AI and SEO, Friend or Foe? In today's technological era filled with dramatic changes by AI (Artificial Intelligence)-based platforms, such as Chat GPT and Google Bard.
AI and SEO are interrelated with each other. With the rapid development of AI technology, it is considered that SEO (Search Engine Optimization) is dead. However, what are the facts? Is it true that SEO has been replaced by AI?
Let's look at the facts, SEO has not changed drastically; in fact, it has become more important than ever. The basic principles of SEO remain consistent and difficult to ignore. Currently, mastering SEO is vital to compete in the digital world which is increasingly dominated by AI.
How is AI used in search engines?
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| How is AI used in search engines? |
AI, such as ChatGPT and Bard, are making breakthroughs with their ability to respond to conversations and understand context. In fact, this artificial intelligence or AI always relies on content and data indexed from traditional search engines (Google, Bing, Yandex, etc.). Therefore, SEO basics such as keyword research, technical optimization (On page and Off page) remain the main foundation.
In addition, the health of the site you manage is important because it affects visibility. This helps readability from users/humans and search engines and even AI.
It's getting easier to create content, but...
Artificial intelligence can help in mass content production, AI is an unmatched tool. By using AI, you can create the first draft of content based on keywords, you can even ensure the quality of the content by adding unique insights and scientific references from original research to meet E-EAT standards.
Then it is important to build backlinks, of course quality links so that users are not fooled and do not feel lied to. This remains the same in the AI era.
Search engine algorithms are now getting smarter, including being able to distinguish between high-quality links and low-quality links. Therefore, quality backlinks from official and relevant sites are also necessary. In addition, websites that are references or references also add quality in building backlinks.
On the other hand, artificial intelligence engines are also able to assess the quality of backlinks and related links. In addition, AI is able to understand context, relevance and user behavior to measure user desires and intent. That way, content that is useful and focused on user needs becomes crucial.
Does AI content impact SEO?
In the fast-paced digital era, Artificial Intelligence has become a frequently discussed topic, especially in the world of digital marketing and SEO. Many companies and content writers are even considering using AI as a tool to help them produce articles or content quickly.
However, from the convenience provided, it is not surprising that many people wonder, is content produced by AI really good for SEO? Does AI content affect rankings in search engines? Find the answer here
1. Positive impacts of using AI content for SEO
Using AI assistance to create writing does have its own advantages for SEO. First, AI can help save time, such as helping to produce a lot of quality content in a short time, research keywords, and create SEO-friendly meta tags. With the help of AI, you will no longer need to take a long time to do all of that.
In addition, with the help of AI, you can personalize content better to learn the behavior of targeted consumers using existing data analysis. Some AIs are now even smart enough to understand the preferences of their audience. That way, the content created can be more interesting to readers which can increase the likelihood of the content being read and shared.
2. AI also has a bad impact on SEO
Apart from the advantages of using AI for SEO, using AI for SEO also has disadvantages. AI-generated content can eliminate originality and brand voice in the content created. AI mostly guesses what words will appear next in a sentence based on data samples that do not show anything new or unique.
AI is sometimes still inaccurate in pouring information into writing. It still has the potential to fabricate statistical information or sources used. You may not know which parts are fake. This can have a negative impact on your content. What if other people find out about this? It could be that people will no longer trust the work you create. Of course, you don't want this to happen, right?
The results created by AI can also be said to lack the originality and emotion of human-made ones because of the inability of the tool to understand context or create a nuanced language style accurately. As a result, it can eliminate the emotional bond between readers and writing. This emotional bond is important to maintain so that people feel at home on your site to indicate that the pages you create are relevant to the audience. If this does not happen, the pages you create may not be able to rank in search engines.
Maintaining a consistent brand voice is important in creating content. Brands have their own tone, language style, and characteristics that are characteristic of their content so that communication is more conveyed or connected to readers.
Well, this is an aspect that machines cannot do. Uniqueness is also no less important in creating content. In addition to making it interesting, readers will also be satisfied with unique content. Uniqueness is also very important for ranking in SERP. This is because search engine algorithms prefer original and unique content over replicated material.
Does Google ban AI content?
When faced with this question, there may not be a truly definite answer. Because, in the report issued by Google, Google does not prohibit or sanction websites that create content from AI as long as it is done ethically. Although Google does not prohibit this action, research conducted by GOTCH SEO ACADEMY using Organility.AI shows that 87 percent of Google's top search results do not display AI-generated content.
The guideline that Google always considers to rank a page is the quality of the content, regardless of who produced it, whether it was made by AI or humans. Even if the content is made by AI or humans, but is not optimized with SEO or is of poor quality, Google will still give poor performance to the page in the search engine.
Google will rank pages if they are original, high-quality, prioritize users, and follow the E-E-A-T (expertise, experience, authority, and credibility) rules. However, if you use AI to trick search engines, it can be said that it is a violation of Google's spam policy regulations. If Google's system finds this, your site may be penalized.
Will AI replace search engines?
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| Will AI replace search engines |
My prediction is that AI will try to understand the overall content ecosystem and how users interact with it. That way, AI will know what users want, and continue to look for the best and most relevant answers.
The tip I can share is, if you want to get rewards from AI and search engines for transactional searches, you have to provide quality and highly relevant content, which definitely answers user search queries. Furthermore, your content will be recommended. However, if you don't get clicks, at least AI and search engines have given credibility to the content on the website and your brand appears on the first page.
It's getting clearer as long as you stay wise
Facing this change, SEO does not lose its relevance; content that humanizes humans will be more in demand, of course those with credible sources, both from journals and qualified sources.
Content that appears in direct answers (Chatbot) can increase brand recognition and brand credibility. Stay focused on the topic of the goal being achieved; always provide complete awareness, fulfill the answers to user questions related to the topics you raise, distribute content wisely and do it consistently.
Although AI such as Chat GPT and Bard are options for searching information, the essence of SEO remains largely the same, even more rational and easy. Going forward, it's not about throwing away what we know about SEO, but rather understanding how to adapt and apply the new principles and contexts brought by AI.
In addition, utilizing AI strategically to increase the production of quality content is the right step in building authority and maintaining your brand's existence in the digital world. This is emphasized by Google, quoted from their official website, the use of AI or appropriate automation does not violate their rules.
Conclusion
From the discussion above, we should know how AI is positioned this year for SEO. Human tendencies will definitely seek the truth, from that search they will get new versions of truths. But from all that, like providing delicious and healthy food for your loved ones, so is content, provide healthy and useful content/information so that the audience is smart thanks to the content you create.
Although there are advantages to using AI for SEO, you need to cross-check or provide a human touch so that the content remains high-quality, original, unique, and humanistic.
Have you integrated AI into the content creation process? How is your experience with the changing approach to SEO and digital marketing? Do you have a different view on the role of AI in content strategy? Please help answer in the comments column.
