The interaction of SEO (search engine optimization) and AI (artificial intelligence) impacts the entire human experience.
Every day, billions of people visit Google and other search engines to navigate the Internet. When these people go online, they land on landing pages and websites filled with stories, content, videos, messages, and analytics.
Google's search engine is powered by a variety of AI-related technologies that help determine what content should or shouldn't be shown based on a search query entered into Google. Search engines use everything from machine learning to natural language processing to help users find the right content at the right time.
Over the past few years, the search process has become quite 99 acres database simple: a user enters a few keywords, and Google determines the URL that matches those keywords and places it on the page.
In some cases, a page may contain text, such as a featured snippet, which contains a piece of content directly on the page, or even rich content, such as thumbnails for videos or interactive elements like a calculator.
Today, the search engine results page (SERP) has become much more complex, and the introduction of Google's search results generation feature has further expanded its AI-powered capabilities.
The confluence of AI and SEO is set to change the rules of online visibility and searchability in ways we are only beginning to understand.
Search engines need to maintain quality.
AI tools are increasingly used for search queries.
Let's discuss these trends:
The rise of AI-generated content
Many people think that AI-generated content is bad. But the truth is that most people can’t tell the difference between AI-generated content and human-generated content unless they’re asked to do so or unless the team has some kind of human filter between the AI and the publishing team.
The best workflow for teams using AI to create content is one in which real human editors review the material before it goes live.
AI tools are great for developing the initial draft and sketches. Once the AI has completed the draft, a human expert can be assigned to edit the content and refine it to create something great.
Productivity with AI Graphics
The integration of AI into SEO workflows heralds a new era of productivity and efficiency. Generative AI systems increase employee productivity by more than 66%. The productivity gains for more technical work, such as computer coding, were even greater. This shift means that SEO experts, writers, and marketers who understand AI can achieve more than those who avoid it.
Striving for search engine quality
As AI-generated content has increased significantly since the launch of ChatGPT, the quality of content in search results has declined.
Use of GEO
The idea behind GEO is similar to SEO, except that instead of trying to influence the content that comes back from search engines, you want to influence the responses and content that comes back from the search engines that your customers use.
The GEO concept was explored and presented by Pranjal Aggarwal and colleagues from Princeton, Georgia Tech and IIT Delhi.
The report highlighted the most effective GEO-related optimizations, including:
Adding citations;
Statistical supplements;
Fluency optimization;
Cited sources;
Technical terms;
Authoritative sources of information.
The beauty of these results is that they generally align with best practices for creating quality SEO content. This shift simply reinforces the importance of creating high-quality content and making efforts to create it based on research, data, experts, and insights.
Conclusion
The best companies and marketers will take this information and see it as the beginning of a new era. Over the next few years, we will see changes in SEO, and it will be increasingly important for brands to monitor how AI is affecting both user behavior and technology in general.
What a search results page looks like today will likely change significantly in the next 10 years. Not only is change coming, but it will happen regularly in this industry.
Follow industry experts who share information as they learn it. Study trends and purposefully create something valuable for the web.