Will Generative AI Make SEO Obsolete?
I have read several articles in the news about this topic. When someone uses Google’s search engine to find a hotel in Miami, for example, and local attractions to fill their travel itinerary, Google returns several pages of links to hotels that match the search criteria, and subsequently a list of local attractions. Generative AI, using applications like ChatGPT. Google Bard and Bing AI, bypasses the traditional search process. Instead, a query like "build a three-day itinerary for Miami, Florida," is executed and the AI generates a detailed itinerary instantly.
SEO involves optimizing website content to rank higher in search engine results. Strategies include:
- Using relevant keywords.
- Enhancing website metadata.
- Creating high-quality content.
- Building backlinks.
This drives organic traffic to websites, benefiting site owners and fueling a substantial industry of SEO consultants and marketers.
As generative AI tools become more accurate, users will prefer the convenience of direct answers over browsing through multiple links. This shift diminishes the effectiveness of SEO practices aimed at improving search engine rankings.
Search engines earn significant revenue from advertising and SEO-related services. For instance, Google Ads accounted for 58% of Google's 2022 revenues, nearly $162.5 billion. If users shift to AI-generated answers, the revenue from these services could decline. However, large companies like Google and Microsoft might offset this by developing new monetization strategies for AI-generated content.
Generative AI tools are still in their developmental stages and can produce incorrect or fabricated information. This lack of reliability can hinder widespread adoption. Users are cautious about relying solely on AI-generated content due to potential inaccuracies. Building trust in AI responses is crucial for their widespread use.
While generative AI is transforming the search landscape, this shift will be gradual. SEO practices will not become obsolete anytime soon. SEO will continue to be an important element of a digital marketing strategy. I believe that the jury is still out on AI’s threat to make SEO obsolete. The SEO industry, as it exists today, may face changes in the near future requiring businesses to adapt to new models of digital marketing and content optimization. In tech, change is inevitable.
