Will Artificial Intelligence Replace Search Engines for SEO?

Last Updated on November 4, 2024

AI complements traditional search engines, serving different user needs rather than replacing them. The future likely involves a coexistence of AI-driven tools and conventional search methods.

Search Evolution Ongoing: AI versus Traditional Search Engines

I’ve noticed that I am turning to Google Gemini, Bing CoPilot, or even the legacy ChatGPT for more and more of my “what, why, and how” queries. I’m probably not alone. If this continues, the reason why we use search engines will change. I’m not alone.

A recent Twitter/X poll by SEO expert Barry Schwarz confirms I’m not alone. 50% of those answering are using Google less often, instead turning to AI. https://x.com/rustybrick/status/1836834973669806113

Technologies change. Organic SEO will change. How will that impact your online marketing? Let’s explore some of the questions this new technology raises and how you can adapt your SEO strategy.

Shift in Search Behavior

• Adoption of AI Tools: Users increasingly turn to AI-powered search tools and chatbots for quick, conversational answers. For example, ChatGPT saw rapid user growth after its launch.
• Integration with Traditional Search: Major search engines like Google are incorporating AI features, such as the Search Generative Experience (SGE) and Bard AI.

Impact on SEO and Content Creation

• Changing Strategies: SEO professionals are adapting their strategies to optimize for natural language queries and focus on authoritative content.
• Usage of AI Tools: A significant percentage of marketers (35%) and SEO professionals (54%) already use AI tools to enhance their work.
• Will AI Kill off Google’s Search Advantage? https://www.robinwaite.com/blog/will-ai-kill-of-googles-search-advantage

User Preferences

• Convenience vs. Complexity: Users appreciate the speed and convenience of AI for straightforward queries, but often prefer traditional search engines for complex topics that require broader perspectives.

Challenges

• Accuracy and Transparency: Concerns about the accuracy of AI-generated information and a lack of source transparency may lead users to verify information through traditional search engines.

Search machines have been developing into answering machines. AI is that already. “Google Search will continue to evolve in the direction of Search Generative Experience.” searchengineland.com

Who is Your Target Audience?

The question of who we are writing content for merges with another question: Who decides who will see what I am writing? The answer is algorithms, or, for want of a simpler word, machines. We are writing for both people and machines.

Read more: https://warrenlainenaida.net/the-algorithmic-audience-writing-for-humans-in-a-machine-driven-world/

AI Citations: the New Featured Snippet

Writing for AI means getting noticed in the AI results when people ask questions. This is the new „Featured Snippet“.

Top image: Bing featured snippet for the query „importance of marketing hygiene“. Bottom image: AI citations for the same query. The new SEO visibility.

How you can improve your visibility in AI and up your SEO game

We face a unique challenge as content creators. For both SEO and social media, we must craft content that resonates with human readers while gaining visibility through algorithmic distribution systems. In effect, we must become Content Conductors and work with AI generative tools. @AshleyCummings

We say that content should not contain any more than 20% AI-generated content and 30% duplicate content.

I would suggest that for content to be found by the new search algorithms, you should include 20% AI content – AI-friendly content. This content must always be your own, not AI-generated. It must be content that the algorithms can quickly scan, index, and rank.

Perhaps it’s time to take a closer look at the content AI generates and think a bit more like a bot and less than a person if we want to be better ranked. Think of it like this: did you learn how to write independently? No. You learned to write by reading quality content and writing (that became better) over a long time.

There is no difference between featured snippet-friendly content, schema/rich snippet-friendly content, and AI-friendly content.

How to Create AI-Friendly Content

There are 4 Core Content Principles

Here are two examples: the first is the correct way to create AI-friendly content, the second is the wrong way.

Example 1: How to Make Perfect Homemade Pizza

Pizza is a beloved dish worldwide, and making it at home can be a fun and rewarding experience. Our recipe will walk you through the steps to create the perfect homemade pizza.

Ingredients

• 2 1/4 cups all-purpose flour
• 1 teaspoon sugar
• 1 teaspoon salt
• 1 tablespoon active dry yeast
• 1 cup warm water
• 2 tablespoons olive oil
• Your favourite pizza toppings

Instructions

1. Mix the dough: In a large bowl, combine flour, sugar, salt, and yeast. Add warm water and olive oil, then mix until a soft dough forms.
2. Knead the dough: On a floured surface, knead the dough for 10 minutes until smooth and elastic.
3. Let it rise: Place the dough in a greased bowl, cover with a damp cloth, and let it rise in a warm place for about 1 hour. Tip! The best dough is left to rise for 24 hours.
4. Prepare the toppings: While the dough rises, prepare your desired sauce and toppings.
5. Preheat the oven: Set your oven to 450°F (230°C).
6. Shape the pizza: Punch down the dough and roll it out on a floured surface to fit your pizza pan.
7. Add toppings: Spread sauce and add your chosen toppings.
8. Bake: Bake for 15-20 minutes or until the crust is golden and the cheese is bubbly.

Tips for Success

• Use a pizza stone for a crispier crust.
• Don’t overload with toppings to ensure even cooking.
• If adding pineapple, drain well and sear in a pan to remove excess juice.

Example 2: Pizza Recipe

Here’s how to make pizza:

Mix flour, water, yeast, and other ingredients. Knead it, let it sit, roll it out, add toppings, cook it, and eat it. You can put whatever you want on it. Some people like pineapple, but that’s controversial, lol. Anyway, pizza is great, and you should totally make it!

Oh yeah, cook it at a high temperature. I think 450 or something? Just check it often so it doesn’t burn.

Good luck with your pizza!

Wrapping it Up

The best practice example is much more likely to be picked up for featured snippets, can easily incorporate schema markup, and provides clear, structured information that both human readers and AI systems can easily parse and understand.

The question of who we are writing content for merges with another question: Who decides who will see what I am writing? The answer is algorithms, or, for want of a simpler word, machines. 

Don’t forget: you are writing for people and machines.

„The currency of Google search was links. The currency of large language models is not links. The currency of large language models is mentions (specifically, words that appear frequently near other words) across the training data.“ SparkToro, Rand Fishkin

#DigiBlogChat Questions

Follow the #DigiBlogChat hashtag updates: https://twitter.com/hashtag/DigiBlogChat?src=hashtag_click&f=live

Q1. How can AI be integrated into existing search engine algorithms to improve search results?
A1. AI can be integrated into search algorithms through personalized results based on user behaviour and preference #DigiBlogChat

Q2. How can content creators adapt their writing and formatting to ensure visibility in AI-driven search results?
A2. Content creators can adapt by focusing on high-quality, in-depth content, and optimizing for voice search and conversational queries #DigiBlogChat

Q3. How can we ensure that AI-powered search engines are unbiased and fair?
A3. Ensuring an unbiased AI-powered search will be almost impossible. What does „unbiased“ mean? Someone must train AI, and there is always a biased agenda. #DigiBlogChat

Q4. How will user data be collected, stored, and used to improve AI search capabilities?
A4. User data for AI search? An anonymized search history is probably best. #DigiBlogChat

Q5. How will AI-powered search engines evolve to meet the changing needs of users?
A5. AI search evolution means integration with virtual assistants and IoT devices and an improved multi-modal search (text, voice, image, video) #DigiBlogChat

Q6. What are the potential benefits and drawbacks of a future where AI dominates online search?
A6. Benefits and drawbacks of AI-dominated search. Benefit: Time-saving and efficient information retrieval. Drawback: Risk of filter bubbles and echo chambers #DigiBlogChat

Q7. How will AI impact social media marketing strategies and tactics?
A7. AI impact on social media marketing. Automated content creation and curation and advanced audience targeting and segmentation. #DigiBlogChat

Q8. How can AI help businesses measure and analyze the effectiveness of their social media campaigns?
A8. AI for measuring social media campaigns: Real-time sentiment analysis and predictive ROI modelling would be nice to have #DigiBlogChat

Q9. How can AI be used to optimize social media content for search engines?
A9. AI for optimizing social media content for search: Image and video tagging for improved discoverability. Like Facebook, automated keyword research and optimization are used in their ads (beta version). #DigiBlogChat

Q10. How can brands use AI to track and analyze the performance of their social media content in search engine rankings?
A10. AI for tracking social media content in search rankings: this would be highly personalised … not very useful for a general audience or SEO. It’s too quick and too granular. #DigiBlogChat

Wrapping it all up: https://tealfeed.com/content-creators-tip-hat-toai-gqcns

A Collection of Questions about AI and SEO

Technical and Operational Questions:

1. How can AI be integrated into existing search engine algorithms to improve search results?
2. What are the potential challenges and limitations of using AI in search engines?
3. How can AI be used to combat issues like spam and fake content in search results?
4. Will AI-powered search engines require new SEO strategies and tactics?
5. How will businesses adapt their online presence and marketing efforts to remain visible in AI-driven search environments?
6. How can content creators adapt their writing and formatting to ensure visibility in AI-driven search results?

Societal and Ethical Questions:

1. What are the potential implications of AI-dominated search engines for privacy and data security?
2. How can we ensure that AI-powered search engines are unbiased and fair?
3. What are the potential economic and social impacts of AI replacing traditional search engines?
4. How can users trust the results provided by AI systems, and who is responsible for potential misinformation?
5. How will user data be collected, stored, and used to improve AI search capabilities?

Future Outlook Questions:

1. What are the emerging trends and technologies that could further shape the future of AI in search?
2. How will AI-powered search engines evolve to meet the changing needs of users?
3. What are the potential benefits and drawbacks of a future where AI dominates online search?
4. Will users become more reliant on AI-generated answers rather than exploring multiple search results?

Social Media and Marketing-Specific Questions:

1. How will AI impact social media marketing strategies and tactics?
2. Will AI-powered tools replace human social media managers?
3. How can AI be used to improve social media listening and monitoring?
4. Will AI-driven personalization change the way brands interact with their social media followers?
5. How can AI help businesses measure and analyze the effectiveness of their social media campaigns?
6. Will AI-powered chatbots and virtual assistants become more prevalent in social media customer service?
7. How can brands leverage AI to create more engaging and shareable social media content?

The intersection of AI, SEO, and Social Media:

1. How can AI be used to optimize social media content for search engines?
2. Will AI-powered search engines prioritize social media content in their results?
3. How can brands use AI to track and analyze the performance of their social media content in search engine rankings?
4. What are the potential implications of AI-dominated search engines for social media influencers and brand partnerships?
5. Will traditional SEO techniques become less effective as AI systems prioritize different factors in determining search results?

Further Reading

AI Is Driving The Future Of SEO: How To Adapt:
https://www.forbes.com/councils/forbesagencycouncil/2024/02/02/ai-is-driving-the-future-of-seo-how-to-adapt