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Generative AI is going to revolutionize the SEO industry, but perhaps not in the way you think.
Yes, your day-to-day job as an SEO will most likely look different in a few years. But are bots going to replace you?
“Absolutely not,” said Britney Muller, Marketing & SEO Consultant at Data Science 101, and Dave Davies, Amplification Team Lead at Weights and Biases. But there’s no denying the industry is evolving.
So how will generative AI change SEO as a profession and what can you do to stay ahead of the curve? Muller and Davies shared their thoughts on generative AI and the future of SEO at SMX Advanced.
Muller was adamant that AI would not be coming for SEO jobs. However, she did note that the industry would have to adapt depending on how Google incorporates AI into search results:
Davies added that technical SEOs may be better positioned to handle the change that generative AI brings than those specializing in content SEO:
Both Davies and Muller agreed that links may change form and not be such a significant ranking factor in the future. Things like mentions or references to a site may become more valuable signals than traditional links. As Davies explained:
SEOs will need to master prompt customization for AI to deliver the best results, according to Muller. Fine-tuning based on goals and data is crucial vs. a one-size-fits-all approach.
Numerous SEOs are exploring generative AI for content creation, including headlines, product descriptions and articles. There are current concerns with the quality of responses, however, these issues could potentially be resolved over time, as Davies pointed out:
In the future, search may move beyond webpages into new environments that don’t yet exist on the web today.
Muller already uses ChatGPT extensively as a code assistant, highlighting that it’s particularly adept at tasks like generating Python scripts:
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Although generative AI will transform SEO as a profession, careful application is still essential due to the potential for incorrect uses – and this is the reason Muller doesn’t believe that this technology represents the end of SEO as a career. At least not yet.
Below is the complete video of the SMX Advanced panel with Davies, Muller and Search Engine Land Managing Editor Danny Goodwin.
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