While AI is not a new concept in the digital marketing realm, its role has evolved to make our lives easier while highlighting the importance of human expertise.
AI has already made its mark in digital marketing, and its integration into SEO processes is no exception. With AI platforms, SEOs can enjoy increased efficiency and effectiveness. Real-time keyword research becomes a breeze, as Cristiano Winckler, Head of Digital Operations, suggests, "You can do keyword research in real-time, and go way beyond." AI tools empower SEO professionals to unlock new realms of possibilities.
Empowering SEO with AI Platforms
However, it's crucial to remember that AI is merely a tool—a powerful one, indeed, but still a tool. It complements and enhances human expertise rather than replacing it. Winckler emphasizes the need to analyse the results provided by AI tools, stating, "The whole point of AI is to make your work more efficient. You need to analyse the results of what the tool will provide to you." While AI can assist with technical audits, keyword research, and groupings, it's the human touch that unravels the intricacies of search intent and shapes content strategies.
AI's ability to monitor keyword rankings and track competitors is another exciting aspect. Winckler explains how AI can streamline this process, stating, "You can use AI to monitor keyword ranking positions and run prompts to see if competitors are ranking better than you are. AI also allows us to analyse changes in our competitors keyword ranking and positions, allowing us to make strategic decisions and prioritise accordingly " By consolidating information from multiple sources, AI tools save time and effort. With clever integration and well-designed prompts, comprehensive reports can be generated within minutes, rather than hours.
The Human Touch: Indispensable Expertise in SEO
However, human expertise remains indispensable. Winckler highlights the difference between professionals and those seeking quick gains through AI, saying, "That's the difference: True professionals have a lot of knowledge in SEO and know what they’re doing, whether they’re using AI tools or not." While AI-generated content may be quick and convenient, it often lacks the depth and quality that human copywriters and SEO specialists bring to the table. Fact-checking, grammar checks, and injecting creativity are essential components that ensure content stands out amidst the vast sea of information.
Furthermore, search engines are not passive bystanders. They continuously evolve their algorithms to eliminate shallow and irrelevant content. Winckler stresses the importance of having knowledgeable professionals reviewing and refining content, stating, "Search engines will react and improve their algorithm to eliminate these poor, shallow, bad pieces of content." Human expertise ensures that content remains accurate, engaging, and tailored to meet the needs of the audience.
While AI may generate content within seconds, it's the expertise of copywriters that adds the finishing touch. Winckler provides insight into the process, explaining, "We can produce some really good pieces in two to three hours. AI will produce that piece in 30 seconds to one minute." The validation process, experimentation, and providing additional information are areas where human copywriters shine. The combination of AI speed and human creativity results in high-quality content that resonates with audiences.
Adapting to the Changing Landscape: Jobs and Opportunities in the AI Era
The fear of job loss due to automation is a valid concern. However, history has shown that humans possess an incredible ability to adapt and find new opportunities. Winckler reassures us, "These industries are shifting pretty quickly, and some individuals lost their jobs. But if you adapt and stay on top of things, that’s not something to worry about." AI doesn't render us obsolete; it empowers us to work faster, better, and more efficiently. It opens new avenues and demands for specialized skills.
In conclusion, AI beyond SEO is not about replacing humans—it is about harnessing the power of technology to amplify our skills and capabilities. AI platforms offer unprecedented efficiency and insights, enabling us to work smarter and achieve better results in SEO. However, it is important to recognize that human expertise, analysis, and creativity are irreplaceable.
The future of digital marketing and SEO lies in striking the perfect balance between AI and human expertise. While AI tools provide efficiency and insights, they should never replace the critical thinking, creativity, and strategic vision that humans bring to the table. Our ability to adapt, learn, and evolve alongside AI technology is what will set us apart.