AI and the Future of SEO

By Jennifer Allan March 10, 2023 15 mins read 237 Views

Artificial intelligence is taking the SEO industry by storm.

With the emergence of smart chatbots that can perform all kinds of tasks – seemingly – as well as humans can, and the integration of AI-powered features into the two prominent search engines, Bing and Google, there are a lot of questions on how this may change SEO and whether it is going to survive.

The most popular chatbot, ChatGPT, has no doubts as to whether SEO is going to be just fine:

And no, Artificial Intelligence doesn’t think it will ever replace web search if that’s your concern:

People will need search engines to access more diverse and advanced information and to find content that fits their personal tastes.

With that being said, SEO is going to change dramatically under the impact of quickly developing AI technologies.

And here’s what may happen:

Search Engines into Conversational Answer Engines

Google has been pioneering the idea of an “answer engine” for many years now. Instead of generating search results in response to a user’s query, Google has been providing quick answers and follow-up questions, suggesting related news and videos and guessing the context behind each query.

With the emergence of AI technology, this trend has become even more obvious. Bing has become the trend setter at integrating AI into online search, for a change. They were the first to introduce AI-powered conversational features into their search engines. The AI bot called Bart answers search queries in real time and even suggests follow-up questions to continue the conversation:

The bot interacts with searchers conversationally just like a human does but it does provide clickable links to allow them to access the articles it used to give the answers.

Google announced its AI features a few days later: Their bot is still in private beta, so we could only see the GIF giving a glimpse into how it would work.

Google’s bot responds to a user’s query in real time typing answers right in front of their eyes. Unlike Bing, it doesn’t look like the chatbot is willing to reveal its sources which seemed concerning for two reasons:

Just like Bard, Google’s bot is scanning billions of documents across the internet to come up with answers. Not giving access to the sources seems very unfair to the publishers who created those documents.
The fact that the bots are using third-party information means there can be human errors in the answers. Without an ability to access two or more sources, it will be hard to verify the information provided by the AI technology.

Google is claiming that they are still working and welcoming feedback, so there’s hope they will rethink the way it is set-up now and get more transparent with their sources.

In both ways, so far AI-powered search engines look an extension to what they were previously: Answer engines that strive to instantly help their users with additional information. If they cite the sources, optimizing for these kinds of real-time answers won’t be much different from optimizing for featured snippets. All you need is to do your best to answer your target audience’s questions, and the chatbots will likely cite you.

The only difference is that it is not quite clear how to measure your progress: We don’t know yet how those clicks from the bots’ answers will be recorded and tracked. But I suppose, search engines will be transparent in that respect allowing you to see which of your pages got cited by search chatbots most. Google already offers this kind of reports for its highly personalized Discover section.

AI and Its Impact on SEO Profession

With ChatGPT being able to perform all kinds of traditional SEO tasks – including content creation and optimization, writing emails, and even creating Schema code – there have been a lot of concerns as to how many SEO professions are going to become obsolete.

Well, at its current phase ChatGPT is not a threat to any profession. It can eliminate some outsourcing needs enabling SEO teams to handle more tasks at home, including basic coding needs.

But with its current possibilities most of those performed tasks will require a lot of human interference. Its written content is basic and detectable, so it cannot be used for content creation but it can turn useful in creating content outlines and briefs. Its code usually requires fine-tuning. Its keyword research is basic.

So far ChatGPT is simply a little helper that can make your work faster rather than replacing you in any task.

It may change in the future as it becomes more advanced but an SEO profession is so much more than simply performing tasks. It involves planning and strategizing. It is all about relationship building and collaboration. But more importantly, it requires understanding of unpredictable human reactions which AI will hardly ever learn to relate to.

The Key Lies in Mutual Benefits

So in the above section, we’ve seen how AI can actually make an SEO’s job easier. It is clear that the technology can benefit us all – users and web publishers. The key is to start using AI technology to understand how we can safely co-exist without threatening each other.

If you have been in the SEO industry for at least a couple of years, you’ve surely seen how SEO always thrives with the emergence of new technology. Tools that make SEOs more informed and productive have never killed SEO. Instead they made the industry more advanced and integrated.

When SEO was born, we were merely focusing on identifying keywords and integrating them into the web document for Google to match them with the exact query. We’ve come a long way since them. We’ve gone through years of Google learning to use semantic analysis to understand intent behind search queries, penalizing and filtering out low-quality backlinks and giving direct answers to their users in the form of featured snippets and People Also Ask results.

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A decade or so ago, SEOs needed considerable development skills to put together sites and publish digital content but with the emergence of advanced site building platforms, anyone was able to create websites and design landing pages. Web analytics has also become accessible and easy to understand to just about anyone, whether they have any SEO expertise or not.

None of those changes has killed SEO but made it stronger.

AI technology is not brand new to the digital marketing industry. It has been integrated into customer support tools (IVR and chatbots) for years. There are AI-driven accessibility tools, AI-powered on-page engagement tools, AI-driven social media listening tools, etc. We have all learned to use multiple AI tools to improve digital marketing strategies.

New technology has been helping SEOs reverse engineer Google’s algorithm, analyze competitors, improve your keyword strategy and build web pages for users to easily get exactly what they came for. SEO is now integrated into product development, user experience testing and niche relationship building. It has become more than creating content for search engines and letting search crawlers access it easily. SEO is getting harder and harder to kill because it got smarter and smarter.

If AI technology seems to threaten you, get to know it better. Learn to benefit from it, and you will see that it can benefit everyone, including your users.

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Frequently Asked Questions

How can entrepreneurs motivate employees?

Motivation can come anywhere. Motivation can come from anywhere. Motivation is vital for any business.

Employees are more motivated if they feel happy. This makes them more likely to do their best. You want your team to perform better. Give them the tools to feel empowered.

You need to create an environment where they feel valued. They need to feel valued and able to learn. It is a place where they can express their ideas without fear of being punished.

It is important to create a culture within your company that encourages employees to flourish and be successful. This is how you keep your best people happy, loyal, productive and satisfied.

To maintain the culture, you need to reward those behaviors that help you succeed. This includes giving bonuses to those who achieve goals, providing training opportunities, increasing your pay rises, and offering perks such as insurance.

Communication and clear direction are essential. Ensure everyone knows what's expected of them and why.

Make sure you have written policies and procedures. Assure that there is someone who can ensure they are adhered to.

And most importantly, communicate frequently. Keep your employees informed about the current state of the organization. Let your team know about what's happening.

Communication is key, and you can help your team stay ahead of your competition by looking after them. They'll take care of you.

Without a great relationship with your employees, you could lose a lot of money. Studies show that companies with high levels of employee engagement enjoy higher productivity and profitability than those who struggle to retain their top performers.

It's important to understand that not every employee wants to work at the same pace as others. Some people prefer to work alone, while others enjoy working in teams. Each person can be motivated in different ways, so it is up to you which one works for you.

Some may be more inclined to accept recognition than others. Whatever works for you, ensure it aligns with the company's goals.

As the leader, you are responsible for setting the tone. Open-minded. Listen to your team. And remember, if you want something done right, you've got to do it yourself.

What are the 3 motivators of an entrepreneur

The three main motivations of entrepreneurs are freedom, money and knowledge.

Freedom means having the ability to do whatever you want whenever you want. This is why entrepreneurs can be free from the constraints of our job or current life.
Also, money is very important. Without it we would not consider starting a company. While we can survive on food, water, shelter and money, it is not possible to make ends meet without money.
However, knowledge is the third motivation. Entrepreneurship requires that we continue to learn. That is why we frequently find ourselves reading books and attending seminars.

This is what drives us towards our goals and success. It gives purpose and meaning to our lives.

These three things are the reasons why we became entrepreneurs in the first place. These three things are what keep us going each day.

We might consider packing up and moving home if these three essentials are not available. We won't be truly happy if we don't have the three things we need.

What are the benefits of having an entrepreneurial mindset?

Entrepreneurship has many advantages. First, you can become independent. You stop relying on other people.

This makes you independent and free to pursue your dreams. It also helps you build relationships with other entrepreneurs because you share similar challenges and interests.

You gain confidence. Entrepreneurs are always learning new things. This gives you the ability and flexibility to change quickly. You won't be stuck in a rut if you think outside the box.

Our freedom to create our businesses is free from the restrictions imposed by society. We're free to decide what we want to do and how we want to live.

You have the option to choose to go against the flow or follow the crowd. We have the option to choose success or failure. We have the option to either fail or win.

It is thrilling to be free. But it comes with its fair share of responsibility. You are responsible for everything that happens in your business once you take on this role.

So if you want to succeed, you must learn to manage risk. Do not be afraid to try out new things. If you're willing to try to learn from your mistakes, you'll eventually reach your goal.

These are some of the lessons you should keep in mind when embarking on your journey.

Remember:

Entrepreneurship can be a way to live your life.
When you run your own business, you're the boss.
Be careful of following fashion trends.
Success doesn't come in money; it comes in freedom.
Your personal and professional lives must be balanced.
Set clear expectations.
Always be honest with your team.
Remember, if you want something to happen, you've got to do something about it.

What motivates entrepreneurs?

Passion drives us. We also have a natural desire to make a difference and create something meaningful. To make a lasting difference for our loved one and ourselves.

To give back. To help others. To leave behind a legacy.

Most importantly, we love doing this. Because we feel called to live life fully, and have success in the things that matter most.

We are driven primarily by a sense that purpose and mission is important. It cannot be achieved solely through money.

This is where the key lies in combining business with pleasure. This is when entrepreneurship is more than a job.

Because of this, I am passionate about helping entrepreneurs succeed. My goal is to help them achieve financial freedom, and leave a lasting impression on the world.

I'm living proof of the fact that creating value is the best. The sharing of your knowledge and expertise to the rest.

It is not enough to create a great product. First, you must understand your customers. What they're looking for.

If you do, you'll always know how to improve your offering. And therefore, you'll always provide more value.

You will attract more customers if your products and services are more valuable. Plus, more customers will mean more sales. Selling more products and services will result in more revenue. In the end, financial independence is possible if you are able to generate more revenue.

Money is not everything. It's just the means to an end. It is not the end in and of itself.

It is not enough to focus on money if your goal is to live a full and happy life. It is important to make a positive difference. Contributing. Leave a legacy. Create something unique. You create something unique. It adds meaning and purpose to your life, as well as those of others.

Entrepreneurship requires risk-taking. It doesn't necessarily mean that you have to follow certain rules. It is about being flexible. Adapting. Adjusting. Improving.

As long as you stay true to yourself, keep your values intact and maintain integrity, you won't fail.

Entrepreneurship should be considered a calling. A vocation. It's an opportunity to contribute. To create wealth. To make history.

These are the things that will make you the best version you can be.

You will never stop.

How can you motivate yourself to be an entrepreneur?

To motivate yourself, find someone who is also motivated to do what your goal is. Ask someone who is working hard to achieve his goals how he did it.

Ask for advice, listen to others, and then, most importantly, do it. Look up successful people to emulate.

Do whatever it takes to become that person. Take their advice. Take their advice. Follow their lead.

Keep pushing forward. Keep moving. Never stop learning. Never give up.

Don't listen to anyone who tells you you are incapable. Don't listen to anyone who tells you there is no path.

Even though you may fail, that doesn't make it any less valuable. Failure is an opportunity that can help you grow. To learn more. To push harder.

Failure is just another step on the road to success.

Start today. Do something today that will move you closer to your dream.

Are you still waiting?

What are the top five motivators in an entrepreneur?

Motivation is key to success. Without it, nothing would happen. Without it, we wouldn't even be here.

Motivational psychology examines how motivation affects human behavior. We do amazing things when we are motivated. It is also evident that our motivation is limited.

These are the five most motivating factors:

Autonomy - the freedom to choose
Mastery - the ability to master skills
Purpose: The feeling of purpose
The feeling of belonging - relatedness
Reciprocity: The desire to give something back

These motivators might seem to be applicable to your business. In reality, however, each provides a slightly different perspective on why people act as they do.

A person may desire autonomy because he wants freedom and control over his life. He might seek mastery to be more proficient at his job.

You could go on. These are just a few possible motivations. There are many more. There are many others. But which ones are most relevant to your specific situation? It all depends on you.

To help you find out, I suggest writing three words that describe your ideal environment at work. Next, take these words and apply them in your current work environment.

If you find it difficult to think of ideas, try asking yourself this question: "Why are I doing this?" Your goals will be identified when you have an answer.

Once you understand what you want, then you can figure out where your current position is. You can use that information to determine if it is time for you to make changes.

If you aren't willing to change anything then it's time for you to look at your options.

However, if you are looking to make positive changes in your life, you will need to begin thinking about how to motivate yourself.

Which of the motivators listed above will prove to be most effective for you? It's hard to say. Instead of focusing solely on one factor instead, you should focus on all five.

This will allow you to achieve your ultimate goal, becoming a successful entrepreneur.

Statistics

Invest at least 30% managing those with authority over you and 15% managing your peers.” (americanexpress.com)
I shifted my motivational point from something huge (and undefined) to improve by just 1% each day. (carolroth.com)
“Effective communication is 20% what you know and 80% how you feel about what you know. (americanexpress.com)
“Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
According to analysts, Johnson has high appeal in all four quadrants tracked at the multiplex: male, female, over-25 and under-25. (forbes.com)

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How To

What are five motivational factors for entrepreneurs?

Entrepreneurs want to be financially independent. Because they want to be in control of their destiny, this is the main motivation for entrepreneurs. They also want to earn enough money to provide for themselves and their families.

They also feel motivated by the desire for helping others. Many people who run successful businesses don't do it to make a lot of money, but rather for charitable reasons.

Other motivations than these are also possible.

Passion - To succeed you must love what your do. If you don’t enjoy what your do, who would?
Vision - Vision is an image of your destination. When we dream, we imagine ourselves there. When we dream, we feel excited because our dreams could become a reality.
Courage - Never fear failure. Instead, face it with courage. Failure is inevitable, but failure doesn't have to define you. You can achieve success by pushing yourself forward, even though it's not always possible.
Believe in yourself. Do not let doubt keep you from reaching your goals. Doubt can often be caused by fear. Fear keeps us stuck in our comfort zone. Don't be afraid to get out of the comfort zone and set your sights on your goals.
Persistence - Do not give up, no matter how difficult it seems. Everybody makes mistakes. But if you persist, eventually, you'll achieve your goal.