Will AI eventually make SEO obsolete?

The short answer is no.

Perhaps a better question is: Could AI make human SEO analysis and action unnecessary? In other words, will AI eventually replace your job?

Early analysis suggests that AI still falls short, especially in technical SEO analysis. This study used mostly basic prompts, but some users report getting better results by creating more detailed prompts.

This raises an interesting point: if generalist SEO managers are replaced by AI, they will need to develop advanced prompting skills, potentially eliminating the need for specialized analysts.

For now, it’s unlikely that your manager will be able to easily replace you with an AI, at least in the short term.

While AI can perform technical SEO analysis using detailed prompts, the knowledge required to create such prompts gives technical analysts like you an advantage.

It may also be more advantageous to use AI to your own company's advantage, reducing the need for certain management roles.

But it's not good to get excited too early. As AI continues to evolve and absorb more information, this advantage may prove temporary.”

Why does AI need technical prompting expertise?

AI aims to eliminate the need for semi-technical expertise, and where data is typically highly structured (e.g. coding Python scripts), AI has an advantage.

But it still requires the technical expertise of a human operator: AI can create scripts to perform tasks, but the results are unusable without detailed instructions and bug fixing from humans.

Now, generative AI is filling the gap by generating functional capabilities when given detailed prompts, and because AI still “thinks” like a machine, technologists are in the best position to harness AI’s full potential.

AI-assisted on-page SEO tasks like generating product descriptions or alt text at scale still require technical knowledge, and even if you're familiar with OpenAI's API, creating thousands of prompts still requires tools like Microsoft Excel.

AI requires human instructions to function, and the quality of these instructions is essential for good output. Thinking like a machine (using identities, classes, and distinct entities) is key to successful AI-generated results. AI increases the efficiency of technical workers, so it is important to embrace it rather than reject it.

Generative AI requires human input to generate analytics, text, images, etc., but creating these instructions is a critical skill. Employers need to take into account their employees' technical expertise when using AI to improve efficiency.

Why does AI perform poorly at basic directed SEO tasks?

Data is both AI's strength and weakness.

For example, Google Gemini and OpenAI's GPT-4o, which have access to vast amounts of web data, have not been able to match the performance of GPT-4, which uses curated data models. Giving an AI more data was thought to improve its performance, a key principle of machine learning.

But this was also how we understood the underlying algorithms that use pure information to generate results. For example, Google recently tried to downplay the importance of PageRank.

While this is ideologically correct, Google still relies on such data for search rankings. Similarly, AI cannot process subjective human input when it is converted into numerical data, which often leads to unexpected results.

This raises the question: is more information necessarily better for AI? The open web contains both empirical data and subjective opinions. AI struggles to distinguish fact from fiction. More recently, giving AI access to non-curated data has led to more errors.

Finding the optimal point for data input is the next challenge for AI developers: How much data will help or hurt the AI, and how much curation is needed?

Learn more: 6 tips for using AI in SEO content creation

Are we safe? Does AI have its limitations?

There is some truth in this argument, but also some misrepresentation.

Like any technology, AI has limitations in its current form.

Generative AI can only operate with human input, and even if that wasn't the case (which it may soon be), AI would have a hard time distinguishing fact from fiction.

Some algorithms meet their value in terms of commercial viability, which is likely why Google tries to convince us that links are redundant before they actually are.

Think of AI as the evolution of algorithmic output. Today, such technology can make analytical decisions based on the data input. But the idea that feeding AI with more and more data is an unlimited path to success is already hitting significant limitations.

This doesn't mean that technical analysts are safe. Humanity's ambition for faster insights will continue. Initially, AI will be seen as the solution to all problems. If one AI falls short, another can criticize its results.

But AI requires significant processing power. The real challenge is finding a balance between AI and simpler algorithms: algorithms handle basic tasks, and AI should be used for analysis and insights.

The balance between AI and algorithmic efficiency is still years (maybe decades) away, and only then will AI begin to test us as SEO professionals and create opportunities for redundancies.

AI's learning can be hindered by misinformation on the web, providing temporary protection to SEO professionals. This advantage won't last forever, but it does provide a valuable head start.

Learn more: How AI will impact the future of search

The Limitations of AI: Social Factors

Social acceptance of AI also has its limits: many technological innovations (the Internet, the computing machine) were originally perceived as “cheating” by society at large.

Calculators were banned in exam rooms and the internet was seen as simply a cheat sheet to use instead of going to the local library for research, but for how long will this view continue to be beneficial?

Although most technologies are rapidly advancing, they are not readily accepted by society due to cost and sociological factors. We value our uniquely human perspective and resist technologies that threaten our ideas and lives.

The main obstacle preventing AI from replacing humans is our perception of AI. As long as we see AI as a threat to our ability to deliver, it will not take our jobs. However, this perception will change over time.

We will begin to see change as these technologies become standardized, and by that time, governments will adapt and continue to challenge human creativity.

Algorithms and Google haven’t put an end to human interaction on the web, and AI doesn’t eliminate contributions from motivated individuals.

This means we need to adapt in the medium to long term.

SEO in the Age of AI: Technical Expertise Still Important

As we embrace AI and adapt to the changing SEO landscape, here are some key insights into the future of our profession.

• SEO and AI Integration: Contrary to fears, AI won't make SEO obsolete. Rather, it will reshape our approach to SEO practice. AI can help automate mundane tasks, like generating on-page product descriptions and alt text for images. However, its effectiveness (for now) depends on the accuracy and technical depth of human input.
• Technical expertise matters: The ability to create detailed, technically sound prompts is becoming increasingly important. This skillset will enable effective use of AI tools and reinforce the invaluable value of a skilled SEO professional in an AI-driven environment.
• Data Sensitivity in AI Performance: Experiments have shown that the effectiveness of AI in SEO varies greatly depending on the data it processes. Systems that utilize curated datasets such as GPT-4 behave differently than systems with unlimited access to the web. This highlights the need for strategic data management and highlights the limitations of AI without structured human oversight.
• The Evolution of SEO Roles: As AI technology advances, the role of the SEO professional is changing, not shrinking. In the future, SEO professionals will be focused on managing AI operations and refining AI output, rather than being replaced by AI.
• Social acceptance and technology adaptation: The widespread integration and acceptance of AI in SEO will depend on how quickly society adapts to these technologies. As AI becomes the standard and regulations evolve, our roles will need to adapt accordingly.
• Future outlook: Although AI is improving, the nuanced, creative and complex aspects of SEO will continue to require human insight and expertise. AI is not a replacement, but a tool that can increase effectiveness and efficiency if used correctly.

The integration of AI into SEO is inevitable and transformative – it’s an opportunity for us to hone our skills and adapt our strategies.

The future of SEO won't be one without human intervention, but rather a combination of human ingenuity and machine efficiency.

Learn more: How to start an SEO program from scratch in the age of AI