ys AI is the future for SEO – and 5 reasons SEOs still have job security
SEO professionals are buzzing about AI after announcements by Google, Microsoft regarding forthcoming AI-powered search functionality.
Although it’s still in its infancy, AI has already helped search professionals to do their jobs more efficiently and faster. Its future potential is limitless.
Human input is still a critical component for the foreseeable future. It remains to be determined if this continues to be true.
Here are five ways AI can help SEOs. There are five more ways.
1. AI generates broad keywords, but not specific keywords
According to Michael Bonfils , global managing directors of digital marketing agency SEM International, AI has helped speed up the process of identifying global keyword phrases. This allows him to create a baseline that he can work with.
He said, “It does not understand a client’s unique business, as all businesses differ in one way or the other. But it speeds up the process of organizing campaigns and considering keywords and ad copy. We also evaluate the lingual translations to determine if these words should be included in a client’s campaign.”
Bonfils claims that AI speeds up the process by 25%. He calls this “considerable help.”
Alec Cole a performance marketing strategist at Amsive Digital, agreed with the language point. He called it not only his “favorite”, but also the “scariest” application.
AI can “[review] pages in international languages I don’t speak for fluency or repetition of terms.”
2. AI can create markup and formulas, but there are inaccuracies all around
Cole uses AI to create regex, Excel formulas, and schema in addition to keyword ideas.
He warned against schema however, saying, “My goodness! You have to be careful.”
He shared that he had recently used AI to generate schemas for an author at a pet business. “It tried to claim she was skilled in animal husbandry, which she absolutely not,” he said.
3. AI generates page titles and meta descriptions, but their relevance is questionable
Barry Rolapp is a senior SEO strategist at Amsive Digital. However, he said chatGPT works better with AI to synthesize pages titles and meta descriptions.
He said that the system had issues understanding what information is most important and what is less pertinent.
AI is not good with character counts so “I often find that I have to rework the prompt in order to get what it wants and then feel frustrated that the exact same prompt doesn’t always produce the same results.”
Rolapp acknowledged that this was likely due to user error but said it “shows the systems aren’t able to fully understand my intent and how much time I spend ‘optimizing’ ChatGPT prompts takes away from efficiency I am supposed be getting from leveraging tool.”
4. AI creates content, but has trouble with facts (and duplicates).
Some SEOs use AI tools to create content. This includes creating blog topics, outline and FAQs. However, content can be more complicated.
SEO consultant Sara Taher pointed out the potential for duplication.
“I received a call from a client asking about ChatGPT and how it can be used for content creation. I pointed out to them that ChatGPT does not create unique content and that that content could be duplicated in future.” she said.
While Jessica Bowman CEO of SEO website SEOInhouse.com acknowledged that AI will eventually drive content production scale, she said, “I would view it as a rough draft that needs to be fact checked and [edited] to ensure tone, voice, and uniqueness.”
She agreed that AI is difficult to use unique elements such as brand messaging and product descriptions.
Bowman stated that AI only knows what it has received. It won’t always be able to give you an edge or expertise that will make you stand out from your competitors, the market, and the rest of the internet [for ranking]. This would have to be included during human editing.
5. AI can solve problems, but its true potential remains to be discovered
Schneider Electric, an energy company, uses AI to manage projects, keyword research, and social media optimizations, but not for content creation.
“We have one goal this year as a group to simplify for simplicity, value, and relevance,” stated Danita Webster, senior web specialist at Schneider Electric and SEO program leader in North America. “And so AI fits right in that.”
Smith described time as the most valuable asset, and there is potential to save it.
It’s still early so the company, like many others, has just begun to assess its wider potential and how it can become a more agile organization.
She stated that “one of the problems that we always face, is that things don’t happen quickly, typically in an enterprise organisation and resources are limited.” “But there’s always an urge to scale things… We’re looking into how [these types of tools] can help us meet some production demands.”
Schneider Electric is also investigating the potential of generative AI, and other AI tools, to make society greener and more inclusive.
She said, “I’m thinking about it as how it can be used to potentially make our planet Earth more friendly.” “We can also use it to promote inclusion, which is another goal of ours to ensure that our content is properly represented and to explore other ideas to improve our deliverables.”
Cole said that there is also potential in “goodness know what else”.
He said, “I have gotten into a habit of throwing anything at it to see if anything comes out.” It misses a lot, but it is amazing at helping me solve difficult problems or automating tasks that used to take me a long time.
Search Engine land – The post 5 Ways AI is the Future of SEO – and 5 Ways SEOs Still Have Job Security appeared first.