AI has the potential to seriously disrupt many digital services. We’re likely going to see a huge shift over the next few years as AI technology becomes integrated more and more with our day-to-day lives. Currently, SEO agencies are poised to see how AI will soon shake up search engines with both Google and Bing set to launch new AI-driven services.
As you can see from the graph above, conversation around AI has exploded, sparked by the incredible growth of ChatGPT. At the moment, interest is centred mainly around content creation, particularly copywriting, but the scope of AI is much, much larger. Incorporating AI into search will significantly affect SEO and present lots of new challenges and opportunities. So, what can we expect?
Looking at how Bing will soon integrate their conversational, chat-like AI into search, it seems like there will be a lot less room for organic listings in search engine results pages (SERPs). This change will make the top three organic positions so much more valuable than they are right now. Choosing the best SEO agency will be more important than ever as competition levels will rise.
Content pyramids, contextual internal links and page structure are set to become even more significant factors. Brands and businesses will need the help of SEO experts to help to structure and optimise content more effectively to adapt to the changing landscape.
The bar for content will be raised not lowered. Top tier agencies will be needed to work with clients to produce the very best content, pushing the EEAT (experience, expertise, authority and trust) signals that Google and other search engines are looking for. If you’re relying on humdrum or boilerplate content then you need to start evolving your strategy now. If you’re wanting to incorporate AI into your content strategy, then great – Google has given the green light. However, copywriters and subject matter experts are still needed if your content is going to stand out as useful and helpful.
There’s likely going to be a flood of low-quality, purely AI-generated pieces. Don’t be tempted. While these may get traction initially, Google’s long-term goals are clear. Recent algorithm changes, like the Helpful Content update are a big indicator. In the past, cheap content farms were a similar method to produce content of a similar nature – low cost, low quality and on a large scale. Google’s Panda update soon put an end to this and there’s no doubt they will make changes to adapt their algorithm again.
Nevertheless, content output is likely to rise, putting a bigger emphasis on quality over quantity. However, in addition, other factors to move the needle will come into play. Aspects like link building and PR will play a more vital role. Other signals, mainly seen as tie-breakers in the past, might become more integral to SEO strategies.
Ultimately, SEO is one of the most effective digital marketing channels available and this won’t change. However, the tools and tactics likely will. By looking to the future and staying flexible, we’re set to support our clients in the most effective ways possible. If you’d like to learn more about our SEO services or discuss how AI might impact your situation, give us a call.