{"id":9535,"date":"2023-05-18T13:50:51","date_gmt":"2023-05-18T13:50:51","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/05\/18\/the-future-of-seo-and-why-its-not-dying\/"},"modified":"2023-05-18T13:50:51","modified_gmt":"2023-05-18T13:50:51","slug":"the-future-of-seo-and-why-its-not-dying","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/05\/18\/the-future-of-seo-and-why-its-not-dying\/","title":{"rendered":"The future of SEO and why it\u2019s not dying"},"content":{"rendered":"<p>As someone who has built a career in <a href=\"https:\/\/searchengineland.com\/guide\/what-is-seo\" target=\"_blank\" rel=\"noopener\">SEO<\/a>, it is hard for me to write the words \u201cdeath\u201d or \u201cdying\u201d and SEO in the same sentence.<\/p>\n<p>Yet, here I am with one of those topics\u2026 I\u2019m here to talk about what is to come in SEO, as prophetic as that sounds, based on the context of the past and what we\u2019re currently seeing.<\/p>\n<p>Change is scary. In SEO, we\u2019ve seen it before. Yet, the constant remains \u2013 searchers still need to find our organizations, brands, and clients in search engines.<\/p>\n<p>Over the years, we\u2019ve seen direct answers, more prominent ads, and many other things decrease exposure and click-through rates from organic search results. <\/p>\n<p>Still, we\u2019ve yet to see a worst-case scenario play out. The SEO industry has continued to adapt and become stronger.<\/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\/05\/18\/the-future-of-seo-and-why-its-not-dying\/#What_does_AI_mean_for_SEO\" >What does AI mean for SEO?<\/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\/05\/18\/the-future-of-seo-and-why-its-not-dying\/#What_to_do_with_AI\" >What to do with AI<\/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\/05\/18\/the-future-of-seo-and-why-its-not-dying\/#What_if_people_dont_Google\" >What if people don\u2019t Google?<\/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\/05\/18\/the-future-of-seo-and-why-its-not-dying\/#What_should_I_be_doing_right_now\" >What should I be doing right now?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_does_AI_mean_for_SEO\"><\/span>What does AI mean for SEO?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes, getting on to what all this means. Friends and colleagues have asked me several times in the past few weeks whether <a href=\"https:\/\/searchengineland.com\/ai-changed-seo-better-worse-395240\" target=\"_blank\" rel=\"noopener\">SEO is relevant<\/a> or will exist with the rise of AI.\u00a0<\/p>\n<p>My answer to each has been that there\u2019s a constant that I don\u2019t see going away. <\/p>\n<p>No matter what the search engines look like or what specific source a person uses to find information or get it from, brands and companies will continue to want to be found by their audiences.<\/p>\n<p>That means, whether it is in Google, in an AI source or on their refrigerator, there is a target audience and a brand-seeking connection. <\/p>\n<p>The vehicle could be a chatbot, AI, connected device, voice assistant, or sentient robot that is a part of our family.<\/p>\n<p>I\u2019m personally interested in and excited about the applications for my agency, businesses, and as a consumer. <\/p>\n<p>I\u2019m sure we\u2019ll see a lot of spam and junk among the cool things and that, like anything new, we\u2019ll have to wait and see a bit.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_to_do_with_AI\"><\/span>What to do with AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Embrace and leverage it! My team and I are using it in our internal processes and testing it for a whole host of things within SEO, digital marketing, web development, and more.<\/p>\n<p>At a time when resources are getting tighter and teams must be as creative as possible for clients, AI has been a blessing.<\/p>\n<p>The way things work now, <a href=\"https:\/\/searchengineland.com\/what-is-quality-content-251071\" target=\"_blank\" rel=\"noopener\">content quality<\/a> is still essential. As more content is developed with AI, we will see more \u201cgood\u201d content. <\/p>\n<p>But I feel it will be commoditized quickly. That means that there\u2019s still room for \u201cgreat\u201d content and that great can win.<\/p>\n<p>More specifically, if we\u2019re using AI to create it all, so is everyone else. How much will it take to <a href=\"https:\/\/searchengineland.com\/ai-proof-your-content-393638\" target=\"_blank\" rel=\"noopener\">humanize it<\/a> and ensure it is on-brand and resonates with our audiences?\u00a0<\/p>\n<p>While I\u2019m not about 100% turning over content strategy to AI, it can be a great research assistant, first draft writer, etc. (And no, there\u2019s no AI writing in this article. This is all original human content.)<\/p>\n<p>In short, test it, use it, and at least understand what it can and can\u2019t do today and as each new version drops. Don\u2019t ignore it or put your head in the sand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_if_people_dont_Google\"><\/span>What if people don\u2019t Google?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Over time, maybe Google\u2019s search engine and results product will be less important as more consumers shift to AI sources to get their information or that information is brought to them.\u00a0<\/p>\n<p>A colleague and I were talking about this in the past couple of weeks, and I shared that even if Google isn\u2019t the primary interface on mobile, desktop, or through voice search, it still will be a massive source for AI. <\/p>\n<p>Another colleague, in a separate conversation, reiterated that Google has the most information, so despite <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\">Bard\u2019s initial disappointment<\/a>, it could end up being the leader.<\/p>\n<p>Regardless of what wins out, the fact that consumers, businesses, and those seeking products, services, solutions and answers will continue to be who we must think about as SEOs.<\/p>\n<p>If we\u2019re too fixated on search engines and not enough on our target audiences, we\u2019re out of focus and out of touch. That has always been the case in SEO and will remain no matter what.<\/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=\"What_should_I_be_doing_right_now\"><\/span>What should I be doing right now?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We should all continue doing what works today with an eye on the future. Stay strong with your <a href=\"https:\/\/searchengineland.com\/critical-technical-seo-tasks-for-organic-success-383660\" target=\"_blank\" rel=\"noopener\">technical<\/a>, on-page, and off-page SEO. <\/p>\n<p>Understand the SERP features and how they are working for and against you. Have a <a href=\"https:\/\/searchengineland.com\/sustainable-seo-strategy-393147\" target=\"_blank\" rel=\"noopener\">solid strategy<\/a> that is objective and measurable. Invest in SEO for the long term and give it the resources it needs.<\/p>\n<p>Also, leverage AI for your organization, processes, and opportunities. Don&#8217;t fall behind. <\/p>\n<p>But don&#8217;t lose sight of what is also driving you toward your goals today. Don&#8217;t abandon ship on SEO. <\/p>\n<p>While we might call it something else in the future, it isn&#8217;t dying. It will continue to evolve and morph into what it needs to be. <\/p>\n<p>People are seeking and searching. Brands and organizations want to be found. <\/p>\n<p>That fundamental principle isn&#8217;t changing even though the tech, avenues, and means might.<\/p>\n<p>I&#8217;m in the trenches with you as my agency focuses on SEO, and we&#8217;re not backing off from it.<\/p>\n<p>Stay strong, friends, and I look forward to continuing this journey with you in the next frontier of SEO.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/future-of-seo-why-its-not-dying-425615\" target=\"_blank\" rel=\"noopener\">The future of SEO and why it\u2019s not dying<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>As someone who has built a career in SEO, it is hard for me to write the words \u201cdeath\u201d or \u201cdying\u201d and SEO in the same sentence. Yet, here I am with one of those topics\u2026 I\u2019m here to talk about what is to come in SEO, as prophetic as that sounds, based on the context of the past and what we\u2019re currently seeing. Change is scary. In SEO, we\u2019ve seen it before. Yet, the constant remains \u2013 searchers still need to find our organizations, brands, [&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-9535","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\/9535","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=9535"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9535\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=9535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=9535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=9535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}