A lot of people are saying generative AI has taken the world of SEO by storm. But has it really?
OK, maybe one of those little storms. You know, the type that knocks your wheelie bin over with a particularly nasty gust of wind. But not one of those proper storms that rip trees completely from their roots.
That’s because, from where I’m sitting (thankfully in a relatively wind-free environment), the foundations of SEO are still very much intact.
So, what are people saying about the use of AI for SEO at the moment?
The current chatter around using AI in SEO is mixed.
Some believe that large language models (LLMs) are a huge boon because they help teams produce SEO content quickly, levelling the playing field for businesses with smaller marketing teams and fewer resources.
Others are lamenting the prospect of an internet filled with generic AI-generated content, designed to serve search engine algorithms rather than actually be, well, helpful to humans.
And then there are those who have rushed to LinkedIn and Reddit to proclaim that SEO is finally dead – the introduction of Google’s AI overviews and AI-powered search engines like Perplexity have killed it off forever. These are the people who sold their Bitcoin in 2022.
In fact, Google reported earlier in March that it receives more than 5 trillion searches per year. This is up massively from the 2 trillion reported by Search Engine Land in 2016.
Let’s be clear: all viewpoints are valid. But we shouldn’t jump to any conclusions at this stage. Most importantly, we shouldn’t abandon our SEO fundamentals – creating helpful content, maintaining a user-friendly website, building your brand through digital PR – on a whim.
These things still matter – and will continue to matter for the foreseeable future.
In my view, AI will play a role in the future of SEO. But it will be a delicate balance. Just like a well-balanced dish requires the right mix of ingredients, human creativity, and experience, a successful SEO strategy needs human insight, strategy, and originality.
AI can be a powerful seasoning — enhancing efficiency, offering suggestions, and streamlining processes. However, if you dump in too much without thought, you’ll end up with an unappetising mess that both search engines and your audiences will reject.
With all that in mind, here are my top dos and don’ts when using AI in your SEO strategy:
1. Do prioritise quality over quantity
Yes, AI can churn out a 2,000-word blog post faster than you can make a cup of tea. But is it good? That depends entirely on your prompt. If you just type “Write a blog on SEO”, you’ll get generic, surface-level content with all the depth of a puddle.
The trick is to focus on quality inputs to get quality outputs. A detailed, well-researched prompt — one that includes brand tone, audience, structure, and genuine expertise — can produce something useful. But even then, AI is a starting point, not the final draft. Review, refine, and add human insight to create content that stands out instead of blending into the AI-generated noise.
2. Do use AI to automate processes
If there’s one thing AI is really good at, it’s eliminating boring, repetitive tasks. From generating meta descriptions to automating reports, AI can save you hours of manual effort.
The trick is knowing where to draw the line. AI can suggest keyword clusters, identify search intent, and analyse ranking data, but it can’t replace human judgment when it comes to optimising content or crafting a compelling brand message.
Use AI to speed up workflows and enhance efficiency, but keep humans in charge of anything requiring nuance, creativity, or critical thinking.
3. Do use AI for research and insights
AI can be a fantastic SEO research assistant, helping you spot keyword gaps, track search trends, and spy on competitors (ethically, of course). And with the rise of Deep Research —which independently scours the web, reasons about findings, and consolidates insights — AI is becoming even more advanced at surfacing useful data.
But here’s the catch: AI doesn’t always grasp context, credibility, or nuance the way a human does. It’s great at connecting dots, but sometimes those dots don’t actually belong in the same picture. Always fact-check, cross-reference, and apply common sense. AI is a powerful tool, but you’re still the strategist in charge.
4. Don’t let AI define your brand for you
AI isn’t just assisting with SEO — it’s actively shaping your brand’s online reputation. With Google’s AI Overviews pulling info from media coverage, reviews, forums, and third-party listings, your brand’s first impression might be decided by AI, not you. That could be a problem.
If your messaging is inconsistent or outdated, you risk AI surfacing the wrong story. Digital PR and SEO teams need to think beyond just website content and take a cross-platform approach to reputation management — because in an AI-driven search landscape, your carefully crafted brand narrative is only as strong as its weakest online mention.
5. Don’t assume AI understands EEAT
Generative AI is a bit like that one mate who swears they used to trial at West Ham (see: The Inbetweeners, S1, E6). Sure, they talk a good game, but stick them on the pitch and suddenly it’s looking very Sunday League.
It can generate convincing-sounding content, but it doesn’t actually know anything. It just predicts plausible words in a sequence. Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines require real credibility, and that means real experts. AI can’t provide firsthand experience or industry insights, but your subject matter experts can.
As an SEO strategist, your role is more valuable than ever: identifying experts within your business and working with them to create genuinely useful, authoritative content that resonates with your audience. EEAT signals can’t be fabricated, and no amount of clever prompting can replace original insights, expert opinions, and real-life knowledge — all things search engines (and real humans) care about.
AI, SEO and pineapple on pizza (hear me out)
AI in SEO is the marketing equivalent of pineapple on pizza: controversial to some, but I’m all for it (in moderation). Having spent 10 years in B2B SEO, I know the fundamentals aren’t changing anytime soon. AI is a brilliant SEO partner — when used wisely. Thankfully, at Definition, we specialise in both.
Want to supercharge your B2B SEO and AI strategy? Let’s chat! Whether it’s about B2B SEO services, setting up your own private Definition AI environment, or both.
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Written by Matthew Robinson, Senior PR and Digital Strategist at Definition