{"id":8048,"date":"2023-02-07T12:02:17","date_gmt":"2023-02-07T12:02:17","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/"},"modified":"2023-02-07T12:02:17","modified_gmt":"2023-02-07T12:02:17","slug":"is-ai-threatening-seo-strategy-by-internet-marketing-ninjas","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/","title":{"rendered":"Is AI threatening SEO strategy? by Internet Marketing Ninjas"},"content":{"rendered":"<div class=\"wp-block-image\">\n<\/div>\n<p>Artificial intelligence has taken over the SEO industry in recent months.\u00a0<\/p>\n<p>With the emergence of AI-driven tools like ChatGPT, which can understand and perform all kinds of (SEO) tasks, an ever-lasting question is once again finding its way into lots of headlines: Is the SEO industry dying?<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>First, if you\u2019re impressed with ChatGPT and think it may be threatening SEO, you may be surprised to know that according to the tool itself, the SEO industry is going to be just fine:<\/p>\n<p><em>AI may change the way SEO is done, but it is unlikely to replace the entire profession. While AI can automate certain aspects of SEO, such as keyword analysis and technical site audits, it still requires human expertise and creativity to develop and implement effective strategies.<\/em><\/p>\n<p><em>Additionally, search engines themselves are constantly evolving and becoming more sophisticated, <\/em><strong><em>making them a moving target for AI to keep up with<\/em><\/strong><em>. As such, the role of SEO professionals in staying up-to-date with search engine algorithms will likely continue to be in demand.<\/em><\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Note: I like that \u201cmoving target\u201d point a lot\u2026<\/p>\n<p>Second, on a more serious note: if you have been an SEO professional for several years, you\u2019ll have noticed that search engine optimization has never been threatened by any technological advancements. On the contrary, it always <strong>thrives<\/strong> when innovative tools emerge to uncover new ways to do (old) tasks and provide new opportunities.<\/p>\n<p>That said, AI tools like ChatGPT can help further the profession along, giving us another tool to allow our industry to flourish.<\/p>\n<p>Let\u2019s see how ChatGPT can change SEO (and already is):<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#1_Help_with_content_creation_and_optimization\" >1. Help with content creation and optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#2_Save_time_on_small_tasks\" >2. Save time on small tasks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#What_cant_AI_tools_like_ChatGPT_do\" >What can\u2019t AI tools like ChatGPT do?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#Search_for_now\" >Search (for now)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#Catch_and_monitor_trends\" >Catch and monitor trends<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#Think_like_a_human_being_does\" >Think like a human being does<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/07\/is-ai-threatening-seo-strategy-by-internet-marketing-ninjas\/#Final_thoughts\" >Final thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Help_with_content_creation_and_optimization\"><\/span>1. Help with content creation and optimization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Automating SEO content creation is something SEOs have been trying to do for years, and for obvious reasons: Search engines have traditionally needed text to understand what a page is about, and it is not always possible to hand-write content for every target query or search intent out there.\u00a0 This is especially true for large-scale ecommerce websites with millions of SKUs and product pages.<\/p>\n<p>ChatGPT to the rescue?\u00a0 Not so fast \u2013 using AI to write content may not be a good idea for at least two reasons:<\/p>\n<p>AI-generated content will always lack any personality or style (which Google may already recognize or will recognize in the future).\u00a0<\/p>\n<p>Anyone who is familiar with Google\u2019s history of finding ways to penalize any scaled content creation or optimization tactic knows that once AI-generated content becomes an issue, Google will find ways to <a href=\"https:\/\/www.internetmarketingninjas.com\/blog\/seo-tools\/how-to-detect-ai-generated-content-and-can-google-do-that\/\" target=\"_blank\" rel=\"noopener noreferrer\">detect<\/a>, disvalue, and potentially penalize it.\u00a0 While automating your content strategy helps cross off your to-do list quickly, using AI for content creation is not a good idea in the long run, just like it wasn\u2019t a good idea to automate your content creation with any kind of rewriting or translating tools in the pre-AI days.<\/p>\n<p>So where can we lean on AI to help with our content efforts? Tools like ChatGPT can help with many SEO content creation tasks without putting your overall SEO strategy at risk, including:<\/p>\n<p>Content topic ideas<\/p>\n<p>Keyword research analysis<\/p>\n<p>Creating content summaries (for meta tag optimization or featured snippet optimization)<\/p>\n<p>Putting together content briefs and outlines<\/p>\n<p>Content structuring, etc.<\/p>\n<p>Here\u2019s ChatGPT categorizing keyword lists by search intent, for example:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>And here\u2019s it helping with content structuring:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Similarly, you can ask the tool to categorize your keyword lists by sentiment or create a semantic analysis to group your keywords. The output still requires a manual review, but it is much more effective than performing any of these tasks by hand using nothing but your subjective understanding of those queries.<\/p>\n<p>No one hires a professional team to merely perform any of these tasks, so it is more about making parts of the process more efficient (and leveraging the technology to uncover new ideas that traditional keyword &amp; audience research might miss) than replacing a <a href=\"https:\/\/www.internetmarketingninjas.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">full-service agency<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Save_time_on_small_tasks\"><\/span>2. Save time on small tasks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>ChatGPT can perform smaller tasks to help save time. These include simple coding, basic research, and some forms of data analysis.<\/p>\n<p>For example, ChatGPT can quickly put together Schema code based on your instructions. Or it can suggest Schema types that would work based on the content you input. It can provide a clean HTML code for any text input. It can even write simple PHP tools and fetch data from APIs.<\/p>\n<p>It will still be up to a smart developer to put many of those pieces together, fix errors (which the tool makes regularly), test the output and adjust the code accordingly. If you\u2019ve ever worked with dev teams, you\u2019d think, \u201cThis is what they are already doing, but they are relying on public code snippets and freelancers,\u201d and you\u2019d probably be right!<\/p>\n<p>In this respect, ChatGPT is just a little helpful assistant that can make many lives easier but still needs human intervention because there\u2019s always a bigger picture, a complex testing process, and a long period of adjusting based on actual human interaction with a page or a tool.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_cant_AI_tools_like_ChatGPT_do\"><\/span>What can\u2019t AI tools like ChatGPT do?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Search_for_now\"><\/span><strong>Search (for now)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>ChatGPT cannot search, it is not currently updating its own database, and it is not accessing other search engines.\u00a0<\/p>\n<p>Whether that is going to change or not, we don\u2019t know (one would assume it is likely in the future), but we do know that Google has spent decades teaching its algorithm to deliver a variety of results in response to a human query, so I don\u2019t expect this tool to be able to become Google\u2019s replacement any time soon.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Catch_and_monitor_trends\"><\/span><strong>Catch and monitor trends<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>ChatGPT relies on its existing knowledge base, which it is trained to understand and learn from. Updating that knowledge base seems somewhat of an issue because it would require more training and testing, which is not easy. Otherwise, the tool\u2019s knowledge base would have already been much more up-to-date.\u00a0<\/p>\n<p>Anyone who has been in SEO for a period of time knows that change is the only constant in our industry where your site may very well get filtered for something you did five years ago.\u00a0 As such, you wouldn\u2019t want to rely fully on dated data from an AI tool to make up-to-date decisions for you.<\/p>\n<p>As ChatGPT admits, it\u2019s not good at aiming at moving targets \u2013 the very nature of the SEO industry.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Think_like_a_human_being_does\"><\/span><strong>Think like a human being does<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Emotions, errors, getting lost, and feeling confused \u2013 all of these are integral parts of people\u2019s searching and buying journeys only a human being can relate to.\u00a0<\/p>\n<p>Being able to understand human emotions and predict reactions is a huge component of important SEO tasks like <a href=\"https:\/\/www.internetmarketingninjas.com\/link-consulting\/\" target=\"_blank\" rel=\"noopener noreferrer\">link-building<\/a> outreach and viral content creation.\u00a0<\/p>\n<p>Creating <em>relatable<\/em> content is also what only a human being can do, and it goes without saying the tool can\u2019t perform necessary tasks like promoting your content, conducting outreach, following up with prospects, and so on.\u00a0\u00a0<\/p>\n<p>With AI content, there runs the risk that all content on the web \u2013 its tone, formatting, and verbiage \u2013 ends up sounding, looking, and <em>feeling<\/em> the same. And that\u2019s an internet none of us want.<\/p>\n<p>Without integrating with other tools like Google Analytics, Search Console, and the rest AI also doesn\u2019t have the ability to analyze the dozens of reasons your website may have <a href=\"https:\/\/www.internetmarketingninjas.com\/google-ranking-drop\/\" target=\"_blank\" rel=\"noopener noreferrer\">lost traffic<\/a> and propose solutions to these issues. Ironically, overuse of AI-generated copy may end up being the cause for many of you in the future!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Final_thoughts\"><\/span>Final thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I am sure this is just the start of AI\u2019s application both in SEO and our everyday lives. Soon we will see the days when AI-driven technology integrates with other toolsets, leverages more up-to-date datasets, report analytics and recommendations back to us, and updates (or even performs) on which SEO checks are due in order to make further improvements to our overall optimization and marketing efforts.<\/p>\n<p>But what happens when the AI tool learns to do what it currently can\u2019t?<\/p>\n<p>Again, change is the only constant in our industry, and there will be more and more ways for us to find out how AI-driven technology can make SEO more effective and productive.<\/p>\n<p>However, anyone who has been playing with ChatGPT wondering if the SEO industry is threatened, may have a poor understanding of what an effective <a href=\"https:\/\/www.internetmarketingninjas.com\/consulting\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEO strategy<\/a> is. It requires a much deeper perspective and understanding of the bigger picture, the target audience\u2019s needs, link amplifiers\u2019 interests, trends and emerging opportunities than the current iteration of AI-driven technology can provide.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/is-ai-threatening-seo-strategy-392529\" target=\"_blank\" rel=\"noopener\">Is AI threatening SEO strategy?<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Artificial intelligence has taken over the SEO industry in recent months.\u00a0 With the emergence of AI-driven tools like ChatGPT, which can understand and perform all kinds of (SEO) tasks, an ever-lasting question is once again finding its way into lots of headlines: Is the SEO industry dying? First, if you\u2019re impressed with ChatGPT and think it may be threatening SEO, you may be surprised to know that according to the tool itself, the SEO industry is going to be just fine: AI may change the way [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8048","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8048","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8048"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8048\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8048"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8048"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}