenal. As such, we cannot predict a “radical transformation” in the near-term future.
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