AI-powered Search: A Paradigm Shift for SEO

Let's dive into the question: With the rise of generative AI, can traditional SEO techniques remain effective in the ever-changing landscape of online search? The answer is a resounding no.

Surprisingly, many writers, including self-proclaimed SEO "experts," are stubbornly claiming that SEO is alive and kicking. While I concede that SEO isn't completely obsolete, its significance in search has started to nosedive. To put it mildly, SEO is undergoing a transformation. The traditional SEO practices we are familiar with will become obsolete once search engines fully transition to AI and language models.

In fact, I'll boldly state that when that day comes, SEO will be known by a different name, signaling its evolution and departure from its current form.

It is but natural to have those from the SEO industry, like their content counterparts, have a blinkered view of SEO. They can keep acting like ostrich and bury their heads in the sand to believe the sky is not falling. Unfortunately, for them, the traditional online search engine started spiraling down to earth many weeks ago.

In the?Feb 2023?edition of this newsletter, I said with all the conviction at my disposal that SEO, as we know it, will soon be gone. Much before Google’s Bard came online. It is but a matter of time.

In fact, way back in early 2019, I had?predicted?that the advent of AI would be the death of SEO. Here’s what I had written then:

Till such time that algorithms driven by artificial intelligence and natural language processing do not become “brainy enough” to comprehend intent, such optimization specialists have to be around. Once they are able to, I predict SEO shall be done and dusted.

I was utterly surprised when I stumbled upon an article titled "SEO Best Practices" by a reputable SEO company, dated April 2023, which regurgitated the same outdated technical SEO rules. These principles governed the online realm until November 30, 2022, when OpenAI introduced the revolutionary ChatGPT. It seems some individuals are determined to dwell in a fantasy world, misleading their clients.

To those individuals, I have two important points to state: Firstly, online search no longer revolves solely around Google. The availability of powerful generative AI and NLP models has significantly reduced Google's dominance, at least for now.

Secondly, if search engines themselves are embracing AI-driven changes, how can ancient SEO practices remain relevant? Google, Bing, and other search engines are constantly evolving with each passing day and algorithm update. However, this group insists that outdated tactics still yield results.

Let's face the plain truth: employing pre-November 2022 techniques will not help you achieve high rankings on any search engine. It's as simple as that.

Where is SEO headed post-generative AI? If someone says they have the answer, point me in that direction. It is changing, no doubt, but where it will land is something nobody has been able to figure out yet. Read the rest of the SEO journey in the latest edition of my rather erratic newsletter, All About Content.