{"id":8311,"date":"2023-02-23T11:11:53","date_gmt":"2023-02-23T11:11:53","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/"},"modified":"2023-02-23T11:11:53","modified_gmt":"2023-02-23T11:11:53","slug":"5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/","title":{"rendered":"5 ways AI is the future of SEO \u2013 and 5 ways SEOs still have job security"},"content":{"rendered":"<p>Everyone in SEO is buzzing about AI following announcements from <a href=\"https:\/\/searchengineland.com\/google-launches-bard-its-answer-to-chatgpt-to-trusted-testers-here-is-what-it-looks-like-392729\" target=\"_blank\" rel=\"noopener\">Google<\/a> and <a href=\"https:\/\/searchengineland.com\/microsoft-bing-search-chatgpt-392789\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a> about forthcoming AI-powered search functionality.<\/p>\n<p>It\u2019s still early, but AI is already helping search professionals do their jobs faster and easier. The sky\u2019s the limit for its future potential.<\/p>\n<p>For now, however, human input remains a vital component. But whether that continues to be the case remains to be seen.<\/p>\n<p>Here\u2019s a closer look at five ways AI is helping SEOs \u2013 and five ways it still has a long way to go.<\/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\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/#1_AI_generates_broad_global_keywords_%E2%80%93_but_not_specific_keywords\" >1. AI generates broad global keywords \u2013 but not specific keywords<\/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\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/#2_AI_creates_markup_and_formulas_%E2%80%93_but_inaccuracies_abound\" >2. AI creates markup and formulas \u2013 but inaccuracies abound<\/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\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/#3_AI_produces_page_titles_and_meta_descriptions_%E2%80%93_but_their_relevancy_is_questionable\" >3. AI produces page titles and meta descriptions \u2013 but their relevancy is questionable<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/#4_AI_writes_content_%E2%80%93_but_struggles_with_facts_and_duplication\" >4. AI writes content \u2013 but struggles with facts (and duplication)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/5-ways-ai-is-the-future-of-seo-and-5-ways-seos-still-have-job-security\/#5_AI_can_help_solve_problems_%E2%80%93_but_its_true_potential_is_TBD\" >5. AI can help solve problems \u2013 but its true potential is TBD<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_AI_generates_broad_global_keywords_%E2%80%93_but_not_specific_keywords\"><\/span>1. AI generates broad global keywords \u2013 but not specific keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI has helped accelerate the process of identifying global keywords, according to <a href=\"https:\/\/searchengineland.com\/author\/michael-bonfils\" target=\"_blank\" rel=\"noopener\">Michael Bonfils<\/a>, global managing director of digital marketing agency SEM International. This allows him to establish a baseline to tinker with more easily.<\/p>\n<p>\u201cIt by no means understands a client\u2019s unique business as all businesses are different one way or another, but it helps us speed up the process of organizing campaigns, considering suggested keywords and ad copy and evaluating the lingual translations of these words to determine if they should be added to a client\u2019s campaign or not,\u201d he said.<\/p>\n<p>Bonfils estimates AI speeds up the process by about 25%, which he called \u201cconsiderable help.\u201d<\/p>\n<p>Meanwhile, <a href=\"https:\/\/www.linkedin.com\/in\/aleccole\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alec Cole<\/a>, an SEO strategist at performance marketing agency Amsive Digital, agreed on the language point \u2013 going as far as calling it his \u201cfavorite\u201d application, but also the \u201cscariest.\u201d\u00a0<\/p>\n<p>That\u2019s because AI can \u201c[review] international pages in languages I don\u2019t speak for fluency and repetition of terms.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_AI_creates_markup_and_formulas_%E2%80%93_but_inaccuracies_abound\"><\/span>2. AI creates markup and formulas \u2013 but inaccuracies abound<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In addition to keyword ideation, Cole has used AI to write regex, Excel formulas and schema.\u00a0<\/p>\n<p>However, he warned of schema, \u201cMy goodness, you have to watch it.\u201d<\/p>\n<p>For example, he recently had AI generate person schema for an author at a pet company and \u201cit attempted to say she was experienced in animal husbandry, which she absolutely is not,\u201d he added.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_AI_produces_page_titles_and_meta_descriptions_%E2%80%93_but_their_relevancy_is_questionable\"><\/span>3. AI produces page titles and meta descriptions \u2013 but their relevancy is questionable<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For his part, <a href=\"https:\/\/www.linkedin.com\/in\/barryrolapp\" target=\"_blank\" rel=\"noopener noreferrer\">Barry Rolapp<\/a>, a senior SEO strategist at Amsive Digital, has used AI to synthesize content into meta descriptions and page titles, but said <a href=\"https:\/\/searchengineland.com\/what-is-chatgpt-and-why-seos-should-care-392165\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> is much better with the latter.<\/p>\n<p>&#8220;As one would expect, the system has issues with understanding what is important information in a body of text and what is less relevant,&#8221; he added.<\/p>\n<p>In addition, AI doesn&#8217;t do well with character counts, so, &#8220;I often find myself having to rework the prompt to get what I want and then find myself frustrated that the same prompt does not always yield the same type of results.&#8221;<\/p>\n<p>Rolapp conceded this is likely due to user error, but &#8220;shows that the systems aren&#8217;t able to completely understand my intent and the amount of time I take &#8216;optimizing&#8217; a ChatGPT prompt takes away from the efficiency I am supposed to be getting from leveraging the tool.&#8221;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_AI_writes_content_%E2%80%93_but_struggles_with_facts_and_duplication\"><\/span>4. AI writes content \u2013 but struggles with facts (and duplication)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While some SEOs are using AI tools to <a href=\"https:\/\/searchengineland.com\/chatgpt-create-content-seo-392930\" target=\"_blank\" rel=\"noopener\">produce content<\/a>, such as generating blog topics, outlines and FAQs, <a href=\"https:\/\/searchengineland.com\/chatgpt-seo-content-where-do-we-go-from-here-393374\" target=\"_blank\" rel=\"noopener\">content creation<\/a> is where things can get dicey.<\/p>\n<p>For starters, SEO consultant <a href=\"https:\/\/searchengineland.com\/author\/sara-taher\" target=\"_blank\" rel=\"noopener\">Sara Taher<\/a> noted the issue of potential duplication.<\/p>\n<p>&#8220;I had a client reach out recently\u00a0to ask about ChatGPT and how they can use it for content creation and I highlighted to them that the tool does not produce unique content and that content may be duplicated in the future,&#8221; she added.<\/p>\n<p>And while <a href=\"https:\/\/www.linkedin.com\/in\/jessicabowman\" target=\"_blank\" rel=\"noopener noreferrer\">Jessica Bowman<\/a>, CEO of SEO site SEOInhouse.com, conceded AI will eventually be the driving force behind scaling content production, she noted, &#8220;I would see it as a rough first draft that needs [to be] fact checked and [edited] for tone, voice and uniqueness.&#8221;<\/p>\n<p>She agreed AI struggles with unique elements, such as brand messaging, product descriptions, and emerging technology.<\/p>\n<p>&#8220;I also have one concern about AI \u2026 it only knows what has been input,&#8221; Bowman said. &#8220;So it&#8217;s not going to always give you a unique angle and expertise to stand out among your competitors, the marketplace and the internet at large [for rankings]. This is something that would need to be incorporated during human editing.&#8221;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_AI_can_help_solve_problems_%E2%80%93_but_its_true_potential_is_TBD\"><\/span>5. AI can help solve problems \u2013 but its true potential is TBD<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Energy company Schneider Electric uses AI for tasks like project management, keyword research, social media optimizations \u2013 but not content creation.<\/p>\n<p>&#8220;One of our goals this year as a team is to really simplify for ease, value and relevance,&#8221; added <a href=\"https:\/\/www.linkedin.com\/in\/danita-smith-781a9638\" target=\"_blank\" rel=\"noopener noreferrer\">Danita Smith<\/a>, SEO program lead in North America and senior web specialist at Schneider Electric. &#8220;And so AI fits right into that.&#8221;<\/p>\n<p>There&#8217;s potential to save time, which Smith called &#8220;the most valuable asset.&#8221;<\/p>\n<p>However, it&#8217;s still early days, so the company \u2013 like many others \u2013 has only started to evaluate its broader potential, including how to become a nimbler organization.<\/p>\n<p>&#8220;One of the challenges that we always face is that things don&#8217;t happen fast, typically in an enterprise organization and resources are tight,&#8221; she said. &#8220;But there&#8217;s always a push to scale things \u2026 We&#8217;re looking at how we can use [these types of tools] to help us meet some of those production demands.&#8221;<\/p>\n<p>In addition, Schneider Electric is looking into the power of generative AI and other AI tools to become greener \u2013 and more inclusive.<\/p>\n<p>&#8220;I&#8217;m looking at it as how I can use it to potentially be more friendly to our planet Earth,&#8221; she said. &#8220;We can also look at it to do more inclusive marketing, which is one of our goals as well to make sure that we&#8217;re using proper representation in our content and just exploring other ideas so that we are getting more creative with some of our deliverables.&#8221;<\/p>\n<p>There&#8217;s also potential in &#8220;goodness knows what else,&#8221; as Cole put it.<\/p>\n<p>&#8220;I&#8217;ve gotten into the habit of throwing just about anything I can at it to see what comes out,&#8221; he added. &#8220;It misses consistently, but it&#8217;s fantastic at helping me crack the door open on difficult problems or automating a few tasks that classically took me a very long time.&#8221;<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/ai-future-seo-job-security-393431\" target=\"_blank\" rel=\"noopener\">5 ways AI is the future of SEO \u2013 and 5 ways SEOs still have job security<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Everyone in SEO is buzzing about AI following announcements from Google and Microsoft about forthcoming AI-powered search functionality. It\u2019s still early, but AI is already helping search professionals do their jobs faster and easier. The sky\u2019s the limit for its future potential. For now, however, human input remains a vital component. But whether that continues to be the case remains to be seen. Here\u2019s a closer look at five ways AI is helping SEOs \u2013 and five ways it still has a long way to go. [&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-8311","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\/8311","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=8311"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8311\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}