Understanding the Changing Role of AI in SEO

Artificial intelligence (AI) is becoming more prevalent in SEO as businesses strive to stay ahead of the competition. With so much data to sift through and ever-changing algorithms, it's no wonder that AI is being adopted by more and more companies.

But what exactly is AI? And how can it be used to improve your SEO? In this article, we'll explore these questions and more.


What Is AI?

Simply put, AI is a process of making a computer system perform tasks that would normally require human intelligence, such as understanding natural language or recognizing objects.

There are different types of AI, but the two main types are narrow AI and general AI. Narrow AI is also sometimes called weak AI or applied AI. It is designed to perform a single task, such as facial recognition or playing a game.

General AI, on the other hand, is also sometimes called strong AI or artificial general intelligence. It is designed to mimic human intelligence and can learn and adapt like humans do. SEO Agency Safari Digital suggests that the key to embracing automation is understanding where to draw the line between automation and human intervention. With Google providing advice and setting the guidelines with what is (and is not) acceptable, SEO professionals need to be aware of what they can do to streamline the process and what may land them in hot water.


What Google Says About Using AI for SEO

Google's John Mueller has spoken about the use of AI in SEO on a number of occasions. Most recently, he discussed the topic during a webmaster hangout

When asked whether Google uses AI for ranking purposes, Mueller said: "We are definitely using machine learning for various parts of our ranking algorithms. I don't think that's any secret."

He went on to say that AI can be used for "a lot of different things" in SEO, such as understanding documents, extracting information from them, and determining which are most relevant to a given query.

Mueller has also spoken about how Google is using artificial intelligence to better understand user intent. He said that by understanding user intent, Google can provide more relevant results and improve the overall search experience.

In addition to discussing the use of AI in SEO, Mueller has also spoken about the use of AI for other purposes such as detecting spam and combating clickbait.

It's clear from Mueller's comments that Google is using AI for a variety of purposes, both in SEO and beyond. And it's likely that we'll see even more use of AI from Google in the future.


How Is AI Used in SEO?

There are many ways that AI can be used in SEO. Here are just a few examples:

  1. Automated keyword research: Keyword research is one of the most important tasks in SEO, but it can be time-consuming. Fortunately, there are now tools that use AI to automate this process. For example, Google's RankBrain uses machine learning to help identify new keywords and match them with relevant searches.

  2. Content Creation: In a similar vein, AI can also be used to create content. There are now software programs that can generate articles on a given topic. While the quality of these articles is not yet perfect, it is improving all the time.

  3. Link building: Another tedious task that AI can help with is link building. There are now tools that can find relevant websites and automatically contact the site owners to request links.

  4. Competitive analysis: Finally, AI can be used to keep an eye on your competition. There are tools that will track their SEO campaigns and give you insights into what they're doing so you can stay one step ahead.


The Dangers of AI for SEO

When it comes to SEO, there is no doubt that artificial intelligence (Ai) can be a powerful tool. However, there are also some dangers associated with using Ai for SEO purposes.

One of the biggest dangers is that Ai can be used to manipulate search engine results. This means that companies or individuals could use Ai to artificially improve their ranking on search engines, which could unfairly impact competition. Additionally, this manipulation could lead to inaccurate and/or misleading search results, which could harm users.

Another danger of using AI for SEO is that it could make it difficult for humans to understand how search engines work. If algorithms become too complicated and reliant on AI, it could make it difficult for people to optimize their website or content for search engines. This could have a negative impact on the overall quality of search results.

Finally, there is also the risk that AI could be used to create spam content. This type of content is designed to artificially inflate web traffic or rankings, and it could pollute the internet with low-quality information.

Overall, there are both benefits and risks associated with using Ai for SEO purposes. However, it is important to be aware of the potential dangers before implementing any Ai-based strategies. If done correctly, Ai can be a valuable tool for improving SEO; however, if not used properly, it could do more harm than good.



Artificial intelligence (AI) is playing an increasingly important role in search engine optimization (SEO). In the past five years, AI has become more sophisticated and is now being used by leading SEO practitioners to improve website ranking and visibility.