AI and SEO: What AI means for the future of SEO [Expert Tips & Interview]

Artificial intelligence (AI) is rewriting the playbook of so much of our lives — how we interact, how we learn, how we complete daily tasks, and sometimes even what we eat for dinner. So, of course, AI and the future of SEO are no different. It’s been just over three years since ChatGPT took the internet by storm. While AI was technically nothing new in modern consumer (and marketer) lives, this level of AI had never been so accessible to the general public before, and they certainly haven’t taken it for granted. According to McKinsey, half of Google’s results already have AI-powered results, and trends predict that number to hit 75% by 2028. What does this mean for marketers? We’ll unpack how AI and SEO are converging, how AI has changed consumer behavior, and what it holds for the future of SEO.

How AI is Impacting SEO

This topic is a complicated one. AI is transforming SEO practices. It hasn’t just changed how marketers optimize to get found in search engines; it’s changed consumer search behaviors and even the search engines themselves. It was all a chain reaction, really. AI changed consumer search behavior, so search engines adopted AI-powered features, and now marketers are turning to new strategies to appeal to AI, while also using AI to expedite and enhance optimization. Let’s start from the top with the catalyst: AI has changed consumer search behavior.

Google isn’t the only tech giant consumers turn to for answers anymore. People are increasingly calling out to voice assistants like Alexa and Siri, and asking chatbots like ChatGPT, Perplexity, and Gemini their questions. GWI actually found that 31% of Gen Zers already prefer using AI platforms or chatbots to find information online, while research from Semrush predicts that LLM traffic will pass traditional Google search by the end of 2027. On top of that, HubSpot research found that 79% of consumers have used AI to find information online, and this number is expected to grow as AI becomes more sophisticated and integrated into daily life.

As a result, search engines like Google are adopting AI-powered features to stay relevant. For example, Google’s BERT (Bidirectional Encoder Representations from Transformers) algorithm uses natural language processing to understand context and intent behind search queries, providing more accurate and personalized results. Similarly, Google’s RankBrain, an AI system that helps determine search results, has been instrumental in improving the quality and relevance of search results.

How Marketers Can Adapt SEO to AI

With these changes in consumer behavior and search engine algorithms, marketers must adapt their SEO strategies to stay competitive. Here are some expert tips for marketers to navigate the evolving landscape of SEO and AI:

1. Focus on high-quality content: AI prioritizes content that is informative, engaging, and relevant to users. Marketers should invest in creating high-quality content that addresses the needs and interests of their target audience. This includes using natural language, incorporating long-tail keywords, and providing clear, concise information.

2. Optimize for voice search: As more consumers use voice assistants to search for information, marketers must optimize their content for voice search. This involves using natural language, including conversational keywords, and structuring content in a way that is easy to understand and respond to in a conversational format.

3. Leverage AI tools: Marketers can use AI-powered tools to enhance their SEO efforts. For example, AI-powered keyword research tools can help identify relevant and high-traffic keywords, while AI-driven content creation tools can assist in generating high-quality content. Additionally, AI can be used to analyze user behavior and preferences, providing valuable insights for content optimization.

4. Embrace user experience: AI is all about understanding user intent and providing relevant results. Marketers should focus on improving the user experience on their websites, ensuring that content is easily accessible, mobile-friendly, and fast-loading. This not only benefits users but also improves search engine rankings.

5. Stay up-to-date with algorithm updates: As AI continues to shape search engine algorithms, marketers must stay informed about the latest updates and adjust their strategies accordingly. This includes monitoring industry news, participating in forums and conferences, and collaborating with SEO experts to stay ahead of the curve.

Frequently Asked Questions About AI and SEO

As AI and SEO continue to evolve, there are several questions marketers may have about the future of SEO in the age of AI. Here are some common questions and answers:

Q: Will AI make SEO obsolete?

A: No, AI is not going to make SEO obsolete. Instead, AI is enhancing SEO by providing more accurate and personalized search results. Marketers still need to optimize their content and websites to rank well in search engine results pages (SERPs). However, they must adapt their strategies to align with AI-driven search behaviors and algorithms.

Q: How can AI help marketers?

A: AI can assist marketers in various ways, such as generating high-quality content, identifying relevant keywords, analyzing user behavior, and optimizing content for voice search. By leveraging AI tools and techniques, marketers can improve their SEO efforts and better understand their audience’s needs.

Q: What are the biggest challenges for SEO in the age of AI?

A: The biggest challenges for SEO in the age of AI include adapting to changing consumer search behaviors, keeping up with algorithm updates, and optimizing content for voice search and AI-powered platforms. Marketers must also focus on creating high-quality, engaging content that resonates with users and aligns with AI-driven search intent.

In conclusion, AI is undeniably reshaping the landscape of SEO. As search engines adopt AI-powered features and consumers increasingly turn to AI for information, marketers must adapt their strategies to stay relevant. By focusing on high-quality content, optimizing for voice search, leveraging AI tools, and prioritizing user experience, marketers can navigate the evolving world of SEO and continue to drive traffic and conversions for their websites.