October 26, 2023   |   by Josh Phillips   |   SEO Manager

Artificial Intelligence is here; How does that impact SEO?

Here's what to know about AI in Search and its impact on your brand.

TLDR: Key Takeaways of AI’s Impact on SEO

  • Continue developing “snackable, helpful” content addressed to humans, not for search engines. This means creating engaging and easy to read content.
  • Understand what your customers are interested in, how they search, and what content you’re publishing on your website.
  • Answer searcher's commonly asked questions by providing FAQ pages on your website.

Artificial Intelligence for Search Results

Generative AI is being included in Google and Bing search results to provide searchers with rich results linking to related articles and webpages.

Google’s new Search experience SGE (Search Generative Experience) helps searchers quickly find search results and make sense of information. As users search they can get the gist of a topic with AI-powered overviews, pointers to explore more, and ways to naturally follow up.

Bing.com also offers generative AI to compete with Google. When Bing searchers enter their keyword search term then Bing produces a chat feature with related answers. Searchers can then click on the links to webpages, select from Bing’s follow up options, or send their own custom message to Bing chat.

Using AI for Content Marketing

AI can be used in developing content; however, we would recommend AI tools be used to generate content ideas rather than publishing AI-generated content on your website.

New AI tools such as ChatGPT, Dall-E, and Jasper are being used to create content more quickly, but human eyes need to diligently review the content prior to publishing the content on your website.

Read more about AI being “all the rage” right now in this Seismic Digital blog article.

What Does ChatGPT Say About Using AI in Marketing?

Even ChatGPT says that it isn’t meant to be a replacement for content development (when asked “What is chatGPT? How can it be used for content marketing?”):

It's important to note that while ChatGPT is a powerful tool, it's not a replacement for human creativity and expertise. It can aid content creators by providing suggestions and drafts, but the final content should be reviewed, edited, and customized to align with your brand voice and messaging.

When using ChatGPT for content marketing, ensure that the generated content meets your quality standards, resonates with your target audience, and aligns with your marketing objectives.

AI is Shaping the Future of SEO

As your SEO agency we want to keep you informed on the latest developments and trends in Search. Search engines like Google and Bing are using artificial intelligence to give more robust search results for searchers based on their intent, location, search history, and beyond.

Google has relayed the importance of producing conversational content that humans will see. This content must also be timely, factual, trustworthy, showcases your expertise in your industry, and it must be viewed easily by users. The rise of generative AI is expected to increase content production and the capacity to create content more quickly and efficiently.

As we progress in this new age of Search, Seismic Digital will monitor how artificial intelligence impacts our client’s websites and organic search visibility. With SGE, we can glean new content development opportunities, emerging searcher behaviors, how users are interacting with SGE, and monitor competitor websites for AI generated content.

AI in Search is taking off and Seismic Digital is there to navigate you on this journey.

As your SEO agency we want to keep you informed on the latest developments and trends in Search. Continue developing “snackable, helpful” content addressed to humans, not for search engines.
-Josh Phillips