Will Generative AI Kill SEO? Here’s What I Think

Generative AI is a powerful tool. It’s altering our processes, our thinking, and is forcing us to reconsider many of our established ways of doing things. With the rise of such technology, many have posed the question: Will Generative AI kill SEO? As with any transformative technology, it's easy to jump to conclusions, but let’s take a moment to break this down.

The Continued Relevance of SEO

Generative AI, as impactful as it is, cannot simply eliminate the relevance of SEO. Here are the reasons why:

• People will always use search engines to find information, and as long as organic results matter, SEO remains critical.
• The landscape of SEO will change with AI, and those who can pivot with these changes will thrive.
• The innovations in AI might be ground-breaking, but SEO has faced its share of paradigm shifts before and has always adapted.

Generative AI and SEO: What's Changing?

Generative AI is reshaping the way we approach SEO. It streamlines tasks, automates processes, and redefines content creation. However, it also brings about a series of challenges and concerns:

1. The Fear of AI Replacing Human SEOs: Generative AI can handle many tasks, but that doesn't negate the need for human expertise. Flensted believes that firing copywriters in favor of AI is a mistake. Instead, we should harness AI to produce more content within the same budget, and human SEOs should leverage AI to stay competitive.
2. Concerns About AI-generated Content Quality: While AI can generate content, it may not always match the depth or nuance of human-written content. I recommend treating AI outputs as drafts, to be refined by human experts for a distinctive voice and quality.
3. AI-driven Search Results Altering SEO: AI is changing how search engines present results. Platforms like Google’s Search Generative Experience (SGE) hint at this future. While the principles of good SEO might remain, the criteria for success could change. Being featured prominently in search results, building topical authority, and focusing on search intent might become more critical.

AI Consultant Perspective

The role of generative AI in SEO is undeniable. It’s transformative, powerful, and is reshaping many of our traditional processes. But does it spell the end for SEO? Far from it. Instead, it presents a new chapter, a fresh set of challenges, and a world of opportunities for those willing to adapt.

Generative AI can be an opportunity if you choose to look at it with the right perspective. As the digital landscape evolves, so must our approaches and strategies. SEO isn't dying—it's evolving, and in this evolution, it might just become more vital than ever.