Why you shouldn’t let AI run your SEO - Mumbrella

While ChatGPT has put artificial intelligence (AI) in the spotlight like never before, in reality, AI has been powering marketing efforts for quite some time. And one place it’s fast become the go-to resource is search engine optimisation (SEO).

Across the industry, we’re seeing a slowdown and shift in budgets that is driving more and more SEO work to be passed on to AI.

But before you call in the machines, it pays to consider the risks.

AI has the power to automate time-consuming and repetitive tasks freeing us up to enhance our work and focus on the craft itself. And this is true for SEO. But the real impact of AI on SEO is yet to be felt. And there will be ramifications when it is.

Right now, Google doesn’t care who creates your content as long as it is original and high quality. To bring up a search result, you need to tick four boxes for Google: experience, expertise, authenticity and trust.

You can use content generators to create editorial articles that deliver to these benchmarks.

But once everyone is using the same content generators to create the same content or target the same keywords, we’re going to get a lack of originality. Not only is that going to make it tricky for your brand to get cut through, but at some point, Google is going shift its algorithm to compensate.

We’ve seen it happen before with the rise of Black Hat SEO.

Black Hat SEO refers to increasing a site or page’s rank in search engines using practices that violate the search engine’s terms of...

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