SEO
We’re deep into the ChatGPT era, and SEO has changed for good.
Despite the warnings, SEO is still thriving, with keyword research as a key focus.
However, ranking shifts and strategy changes suggest AI is quietly influencing the field.
Google’s 2022 "Helpful Content" update, based on EEAT (Experience, Expertise, Authority, Trustworthiness), was a direct response to AI-generated content.
While AI is great for creating factual, evergreen material, it struggles with originality and insights—qualities now prioritised in search rankings.
AI can’t meet EEAT standards because it doesn’t have personal experiences or unique viewpoints.
As a result, search engines are leaning towards content that shows human expertise.
AI-powered tools like Google’s Search Generative Experience (SGE) haven’t revolutionised search yet.
Google still dominates, holding 91% of the global market as of early 2024.
However, using LLMs in search engines has challenges, especially as they can’t handle real-time data well.
Key takeaways for marketers
Focus on offering expert input, original data, or fresh perspectives—things AI can’t copy.
Use AI as a tool, but ensure your content includes creativity and context only humans can provide.
Write content that gives value to your readers, not just to rank in search results.
AI tools like ChatGPT haven’t caused people to stop using Google yet.
While search traffic has dropped for some queries, it’s hard to blame AI alone.
Many searches AI handles are zero-click ones, where users get answers directly on the results page without visiting a site.
This reduces site traffic but still offers chances to build brand visibility.
SEO has a bigger role
SEO remains a key part of any marketing strategy.
It’s scalable and less costly compared to channels like paid ads or social media.
Even though Google’s dominance has slightly weakened due to features like snippets, ads, and videos, it still delivers consistent results.
Experienced marketers know that every challenge, like those from AI, creates opportunities.
Adapting to these changes ensures SEO continues to drive growth, even in the age of AI.
If SEO’s a game, AI just added some cheat codes.