The rapid advancement of artificial intelligence (AI) has sparked diverse reactions within the SEO community, according to the latest findings from the 2024 State of Technical SEO Report. Produced collaboratively by Aira and the Women in Tech SEO community, this report delves into how AI technologies are perceived and used by SEO professionals across the globe. Here, Clever Clicks explores the key insights from the report, shedding light on the evolving role of AI in SEO.
Key Points Overview:
- AI and Job Security: The majority of technical SEOs do not see AI as a threat to their careers.
- The Impact of Google SGE: Concerns grow regarding Google Search Generative Experience (SGE) and its potential effects on organic search results.
- Adaptations in SEO Strategies: How brands and agencies are reshaping their SEO roadmaps in response to AI developments.
Technical SEOs and AI: A Relationship of Confidence
Despite the pervasive dialogue around AI potentially replacing human jobs, 64% of technical SEOs report feeling secure in their roles. This sentiment reflects a recognition of the unique human insights required in SEO—a domain where AI’s lack of nuanced common sense is evident. As noted by Roxanna Stingu from Alamy, while AI presents many advantages, it cannot wholly substitute the critical, creative thinking provided by human experts.
Navigating Google SGE’s Influence
While job security might not be a significant concern, 70% of SEO professionals are apprehensive about Google SGE’s influence on organic search outcomes. Natasha Burtenshaw-deVries of Flywheel Digital expresses a common sentiment of uncertainty, indicating a cautious observation of how these changes will affect general user interactions and the broader implications for SEO practices.
SEO Planning and AI Shift
AI’s influence is reshaping strategic planning within the industry. Only 20% of SEO professionals from various sectors—ranging from in-house to freelance—claim their strategies remain unchanged considering AI advancements. Meanwhile, a significant majority are moderately to heavily revising their approaches to accommodate the new tools at their disposal.
Utilisation of AI and ML Tools
The adoption of AI and ML tools among SEOs is notable, with 52% employing these technologies for tasks like generating metadata. These tools are also frequently used for content generation, keyword research, and auditing, highlighting their growing importance in efficient and effective SEO management.
Practical Takeaways:
- Integrate AI Wisely: Incorporate AI tools to enhance efficiency but maintain a strong foundation in human-driven strategy and creativity.
- Stay Informed and Adaptive: Keep abreast of developments in AI and adjust SEO strategies accordingly to maintain a competitive edge.
- Leverage AI for Routine Tasks: Utilize AI for automating routine tasks such as metadata generation and content creation, freeing up time for strategic thinking.
AI is undeniably transforming the landscape of SEO, but it complements rather than replaces the critical role of SEO professionals. By staying informed and adaptable, SEO experts can leverage AI to enhance their strategies while preserving the irreplaceable human touch. For further insights and detailed analysis, delve into the full 2024 State of Technical SEO Report.