Teaching Old SEO New AI Tricks
Episode Summary
In this episode, Pavel and Jess discuss the future of SEO and search in an age of generative AI. They cover topics like if SEO is "dead," how search experiences are evolving, what the role of the human is with AI becoming more pervasive, and potential dystopian outcomes as companies collect more data to power their AI systems.
Tools & Relevant Links
Episode Takeaways
Search and marketing are rapidly evolving with the rise of AI. As Jess and Pavel discussed in their podcast, companies like Google, Amazon, and Apple are leveraging AI to reinvent and optimize the search experience. However, what does this mean for the future of SEO, marketing, and even humanity’s role in this AI-powered landscape?
SEO is Not Dead, But It Is Changing
Despite proclamations that “SEO is dead,” search itself is here to stay. People will always need to find information online, even if the mechanisms change. However, we likely will see a reshuffling as AI systems better determine the relevance and authority of content.
Marketers cannot rest on outdated best practices. We need to continually test what works for current algorithms. The companies that adapt quickest to these AI shifts may rise to the top.
Helpful, Original Content Will Still Be King
At its core, Google still rewards “helpful” content that provides value to searchers. Even as AI becomes more adept at synthesizing answers, unique human perspectives will retain importance
No matter how advanced the technology, an expert explaining how to fix a leaky dishwasher cannot be replicated. We still need humans creating this helpful content. AI is a tool for surfacing and summarizing information, not replacing specialized knowledge.
Beware the AI Marketing Dystopia
There are alarming potentials as AI permeates marketing:
- Google writes its own ads to serve on Google. How impartial can it be?
- Facebook ruined a generation of marketers by overemphasizing ads. Will Google replicate this effect?
- Companies persuade us to give up personal data and rights for enticing AI tools. Where does it end?
We must be vigilant about AI oversight before we end up with machines maximizing engagement while humans become just “mosquito food.”
Concluding Thoughts
Marketing and search are undoubtedly evolving with AI, opening new creative possibilities but also dystopian dangers. As Jess aptly states, “test what works” rather than blindly follow outdated advice. But also retain perspective. AI serves at human direction. If we focus its capabilities thoughtfully, marketing can thrive; but we must stay vigilant against gradual erosion of ethics and free will.
What are your thoughts on AI in marketing? Let us know in the comments!
