AI tools and their effect on SEO have become a hot topic of discussion lately, with people worried about the potential downsides. But let’s not get carried away just yet! While some claim the end of the world is nigh, the reality might not be as apocalyptic as their tweets make it seem.
It’s like when voice search was all the rage a few years back, except this time we’re dealing with AI tools that could put those old voice assistants to shame.
ChatGPT, Sydney, and Bard — the dynamic duo that has been causing quite a stir in the digital marketing sphere. Will these AI powerhouses snatch the crown from human SEO experts, or are we just witnessing another tech-induced hype train?
But before diving into how the future of SEO could potentially be influenced by the emergence of AI tools such as ChatGPT, Sydney, and Google’s Bard, let’s dig a bit deeper into what AI and its subsets such as NLP, machine learning, and deep learning are.
It’s necessary to understand these fundamentals to comprehend what Chat GPT really is and how it works.
Artificial Intelligence (AI) Subsets
AI is all about creating smart systems that can imitate human intelligence and do things that normally need human thinking. NLP (Natural Language Processing) and machine learning are parts of artificial intelligence (AI).
Machine Learning
Machine learning is a branch of AI that concentrates on making algorithms and models that let computers learn and get better at tasks by using data. It helps systems automatically find patterns in data, make predictions, and adjust their behavior based on the information they get.
Natural Language Processing (NLP)
NLP focuses on making computers understand, interpret, and produce natural language so they can communicate with humans more like humans do.
NLP relies a lot on machine learning methods to handle and comprehend human language. With the help of machine learning algorithms, NLP systems can learn from lots of text data to figure out meaning. It can do sentiment analysis, translate languages, find information, and do other language-related jobs.
Therefore, NLP and machine learning are considered subsets of AI because they represent specific areas of research and development that contribute to the broader goal of creating intelligent systems capable of understanding and processing human language.
Deep Learning
The subset of machine learning that is used in AI like Chat GPT is called deep learning.
Deep learning is a type of machine learning that uses artificial neural networks with many layers to understand complex patterns in data. It’s like how our brains work with interconnected neurons.
In deep learning, these neural networks have different layers, like an input layer, hidden layers, and an output layer. Each layer has lots of connected nodes called neurons.
We input data into the first layer, and it goes through the hidden layers, where each layer figures out and changes the features it gets from the previous layer. The output layer then gives us the final predictions or classifications based on what the model has learned.
What makes deep learning special is its ability to automatically learn different levels of information by finding higher-level patterns from simpler ones. This helps deep learning models handle complex tasks like recognizing images, understanding language, or recognizing speech.
Large Language Models (LLMs)
Large Language Models (LLMs), the last layer of machine learning, are a class of advanced AI models designed to process and generate human language. They are trained on vast amounts of text data and utilize deep learning techniques, particularly transformer architectures, to understand and generate coherent and contextually relevant language.
ChatGPT is a specific example of an LLM developed by OpenAI. It is based on the GPT (Generative Pre-trained Transformer) architecture and has been trained on a wide range of internet text to learn patterns and relationships in language. ChatGPT is capable of engaging in conversational interactions, understanding prompts, and generating coherent responses in natural language.
These LLMs, like ChatGPT, have made significant advancements in natural language processing and have a wide range of applications. They can be used for chatbots, virtual assistants, content generation, language translation, summarization, and more. They rely on their pre-trained knowledge and the context provided to generate relevant and context-aware responses.
It’s important to note that while LLMs like ChatGPT can produce impressive outputs, they are ultimately based on patterns and statistics observed in the training data and may not possess true understanding or reasoning capabilities.
Impacts of AI on the Future of SEO
While the exact impact on SEO remains uncertain, we have compiled a list of predictions regarding the potential consequences arising from the increasing influence of AI on search engine optimization.
1. AI will further dominate queries that don’t require expertise
AI has the potential to increasingly dominate queries that do not require specialized expertise. As AI technologies continue to advance, they are becoming more proficient at understanding and responding to a wide range of user queries.
Tasks that involve basic information retrieval, general knowledge, or straightforward interactions can be efficiently handled by AI systems. AI can provide a much more direct answer than a 4,500-long blog post with a lot of blabbers. This trend is likely to continue as AI algorithms improve and become more capable of providing accurate and relevant responses to various types of queries.
However, for queries that demand specialized knowledge, expertise, or complex decision-making, human intervention, and expertise are still essential and will continue to play a crucial role.
2. Decrease in wages on some SEO-related jobs
There is a possibility that the introduction of AI in the field of SEO could lead to a decrease in wages for certain SEO-related jobs.
As AI technologies become more advanced, they can automate certain tasks that were previously performed by human professionals. This automation can potentially reduce the demand for manual labor in certain areas of SEO, which could impact the job market and wages.
Tasks such as keyword research, content optimization, and data analysis can be streamlined and automated through AI algorithms. This may result in a decreased need for human involvement in these specific tasks, leading to a potential shift in the job market dynamics.
3. The bar for quality will increase tenfold
The introduction of AI is expected to significantly raise the standard for quality. AI can analyze large amounts of data, automate repetitive tasks, ensure consistency and accuracy, provide personalized experiences, and continuously improve.
These capabilities lead to more accurate insights, efficient processes, personalized user experiences, and iterative enhancements, ultimately improving the overall standard for quality in various domains.
4. Video results will take more clicks
It is anticipated that video results in search engine queries may require more clicks. This is because AI algorithms are becoming increasingly effective at understanding and interpreting user intent, allowing search engines to present more precise and relevant video results.
As AI algorithms improve, search engines can better analyze the content of videos, including speech recognition, visual recognition, and contextual understanding. This enables search engines to surface video results that align closely with the user’s search intent.
However, since video content often requires more engagement time compared to text-based results, users may need to click on video results to access the information they seek. This is because videos typically require watching or skimming through the content to extract the desired information.
Will AI Take Over SEO?
AI will not take over SEO because it lacks the ability to provide unique real-life experiences. SEO involves understanding user behavior, preferences, and intent, which are deeply rooted in human consciousness and subjective experiences.
AI, being a machine-driven technology, cannot replicate the complexity and depth of human experiences.
While AI can analyze data and generate insights. It lacks the innate understanding of human emotions, cultural context, and individual perspectives that are crucial for effective SEO.
Human SEO professionals bring a deep understanding of user needs, creativity, and the ability to adapt strategies based on real-life experiences and interactions.
Moreover, SEO goes beyond technical optimization and involves crafting compelling content, building relationships, and understanding the dynamics of human interaction. AI cannot fully replicate the intuition, empathy, and creativity that humans possess in creating unique and engaging SEO strategies.
Additionally, the field of SEO is constantly evolving, with search engine algorithms, user preferences, and industry trends changing over time. Human professionals are essential in staying updated, adapting strategies, and applying their expertise to navigate these shifts effectively.
While AI can support SEO professionals by automating certain tasks and providing data-driven insights, it cannot replace the unique insights, creativity, and understanding that humans bring to the table. The collaboration between AI and human professionals is likely to be a more fruitful approach to achieving successful SEO outcomes.
