The effects of artificial intelligence on SEO

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Team Finleeds
The Effects of Artificial Intelligence on SEO
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The effects of artificial intelligence on SEO are vast, Here are the biggest ways Ai is changing SEO today

  1. Keyword Research: Faster and more precise discovery, can prioritize and categorize keywords.
  2. Content Generation: Uses natural language processing for content that sounds human-like, can produce a range of content types (text, images, videos).
  3. User-Friendly Designs: Provides data and insights for design, speeds up development, and enhances user experience with features like chatbots.
  4. Technical SEO: Keeps up with changing search engine algorithms and analyzes websites for optimization.
  5. Analytics and Tracking: Predicts outcomes and offers solutions.
  6. Warns about potential SEO issues.
Structured data and SEO enhancing visibility

Artificial Intelligence (AI) is a rapidly evolving and expanding technology, making its way into every industry. Human-designed software can process data and produce insights at record-breaking speeds. However, what sets it apart from other technology is its ability to learn from its own analytics; it gets better over time, by itself. 


Over the past few years, AI developers have created more sophisticated AI tools for Search Engine Optimization (SEO). They can understand search engine algorithms, analyze infrastructure and content, and optimize key elements for better indexing and ranking. Since this is the case, the question is no longer if AI will be helpful for visibility, traffic, and conversions. It is where it should be used today to get the best results. 


There is no time like the present to get curious about how AI may help online businesses. In fact, seizing a valuable opportunity like this right from the get-go can be a powerful move. However, it’s important to know how it can help and how it can’t. 


Find out how AI is revolutionizing the SEO industry and what professionals can expect from AI-powered tools below.

A man is surfing a search engine using artificial intelligence

AI and SEO: How It’s Changing the Game!

Online marketing teams, designers and developers, and content creators all know that SEO is a meticulous process. It involves lengthy research, careful analysis, constant tweaks to optimize various website elements, and continuous monitoring to ensure everything stays on track. 

Many people take pride in their hard work and call it a labor of love. However, they could benefit from automation in several respects. AI can relieve time-consuming and often monotonous tasks, freeing up time and energy for more creative pursuits. For instance, designers can truly focus on a website’s exciting and engaging elements rather than placing a keyword in the right spot. 

Additionally, AI can outperform humans on certain SEO practices. It isn’t just about speed; it is also about considering many factors, analyzing massive data, making precise decisions, and predicting the future. AI can do all these things, whereas humans would become overwhelmed easily and falter most of the time. Since this is the case, AI stands to improve SEO goals significantly, namely, to increase search engine rankings, put websites in front of a bigger audience, and increase traffic.

How AI Will Change SEO Practices

A man is shaking hands with an artificial intelligence robot

1. Keyword Research

Keyword research sets up websites for success, as using frequently-searched terms allow search engines to recognize content that meets a user’s specific needs. Keywords can be found by understanding user behavior, searching for similar subjects, and reading competitor websites. As some may guess, this is a pretty labor-intensive process. 

Now, imagine AI-powered keyword discovery for better SEO. AI tools can pour through user searches and content at top speeds. They may look at search intent, search volume, and keyword difficulty, amongst other metrics, to help make the right choice. Then, they can generate the most relevant keywords and categorize them for easy selection. 

Likewise, AI can prioritize certain types of keywords that may be beneficial for certain users. For example, they can produce long-tail keywords. Users are more likely to voice search these phrases. In this way, the role of AI in long-tail keyword optimization may be monumental for high rankings in speech-based search results and accessible options.

Three people are using AI to perform keyword research

2. Content Generation

Valuable content can improve visibility, increase traffic, and improve customer engagement. Writers, artists, and other content creators must produce high-quality work on a regular basis in order to boost these benchmarks. While essential, this SEO can be time-consuming and expensive in the long run.

The impact of AI on SEO for content-driven websites is substantial. They can offset their costs substantially while maintaining relevance and quality. There are many new-and-improved content generators that use natural language processing (NLP). These tools produce relevant texts that sound almost identical to human-written texts. All users need to do is input a topic, title, and keywords and allow the software to work its magic. Plus, AI isn’t limited to written content! AI can also produce art, images, videos, music, and audios much faster than professional creatives. 

a man is talking to an AI robot


3. User-Friendly Designs

Designers and developers work overtime to develop user-friendly architecture, structure, and navigation for digital products. The process involves user research, ideation, prototyping, and testing. It needs to repeat itself several times over for complete optimization. However, it is necessary, as these functions and features greatly impact the user experience. 


The future of SEO with AI-powered website optimization is here! AI can provide relevant user data, generate insights, and display decisions about a design and construction. Furthermore, they can develop prototypes and input various parameters, speeding up development. 


AI benefits do not only apply to design; it can also embed right into websites. In this way, it can play a central role in improving the user experience for SEO. Chatbots can have full conversations with users, help them find exactly what they need, or teach them how to use a digital product to achieve their goals. Ultimately, these allow users to enjoy the website, spend more time browsing content, and frequently revisit, factoring into higher rankings.

A man is given a tick, which is representing good user experience


4. Technical SEO

Professionals must understand search engine functions and processes, and website architecture and structure to complete technical SEO. In essence, they must ensure search engines can properly find, analyze, index, and rank the website and that all technical features are optimized for the highest rankings. 


It can be quite difficult for workers to stay on top of this as search engine algorithms change and rankings fluctuate. For instance, in 2015, Google announced an AI system to help them index and rank websites. Only two years later, they brought in a new AI addition to help derank websites that used spam methods, such as keyword stuffing.


AI allows developers to stay up-to-date on search engine algorithms; they do not need to use outdated information to optimize today’s content. Likewise, some AI tools can analyze an entire website and determine what needs to be changed, and what is already optimal. Overall, it can alleviate a tremendous amount of pressure from technical SEO.

People are searching about technical SEO using their phones, they are using AI to help them research and understand technical SEO


5. Analytics and Tracking

For the past few years, professionals relied on basic tools that tracked specific Key Performance Indicators (KPIs). Individuals needed to collect the data, interpret the results, and build appropriate solutions. Additionally, they prepared for constant ranking fluctuations and did their best with damage control. 


Welcome AI tools for better SEO results! They combine the latest information about search engine algorithms, monitor factors that affect ranking, analyze websites and content, predict outcomes, offer solutions for higher rankings, and warn about potential red flags. In this way, online businesses can ensure their websites maintain or improve rankings. 

People are stock taking and tracking, analytics, papers etc. All representing using AI to help keep track of SEO


Key Considerations for Using AI for SEO Practices

There are many benefits of AI in automating SEO tasks, however, businesses and organizations should proceed with caution. Using AI technology does come with its fair share of potential problems, and they should be taken into consideration.


Stale Information

AI can only collect, analyze, and generate by using existing information. Naturally, this means that any content creation is at the base, unoriginal. Users can find all the information elsewhere, and they just may find it everywhere; It’s a classic case… Imagine a user searching for a very specific question and only coming up with the same generic results about an umbrella issue. It’s incredibly frustrating, and it’s all because no one tapped into that user’s need and created relevant new information. 

A man is using AI to help identify what information is old or stale, and then finding out how to improve this and revive content


The Bad, The Ugly

AI content may be good, but it completely depends on the topic. Since it can only generate content off existing data, all the bad comes with it: false information, mistaken inferences, negative opinions, bad press, allegations… the list goes on. When it comes to architecture, structure, navigation, and other user-friendly elements, it can only use competitor websites. If they are inferior quality, the AI’s production will not fare much better. 



AI may mimic a human, but it is not human. Since this is the case, all AI-generated content lacks a charisma and charm that only people can interject into art, design, music, writing, and product development. Additionally, it definitely lacks personalization – those little final touches that make a website more appealing, stir up certain sentiments within a visitor, or make users feel at home when they use a product. 


Further still, objective machines cannot consider situations or contexts that do not factor into their data. For instance, insights may be limited to data collected five years ago. Or, AI may not be able to produce content for very specific niches. In these cases, human understanding may be better. 

A man is using Ai and things are starting to go wrong, as he over used this method whilst forgetting the previous and much more reliable methods



Many AI tools that take search engine algorithms into consideration are excellent. However, others fall into the trap of ‘too much of a good thing’. It may deem certain keywords to be optimal, then stuff them as many times into the content. However, Google and other search engines will flag this as spam and derank it. In these cases, AI may actually degrade rather than optimize.


Practical Solutions to Potential AI Problems

The overwhelming consensus is that AI perfectly complements human design, development, and creation. Since there are critical issues that can arise from AI generation, it is best for humans to only use it as a tool for SEO rather than an all-purpose substitute. Professionals should go into AI-generated content, make sure it fits their overall purposes, fact-check pieces, edit sentences and sections as necessary, and add personal touches. Additionally, they may still want to rely on AI software that understands and analyzes search engines and rankings. Yet, they should always double-check results and put insights in context. 

AI is creating spam emails etc, and two workers are trying to find a solution to these AI issues


The Future of AI and SEO

AI is transforming the SEO landscape quickly, so it is best to take advantage of the technology early in the game. Businesses and professional creators can already see how many benefits will arise from AI software in different SEO areas. Namely, it can help websites with keyword research and analysis, content creation, user experience optimization, technical SEO, performance tracking and analytics, ranking predictions, and more.  While there are still some challenges to consider, there is no doubt that AI and SEO will be intertwined for a long time. 

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