As CEO of SmartBug Media, Jen Spencer is at the forefront of the digital agency world, helping businesses navigate the full customer life cycle. In the rapidly evolving landscape of AI technology, OpenAI introduced ChatGPT in November 2022, sparking excitement and trepidation about the capabilities of AI chatbots and their potential impact on businesses. However, not all organizations have found success with machine learning, leading to a mix of opinions about the true potential of AI in gaining an edge with customers.
AI has already had a significant impact on search and SEO, leading to changes in how search results are presented. The emergence of Search Generative Experience (SGE) has begun to transform search engine results pages, combining generative AI with traditional results to provide users with simple answers alongside website links. While some view SGE as a compromise by search engines like Google, businesses relying on SEO must adapt to this new landscape to ensure their strategies remain effective in driving organic traffic.
As search engines continue to refine their algorithms to accommodate AI, businesses may find it challenging to stand out amidst AI-generated content flooding the internet. Google is expected to devalue substandard AI-generated content, emphasizing the importance of producing high-quality, audience-focused content that resonates with users. Savvy businesses will need to differentiate themselves from AI-generated articles to thrive in an AI-driven search world.
Despite the uncertainty surrounding how search engines will adjust to AI, machine learning is revolutionizing the way businesses approach SEO. AI has streamlined data analysis processes, enabling organizations to generate reports faster and more efficiently. From Google Analytics insights to website optimization and content creation, AI can provide valuable insights and automation to enhance SEO strategies.
For smaller businesses with limited resources, AI can be particularly beneficial in optimizing web presence and improving SEO efficiency. While AI may not be able to replicate the creativity and personal touch of human-generated content, it can assist in drafting content that can be further refined by human writers to create unique and engaging material. Companies that stay on the SEO path and remain adaptable to the evolving AI landscape will be well-positioned to thrive in the new era of AI-driven search engines.
