What are the benefits and challenges of using AI for SEO?

There's no doubt that AI will play a part in SEO and as a result strategies and techniques will adapt. AI can help massively with time consuming tasks such as keyword research, gap analysis, auditing content and identifying technical improvements and we're also seeing how incredibly easy and quick it is to code and build scripts not just for SEO but also for Paid Search. Right now a big trend is how it can be used to generate content, but the real battle is Google determining which content is written by AI vs humans. The risk is that sites taking the short cut of automated content could be penalised and there will be a thin line where AI is used by copywriters and SEO to help inspire but not create the content published.

I think we're likely to see a trend over the next couple of years of clients asking agencies and consultants where they are going to use AI to seek a competitive advantage. Whilst this could be deemed a bit of a fad it could also inspire agencies to find a new USP and point of difference vs the competition. It's also important to remember that Search Engines are already using AI to deliver personalised results and determine rankings through algorithms like RankBrain. So SEO techniques are constantly evolving to keep up with how Google etc deliver their results in SERPs.

AI presents a massive opportunity for marketers to deliver better work and more efficiently. But AI is a tool to complement human output not replace it for SEO. It's unlikely we'll move to a world where AI generated content and pages are ranking top of AI generated search results any time soon as the overall quality of user experience is likely to reduce significantly.

While there is a short-term benefit of using AI for SEO in its current iteration, it's worth taking a step back to the purpose of search engines in their entirety (i.e. to gather information and answers to questions). Independent of AI, we've already seen a shift to searches on TikTok and similar video-based content in the younger generation at the expense of Google and other forms of written content. Ultimately, SEO like any other channel is subject to disruption and will shift based on consumer behavior - so don't rely solely on using AI to help with SEO for how search engines are organized today, but how consumers may interact with these platforms tomorrow.

I agree with Patrick - AI with SEO can bring some initial benefits, but I think the true differentiator and powerful piece for brands and companies will come from exploring all potential channels for content and employing a unique voice in whichever ones fit the best. AI can be a good jumping-off point, but I don't believe anything will replace a strong voice, expert stance, or unique content.