SEO

Is AI Going to Radically Transform the SEO Industry? – Entrepreneur

Summary

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Artificial intelligence (AI) is working its way into every imaginable industry. With it, we’re opening the door to automation, better data analytics, higher productivity and a host of other business benefits. But we’re also seeing radical industrial transformations, with some market segments rein…….

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Opinions expressed by Entrepreneur contributors are their own.

You’re reading Entrepreneur United States, an international franchise of Entrepreneur Media.

Artificial intelligence (AI) is working its way into every imaginable industry. With it, we’re opening the door to automation, better data analytics, higher productivity and a host of other business benefits. But we’re also seeing radical industrial transformations, with some market segments reinventing and redefining themselves in the wake of this new technology.

AI is already here, at least in some contexts, in the search engine optimization (SEO) industry. Should we be bracing for an industry-wide overhaul? Or is AI simply going to improve our already existing capabilities, without many long-term fundamental changes?

AI in the SEO industry

There are a few main areas where AI is influencing the SEO industry today, including:

  • Algorithm changes and the pace of search engine development. First, major search engines like Google are beginning to integrate elements of AI and machine learning into their algorithms. Starting with RankBrain in 2015, Google announced it would be using machine learning to refine its ability to provide relevant, authoritative search results; RankBrain, specifically, works to better understand user intent in ambiguous queries, but the future potential of AI in search algorithms is practically limitless.
  • GPT-3 and AI-based writing. GPT-3 and similar AI tools are increasingly being used to tackle repetitive writing jobs. Even amateur marketers know that content is the heart of any SEO strategy, and certain machine learning algorithms are becoming capable of replicating human-level writing at scale. However, this technology is still in its infancy.
  • Data analytics, predictive models and recommendation engines. AI and machine learning are also being utilized for data analytics, predictive models and recommendation engines. Effectively trained AI systems can better analyze the competition and search volume of keywords, scrutinize the technical aspects of your website and even recommend specific changes to make to see better results. These benefits are going to become even better in the future. However, they don’t have much potential to be fundamentally disruptive; they’re in a position to empower and support optimizers, rather than displacing them, replacing them, rendering them unnecessary, or redefining their roles.
  • Task automation. In possibly the simplest application, AI and machine learning can be used for basic task automation. If you’re doing something predictable and repetitive, such as following a specific formula for writing meta descriptions for all your pages, you can simply automate it with the right AI tool. This is something that can be used by nearly all businesses in all industries.

AI and algorithm updates

How much of an impact with AI and machine learning have on algorithm updates in the future?

That depends on how you define “impact.” Right now, AI is being used to continually polish and refine Google’s algorithms; it’s learning new things …….

Source: https://www.entrepreneur.com/article/382790