There’s a saying in the world of SEO that “content is king”, and Google’s algorithms prioritize high-quality content to improve search rankings. 

With the emergence of AI-generated content, some marketers may fear that the end of SEO is near. Although AI can produce quality content quickly, it cannot fully replace the role of an SEO specialist. 

Instead of panicking, it’s essential to recognize the human aspect of SEO. Let’s delve deeper into this topic in this article.

The Role of AI in SEO

Artificial Intelligence (AI) has revolutionized many different industries, including SEO. In SEO, AI uses intelligent algorithms to analyze massive amounts of data and provide in-depth insights to improve website rankings on search engines. 

With AI, search engines like Google can now understand search queries and provide the most relevant results to users, which has led to the development of sophisticated ranking algorithms that consider a range of factors, such as user behaviour, search intent, and content quality, to determine website rankings. 

Overall, AI plays a critical role in SEO by providing valuable insights and enabling more efficient and effective optimization strategies.

Advantages And Disadvantages of AI in SEO


  • Personalized search content

AI significantly impacts SEO, and one of its primary effects is making SEO more personalized. By analyzing user search behaviour and intent, AI algorithms can deliver accurate and relevant results, leading to a better user experience.

To determine the most relevant results for a specific query, these algorithms will check information such as history, location, and behaviour, then provide suggestions based on their previous search behaviour.

  • Creating high competition in the industry

Another way AI is affecting SEO is by making it more competitive. With the advent of sophisticated ranking algorithms, current websites must focus on providing high-quality content and delivering an excellent user experience to achieve good rankings in search results.

  • Automating content creation

What we should pay attention to now is not whether AI can replace SEO but whether artificial intelligence tools (such as ChatGPT) can perform the tasks of an SEO Copywriter or not.

Now, automatic content production using AI-powered content creation tools is feasible. The algorithms used in this process can help evaluate data and generate personalized content for a particular target audience.

Although this may seem disadvantageous for content creators, at this time, information created by AI is still in its early stages. It cannot compete with human-created content in terms of quality and emotion.


Faced with the rapid development of artificial intelligence, marketers have pointed out its limitations.

  • Lack of uniqueness 

The AI-generated content tends to be generic and repetitive, lacking the style and creativity necessary to engage readers truly. While AI can produce content tailored to a specific audience, it cannot replace the imagination and emotion of human content development. Human-generated content is more engaging and memorable and has the potential to attract more shares and backlinks.

It can lead to a need for more differentiation between organizations and a loss of brand identity.

  • Misinformation

AI-generated content is susceptible to misinformation, which can impact the credibility of a website. Google Bard is a prime example, leading to a 10% drop in the market value of Alphabet.

  • Ambiguity

AI often needs help understanding the context and purpose of content, leading to ambiguity and vagueness. This is why many marketers suggest that AI should only be viewed as a tool combined with human writers’ expertise, creativity, and critical thinking to produce content quickly.

In summary, while AI can be a valuable tool for content creation, its limitations make it clear that human writers are still crucial for creating unique and engaging content.

Advantages And Disadvantages of AI in SEO

Why Can’t AI Replace SEO?

The real issue with AI content creation tools is not their weaknesses but rather what they do well. Specifically, they can generate high-quality content incredibly quickly. But is that what everyone wants?

Imagine a world where anyone can easily create quality content. To rank high on Google, content must be better than the general standard, not just equivalent. Therefore, if everyone uses AI-generated content, the overall average will increase. What would that mean for the future?

This means that Content Writers must work harder to create content that engages readers.

On the other hand, when AI-generated content becomes ubiquitous, it becomes less effective because it’s too “basic.” SEO professionals will have to find the smallest niches to gain a competitive advantage.

In summary, there are many reasons why we can conclude that “AI cannot completely replace SEO.” 

  • Although AI has significantly impacted SEO, it will not completely eliminate it. Search engines supported by AI and NLP technology will make SEO more complex due to personalization and increased competition in the industry. Therefore, the role of humans becomes essential in creating unique content to steer users toward using your services/products.
  • While AI is changing how search engines operate, SEO is still essential to digital marketing. AI algorithms can help businesses understand and identify opportunities but cannot replace the creativity and expertise required to create effective SEO strategies.
  • Another reason why AI will only partially replace SEO is that it still requires a plan to achieve effectiveness. SEO experts have the knowledge and experience to design effective strategies and respond to industry changes. They can also support companies in managing the complex world of search engines supported by AI and maintaining competitiveness.
  • Remember that climbing the rankings is not just about following Google’s guidelines and best practices but about doing better than that, which means doing better than your competitors.
Why Can't AI Replace SEO?

So How Can We Improve SEO?

In the constantly evolving world of SEO, how can one truly optimize their efforts amidst the rise of AI? 

  • Personalization: while AI-generated content may lack the personal touch, marketers can still improve website rankings by targeting specific customer segments and creating tailored content that delivers a deep and thorough experience. 
  • Understanding context: while SEO relies heavily on content, writing well is not the only factor. The result depends on customers’ needs and position in the buying journey, which must be unified across all channels. For example, customer needs are often tied to the keywords they search for, which must also be integrated into social media or blog content and paid advertising. Doing good SEO means recognizing the interconnectedness of all of these factors and unifying them. 
  • Always strive for better: as AI-generated content becomes more common, a simple article at an okay level won’t cut it. Instead, SEO experts must differentiate themselves with personality, brand storytelling, and an overall strategy.


The rise of AI is a double-edged sword in the world of SEO. On the one hand, it provides tools to make content creation more accessible, but on the other hand, high-quality content is everywhere, making it difficult to push up website rankings. To succeed in the digital realm today, businesses must be adaptable and invest time and effort in creating differentiation. For those needing expert assistance, IMP is ready to provide consultation today.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.