If you’re reading this, SEO and content marketing are important to you and your business. With the launch of the latest AI tools, you may be wondering how it will negatively impact your content marketing, and if SEO and SEM are your business, you might be beyond nervous. Here you’ll find some of the initial negative impacts we anticipate for you to consider as you plan ahead and make adjustments moving forward.
Negative Impact of AI on SEO
Artificial intelligence (AI) has the potential to impact the current methods of SEO and content marketing significantly. While the integration of AI into these fields may bring about some benefits, there are also several ways in which it may negatively impact these practices.
One major impact of AI on SEO is the potential for increased automation. AI algorithms may be able to automate many of the tasks that are currently done manually by SEO professionals, such as keyword research, link building, and meta-tagging. This increased automation could lead to a decrease in the need for skilled SEO professionals, as well as a decrease in the overall value of traditional SEO services.
Another potential negative impact of AI on SEO is the increased use of machine learning algorithms to optimize content for search engines. This may result in a decrease in the quality of content, as the focus will shift from creating valuable and engaging content to simply creating content that is optimized for search engines. This could lead to a decrease in the overall user experience, as well as a decrease in the effectiveness of SEO strategies.
Say goodbye to a significant portion of your “Informational Intent” content, as some will now be obsolete as far as search traffic goes. I still recommend you have adequate informational content about your business, products, and services on your website; just don’t expect a lot of traffic from that, as AI takes over that search intent.
Negative Impact of AI on Content Marketing
AI may also negatively impact content marketing by making it more difficult for businesses to differentiate themselves from their competitors. AI-driven content creation tools may allow businesses to easily create and distribute high-quality content, which could lead to increased competition and a decrease in the value of content marketing. Additionally, AI-driven content may lack the personal touch and authenticity that is often key to effective content marketing.
AI-driven content may also be more focused on using keywords to attract more views rather than providing useful, informative, and educational content for the users. It may also lead to a decrease in the originality and creativity of content, as AI-driven content may be more formulaic and predictable than content created by human marketers.
The major impact I see for “how to” informational content, from recipes to writing code, may be obsolete in the blink of an eye. The businesses that went after Google for showing their content on the SERPs instead of directing users to the business’s websites for the answers are going to be devastated when AI answers the questions for users, eliminating the need to search traditional search engines for answers to direct questions and “how to.”
Concerns About AI in SEO and Content Marketing
One of the major concerns about the impact of AI on SEO and content marketing is the potential for AI to create fake news and biased content. The increasing use of AI to create and distribute content may lead to a proliferation of fake news and misinformation on the internet, which could have serious negative consequences for the credibility of digital media. Additionally, AI-generated content may be more likely to perpetuate biases and stereotypes, which could have a negative impact on the representation of marginalized groups in digital media.
Another concern is the potential for AI to control the distribution of information and control the narratives in search engines, making it harder for businesses to reach their desired audience and harder for users to find accurate, unbiased information. This could lead to a decrease in the overall transparency and accountability of the digital media ecosystem.
AI-driven SEO and content marketing may also lead to an increased focus on using data to optimize content and SEO strategies rather than using human insights and creativity. This could lead to a decrease in the overall effectiveness of SEO and content marketing. Many believe there will be a decrease in the value of human-generated content; however, I disagree. I believe it will help weed out copycats and plagiarism by forcing humans to think and create new ideas and value. Something we sorely need on the internet.
While the integration of AI into SEO and content marketing may bring about some benefits, there are also several ways in which it may negatively impact your business and strategic planning. Here are our initial key points to think about as you plan your AI navigation into the future:
- Increased automation may lead to a decrease in the need for skilled SEO professionals, while increased use of machine learning algorithms may lead to a decrease in the quality of content. AI-driven content may lack the personal touch and authenticity that is often key to effective content marketing. Use that to your advantage.
- AI-generated fake news, biases, and controlling the distribution of information may lead to a decrease in transparency and accountability of the digital media ecosystem. Fact-checking AI is on the way, so be sure to show your reputable sources when claiming your content is “fact.”
- Businesses and individuals working in SEO and content marketing should consider the potential negative impacts of AI and take steps to mitigate them in order to ensure that their strategies remain effective and valuable in the future.
- You should always create content for your audience first, search engines second. If AI can answer a question or explain a concept around a topic you want to cover, you must improve on the topic in some way to show up in searches, but don’t let that stop you from creating site content made for human consumption.