As the prominence of AI in everyday life continues to skyrocket, the way people search is changing.
AI is no longer a futuristic thought experiment of the future; it’s here. Since ChatGPT was released in November 2022, the way the world has searched for information has changed dramatically. If you’re looking for a specific fact like the date the Roman empire fell, Google will work just fine. But, if you’re looking for general advice on the internet, like “pros and cons of distance running”, then an AI like ChatGPT can do the same research on that topic that you would do, but in a matter of seconds, making it much more convenient. So how will it affect SEO?
AI Overview in Google Search
Google Search has a feature for most users called AI Overview, that automatically plugs your search query into their Gemini AI and shows the results at the top of the search page. This has the potential to dramatically change user’s search habits. Rather than click on your website, they may instead simply read the AI summary.
AI-Powered Search Algorithms
Google has used an AI called RankBrain since 2015 in their search algorithms, but has recently added BERT to help out. BERT is a language model that can understands context based on words and sentences. So searches are no longer dependent on exact keywords, but also those words’ context, synonyms, and more.
Better Keyword Research & Content Creation
AI can help marketers more effectively find keywords and create content. Tools like Semrush and Ahrefs use AI to identify keyword opportunities faster. For content, AI writing tools like ChatGPT can help generate SEO-friendly content, like blog posts, meta descriptions, and product descriptions.
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