AI & SEO: revolution or risk?

What is behind the term artificial intelligence?

Artificial intelligence, often simply referred to as AI, is a wide-ranging field that covers many areas of technology. At its core, it is the development of machines and programmes that exhibit human-like intelligence. This can be done in a variety of ways, from creating texts to analysing data or learning from experience.

The centrepiece of AI: machine learning

A key concept of AI is machine learning. These are programmes that learn from data and recognise patterns. This "learning" can be as simple as adapting to feedback or as complex as identifying patterns in huge data sets - a process often used in search engine optimisation (SEO). Machine learning is an important part of AI SEO tools and helps to automate the process of keyword optimisation and create SEO texts more efficiently.

Deep learning: the next step

Deep learning is an advanced form of machine learning and uses artificial neural networks to recognise complex patterns in large amounts of data. This method has the potential to revolutionise the way we do SEO by making it possible to create in-depth analyses and predictions. Deep learning is a key tool in many AI SEO tools and plays a central role in the creation of AI texts.

The revolution of language: Natural Language Processing

Natural Language Processing (NLP) is another important aspect of AI. These are technologies that enable machines to understand and generate human language. A good example of NLP in action is ChatGPT, an AI system for text generation. NLP technologies are crucial for the creation of AI texts and play an important role in many AI SEO tools.

Large Language Models: The future of text generation

Large Language Models (LLMs) such as GPT-3 and GPT-4 are the latest advancement in AI. They use NLP and machine learning to generate texts that are almost indistinguishable from human writing. These models can be used for a variety of tasks, from creating blog articles to generating SEO texts.

The above are just a few examples of how artificial intelligence helps in SEO. AI texts are probably the most widespread application. We will discuss later that the use of AI content also has its pitfalls.

How AI is revolutionising SEO - and the challenges it brings with it

Artificial intelligence is not just a buzzword or a trend. It is a revolutionary technology that is influencing many aspects of our lives and work - including SEO. Hardly a day goes by without new news about ChatGPT and co. The AI revolution also promises to change many things in search engine optimisation (SEO).

SEO processes could be automated through the use of AI, making them faster, simpler and more efficient. Some see "AI SEO" as the miracle cure for fast and uncomplicated rankings. but is this really the case? Or is the potential of using AI in search engine optimisation being wildly exaggerated?

Here are some examples of how AI is revolutionising SEO and the challenges it brings with it.

Automation of keyword research

Keyword research is a crucial aspect of SEO. It's about finding the words and phrases that your target audience uses when searching for information online. AI can automate and improve this process.

AI SEO tools can analyse huge amounts of data to identify patterns and trends in the way people search.

However, the large amount of keywords generated can also cause problems. It can be difficult to prioritise which keywords are really relevant and users' search intentions can remain unclear.

AI therefore provides optimal support for keyword generation, but the selection and prioritisation remains a human task.

Generation of SEO-optimised content

Creating high-quality, SEO-optimised content is a time-consuming task. AI can speed up this process considerably. With AI text tools, you can generate SEO texts that are based on your keywords and optimised for search engines.

However, the quality of the generated content can vary and requires human review. While AI can generate SEO texts, it cannot be creative or understand context in the same way as a human.

Moreover, AI can sometimes generate inaccurate or misleading information that needs to be corrected by a human. Therefore, SEO experts should review the content generated by the AI and adjust it if necessary.

What John Mueller, Danny Sullivan and Google say about the use of AI for copywriting

• John Mueller from Google appears to be sceptical about the current state of AI in the creation of high-quality content. He advises caution when using it, as the texts often contain false statements or content without added value.
  
  

• Danny Sullivan from Google says that Google has no problems with AI texts as long as they are useful for people and not just used to generate masses of content (spam). This corresponds with Google's official position.
• In its Google Search guidelines on AI-generated content, Google emphasises that the reason for creating content should always be to help others and offer something useful. Texts should not only be created to get visitors via the search engine.

Texts created with artificial intelligence should fulfil the same criteria as those written by humans. The content should be user-oriented and feature concepts such as experience, expertise and trustworthiness - E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) for short. Then they will be rewarded by Google's ranking.

According to Google, a thorough review and post-processing of AI texts is essential, as AI still makes mistakes and can invent facts. Google provides a catalogue of questions to help you check the quality of your texts.

How to recognise inferior AI-generated SEO texts

Google is sceptical of AI-generated texts - especially if they are used to produce masses of cheap content. This can violate the guidelines. The quality of these AI texts is also often miserable:

• Factual errors and content contradictions
• No new insights for the reader
• Arbitrary topics without added value

In most cases, texts written by experts are much better and more relevant. However, AI is ideal for creating raw texts that then need to be revised by experts.

How to recognise inferior AI-generated SEO texts

They often have the following typical weaknesses:

• Perfect grammar, but bumpy wording
• Contradictions in content or factual errors
• Lack of original ideas and thoughts
• Topics seem arbitrary and unprecedentedly chosen

Check AI-generated SEO texts for these criteria. If they don't pass quality control, you shouldn't use them. Instead, invest in high-quality content written or edited by humans.

Improving SEO strategy through data-driven insights

AI can analyse huge amounts of data and provide deep insights into your SEO performance. It can show you which of your SEO tactics are working and which aren't, and it can make suggestions for improvement.

However, despite its ability to analyse large amounts of data, AI can still struggle to understand the nuances of human behaviour. Therefore, the insights provided by AI should always be considered in context and with human judgement.

AI tools for SEO

There are many AI tools that can support different aspects of search engine optimisation (SEO). Here are some categories of SEO tasks for which AI tools exist, along with examples of such tools and a brief description of their functions:

1. Keyword research and analysis using artificial intelligence:

   • SEMrush: A comprehensive SEO tool that uses AI to identify and analyse keywords that might be relevant to a website. It also offers competitive analysis, backlink tracking and other SEO features.
   • Ahrefs: Another comprehensive SEO tool that uses AI for keyword research and backlink analysis. It also offers features such as rank tracking, competitor analysis and website audit.
     
     

2. AI content tools:

   • Frase: An AI-powered tool that helps create SEO-friendly content. It analyses the top results for a specific keyword and gives recommendations for topics and subtitles that should be covered in an article.
   • MarketMuse: An AI-driven content strategy tool that uses topic models to analyse content and make suggestions for improvements or new content.
     Disclaimer: These and other content AI tools should not be used as a replacement for copywriters, but rather as AI writing assistants that support the work of copywriters and make it more efficient.
   • Neuroflash: An AI-driven tool that uses neural networks to analyse and optimise the emotional impact of copy. It can help to create content that resonates more strongly with the target audience, thereby increasing user retention and engagement.
     
     

3. Artificial intelligence for on-page SEO:

   • Surfer SEO: an AI-driven OnPage SEO tool that analyses data from the top ranking pages for a given keyword and makes suggestions to optimise content, keywords and metadata. The tool also offers an editor that you can use to write SEO texts.
   • Clearscope: Another AI-powered tool for on-page SEO that helps improve the relevance and quality of content by making recommendations for keywords and topics that should be covered in an article.
     
     

4. AI tools for backlink analysis and link building:

   • Linkio: An AI-powered SEO tool that helps analyse backlink profiles and develop link building strategies.
   • Majestic SEO: A comprehensive SEO tool that uses AI to analyse backlink data and provide insights into competitors' link building strategies.
     
     

5. AI tools for technical SEO:

   • DeepCrawl: An AI-powered tool for technical SEO that helps identify and fix technical issues on a website that could affect rankings.
   • Botify: Another AI-driven tool for technical SEO that provides a comprehensive analysis of the technical aspects of a website, including crawling, indexing and page speed.

And what about the famous ChatGPT?

ChatGPT can be useful in terms of SEO in several areas:

1. Content creation: ChatGPT can help create high quality, relevant and unique content, which is crucial for SEO. It can research topics, generate ideas and even write full articles or blog posts targeting specific keywords.
   But beware: As with all AI text generators, ChatGPT requires that the AI content it creates be carefully scrutinised, fact-checked and supplemented with human experience and examples.
2. Keyword integration: ChatGPT can help integrate keywords into the content in a natural and contextual way. This can help to avoid keyword stuffing, which is viewed negatively by search engines.
3. Meta tag creation: ChatGPT can help create effective meta tags, including title tags and meta descriptions, which are important for a page's SEO performance.
4. User Experience (UX) Improvement: By creating engaging and relevant content, ChatGPT can help increase user dwell time on the page, which is an important ranking factor for search engines.

What is artificial intelligence particularly good at in terms of SEO and what is it not suitable for?

Artificial intelligence (AI) can be very useful in many aspects of search engine optimisation (SEO). Here are some areas where AI is particularly good:

Strengths of artificial intelligence in relation to SEO

1. Data analysis: AI can analyse large amounts of SEO data quickly and efficiently to identify patterns and trends that would be difficult for humans to spot.
2. Content optimisation: AI can help optimise content by identifying relevant keywords and making suggestions to improve the quality and relevance of the content.
3. Personalisation: AI can help to create personalised content and experiences for users, which can help to increase user engagement and dwell time on the page.
4. Predicting trends: AI can help predict future SEO trends and changes in user search behaviour, which can help businesses proactively adjust their SEO strategies.
   An article on the Invoca blog discusses how deep learning, a subset of AI, has the potential to change the future of marketing by helping businesses predict consumer behaviour. The article mentions how social data, such as customer sentiment data collected by social media listening tools, can be used to identify patterns that help predict customer behaviour months in advance.
5. Automation of tasks: AI can automate many time-consuming SEO tasks, such as creating reports, conducting keyword research and monitoring rankings.

Weaknesses of artificial intelligence in relation to SEO:

1. Creativity: although AI can help generate and optimise content, it cannot fully replicate the creativity and originality that humans bring to this work.
2. Contextual understanding: AI can struggle to fully understand the context and nuances of human language, which can lead to errors or misunderstandings.
3. Strategic planning: While AI can be helpful in analysing data and identifying trends, developing a comprehensive SEO strategy requires a deeper understanding of business goals and customer needs that AI may not be able to provide.
4. Ethics and privacy: AI tools often collect and analyse large amounts of user data, which can lead to privacy and ethics concerns.
5. Dependence on data: AI models are heavily dependent on the data used to train them. If this data is biased or inaccurate, the insights and recommendations generated by the AI can also be flawed.

How will AI influence SEO in the future?

Artificial intelligence is already having a profound effect on SEO, but this is just the beginning. In the future, AI could influence and change SEO to an even greater extent. Here are some ways this could happen:

Personalised and dynamic content

With the advancement of AI and data analytics, we could see a rise in personalised and dynamic content. AI could be able to create and adapt content in real time based on the user's individual behaviour and preferences.

This could improve the user experience and lead to higher engagement rates. However, this could also lead to challenges in monitoring the quality of content and preserving user privacy.

Improved predictive capabilities

AI could improve the ability to predict future trends and changes in user behaviour. This could help SEO experts to proactively develop strategies and adapt their SEO measures to meet future requirements.

The challenge here, however, would be that predictions, even when made by AI, are never 100 per cent accurate and therefore always come with a degree of uncertainty.

Extended automation

AI could automate more aspects of SEO, which could lead to more efficient and cost-effective SEO. However, an over-reliance on automation could also lead to human judgement and creativity being neglected, which could result in less effective SEO.

Ethics and AI

With the increasing influence of AI on SEO, ethical issues could also arise. For example, questions could arise about responsibility for AI-generated content and the use of user data.

It will be important for SEO experts to develop and follow ethical guidelines for the use of AI in SEO.

Artificial intelligence could influence and change SEO in many ways. However, it is important to consider both the opportunities and the challenges and take a balanced and ethical approach to the use of AI in SEO.

Conclusion: What we have learnt about AI SEO

AI will have a lasting impact on the SEO world, no question about it. Processes can be automated and new opportunities arise. But even in 2023, AI will still be a long way from replacing human intelligence.

Despite all the euphoria, you should remain realistic as an SEO: Only with the right expectations can the benefits of AI tools be fully utilised. Three tips for successful use:

1. Take small steps: Start with manageable tasks before converting entire processes.
2. AI supplements, not replaces: Humans should always remain involved to correct errors.
3. Be careful with texts: Only use AI for support, not for complete execution.

If you take these principles to heart, you can benefit from AI without experiencing any nasty surprises. The future of SEO lies in the perfect symbiosis of human and artificial intelligence.

Frequently asked questions on the topic of "SEO & AI"

What is AI-powered SEO?

AI-powered SEO refers to the use of artificial intelligence to improve and optimise SEO processes. This can include automating tasks such as keyword research and content creation, as well as providing data-driven insights to improve SEO strategy.

How can AI improve SEO?

AI can improve SEO in a number of ways, including automating time-consuming processes, providing deep insights through data analysis and the ability to create personalised and dynamic content. However, it's important to note that AI does not replace human judgement and expertise, but complements it.

Can AI write SEO texts?

Yes, AI can write SEO copy and has the potential to accelerate and scale this process. However, the quality of content generated by AI varies and human review is required to ensure the content is accurate, relevant and valuable to users.

Are there ethical concerns with using AI in SEO?

Yes, there are ethical concerns with the use of AI in SEO. These include issues around privacy and data usage, responsibility for AI-generated content and the potential over-reliance on automation at the expense of human expertise and creativity.

What is the future of AI in SEO?

The future of AI in SEO could include even greater automation, improved predictive capabilities and the creation of even more personalised and dynamic content. However, it is also important to consider the ethical issues and challenges that come with the increasing use of AI in SEO.