Mastering SEO in the AI Era
In the evolving world of digital marketing, artificial intelligence stakes its claim, promising profound changes. As AI shapes the future of SEO, where do human experts stand, and what strategies will lead to tomorrow's successes? Unpack the insights from industry leaders and brace for an AI-powered revolution in the world of search. Ready to navigate the next frontier?
The digital landscape is evolving, and it's not waiting for stragglers. In the blink of an eye, SEO, a critical tool that every marketer relies on, is undergoing an evolution, one where artificial intelligence isn't just an accessory but a main player.
I recently joined a webinar where three titans in the SEO industry - Crystal Carter, Head of SEO Communications at Wix, Azeem Ahmad, a digital marketer with almost ten years experience in multichannel marketing, and Areej AbuAli, an SEO consultant, the founder of independent agency, Crawlina, and the founder and chief community builder at Women In Tech SEO (a global community for women in the Technical SEO field) - shared their insights and perspectives on SEO and AI. The consensus? AI isn't just hinting at a reshaped future for SEO—it's already making waves in how we approach it today.
If you're questioning whether AI in SEO is just another buzzword or genuinely transformative, this article aims to clarify. We're about to embark on a deep dive, bridging traditional SEO practices with the dynamic world of machine learning. Prepare for an exploration through the latest in SEO's AI-powered evolution.
AI and SEO: The Current Dance
Stepping into the world of SEO today feels like entering a futuristic tech lab. Everywhere you look, artificial intelligence has its fingerprints. But here's the deal: it's not a newly-minted relationship. AI has been influencing SEO longer than many realise.
Google is using AI to make search result snippets better.
Take the familiar featured snippets on your Google search results, for instance. Ever thought about what powers them? Yes, it's driven by AI. (Read more about how this works here) Tools like Google Translate and Google Lens, which have become almost second nature in our digital routines, are powered by machine learning and AI.
Crystal Carter emphasised a crucial point. Amid the AI buzz and the influx of new tools, it's essential not to get swept away by the noise. The AI landscape can be a commotion of data, innovations, and claims. But not all that glitters is gold. In an age where AI can generate vast amounts of information, the most valuable insights often come not from the sheer volume of data but from those who've consistently navigated the evolving landscape of SEO, understanding its core principles. It's about discerning wisdom over volume.
For marketers keen on navigating this AI-augmented SEO world, the message is clear: Embrace the tech, but keep your compass calibrated. It's less about chasing the next big thing and more about understanding the nuances and leveraging them effectively.
The Impact of AI-driven Tools on Modern Marketing
Modern tools, enhanced by artificial intelligence, are revolutionising how marketers strategise and implement campaigns. With ChatGPT and similar tools showing immense potential in content generation, it raises the pivotal question: How can these be incorporated without diluting brand voice and authenticity?
“Avoid cutting corners.”
Azeem Ahmad offers a note of caution. He observes that while AI can provide quick solutions, marketers must resist the urge to cut corners. It's a classic tale of instant gratification versus long-term value. While AI can amplify our efforts, human expertise remains irreplaceable.
“Use AI as an amplifier, not a substitute.”
Echoing Azeem's sentiment, Crystal advises marketers to treat AI as an amplifier rather than a substitute. The goal? Use AI to enhance intelligence and productivity, not replace it.
“Think of AI as a brainstorming partner.”
Meanwhile, Areej AbuAli aptly describes AI tools as a "brainstorming buddy." AI can streamline processes, especially for solo entrepreneurs or those working with tight resources. Take keyword research, for example. Rather than losing hours on spreadsheets, AI tools can help marketers quickly gain insights, allowing more time for crafting comprehensive strategies.
The collective wisdom? Embrace AI tools for their strengths but remain grounded in your expertise. The blend of human intelligence with machine efficiency creates marketing magic.
The prevailing message from the experts is clear: AI's prowess can be harnessed to its full potential when combined with human insight. This synergy of machine efficiency and human intuition can be the key to marketing excellence.
AI-Generated Content: What Does Google Think?
As AI-powered tools make their mark in the content creation world, there's a pressing question among marketers: Will search engines, particularly Google, penalise content produced by AI?
Crystal sheds light on this evolving narrative. She points out that AI in SEO isn't a novel concept and mentions how integral AI has been, as mentioned earlier, powering Google Translate, Lens, and even the featured snippets. But what about purely AI-generated content?
LinkedIn's experiment with 'Collaborative articles' offers insight. These articles, partially generated by ChatGPT, have started gaining traffic, suggesting that Google isn't penalising such content. In fact, Crystal believes that as long as the content is factually accurate, well-declared, and brings value, it can be highly beneficial.
Linkedin’s Collaborative Articles starts with a pre-written AI article or snippet (on the left), which Linkedin users then add on to (on the right).
When diving into the specifics of how major search engines perceive such content, the landscape is clear. In a post on Google’s Search Central blog, Google clarifies its stance on AI-generated articles. Surprisingly (or not), Google Search guidelines don't directly ban content produced by AI. The essence lies in the quality. Google champions “high-quality content, however it is produced.” This quality is judged based on "expertise, experience, authoritativeness, and trustworthiness" – the renowned “EEAT.” Therefore, if AI-generated content, like the articles from LinkedIn's experiment, aligns with these criteria, they have the potential to rank favourably.
This isn't a blanket license to churn out machine-written articles, though. Quality, accuracy, and relevance will always be king. But it does open up a realm of possibilities for marketers to harness the power of AI in content generation, seamlessly blending it with human creativity and oversight.
Rethinking Rankings: From Algorithms to Authenticity
In an era where algorithms dictate our online visibility, it's tempting to see SEO as merely a game of rankings. However, as the digital landscape matures, a seismic shift is underway. Marketers and SEO professionals are beginning to recognise the need to look beyond the coveted number-one spot.
Aiming for the top of Google's results page is undoubtedly valuable, but is it the pinnacle of success? With voice search becoming more prevalent and featured snippets garnering more clicks, sometimes the third or fourth result might be the most valuable. And then there's the need to consider user intent.
Areej emphasises this change in perspective.
“SEO isn’t just about satisfying algorithms anymore; it’s about satisfying users. It’s time to transition from algorithm appeasers to audience champions.”
The objective has grown from merely ranking higher to delivering content that truly resonates with the audience's needs.
But there's more to this evolving narrative. Alongside meeting user intent, there's a rising need to establish brand authority. Gone are the days when a well-placed keyword could secure top rankings. Today, Google's algorithm gives precedence to content that demonstrates expertise, experience, authority and trust (EEAT).
"Building your brand's EEAT is non-negotiable," Areej stresses. This broader approach benefits not just SEO but the entire marketing spectrum. From content marketing to social media engagement, a solid EEAT framework helps businesses stand out in the crowded digital space.
This shift from pure algorithmic appeasement to genuine user-focused content isn't just a trend. It's a necessity in today's digital age. And as algorithms continue to evolve, one thing remains constant: the need for authentic, valuable content that meets users' needs.
Quick Wins: SEO in Limited Time
With the rapid evolution of SEO and the countless strategies available, deciding where to allocate time and effort can become overwhelming, especially when that time is limited. So, if you had just one hour each week to invest in SEO, how should you make the most of it? Let's take a cue from the experts:
Capitalise on Video
For Crystal, the answer lies in harnessing the power of video. Her blueprint for a 60-minute SEO sprint goes as follows:
Craft a video on a topic you're well-versed in.
Post it on YouTube.
Use a tool to create a high-quality transcription.
Upload this transcription to your website.
Embed the YouTube video on the same webpage.
Return to YouTube and insert the associated blog post's URL in the video's description.
The rationale? "Video is a tool that Google is leaning heavily into," says Crystal, "but many businesses are overlooking its potential."
Competitor Analysis and User Journey
Areej brings a different perspective to the table. She suggests taking a step back to understand the broader landscape. Her proposed strategy is twofold:
Dive deep into competitor websites to comprehend their strategies.
Analyse the Search Engine Results Pages (SERPs) for your target keywords.
By "putting myself in the shoes of the people who visit my website," she emphasises the importance of understanding the user journey, believing that this manual, reflective process can reveal unique insights and optimisation opportunities.
Go Beyond the Written Word
For Azeem, digital diversification is the name of the game. He underscores the significance of varied content types, stating, "If you've only got an hour, create a video, create audio, leave text alone for a while. You probably already have a website full of it."
The common thread among these experts? It's not about the quantity of time spent but the quality of strategies employed. Whether you're diving into video, analysing competitors, or diversifying content forms, even just an hour a week can bring meaningful SEO results when spent wisely.
Navigating the Future: Converging AI, SEO, and Authenticity
The transformation of SEO in the age of machine learning is undeniable. But as we peer into the vast expanse of possibilities AI brings, it's essential to maintain sight of what truly matters in SEO: authentic, valuable content that resonates with human audiences.
Azeem's emphasis on diversifying content, Crystal's spotlight on the synergy of video and SEO, and Areej's focus on authenticity and audience connection — their insights are guiding beacons. Their shared wisdom reinforces that the next phase of SEO is not a dichotomy of man versus machine but a harmonious integration.
Our journey through the perspectives of leading industry experts reveals a clear message. While tools, algorithms, and cutting-edge tech will continuously evolve, the heart of SEO remains constant. It's about understanding and addressing the needs of our audience, using every available tool at our disposal, from video content to AI-generated articles.
Lastly, as you map out your content strategy, don't just stop at the written word. Multimedia avenues, especially video, are the present and future of SEO. So take the initiative: Choose a topic you're passionate about, craft a video, embed it on your site, and watch the results unfold. After all, Google is ever-eager for fresh, valuable content.
Are you prepared for the future? The world of AI-driven SEO is ready for your imprint. Make it count.
PS. If you’re keen to dive a little deeper into the knowledge of these three SEO titans, you can watch the entire 58-minute webinar below:
