AI: What It Means for SEO


Key Takewaways

  • AI Boosts SEO: AI streamlines SEO with faster content creation and better organization.
  • Quality Risks: Quick AI content production risks lower quality and more spam.
  • Human Insight Key: Human creativity remains essential for impactful content.
  • AI’s Limits: AI lacks full context understanding, emphasizing ethical use and human augmentation.

AI continues to be the topic of conversation in every industry, and SEO is no exception. As technology progresses, more and more people and companies are integrating AI into their websites, tools, and workflows. Everyone is trying to use AI to “optimize” everything from calendars to spreadsheets. 

Here at Redefine, we know it is important to stay at the forefront of advancements in online technology that are changing the online marketing industry. So, what does AI mean for optimization, particularly when it comes to SEO? How is content being affected across the web, and what negative implications could the use of AI have on the internet in the future? In this blog, we will review AI’s uses, implications, and limitations in SEO.  

Uses for AI in SEO 

Due to AI, great and terrible content has become easier to write. Internet spam has always been an issue, but the speed at which people can produce bad content will get much worse. However, good writers can use AI as a tool to optimize their writing. Undoubtedly, AI can write content; it even writes some pretty good content. Some companies are even saying that AI writes content “better, cheaper and faster than humans.” But is this really what we want? To just cheaply replace your team of experienced writers? Probably not.

Content is one of the most important elements of SEO; crafting content that positions you or your business as an intelligent authority on your expertise takes time. It takes time, effort, and writers that understand who you are and what you do. It is being greatly debated whether or not AI will replace content writers. More companies may opt for an entirely AI content team, but this could be detrimental to them and their website if they aren’t producing high-quality content. Like any other tool, you can do great work or great damage. A hammer can be used to build a house or to break a window; AI should be viewed the same way. 

Positive uses for AI 

Coming up with ideas:  If you are a content writer, you know what it is like to run out of ideas. AI tools can be great for keeping track of all the things you’ve already written and giving you new topics you haven’t explored yet. 

Organizing content: AI can be really great at organization. If you repeat yourself too often in a blog or your thoughts aren’t quite cohesive, AI tools can aid in the organization of your content, notes, and outlines.

Editing or expanding on content: In the same way tools like Grammarly can assist you in rewording paragraphs and spell-checking, AI can do the same. In fact, Grammarly actually uses AI to come up with their own recommendations. 

API Integration: One of the more technical use cases of AI like ChatGPT 4 is integrating it into things like spreadsheets or messaging platforms. Quickly organizing data, or even using a chatbot to assist you, are both great use cases.  

Custom GPTs for specific cases: GPTs, or Generative Pre-trained Transformers, are AI models capable of generating human-like text. They can be custom-trained on your own specific datasets to produce SEO-friendly content by integrating relevant keywords and topics. They can even learn your tone of voice and written style to incorporate into their content. Their adaptability to custom uses, including personalized content creation and automated customer support, further enhances their use in optimization SEO processes. 

Negative uses for AI 

Completely replacing your content team: It may be tempting to say, “Oh, AI can write this,” and slowly start to eliminate your content team. But it is important to remember that AI can write BAD content and that you can’t replace the contextual understanding a human has. 

Fully relying on AI for website copy: Although website copy can seem like an afterthought, it is often the driving force of conversions. It wouldn’t be wise to leave a huge part of CRO to an algorithm that doesn’t understand the nuance of your customer base.   

Creating quick spammy content for ranking: Pumping out quick and easy content for the sake of ranking on Google may work in the short term, but if the quality of your content is bad or it becomes spammy and overused, there could be huge consequences in how Google treats your site. 

Ai, like any tool, can be used for good or evil. At the end of the day, do you want content that is completely void of any human element to be at the forefront of your website? Google has said that it doesn’t care how the content is written but cares about the quality of the content and is putting out updates to reinforce this. Human concepts and ideas can be assisted by AI to make the content better, rather than just pushing out junk for the sake of getting keywords

If you are looking to optimize your content with AI, just be sure you’re producing things that people actually want to read and that will not negatively impact the future of your website. 


The implications of AI are changing daily, especially in the SEO industry. It is important that businesses that rely heavily on organic search keep up with these implications and how they are affecting the landscape.

AI search 

One of the first and most obvious implications is that AI will change the way search works. Google is already starting to use AI to generate featured snippets. Google seems to be taking from top results and using their AI to custom generate new featured snippets that link to multiple results options. According to TechCrunch, “The AI model accomplishes this by cross-referencing the top bolded text portion of a search snippet result against established high-quality search results to see if they are saying the same thing, even if they do it with different wording.”

It is also possible younger people will start to use AI as their main form of search. We are seeing trends of people moving towards algorithm-based search options like TikTok. AI integration with social companies like TikTok and Instagram could pose a threat to Google in the future. Rather than going to Google to ask a question, people may use whoever has the best AI tool for information and that will pull from the internet in order to give an effective answer. This would drastically change the way people search. 

Quality and ethics

Another huge implication is the amount, quality and ethical implications of the content that will be online. Plenty of people are going to be trying to use AI to game algorithms to be ranked higher than competitors. These companies need to be weary because there is a risk of being completely deindexed. Nonetheless, there will no doubt be a continuous increase of AI-made spammy content out there that clouds the internet. 

It is also likely we will see a decrease in the quality of content on the internet. If more companies choose to use AI entirely over content and copywriting teams, the human element of writing will be less common as content will feel like regurgitated information. 

Additionally, there is the moral discussion of whether or not it is ethical to use AI content that uses someone else’s style or voice. Artists everywhere are getting frustrated by AI tools that are trained on someone else’s work. Essentially, AI uses a mix of tons of people’s writing styles, so are AI tools technically stealing? There’s a lot of discussion around this topic, and it will continue to go, but there may be a future where using AI could be considered a type of plagiarism. 

Who knows what the internet will look like in 5-10 years, but it is important to note that things are shifting and that business need to understand the implications of AI on how people interact. 


While AI has demonstrated impressive capabilities in optimizing SEO and content creation, its limitations cannot be overlooked. A fundamental drawback is that AI lacks a deep understanding of your business’s unique context and nuances. This limitation is crucial because every business operates within its specific ecosystem, serving distinct customer bases with particular needs and preferences. AI, in its current state, is unable to fully grasp or align with these subtleties.

Designed for you 

AI is designed to generate responses and content that it predicts you want to hear. This can result in content that is sometimes entirely false. If you want AI to tell you something, it will, even if it is incorrect. The essence of what makes content genuinely compelling can be lost when it’s crafted by an algorithm aiming to satisfy your preference rather than engage in a meaningful conversation with your audience.

Another critical limitation is the AI’s inability to tailor content specifically for your target demographic or to adapt swiftly to the latest Google algorithm updates. Search engine algorithms are constantly evolving, requiring content to be dynamic and adaptable. AI-generated content, unless continuously updated and monitored, may quickly become outdated or misaligned with the latest SEO best practices. The subtlety and nuance of human writing can’t be easily replaced by AI. Human writers bring a depth of emotional intelligence, context, and personal experience to their work that AI cannot replicate

Additionally, AI models can only generate content based on the information they have been fed, making them susceptible to inaccuracies or biases present in their training data. This constraint underscores the importance of considering AI as a tool to augment human creativity and insight rather than a standalone solution for content creation.

AI’s impact on optimization

AI’s real contribution to SEO optimization lies in its ability to amplify our efforts, making our strategies smarter and more targeted. It’s not about sidelining the human element but about growing how we connect with our audience more effectively. AI helps tailor our content to match user intent and preferences, ensuring our messages are not just seen but truly resonate.

This leap forward means we can optimize not only for search engines but for real engagement, combining the analytical nature of AI with the creative touch of human insight. Ultimately, AI serves as a tool that, when used wisely, enriches our understanding and execution of SEO strategies.

Moving forward

In the fast-moving world of SEO and content writing, AI has become a pivotal tool, offering both innovative solutions and presenting new challenges. At Redefine, we are aware of the dual nature of AI’s impact on the industry. It’s not just about leveraging AI for efficiency; it’s about understanding its limitations and the irreplaceable value of human insight in creating content that truly connects.

AI’s integration into SEO highlights a future where technology and creativity intersect. However, this doesn’t mean sidelining the human element. Instead, it’s about enhancing our creative processes with AI, ensuring that we remain adaptable and thoughtful in our approach to content creation. The use of AI must be ethical, aiming not only for rankings but also for contributing positively to the digital ecosystem.

Looking forward, the conversation around AI in our industry will keep going. It’s about finding the right balance between using AI to our advantage and preserving the unique human qualities that make content genuinely resonate. At Redefine, we’re committed to navigating this evolving landscape with an eye toward innovation and a foundation grounded in ethical, human-centric content creation. As we all continue to integrate AI in order to “optimize” our lives, let’s aim to enrich the internet with content that matters, blending technology with human creativity. 

At Redefine, we’re at the forefront of harnessing cutting-edge tools to refine SEO strategies. Interested in elevating your business with a tailored SEO approach? Reach out to explore how we can redefine success together.

Author avatar
James Taylor
James is a marketer, writer, and branding enthusiast. He is a Cal Poly Pomona Alum who has a passion for helping others grow their business. In his free time he loves to relax with a nice book and a campfire.
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