How Will AI Play a Role in SEO

Jul 11, 2023

AI, or artificial intelligence, isn't a new concept. It's been a hot topic for several years and has also been a massive part of pop culture, featuring heavily in movies and television. However, it wasn't until late last year that AI really became accessible to the general population. Since then, it has exploded! You can ask AI to write programs, paint pictures, and, as many Universities are discovering, do your homework assignments! As an SEO company in Knoxville, this raises the question: what role does AI play in SEO?

Google Rank Brain

Google RankBrain is an artificial intelligence (AI) system developed by Google to assist in understanding and interpreting search queries. It uses machine learning algorithms to process and analyze search data, allowing it to better comprehend the intent behind user queries and deliver more relevant search results.

RankBrain plays a crucial role in Google's search ranking algorithm, helping to determine the most relevant results for a given search query. It considers various factors, such as the search context, user location, search history, and other relevant signals, to provide users with more accurate and personalized search results.

What sets RankBrain apart is its ability to learn and adapt over time. As it encounters new and unfamiliar queries, it can make educated guesses about the user's intent based on its knowledge of similar past searches. This adaptive learning process allows RankBrain to continually improve its understanding of search queries and deliver increasingly accurate search results. As an SEO Company in Knoxville, a considerable part of our job is to stay on top of RankBrain as it evolves and ensure we adapt our SEO strategies accordingly! We've been working with AI behind the scenes for quite some time!

Predictive SEO

The concept of Predictive SEO revolves around harnessing artificial intelligence (AI) to anticipate forthcoming trends, user patterns, and updates to search engine algorithms. Companies can proactively stay ahead of the game by effectively utilizing AI and machine learning by predicting changes and refining their SEO tactics accordingly.

Predictive SEO empowers businesses to pinpoint emerging subjects of interest and curate captivating content that resonates with their desired audience. Furthermore, it enables them to detect potential algorithmic modifications in advance and fine-tune their strategies to mitigate any adverse effects on their search rankings.

AI Content vs. Human Writers

One of the significant areas where AI is becoming more prevalent in SEO is producing content. However, can it really replace experienced human content writers? As a leading SEO company in Knoxville, we believe that the answer is no! When you ask an AI program such as Chat-GPT or GrammarlyGO to write a piece of content, it will scan the internet for existing content and cherry-pick words and phrases to piece together a 'new' piece of content. This means there is a strong possibility of the resulting content being flagged as plagiarism, which Google will penalize your website for. It is also important to note that even if it passes plagiarism checks, there is a big difference between AI and human content. No matter how intelligent computers have become, they cannot replicate the nuances of human communication.

If you were to see an AI passage and one written by a human being placed side by side, you would always be able to pick out the human content! AI-produced content will often be flat and emotionless. It may be accurate information and presented in a grammatically correct way, but it will never flow naturally the way that human content will. You may be wondering why this matters in terms of SEO. After all, isn't the ranking all done by algorithms anyway. While that is true, a successful SEO strategy will satisfy not only the search engine robots but also your human visitors. AI content is less engaging, and your audience will only spend a little bit of time reading it and will be unlikely to share the content with their friends. Fewer shares and less time spent on your site are going to have an impact on your rankings. It's fine to produce content that checks all the boxes for the algorithm, but remember that you are writing for real people, and Google places a lot of value on the user experience! They also use natural language processing (NLP) to assess the quality of your content and match it with search queries.

So, is there no place in content marketing for AI? Of course, there is! While AI has not yet fully mastered the art of human interaction in long-form content, we have seen some pleasing results when it comes to short-form content like tweets and social media posts. As an SEO company in Knoxville, we are definitely not against using AI to help pad out your content calendar a little, allowing you more time to focus on producing quality long-form content. It's all about striking the right balance. AI should be considered an additional tool, not a replacement for your human content creators!

Harnessing the Power of AI for SEO

As AI continues to expand into all areas of online marketing, if you are not working with it, there is a good chance that you will be left behind. As an SEO company in Knoxville, blue dress INTERNET MARKETING®, we have always prided ourselves on being at the bleeding edge of the digital world. That's why we, too, are harnessing the power of artificial intelligence. We recently launched our own Starship Ai program designed to help our clients rank organically on the first page of Google. Why not schedule a call with us to find out more?

To Your Best Online!


Ingrid Maddox, Internet Marketing & Strategy Consultant. bluedress INTERNET MARKETING®, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented, and Managed to Full Circle! Organic Internet Search Engine Guru. Turn-Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online.