Nothing combines the two worlds of AI and digital marketing like SEO. The past ten years have seen the rise of digital marketing and in that rise the domination of AI in SEO. Keyword research, technical audits, and content outline writing are all routine tasks that can be automated. There is little doubt, then, as to the future of human SEO professionals.
AI, in reality, is not an autonomous strategist but rather an assistant. SEO is more concerned with the human psyche and choices rather than just data alone. The attributes that Google has begun to reward the most—strategic thought, emotional understanding, and trustworthiness—are the very attributes that current iterations of AI cannot possess. The optimal path for the future of high-quality SEO is not a complete takeover by machines, but rather a collaboration with humans and AI.
1. The E-E-A-T Imperative: The Human-Driven Trust Signal
As Google argues most strongly for human relevance, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) becomes crucial. E-E-A-T represents Ethical, Trust, & Credibility, which are attributes AI doesn’t possess.
- Experience (The First ‘E’): This most recent addition is the most significant, AI can process vast amounts of information on virtually any subject, but it can’t provide a personal, experiential account. Only a human can explain a lesson from a mistake, articulate a point of view that is more sophisticated than just a surface analysis, and complete the process with years of experience. That first-hand experience is now a priority for Google. It’s the only way to elucidate the true value of highly differentiated work products as compared to the generic, low-value output characterized by scale.
- Trust and Ethics: This is the guiding principle for all decision making. The decision making has to be in the grey. It has to include weighing the risks. Given there is a significant risk of losing brand equity and trust. Given the brand is primarily reputation and the brand is credible to the data. Each is a complex decision with enormous ramifications. This task will include complex data analysis and will require human input.
2. The Limitations of AI-powered Content Generation
AI can generate content but will lose creative content writing and storytelling. The implementation of AI-powered content generation runs into walls when faced with the need for Content Quality, Originality & Value.
- Lack of Originality: AI is trained on competing datasets with content to remix. It cannot synthesize. AI content is a remix of what is already in the marketplace. Originality in campaigns and storytelling. Originality is required for drafting, writing, and research. This is human intuition. Outside the algorithm.
- Understanding Audience Nuance: Understanding Audience Nuance to the level of Empathy. Empathy is knowledge but it is knowledge in the social context. It is a social context. This is the social context, it is the pulse of the audience. Quality content must address the “why” behind a question, to understand its use. This is system understanding. Empathetic to the exact question.
3. SEO Experts: The Necessary Strategists
The biggest difference boils down to strategic thinking. SEO is much more than a set of technical tasks; it is an iterative marketing discipline which integrates digital visibility with major business objectives.
- Strategic Planning: AI might be able to show certain patterns in business competitor data, but cannot analyze a competitor’s business strategic planning from a wide-age perspective, understand the cultural implications of a major algorithm update, or assess internal marketing budgets. Such decisions need the business sense and contextual understanding of a human SEO expert.
- Diagnosis and Adaptation: If a site ranking decreases, AI can pick up changes, but cannot assist in determining the granular reasons behind it. Recovery plans need to be more granular. Such positive thinking and detailed problem-solving is unique to humans.
The Bottom Line
SEO experts used to execute tasks. Now, they strategize on execution and rely on AI for the technical and data processing work. This is for efficiency and to free up SEO experts to perform the more important and irreplaceable tasks. Like crafting unique strategies, demonstrating genuine E-E-A-T and building authentic relationships with the audience. Now, more than ever, SEO experts are relying on the human element. In this case, strategy, creativity, and trust. The final product, a work of art.