*This article was written on behalf of Trevor Loeschen, Earned Media Sales Manager
We all know computers are brilliant—look at Artificial Intelligence’s (AI) success. But we all know how important it is to get your website noticed on Google—especially in the top ten positions—through Search Engine Optimization (SEO).
Well, these two topics are coming together and sparking quite a debate. Here’s the deal—AI and SEO are a dynamic duo, each holding their strengths, but when they’re paired, they can create a seamless user experience.
Yes, you read that right. There’s plenty of room for SEO and AI to shine in the spotlight.
Recently, a few team members and I had the pleasure of attending the 2023 MozCon Conference to hear expert insights, look at the future of search, gain inspiration from industry experts, and learn the latest hot topics in the rapidly changing world of SEO.
Through an incredible session that I attended by Dr. Pete Meyers on Lower Your Shields, the Borgs are Here, he dove right into the heart of the AI and SEO dynamic—exploring the nuances, revelations, and everything in between. So, let’s dive into what our team learned!
Artificial Intelligence: The Good, The Bad, The Ugly
The Good
AI, like a ChatGPT or Google Bard, can be helpful in several ways, including banishing writer’s block, nurturing creative ideas, and even tailoring the technology to your needs.
Writer’s block, that dreaded barrier that hinders the flow of ideas, is a challenge all creators face. Whether you’re an author, blogger, professional, or business owner, the frustration of staring at a blank page can be overwhelming. Enter ChatGPT, your virtual muse and creative companion. You can jumpstart your writing process by simply conversing with AI. Whether brainstorming ideas for a blog post, drafting an article, or even composing a heartfelt message, ChatGPT can provide that initial spark you need to break through the blockade.
The birth of a creative idea is often the result of a delicate fusion of concepts, experiences, and influences. ChatGPT is a versatile incubator for these ideas, helping you cultivate them from their infant stages into full-fledged concepts. By collaborating with AI, you can explore different angles, delve into uncharted territories, and refine your ideas with a virtual brainstorming partner that never tires or loses enthusiasm.
What truly sets AI apart is its adaptability to your individual needs. Whether you’re seeking casual conversation, in-depth research, or technical insights, the AI can be customized to match your requirements. This flexibility ensures you get the most relevant and valuable assistance when needed. It’s like having an on-demand writing partner who adapts to your style and preferences.
The Bad
Although AI can benefit many use cases, relying solely on AI is hard, especially for factual information.
Imagine you’re curious about the number of ingredients in the beloved beverage, Dr Pepper. You decide to consult a cutting-edge AI like Google Bard for an instant answer for the number of ingredients in the soda. However, you’re surprised when the AI informs you that there are 24 ingredients in Dr Pepper. This answer raises questions, as you’ve always believed the beverage had fewer ingredients. This discrepancy brings to light the limitations of relying solely on AI for information.
The Ugly
And sometimes, AI will flat-out make stuff up.
Acknowledging that AI is not immune to certain pitfalls, including the track record of generating fabricated information, is crucial. This issue becomes evident when AI, like Google Bard, attempts to answer queries about non-existent entities such as Crawdadcoin, offering false information.
Dr. Pete jokingly asked Google Bard what the better investment was: BitCoin, Dogecoin, or Crawdadcoin. Instead of telling factual information, it attempts to pretend it exists and gives generic information about the type of currency.
Have No Fear, SEO is Here
Finding accurate content backed by experience, expertise, authority, and trust can feel like a treasure hunt in the vast ocean of online information. Luckily, there’s a compass that can lead you straight to these gems – and it’s called Search Engine Optimization (SEO). SEO is your trusted guide to proper authority and reliability when looking for content that’s more than just words on a screen.
When Google decides who to serve in search results, experience, expertise, authority, and trust are core elements they’re looking for. Google likes to call this E-E-A-T (or historically EAT before they recently added ‘experience’).
The Resilience of SEO
The scoop is that AI’s current role is more about being interesting than right. Dr. Pete painted a picture of AI’s role as a digital entertainer, trying to grab our attention in any way possible. Even though AI seems to be the “life of the party,” it doesn’t always mean it’s the voice of reason.
“For years and years, people have claimed SEO is dead,” said Trevor Loeschen, Earned Media Sales Manager. “However, when looking for trustworthy information, SEO is still your best source of truth today. It allows you to check multiple sources across the web, and sites are served to you based on the authority they’ve proven to search engines.”
So, what does the future hold for SEO in this AI-crazed world? Dr. Pete divided it into these categories:
- Search: I know what I want
- Chat/AI: I sort of know what I want
And guess what? SEO plays the star role when users are on a mission and know what they are looking for.
Dr. Pete drove home a crucial point: SEO has staying power. He emphasized that SEO thrives when experience, expertise, authority, and trustworthiness (E-E-A-T) in responses are paramount. The human touch, essential for vetting and verifying content, ensures that users receive accurate, reliable, and informed answers.
While AI augments the user experience, it does not signify the end of SEO. Dr. Pete painted a future where AI and SEO coexist, each capitalizing on their unique strengths to cater to diverse user needs.
A New Perspective: There Can Be Two Stars in the Show
As I reflect on attending this keynote, if you take anything with you—have it be that AI and SEO aren’t in a competition; they’re partners in crime. Dr. Pete’s insights gave me a peek behind the curtain of the “AI show” and SEO’s expertise. It’s not about AI overthrowing SEO; it’s about them joining forces to create an unforgettable user experience.
Our goal at AdCellerant is always to equip our partners with a fresh perspective on this evolving digital landscape. We intend to foster understanding, empower informed decision-making, and guide you to leverage the strengths of both SEO And AI. The narrative we experienced from Dr. Pete at MozCon shows our team’s commitment to thought leadership and staying at the forefront of digital marketing trends.
Book a demo with us today if you’re curious about SEO, AI, or how they can work together.
