The age of SkyNet is here!
Well, almost.
While the current landscape is not a people versus robots (yet), there’s no denying that artificial intelligence (AI) is dramatically reshaping the digital landscape, especially in search engine optimization (SEO).
SEO is still the cornerstone of online visibility, but it is no longer just about keywords and links. Today, it has become a quest to navigate the innovations that AI has brought to stay ahead of the game.
As a business owner, you may ask yourself, “When should I outsource SEO services in the AI era?”
This piece aims to help you answer your question and guide you in crafting a strategy that will benefit your business.
The SEO Landscape Today
Once perceived as a set of fixed rules, SEO has morphed into an ever-evolving landscape that defies easy definition. With the ever-changing algorithms, SEO is far from an exact science. More accurately, it’s a dynamic discipline that demands perpetual adaptation and study.
At its core, SEO revolves around modifying web content to rank favorably on search engines. However, the ground rules for this optimization are in constant flux. Google, Bing, and other search engines tweak their algorithms regularly, introducing new variables and considerations.
Over the past few years, several key disruptors have reshaped the SEO landscape.
E-E-A-T
Another “E” added to E-A-T (expertise, authoritativeness, and trustworthiness) caused a ripple of discussion across the digital landscape. This new factor added to Google’s Quality Rater Guidelines focuses on experience.
This has compelled SEO professionals to focus on more than just keywords, reliability, and authority. Now, real-life experience is necessary to craft content that serves as proof of expertise and authority.
Generative AI
SEO professionals and businesses acknowledge AI’s potential to streamline workflows and enhance business outcomes.
The transformative power of generative AI, especially in content creation, is a subject of keen interest and debate. While it promises efficiency, it raises the bar for content quality and creativity.
AI in SEO: How Does It Work?
Artificial intelligence has woven itself into the fabric of the modern digital marketing landscape, transforming how people approach optimization. Below are aspects of SEO that have seen a profound impact from AI:
Keyword Research
Traditionally, keyword research involved manual data gathering, often resulting in a limited set of keywords. With AI, the game has changed significantly.
With AI-powered tools, SEO specialists can now analyze search patterns, user behavior, and historical data to uncover relevant keywords. These tools help digital publishers pinpoint keywords that align perfectly with their content and audience.
Of course, AI goes beyond mere keywords. It dives deep into understanding search intent, a crucial factor in modern SEO. Experts can dissect user queries and behavior using these new tools, deciphering the true purpose behind a search. This insight allows content creators to craft material that precisely meets users’ needs.
Content Creation and Optimization
AI-driven tools also help digital publishers craft and modify content that resonates with their target audience. These tools employ natural language processing (NLP) to analyze content and provide recommendations for improvement. They can identify grammar issues, suggest improvements in writing style, and even assess the readability of content.
User Experience
Everything Google does is to please users. Knowing this, SEOs often incorporate a study of the best user experience into their strategies.
With assistance from AI algorithms, you can now tweak your website for personalized content. For example, e-commerce websites can leverage AI to offer customized product recommendations based on the user’s unique behavior while browsing the site. This not only boosts sales but also improves the overall user experience.
When to Outsource SEO in the Age of AI
Imagine for a moment that you had at your disposal a marketing team that never needed sleep, never made a typo, and could churn out content at lightning speed. What kind of results could you achieve with such a powerful tool in your arsenal? It’s a tempting prospect, isn’t it?
These days, such possibilities are not far-fetched. AI tools can now generate high-quality content with impeccable spelling and grammar. In fact, it’s often challenging to distinguish AI-generated content from ones crafted by humans. AI writers can even boast an edge in generating error-free copy from the first draft.
Yet, there’s a crucial factor where humans still hold the upper hand. And that’s the ability to infuse content with passion, personality, and a unique tone that resonates with specific audiences.
While technically sound, AI-generated text can sometimes feel repetitive and lack the human touch that makes content truly engaging and relatable.
Content is still king in SEO. However, it’s important to recognize that content is just content in the eyes of search engines, regardless of whether AI or humans write it.
This is where outsourced talent shines. A skilled human touch can refine and elevate AI-generated content. It can inject personality, creativity, and authenticity into the material. It can ensure that content resonates emotionally with the target audience, fostering deeper connections and brand loyalty.
Of course, outsourcing SEO is still a business decision. As such, you need to answer two questions:
- Do you have an in-house SEO capability?
- Can you afford an entire SEO team who will work full-time on your SEO strategies?
If you answered “yes” to both questions, outsourcing isn’t an immediate solution for your business. However, if either is a “no” for you, you must think twice before declining help from third-party agencies or freelancers.
To help you make the right decision, consider the following benefits of SEO outsourcing beyond content creation:
Cost-efficiency
SEO is undeniably effective in driving traffic, leads, and sales. However, mastering it is no easy feat, given its constant evolution.
Hiring in-house SEO experts can be expensive, with median salaries reaching $85,240 in the US. Building an entire SEO team from scratch is an even more substantial investment.
Outsourcing SEO to a proven agency can be a cost-effective alternative, offering expertise without the hefty price tag.
What other Reads?
Expertise and specialization
SEO agencies specialize in their field. They are committed to staying ahead of the curve in a rapidly changing digital landscape. This specialization ensures access to the latest techniques and strategies to maximize your online visibility.
Scalability and flexibility
SEO needs can fluctuate, and an outsourced agency provides the flexibility to scale your SEO efforts up or down as needed. This adaptability is particularly valuable for businesses facing variable demands.
Time-saving
Keeping up with SEO can be a full-time endeavor, and time is a precious commodity. Outsourcing enables you to focus on core business functions while experts handle your SEO needs efficiently.
Combine AI With Human Touch
The AI revolution has made SEO a complex, multifaceted discipline. While AI tools offer immense capabilities, they thrive when complemented by the human touch. This fusion of AI’s precision with human creativity ensures SEO content that engages and resonates with your audience.
