AI has revolutionized how people search for information. While they still listen to the news, the radio, and open the search bar from time to time, they’re overwhelmingly just asking their phones for a succinct answer to their questions.

And though they expect a basic, summarized output, the question is not always so straightforward. Truly, information technology has progressed by leaps and bounds over the last few years.

This has raised the question of the use of AI for SEO, and whether it should be used.

You can definitely use AI for SEO to improve your processes. At the same time, there are some things you should never do.

Let’s take a closer look at some of these considerations.

What You Should Never Do

While AI has its use cases, there are some ways you should not use it to improve a website’s SEO, and there are some general caveats as well.

• Do not take the generative output produced by AI and use that. There are people out there asking AI models to generate entire web pages for their website. Do not do this. AI makes glaring, legally culpable, and even dangerous mistakes with its outputs. You can use it for ideas and outlines, but don’t go further than that.
• Do not take AI at its word without extensively fact-checking and cross-referencing. You are the fact checker. Never forget that. Using AI to fact check itself is putting a liar in an echo chamber.
• Don’t use AI itself as the fact-checker. Using AI to fact-check itself is like pouring live coals on a fire and expecting that to smother it. It is not effective.
• Don’t rely on AI for anything that isn’t basic. AI is still pretty bad at doing in-depth research on topics for which experts are usually the best resource. AI isn’t even very good at content creation or content optimization. Be very cautious about making AI your in-depth research tool.
• Remember that all SEO best-practices still apply. Whatever AI tells you to do, remember that you still need to do all the things that have always worked in SEO. Digital marketers do the same.

How You Can Use AI for SEO

Now, with all of this being said, there are still some ways you can use AI in SEO and be effective. Here are some of them.

• Keyword research. AI can be used to help you uncover suitable keywords for a campaign, as well as URLs that should be linked to those keywords.
• Competitor analysis. AI can help you identify which competitors you can and should (or should not) go after based on their current size, brand position, and rankings.
• Technical troubleshooting. Troubleshooting technical issues is never fun but it is the sort of thing at which AI excels because it is black and white. There is hardly ever a subjective element of technical SEO which can make AI highly effective.
• Basic page-level optimizations. AI isn’t too bad at recommending changes to page titles, metadata, and other page-level factors. Ask it to look at a URL and then give you recommendations for improvements.
• Recommendations for site structure optimizations. AI can help you identify opportunities for site structure optimization and might even be able to walk you through how to make them, step by step.

Using AI for SEO: Wrapping Up

As you can see, AI is not off the table when it comes to making improvements on the grounds of SEO, but you have to be careful with it. If it screws up your website, you’ll be the one holding the bag and there won’t be anyone to blame.

So, by all means, use AI to improve your website’s SEO. Just don’t claim you didn’t know better if anything goes wrong.

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