The Impact of AI on SEO
A new era of optimisation
Artificial Intelligence (AI) is reshaping industries, and SEO is no exception. From automating tasks to enhancing content creation, AI is revolutionising how we approach search engine optimisation. Many people ask me if this is the end of SEO, or my job (!) I have always had a human approach to SEO, although at times I have used software to run audits for clients and used software to keep an eye on things, I always spend a lot of time using my own eyes to see what is going on, check it makes sense as a human being and put my personal touch across any findings. Don’t get me wrong automation, software and now AI all have their place, but at times it can be pretty obvious (especially for smaller businesses) when technology has become the driver and the human touch has been forgotten.
I bet you are wondering if I used AI to write this? Well, no, I didn’t, but what I do focus on is how AI likes certain types of content provision and layout. So I now write with humans at the front of my thoughts as usual, but I need to show the love to AI so they share my links when humans search for companies like me!
AI-powered SEO tools and automation
One of the most significant impacts of AI on SEO is the development of powerful tools that automate many time-consuming tasks. Let’s look at 4 main areas we cover as SEO consultants:-
Keyword research by AI can analyse vast amounts of data to identify relevant keywords, predict trends, and uncover long-tail keyword opportunities. BUt we still need to look at where these sit on a website, and how they help the architecture and hierarchy of the site.
Content creation by AI can be powerful and content generation tools can create high-quality content outlines, generate blog posts, and even write product descriptions. Whilst AI can get to know you and provide this, don’t forget your customers still want human voices and thoughts. Why not try debating with AI instead to get to the bottom of what you want to write and then write it yourself?
Technical SEO audits AI can scan websites for technical issues, such as broken links, slow load times, and mobile compatibility problems.
Link building While link building remains a manual process, AI can help identify potential link opportunities and analyse backlink profiles.
Ways AI can enhance content creation and optimisation
AI is transforming the way we create and optimise content.
Content personalisation is where AI can analyse user behavior to deliver tailored content recommendations, improving user engagement and conversions.
Content optimisation can be identified by AI to help improve existing content, such as keyword density, readability, and structure.
Content ideation is where AI can generate content ideas based on trending topics, competitor analysis, and audience interests.
Improved search engine algorithms
Search engines are increasingly relying on AI to understand user intent and deliver relevant results. This means that SEO strategies need to adapt to these changes.
Semantic search is where search engines like to understand the context and meaning behind search queries, rather than just matching keywords. So there is a lit more to optimising for SEO + AI now.
Voice search optimisation has been in play for a while now and AI is driving the rise even more, requiring optimisation for conversational language and long-tail keywords. As a small business, if you havent been using long tail keywords so far, you have missed a massive conversion tactic.
Visual search is becoming more prevalent, through optimising images with relevant metadata and alt text. Another basic element I have always been super keen on before visual came along!
Challenges and considerations
While AI offers numerous benefits, it's important to use it responsibly and ethically, especially if you are a small business. We have enough challenges to overcome with smaller budgets and clout; but if you put the work in with SEO and GEO the results do happen organically and are worth the effort. Here are my top three considerations.
Overreliance on AI, please use AI as a tool to highlight human expertise, not replace it. This is so important! It is so obvious for those who have used AI and not humanised it. AI is here to help and elevate and not replace, don’t be lazy.
Content quality, AI-generated content should be reviewed and edited to ensure accuracy and relevance, this also gives you chance to make sure it fits your message and site. The lazier business owners become the less grasp they will have on their business.
Algorithm updates are the bane of our lives, with search engine algorithms constantly evolving, it's essential to stay updated on AI-driven changes.
Are you ready to optimise for the next wave of search - SEO? GEO? AI-EO??
With search changing — fast, AI tools like ChatGPT, Google’s AI Overviews, and voice search becoming more common, it’s no longer just about ranking #1 on a list of links. It’s about being recommended by machines that scan, summarise, and select content for the user. That really should make you stop and think.
Just like SEO helps you speak Google’s language, AI optimisation helps you speak clearly to machines that summarise, suggest, and respond — whether that's an AI chatbot, a voice assistant, or an AI-enhanced search result.
Here's some thoughts for you as to how AI optimisation complements (not replaces)both SEO and GEO.
Keep your content structured and conversational, giving clear, natural writing that answers real questions (this is ideal for AI tools pulling snippets). This is basic best practice, it works for UX as well as screen readers. Try also to cover a subject in full, not just scatter keywords on a page.
Schema markup is the behind-the-scenes signals that help AI understand what your content is about and does require some coding.
If you love frequently asked questions (FAQs) then AI will love you, they are great for featured snippets, voice search, and AI assistants.
And finally, location and context, learn to combine GEO (where you are) with intent (what people need) giing AI tools richer data to recommend you to others.
At the end of the day AI tools don’t just link — they decide. They decide on wether you adn your content and site is valuable enough to serve to those looking for you. Being included in their answers means more visibility, trust, and clicks.
Whilst the integration of AI into SEO is still in its early stages, it's clear that it will continue to shape the industry. We have to embrace AI and staying informed about the latest trends, businesses can gain a competitive edge in the digital landscape, and yes, that includes those of us who have been actioning SEO for decades too!