The Impact of AI on SEO: Why SEO Is Still as Important as Ever

Natalie Welch
Natalie Welch

As the digital landscape continues to evolve, integrating artificial intelligence (AI) into various aspects of our lives is becoming increasingly prevalent. From virtual assistants to personalised recommendations, AI is reshaping how we interact with technology (how do you think those Spotify playlists are created?).

One area where AI is making significant impacts is search engine optimisation (SEO). We’ve looked to industry leaders to see where AI can help, or hinder, this complex yet necessary area.

1. AI Enhances Audience Understanding:

According to Moz, AI-powered tools enable marketers to analyse vast amounts of data, providing valuable insights into audience behaviour and preferences. As we all know, understanding your audience is vital to crafting effective SEO strategies. AI assists in identifying trends, discovering new keywords, and targeting specific demographics, enabling businesses to connect with the right people at the right time.

According to Hubspot’s AI Trends for Marketers Report, 48% of respondents said they used AI tools to help conduct research. If used correctly, they can save time and create new opportunities.

2. Yoast Harnesses AI for Content Optimization:

Yoast, a leading SEO plugin, integrates AI into its platform to provide real-time suggestions and feedback for content optimisation. AI algorithms help improve readability, keyword usage, and overall content quality. With AI-powered tools like Yoast, businesses can ensure their website content ranks higher and appeals to both search engines and users.

3. Search Engine Land Highlights Personalised Search Results:

In the era of AI, search engines like Google are increasingly focused on delivering personalised search results. This trend emphasises the significance of SEO in ensuring your website is visible to your target audience. As Search Engine Land reports, AI algorithms enable search engines to understand user intent better, making SEO optimisation crucial for appearing in relevant search queries.


To back this up, the International Journal of Intelligent Networks published a literature-based study on Artificial intelligence (AI) applications for marketing, which found “Users feel at ease and are more inclined to buy what is offered when AI is used to personalise their experiences.”

4. AI-Powered Chatbots Revolutionise Customer Engagement:

AI-powered chatbots are transforming the way businesses interact with customers. As Google states, chatbots powered by AI algorithms provide instant responses and assist customers throughout their journey. By incorporating SEO into chatbot conversations, businesses can optimise their messaging and guide customers to relevant products or information. SEO expertise ensures that chatbot interactions align with the keywords and search intent of potential customers.


While the rise of AI undoubtedly impacts the digital landscape, SEO remains a critical component of a successful online presence. However, 84% of marketers said that AI tools are “very effective at aligning web content with search intent”. These days, with the continual messaging from Google about “helpful content”, this is one of the most important areas in SEO. So: AI augments SEO strategies rather than replacing them. 


How? By helping businesses understand their audience better, optimise their content, appear in personalised search results, and engage customers through chatbot interactions. Therefore, companies need to stay updated on AI advancements and work hand in hand with SEO experts to navigate this evolving landscape and maintain their competitive edge in the digital realm.


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