is not going away and the future of SEO.

It is difficult for me, as someone who has made a career out of SEO to use the words “death”, “dying”, and SEO together.

Here I am, with another of those topics… As prophetic as it sounds, I’m going to discuss what’s to come in the world of SEO, based on what’s happened and what’s happening now.

Change can be scary. We’ve seen this before in SEO. The constant is that searchers need to be able to find our brands, organizations and clients on search engines.

Direct answers, prominent ads and other factors have decreased exposure and click through rates of organic search results.

We haven’t yet seen a worst case scenario. The SEO industry continues to grow and adapt.

What does AI mean to SEO?

Let’s get to the bottom of it. In the last few weeks, I’ve been asked by friends and colleagues whether SEO will still be relevant with AI.

The answer I’ve given to all of them is that there’s one constant that I can’t imagine going away.

Brands and companies want their audience to find them, no matter how the search engine looks or where they get information.

This means that whether the target audience is on Google, an AI source, or their fridge, there’s a connection between brand and audience.

The vehicle can be a chatbot or AI, a connected device, a voice assistant, a sentient robot, or a voice assistant.

I am personally excited and interested by the applications that are available for my business, agency, and consumers.

I’m certain we’ll see lots of spam and junk in the mix, and like with anything new, it’s best to wait and watch a little.

What can you do with AI?

Accept and use it! We are testing and using it within our own processes, including SEO, digital marketing and web development.

AI is a boon at a time when teams are under pressure to be creative and resource-constrained.

content is still important, but the quality of that content is not. We will see “good” content increase as more AI-driven content is created.

But I think it will become commoditized very quickly. This means there is still a place for “great” and winning content.

Everyone is using AI, more specifically. What will it cost to humanize, and make sure it’s on brand and resonates well with our audience?

Although I don’t think AI should be responsible for content strategy, it can act as a research assistant, a first draft writer etc. This article was not written by AI. All content is original and written by humans.

It’s important to test, use, and understand the limitations of each version. Do not ignore or bury your head in sand.

What happens if people do not Google?

Google’s search engine, and its results products, may become less important in the future as consumers turn to AI to find information or to be informed.

In the last couple of weeks I was talking to a colleague about this and shared that Google will still be a major source of AI, even if it isn’t used as the primary interface for mobile, desktop or voice search.

In a different conversation, another colleague reiterated that Google had the most information. So, despite bard’s initial dismay, Google could end up as the leader.

No matter what happens, we will always have to keep in mind that SEOs are responsible for the consumers, businesses and people who seek products, solutions, and answers.

We’re out-of-focus and out-of touch if we focus too much on search engines, and not enough on the target audience. SEO will always be the same.

What should I do right now?

Keep doing what is working today, but keep an eye out for the future. Keep up your on-page and off-page SEO, as well as technical .

Understanding the SERP features will help you to understand how they work for or against you. Develop a solid strategy that is measurable and objective. Give SEO the resources that it requires.

Use AI to improve your business processes and opportunities. Don’t fall behind.

Don’t forget what you are doing today to achieve your goals. Do not abandon SEO.

It is not dying, even if we call it by a different name in the future. It will continue evolving and morphing into what it is needed to be.

People are searching and seeking. Brands and organisations want to be found.

The fundamental principle of the law doesn’t change, even though technology, avenues and means may.

My agency is focused on SEO and we are not going to back down.

Keep going, my friends. I am looking forward to the next step in SEO with you.

The article Search Engine Land : The Future of SEO and Why It’s Not Dying first appeared on Search Engine Land .