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How Will Generative AI Impact SEO?

How Will Generative AI Impact SEO?

When ChatGPT burst onto the scene in November 2022, it was hailed as a potential game-changer in the world of SEO. However, despite the initial hype, the impact of generative AI on search engine optimization has been relatively modest thus far. While there are certainly ways in which generative AI is poised to shape the future of SEO, it's essential to take a sober, big-picture perspective on its potential implications.  

Let's explore the ways in which generative AI may influence SEO, as well as the reasons why it won't replace traditional SEO practices entirely. 

The Current Landscape 

Despite the rise of generative AI products like ChatGPT, Google's dominance in the search market remains largely unchallenged. Recent data from Similarweb indicates that Google's share of search traffic worldwide has remained consistent at around 91.05 percent over the past year. This steadfastness in the face of emerging technologies underscores the resilience of traditional search engines and the enduring importance of SEO. 

Potential Impact on SEO 

While generative AI has yet to completely revolutionize SEO, there are several ways in which it could shape the future of search optimization: 

No-Click Engagements: One potential consequence of generative AI is the rise of “no-click” engagements, where users interact with chatbots within Google's ecosystem without clicking through to external websites. This trend could lead to changes in user behavior and engagement metrics, challenging traditional SEO strategies focused on driving traffic to websites. 

Content Creation: Generative AI tools have the potential to transform content creation by enabling marketers to research topics more efficiently and generate graphics quickly. This could raise the bar for content quality and relevance, impacting SEO by influencing factors such as dwell time and user engagement. 

Personalization: As generative AI technologies become more sophisticated, they may enable greater personalization in search results, catering to the individual preferences and interests of users. This could require SEO practitioners to adapt their strategies to account for dynamic and personalized search experiences. 

Breakdown on Generative AI on SEO 

After a great deal of discussion on how SEO will change with increased usage of generative AI tools, here are our findings: 

What Will Impact SEO: 

  • SEO Strategy: Recruiting firms will no longer benefit from publishing basic informational content on topics that are generally agreed upon within their industry, as AI-powered search engines can now supply that information with a high degree of accuracy. 
  • SEO Content Quality: Recruiters producing average, or even good quality content, will not rank highly on Google and Bing because anyone with access to generative AI can do the same, pushing the bar for quality higher. 
  • SEO Content Creation: AI bots will help marketers quickly conduct research, assemble data, generate tables and produce interesting visuals that enhance the skimmability of your content. 
  • SEO Analytics: Analysts will experience less friction monitoring results with the debut of AI-enabled chatbots inside Google Analytics, Hubspot and other reporting environments. A novice can ask a question like “What was my traffic this December vs the last 5 Decembers?” and get an immediate answer. Intermediate users will also level up, gaining the ability to set up filters, goals, heat maps and other complex features with natural language. 

What Will Not Impact SEO: 

  • SEO Strategy: Firms will continue to earn traffic by publishing expert insights that help people make decisions about how to invest their time and money, as discerning searchers will trust the diversity of viewpoints in search results over AI-generated summaries. 
  • SEO Content Quality: Recruiters who provide timely information or deep expertise will not see much impact from generative AI, as it lacks access to training data that would allow it to supply the same information. 
  • SEO Content Creation: Firms that use generative AI to write entire articles are on an even playing field with every other SEO firm in terms of quality and are unlikely to earn a high ranking. 
  • SEO Analytics: No matter how smart AI becomes, interpreting complex data still requires an expert to provide context and account for potential bias. And while generative AI may allow analysts to develop models faster, they will still need to vet those models for accuracy and know which questions to ask in the first place. 

Why Generative AI Won't Replace SEO 

Despite its potential impact, there are several reasons why generative AI is unlikely to replace traditional SEO practices entirely: 

Trust Issues: Generative AI technologies are still relatively nascent and prone to errors and inaccuracies. Users may be hesitant to rely on AI-generated content for critical decision-making, undermining its effectiveness as a replacement for traditional search engines like Google. 

Lack of Expertise: While generative AI can produce content quickly, it often lacks the depth and expertise necessary to address complex topics effectively. SEO practitioners who prioritize expertise and authority in their content are likely to maintain a competitive advantage over AI-generated content. 

Legal and Competitive Barriers: The use of generative AI to scrape and repurpose content from external sources may face legal and competitive challenges, as content creators seek to protect their intellectual property and maintain control over their content. These barriers could limit the effectiveness of generative AI in replacing traditional SEO practices. 

Future-Proofing Your SEO Strategy 

In light of the evolving landscape shaped by generative AI, it's essential for recruiters to future-proof their SEO strategies by focusing on the following key areas: 

Emphasize Expertise: Invest in creating high-quality, authoritative content that showcases your expertise and adds value to your target audience. Establishing credibility and trustworthiness will be crucial in distinguishing your content from AI-generated alternatives. 

Prioritize Personalization: Adapt your SEO strategies to account for the growing importance of personalized search experiences. Understand your audience's preferences and interests, and tailor your content and optimization efforts accordingly. 

Stay Informed: Stay abreast of developments in generative AI and its impact on the SEO landscape. Continuously monitor industry trends, experiment with new tools and technologies and adapt your strategies accordingly. 


While generative AI holds the potential to influence the future of SEO in significant ways, its impact is likely to be nuanced and multifaceted. By understanding the opportunities and challenges presented by generative AI, SEO-savvy recruiters can position themselves to thrive in an evolving digital landscape.  

Ready to explore how generative AI can enhance your SEO strategy? Contact Recruiters Websites today to discuss the intersection of AI and SEO and learn how our team can help you stay ahead of the curve. Let's navigate the future of SEO together. 

Samantha Prost

Sam Prost is a digital content writer with almost 10 years of experience who uses her upbeat and creative energy to write fresh, fun and custom content for our clients.

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