<strong>The future of SEO in the era of Generative Artificial Intelligence</strong>

The future of SEO in the age of generative artificial intelligence is uncertain, but AI is expected to play a significant role in search engine optimization. Generative AI can help businesses save human resources and improve their search engine rankings. While SEO is constantly evolving and adapting to changes in search engine algorithms, AI may fundamentally change how search engine optimization is performed.

Next, we used Neuroflash , a text generation tool that allows companies to write content that will later rank highly effectively online. We asked it to write something for a blog paragraph based on the keywords " SEO, artificial intelligence, future, content, Google ." The previous words were written by a human, however, the following result returned by Neuroflash was not:

Artificial Intelligence (AI) has revolutionized marketing and SEO. This technology is changing the way SEO professionals optimize content to improve Google rankings. With the arrival of new AI-based tools, SEO experts have more resources at their disposal to achieve optimal results.

AI algorithms can analyze vast amounts of data to detect patterns and find better solutions for optimizing content. This allows SEO experts to perform deeper and faster analyses to improve website rankings on Google.

Furthermore, thanks to these AI-based tools, more relevant content can be created for the end user. This means that if a user searches for a specific topic, the AI ​​will show them personalized content that meets their exact needs. Therefore, search engines like Google will be able to recognize the relevance of the content and rank it correctly.

Last week we discussed generative artificial intelligence tools on this very blog. Therefore, we won't elaborate on their impact on our social and economic activity. But it is time to understand why we're asking about SEO. At Brain & Code, we work in the main areas of digital transformation in society. And one of them, perhaps one of the first to emerge, was online sales. There, we became familiar with keywords like eCommerce and Digital Marketing. In the latter field, anyone with even a basic understanding knows that SEO is key.

We asked Perplexity what SEO is. They told us the following:

Search Engine Optimization (SEO) is the process of optimizing a website to improve its visibility in organic search engine results. It consists of a series of techniques and actions performed both on and off the website, with the goal of improving its ranking in search results. SEO is important because it allows businesses to increase their online visibility and attract more traffic to their website, which can translate into greater business opportunities.

To improve our search engine ranking, historically, we've focused on creating relevant content with the most appropriate keywords for our business and linking to reputable websites that we wanted to rank alongside. That, and technically, having a good website. It's a three-factor equation. If any one of these factors was neglected, our scores would start to drop.

Generative AI has proven capable of creating coherent and relevant text for users based on specific keywords or topics. AI-powered solutions, such as Copy.ai and Jasper , offer the ability to produce multiple variations of text for blogs, social media, and ads. But they don't do it haphazardly; they analyze existing content ranking opportunities and recommend what best fits your website's identity. This prevents humans from overlooking details.

Today, talking about search engine optimization (SEO) means talking about Google. Google has led the search sector for over 15 years. This will likely change soon as society becomes more accustomed to using Bing and Edge. Microsoft has integrated ChatGPT, so unless Google replicates its functionality, we are likely witnessing the future of the search assistant. In response to this (and not as a preemptive measure), Google launched Bard , and in its first demonstration, it failed and negatively impacted the company's market capitalization. Haste makes waste, and its CEO, Sundar Pichai , has received considerable criticism for this and for not having a contingency plan to compete with Microsoft.

 Image generated with Stable Diffusion using the prompt “future of digital search”

Why is the search engine market important? The web, what we popularly call the Internet, was initially a vast mass of interconnected pages. At first, it had no hierarchy whatsoever. It was difficult to discover which website might be relevant to a particular search intent. Two young students at Stanford University, Larry Page and Sergey Brin, devised a system to rank search results . They called this tool Google, drawing inspiration from the concept of academic citations. In this field, since the 1960s, citations from the scientific community have been used to calculate the relevance of a scientific article. Since then, we have become accustomed to an era in which all the world's knowledge is available in a search box. Google visits existing web pages and ranks them for us. It's incredibly convenient. Now everyone searches. It's the age of search.

For now, Google has said it has no problem accepting AI-generated content . But it does require us to label it as such. That's why you see we've been indicating at the beginning of this article what was generated by AI and what wasn't. For now, we'll have to listen to Google. It remains the primary market for search attention. Meanwhile, SEO will be synonymous with Google. But it shouldn't be. There are many search engines, but you know how easily we in society confuse the leader of a category with its description. They're commercial metonymies. Perhaps in three or four months we'll be using ChatGPT on Bing to search for everything, and Google will start to decline.

Generative Artificial Intelligences are those capable of creating unique and new content. Text, images, audio, and video are part of the range of solutions we've seen recently. Therefore, it seems reasonable to integrate them into our lives as individuals involved in SEO strategies or search engine optimization efforts. They are our copilots; they help us, but they will never replace us.

Finally, there's the strategy. In other words, what do we need to do to improve SEO? We talked earlier about the three pillars of our SEO positioning: content, links, and a technically sound website. Again, we've relied on a tool. In this case, ChatGPT. We asked it, " Tell me what SEO improvement opportunities I have for brainandcode.tech ," and it told us that we should:

1. Keyword optimization: It is important to ensure that the website includes relevant keywords that users may search for on search engines.



2. Website structure improvement: A clear and well-organized website structure helps search engines better understand the website's content. This may include reviewing the site architecture, removing duplicate pages, and creating intuitive navigation.



3. Content optimization: Website content should be relevant, useful, and up-to-date. Search engines value high-quality, up-to-date content and may reward it with better search engine rankings.



4. Building quality backlinks: Links pointing to your website can increase its authority and relevance to search engines. Creating high-quality, relevant backlinks can improve your website's ranking in search results.



5. Technical optimization: Technical optimization is important to ensure that search engines can access the website's content and understand its structure. This includes ensuring that the website is mobile-friendly, has fast loading times, and is free of technical errors.



6. Social media presence: Social media can help increase website visibility and build quality backlinks. It's important that the website has up-to-date social media profiles and that relevant content is shared on these platforms.



7. Analysis and monitoring: It's important to monitor and analyze website traffic to identify areas for improvement and measure the success of implemented SEO strategies. Tools like Google Analytics can help track website performance and the effectiveness of SEO campaigns.

Times of change are coming. Or perhaps a change of times. But what seems clear is that yes, AI has an impact on SEO. And that last sentence was also written by a human.

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March 18, 2023