AI in SEO: How Technology Is Impacting Organic Marketing

Passion Digital Passion Digital 22/06/2023 4 minutes

If you’re a marketer, you know that SEO is an essential part of any successful digital marketing strategy. As technology advances, so do the tools available to marketers, one such example of this is Artificial Intelligence (AI). Marketers often debate about whether the rise of AI in SEO is detrimental, so in this blog post, Sani, a Junior Account Executive who works closely with Passion’s SEO agency, will explore how to use AI in SEO and assess the positive and negative impact it has in the digital marketing community. 

How Will AI Affect SEO?

AI has a huge number of uses in SEO as mentioned below. 

  • Natural Language Processing (NLP) algorithms allow marketers to identify trends and common topics of customer conversations on social media platforms which can help inform topics of discussion related to their product or service. With this knowledge, marketers can then craft content or campaigns to better engage with their target audience
  • AI can be used for automated keyword research which allows marketers to save time identifying the most relevant keywords they should use in their content or campaigns 
  • AI-powered tools can help generate unique titles or headlines that are optimised for search engines while still capturing the attention of readers 

Why You Need AI for SEO Success

Artificial intelligence is the backbone of a successful SEO strategy today.  It helps to analyse data, uncover insights and gives accurate results that outperform even the savviest human insights. By leveraging AI, you can get a deeper understanding of your audience and create content that resonates with them. AI also helps you to identify the right keywords, speeds up content creation and even suggests topics to write on. In short, if SEO is important to you, AI should be too.

Will SEO Be Replaced By AI?

While AI certainly has the potential to enhance SEO efforts, it is unlikely to completely replace it.

SEO involves much more than just keywords and rankings, as Google continues to place more emphasis on the quality of content and how it’s serving users, the need for human touch is more important than ever. It’s easy to fall into the trap of relying too heavily on AI as the technology evolves so quickly, but the human element is crucial to ensure your brand is resonating with consumers and serving their search intent.

Additionally, the algorithms used by search engines are constantly evolving, which means that SEO tactics will continue to adapt and change over time. So while AI may become an important tool in the SEO arsenal, it is unlikely to completely take over.

Will AI Affect Content?

Content is a key part of SEO strategy. Engaging, quality content can help your users find you, build your brand authority and ultimately help you rank. With the booming rise of Chat GPT and sites such as Jasper AI, how much AI can replicate real human writing has been an interesting talking point and one that content marketers have on their radar – check out Rosie’s, Managing Partner at Passion, blog post on if AI could have written her past content pieces better.  

Staggeringly, you can now ask a site like Jasper to write a 1,000 word blog post on the best museums in London, and it will churn one out in about seven seconds. You can also ask it to do Instagram captions, company bios, email templates and listicles, to name a few. It has no doubt made huge advances in the last few years, a few of which we’ve noted below: 

  • Unique content – AI can now scour thousands of articles on the web on a particular topic and use this information to create a completely unique piece of work
  • Tone of voice -AI can now replicate different tones, therefore making it not only sound more natural and human, but also able to suit different kinds of work and clients
  • Variety- As mentioned above, AI can now create varied content depending on what you might need
  • Speed – The sheer speed at which it can churn out copy is astounding. Unfortunately, no human being can write that fast

The answer to will AI affect content is a resounding yes – it already is. Content marketers are already using some of these features to help them with their workload. However, AI is still ‘artificial’, and therefore, has its limitations. It’s not a real human writer and cannot theorise, argue or ideate in any near as much detail. From personal experience, it struggles with subtlety and nuance when it writes and can result in a paragraph that frankly sounds a bit naff. This is a saving grace to copywriters, who have been concerned about losing their jobs. The answer is, they’re safe. At least for now. 

If you want to read our more detailed analysis on how AI is being used in Content Marketing and what its potential is – find it here.  

Overall, there are numerous ways that AI will affect SEO, from analysing customer conversations on social media platforms to automatically generating titles and headlines for articles and blog posts. AI-powered tools provide invaluable insights into user behaviour as well as powerful optimisation capabilities that would otherwise take far longer for marketers to achieve manually. It’s clear that leveraging AI for SEO marketing is a must if you want your website or business to stay ahead of the competition in today’s digital landscape! Get in touch today if you’re looking at how to leverage the power of AI technologies in marketing.