Have you heard SEO is dying?
How many times have they said that?
Over the last 10 years, if you've been an SEO for any time.
I started back in 2012.
Then you've seen it all.
I remember when voice search came out and everyone freaked
out and they said, SEO is dying.
You don't need to blog anymore.
How wrong that was.
SEO has been adapting, and that's been the name of the
game ever since Google started.
But I'll tell you, the impact of AI in SEL is probably also one of the.
Ones I've ever seen.
I think it will bring a monumental shift to how search engines work in general.
I think Microsoft has proved that with their chat bot attached to the being web
browser being made a comeback because of what Microsoft built into it with ai.
That said, s e o is definitely not dying, although it will be impacted
forever by the advancement of ai.
So let's get into it.
Last December, the developer and creator of Gmail, Paul Buck height
predated something pretty crazy.
He said AI will eliminate the search engine result page and it will
cause total disruption for Google.
I think Google knew this whenever they released bart.
They are hustling to get ahead of the AI changes.
Microsoft is quite frankly leading the space and Google is
having a hard time catching up.
Google makes substantial money from SEO right now.
In fact, P B C makes up 60% or more of their revenue.
Going back to the prediction from Gmail's developer Paul.
He said that the way he sees the future is that the search bar of Google in
your browser will get replaced by an ai.
That number one auto completes the thought as you type.
Google's already doing that, but also writes an answer for you much like chat.
G B t writes real time after you prompt it, giving you that answer.
But Paul said Google's evolution will include a link back to that product or
service, so you'll still have domain.
That are there present in SEO and search.
If this were to happen, this would add a lot of weight to domains.
Just going back to the principles that were always true, have a domain
name that reflects what you do.
Build it up.
Build it up over time with a high da, publish content.
Consistently become the topical authority in your niche.
And you can't do that with just a couple blogs, by the way.
You need to publish content at scale.
perplexity.ai is one tool that's been created by some of the people
that helped create Chat G B T.
It's definitely a great tool to check out because it gives you
what could be the future of Google.
You can play around with it, test it out for yourself, but
there are growing concerns.
Around this prediction that Paul and now others have made
about the future of Google.
One is the open source knowledge that we all have access to whenever
we are Googling information.
So in essence, we are choosing the results because we can scroll through millions.
Of results and pick the one that we find the most trustworthy.
If Google were to shift completely to an AI-based search engine, writing the
answer out for us, we would lose that open source feel of being able to pick
and choose a source we find trustworthy.
There's also been some growing concern around chat GBTs level of control because
there is some bias that appears in the answers that it writes for you and as.
We like to be in control of our own choices.
We don't want some AI chat bot making it for us.
Will Google think about all this?
As it evolves, time will tell, but how will AI specifically affect seo?
I think our answers can be found in the timeline of how Google
has adapted so far every time.
Some na sayer goes, SEO is dead, which you know, a lot of that is mostly clickbait
to get you to click on their headline, Google remains the largest source of
traffic in the world with over 80% of all online traffic starting with us.
Search.
It is the king when it comes to traffic.
So to say SEO O is dead isn't even likely to be true.
It's how will we adapt?
How will Google adapt?
How can we stay ahead of the game and adapt as website
owners, marketers, entrepreneurs?
That's the question we should be asking, not is SEO dead.
Back when voice assistants like Alexa, Siri, Google Assistant,
all became popular around 2013.
Voice search actually led to the development of Semantic
Search, which focuses on understanding context and intent.
Now, it's true that if you're asking Alexa for an answer, you're getting
one answer, which likely links to one domain, eliminating the scroll
through all the search results.
But this didn't change the way Google worked.
It just changed how they understood what.
And different signals became more important.
Content needed to become more topically relevant to the domain as a whole.
SEOs needed to understand the intent behind a keyword.
Should I try to rank a product page?
Should I try to rank a blog?
Should I try to rank a website service page?
Understanding the intent behind the keyword became almost, if
not more important as writing the content for that keyword.
So voice search didn't kill seo.
It made content good SEO content, even more of an X factor, because now you
need to get found in semantic search.
Your content needs to be topically relevant with context.
You need to have more pieces associated it.
You need pillars and clusters of content.
When mobile first indexing came along and Google prioritized ranking sites
that were optimized for a mobile device, what did they prioritize?
The speed of that website, how fast do pages load?
And did that website actually have a mobile version, which can
be done by a website developer?
Did it kill SEO O again?
No, it simply meant that we adapted page load times now became a critical factor.
If our site pages had speeds more than three seconds per page, then
we wouldn't get ranked because of that mobile first ranking factor.
User experience began to be another X factor for Google, which is why
it launched Google Core web vitals.
These metrics focused again on page loading time, the interactivity of that
page and visual stability of the overall.
In other words, you needed to provide a seamless user experience
on all fronts across your website.
The one thing that remained constant throughout all of these
changes over the last decade was in fact, content, high quality,
valuable content was and still is.
King.
Google's EAT acronym now embodies what we need to go after whenever
we publish a website and whenever we create content, EAT with the double
E stands for experience, expertise.
Authoritativeness and trust.
These are the factors we need to meet whenever we're publishing content.
Does it uphold trust?
Does it build authority?
Do we really know what we're talking about here?
Is there experience and expertise involved?
All these factors we talk about in my craft framework, which is a
framework we apply in the AIO process.
The human is now the optimizer of AI content instead of a baseline writer
saving seven plus hours and countless amounts of money in time in the long run
for SEOs publishing content at scale.
But you need to apply the craft framework.
You can do it literally in minutes.
Versus ours because Content at scale is just that good of a long form writer.
But you need to cut the fluff.
You need to review, edit, and optimize that work.
You need to add images and pictures.
You need to fact check and you need to trust.
Build with personal story and experience.
That trust building factor is how you stand out.
Now with ai, it just became even more important because AI will
never be able to tell you how a.
Tastes.
AI will never be able to tell you how leggings fit.
AI will never be able to recommend the best protein powder for a workout.
AI isn't a human.
It can't try on pants.
It can't work out.
It can't taste pizza.
So until that changes, and who knows, maybe AI can one day,
but until it's there, we have the opportunity to put our own.
Into our content and draw in readers and build authority in Google, and this
is what we should be doing because even if Google were to change to a chat G
B T like interface, there will still be weight put on domain names and the
attached authority that will never change.
So if anything, you should be hustling and doubling down on publishing great longform
content from your site more than ever.
Adding in your own personal experience as the X factor of your content.
So SEO is far from dead.
Don't believe the myth out there.
Don't believe the click bait headlines that constantly put that in your face.
It's just simply not true.
But the question should be, how will Google adapt and how will you adapt?
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I hope that this helped you and gave you some insight or at least sparked thought
so that you head in the right direction.
From here.
SEO isn't.
It's just a question of how will it adapt and how will you be sure to
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