My Statement on AI and SEO
Every business owner is currently making a decision on what to do with AI in their systems and processes, and the role of AI in SEO is no different.
There are two factors.
For someone concerned with ethical use of technology, AI is a hazy grey area. Here is my current statement, and what you can expect.
As someone helping your business grow, I will also educate and discuss what is best for your workflow and your comfort level. No AI? No problem. Love the AI? We can discuss best uses.
There are two factors.
- How and should AI be used in doing SEO work?
- How is AI affecting traditional search?
For someone concerned with ethical use of technology, AI is a hazy grey area. Here is my current statement, and what you can expect.
As someone helping your business grow, I will also educate and discuss what is best for your workflow and your comfort level. No AI? No problem. Love the AI? We can discuss best uses.
Defining AI and SEO
AI is "Artificial Intelligence." It became the rage to talk about after ChatGPT and other generative AI tools exploded.
But any sufficiently advanced computer program can be considered artificial intelligence.
The tech stacks we all use for our businesses are all full of artificial intelligence.
But there is more ordinary computer intelligence, say automation tools or scheduling functions.
Then there is generative AI, which in my experience is what most people mean when they say AI. How do you use AI to create text/image/video/audio?
Finally, there is agentic AI, where the AI makes more comprehensive decisions for you without direct user input or confirmation.
I recommend a 3 part question for AI usage:
What about SEO? It's "Search Engine Optimization," although people are now trying to find ways to say that to include LLM visibility. "Search Everywhere Optimization," for example.
There is no standard guidance on what goes into optimization. Whatever works is optimized. For some agencies, they say they do SEO and do the bare minimum. For others, like me, we offer comprehensive packages that include anything that could increase online visibility and reputation. In the age of AI, that's basically anything public-facing and online. Websites, social media, press releases, and more.
But any sufficiently advanced computer program can be considered artificial intelligence.
The tech stacks we all use for our businesses are all full of artificial intelligence.
But there is more ordinary computer intelligence, say automation tools or scheduling functions.
Then there is generative AI, which in my experience is what most people mean when they say AI. How do you use AI to create text/image/video/audio?
Finally, there is agentic AI, where the AI makes more comprehensive decisions for you without direct user input or confirmation.
I recommend a 3 part question for AI usage:
- Is this something I need to get better at? (don't use AI)
- Is this something that needs a human element? (blend AI and human)
- Is it only a "time" factor? (use AI)
What about SEO? It's "Search Engine Optimization," although people are now trying to find ways to say that to include LLM visibility. "Search Everywhere Optimization," for example.
There is no standard guidance on what goes into optimization. Whatever works is optimized. For some agencies, they say they do SEO and do the bare minimum. For others, like me, we offer comprehensive packages that include anything that could increase online visibility and reputation. In the age of AI, that's basically anything public-facing and online. Websites, social media, press releases, and more.
Appropriate Use Cases for AI in SEO
Your responses to AI use questions will vary by industry, skill set, and role.
For my business, time factors include and human-computer combination is used in:
For my business, time factors include and human-computer combination is used in:
- Automated scheduling. GBP updates, social media posts, blog posts... there is no benefit for me to take extra time to personally post updates at different times. A computer can set that up for me. It's fine. I need to make sure it posts, but it's fine.
- Prospect forms. You know how many scammers are online? Prospects can fill out a form on my website and there might be automated followup. I'll also reach out personally if you're not a robot.
- Research. SEO has a lot of technical pieces, and I simply do not have access to all of them as a human. Being able to scour Google and other search engines for keyword data, trends, and ranking relative to geography and time of day... With everything that gets monitored in comprehensive search engine optimization, it isn't just a matter of efficiency. It's essentially impossible to get all the information I need without using computer robots in some way, shape, or form. But that research has to be conducted under human oversight to give the appropriate context to the algorithm and design a good plan.
Problematic Use Cases for AI in SEO
- Client meetings. There is no substitute for 1-1 meetings, human to human. In person if possible, online if not. I provide monthly reports, often with a video to accompany and an option to meet. Part of client care is education, and it's important to me that I keep that human component alive and well.
- Writing and editing. You have to stand out as a business. AI tools are not meant for originality. End of statement. Humans can manipulate AI tools for SEO and content, and some people do it very well. For me, after research, analysis, and strategy, I have to work on the creativity aspects myself. I want my clients to sound like they should for their customers, and for me, as a writer, I want to get better at that myself.
AI gets far more problematic. There are concerns about AI's energy usage, mental health & AI, copyright and personal autonomy... the list goes on. What seems like fun might be a nightmare for someone else. What a reasonable adult can put down can become an addiction for a preteen wanting to escape reality.
Continuing Discussion
Because of the broader ethical concerns, and the lack of transparency in tech companies on whether they have my best interest in heart, I will remain skeptical and attempt to minimize using AI for SEO. You can do digital marketing without the digital, and I'd be a hypocrite to say none of my tech uses AI. I have Canva. I have Linkgraph. I have Microsoft Word and Adobe. Even LinkedIn wants to use my posts to train its AI algorithm.
It is a dance right now. And as we see lawsuits and protests supporting or trying to control AI, the landscape will change.
But what I can promise you is that I am committed to:
It is a dance right now. And as we see lawsuits and protests supporting or trying to control AI, the landscape will change.
But what I can promise you is that I am committed to:
- Being a partner to your business, no matter the technology changes
- Staying informed about current events in the digital world
- Discerning cautiously what will have a positive impact on your business and on the community