SEO in an AI-Driven World

by Sara Vicioso   |   Oct 25, 2023   |   Clock Icon 6 min read

You’re likely no stranger to all the recent buzz in the Digital Marketing space about major advancements in Artificial Intelligence. AI already has, and continues to be, a primary focus for any Search Engine Optimization (SEO) specialist.

You may have questions like:

  • What is AI in SEO?

  • How can AI be used in SEO?

  • Is SEO going to be replaced by AI?

The short answer to all of these questions is: Artificial Intelligence is evolving the way marketers approach SEO strategy, but it is not going to replace SEO any time soon. For example, do you leverage Grammarly when writing your blog posts? If so, you’re already leveraging AI to enhance your content production. And personal confession…I’m using it right now to assist in writing this blog post. Thank you, Grammarly. Anyway, you’re here to understand some of the ways that AI can enhance and scale your SEO strategies. Let’s dive in!

Scaling SEO with AI Advancements

In Digital Marketing, incorporating Artificial Intelligence is critical to enhancing your marketing efforts or else you’ll be left behind, especially in the world of SEO. AI in SEO is a tool that enhances your current SEO strategies by uncovering insights and opportunities faster. AI is your secret weapon for improving your online presence due to the numerous ways it can be integrated into your workflows. From enhancing keyword research and content optimization to providing insightful analytics, AI has become the foundation of modern SEO strategies.

We use AI as part of our Search Opportunity Analysis to show clients keywords like these that they need to use to rank above their competitors.

How can AI be used in SEO?

I'm sure many of us can relate when I express that conducting hours of keyword research to craft an SEO content strategy can be quite exhausting. By utilizing the right prompts in ChatGPT, we can expedite research and aggregation of keyword data in just a fraction of the time that it would take the average human to do.

Continuing in the same vein: With a vast array of keywords aggregated, the issue arises – how can you effectively structure your keyword research for tangible, actionable insights? By leveraging ChatGPT, you can now create custom scripts without any prior coding expertise, enabling seamless automation of your data analysis. The best part is… you only need to create this Script automation once, and then you can effortlessly scale its application throughout your organization, resulting in significant time and cost savings for the company.

The examples provided are just a glimpse into the extensive opportunities within the field of SEO. Here are a few additional pathways to explore how AI can be harnessed to enhance your SEO workflows.

  • Audience Research to Fuel Your Content Strategies
    • Leverage the capabilities of AI-driven tools like ChatGPT to consolidate reviews, social discussions, questions, and potential pain points within your target audience. By utilizing this data, you’re able to craft an audience-first content strategy that prioritizes addressing the specific needs of your customers and potential customers.

  • Enhanced Competitive Analysis
    • Certain AI tools can more effectively monitor your competitors’ SEO performance and strategies, helping you stay ahead of that competition.

  • More Efficient Keyword Research
    • AI tools can analyze search trends and recommend relevant keywords to include in your SEO strategies, assisting in targeting the most relevant keywords.

  • On-Page SEO
    • AI can analyze pages for on-page SEO factors like meta tags, header tags, and keyword placement. With a faster analysis of your current state, you can streamline your on-page SEO optimizations for improved search visibility and website traffic.

  • Faster Data Analysis and Insights
    • AI can process vast amounts of data quickly to identify trends and patterns in user behavior and search queries, allowing for advertisers to gain valuable insights into user intent.

  • Link Building & Internal Linking Strategies
  • Voice Search Optimization
    • AI can assist in optimizing content for voice search queries by understanding and optimizing for natural language queries. This is becoming increasingly important as giants such as Amazon's Alexa, Google Assistant, and Apple's Siri continue to grow.

How To Factor AI Into Your 2024 Marketing Budget

Build a 2024 marketing budget that incorporates AI in ways that will actually have a positive impact on your ROI. This guidebook is filled with the formulas you need for smart, data-backed budgets that ensure you meet your goals without overspending, as well as insights on how top CMOs are setting up their budgets for growth.

Is SEO Going To Be Replaced By AI?

To circle back to the burning question: is Artificial Intelligence going to replace SEO? I don’t believe so. AI gives us humans the ability to work more efficiently and effectively but will struggle to replicate the human mind and the creativity the human mind can bring to the table. It’s about how humans and machines work together to build better, and smarter, marketing strategies. Embracing the transformative potential of AI gives us the opportunity to elevate our proficiency as marketers and make data-driven decisions with greater agility.

If I had to choose the three most important things to leave you with:

  1. Content is still vastly important, and focusing on audience-first content strategies is going to continue to be hugely important as it relates to maintaining and increasing your organic visibility. E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is, and will remain, a large focus for Search Engines.

  2. Embrace collaboration with AI tools rather than resisting them. Begin by jotting down repetitive tasks, and noting the time spent on each task completed. Once you spot recurring patterns, pinpoint opportunities for automation through AI. Tools like ChatGPT can assist in identifying ways to reduce manual labor and scale your efficiency, whether through a Google Apps Script or custom Python code.

  3. Ensure the accuracy and quality of the results (and yes, you got all the way through this blog for me to conclude that you need to double-check AI’s work). Although AI can elevate your efficiency as a marketer, it's essential to acknowledge that AI is an evolving entity, not flawless. Creating a custom script with ChatGPT may require multiple iterations, and it's crucial to recognize that, as a marketer, you remain the driving force behind the final output.

Find Out How You Should Be Using AI for SEO

Workshop Digital is committed to leveraging AI to enhance the speed and precision of our marketing strategies while increasing overall operational efficiency. As we embrace this exciting journey into the realm of possibilities,we’d welcome the opportunity to discuss the marketing challenges your team faces. Let's see how AI and some creative thinking can help you overcome them.

Portrait of Sara Vicioso

Sara Vicioso

Sara brings over 10 years of experience in the digital marketing space, having spent a large portion of her career focused on Paid Media strategy for her clients. However, paid media wasn't enough. Sara is passionate about audience-first marketing strategies, finding customers where they are regardless of channel (which may be heavily driven by her background in Sociology) which led to the desire to build multichannel marketing strategies for her clients.

She brings a wealth of knowledge in industries such as manufacturing, industrial, SaaS, healthcare, education, e-commerce, & more.

Originally from San Diego, California, Sara found her new home in Austin, Texas, a city that captured her heart with its BBQ scene, country music, paddleboarding scene, and welcoming community. Outside the office, Sara is a DIY enthusiast, a lover of dogs (particularly her shih-tzu, Peanut), and will never turn away from the next travel adventure.