SEO and Generative AI: Does Search Still Matter?

Search engine optimization (SEO) has been part of successful marketing strategies for many years now. But with the advent of generative AI as a tool for finding relevant, meaningful content, will SEO specialists be out of a job?

Not quite. It turns out search isn’t quite dead yet, and it’s all a matter of adaptability and quality.

AI in Search

Did you know that Google has been utilizing AI in its search algorithms since 2016? The fear that AI is suddenly transforming search engine mechanics is slightly unfounded, as search engines have been guided by advancements in AI for years. 

Implementing generative AI into the mix does change things up a bit, however. The algorithms are smarter, natural language processing means it’s not all about keywords anymore, and backlinking could be more important than ever.

Adapting to Inevitable Change

Whatever your views on generative AI, there’s no doubt that it’s here to stay. For SEO marketers, this means adapting content in-kind, focusing on long-form keyword phrases and less formal language that is more likely to match the tone of the searcher—something that AI might respond to.

It’s also going to be critical to link to sources and attribute content where credit is due. This creates a culture of backlinking which is beneficial to all parties, but it also engenders mutual respect. AI won’t necessarily show the sources for facts; indeed, search engines currently show the “answer” to a query rather than the source of that data. By ensuring proper attribution when creating content, businesses can build relationships that transcend the potential limitations of search engine technology.

Content is (Still) King

The important factor in all of this is that all search engines want to deliver high-quality, relevant, meaningful content to users. As a marketer, that means investing in content creators who can fact-check, cite their sources, and know how to write for your ideal customers. 

Create your brand authority by building a social presence, linking out to other thought leaders in your sphere, and ensuring consistent, engaging content at scale across multiple channels. 

Final Word

Remember, AI isn’t just there to catch you out. It’s there to help you out, too. Utilize automation to save time, AI-powered keyword research to keep on top of current search trends, and use generative AI like chatbots where appropriate. Here at Arch Collective, we love to keep a finger on the pulse of change in the MarTech industry. Book your free 15-minute introductory call and find out how you can leverage our expertise to stay ahead of the curve.

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