Artificial intelligence (AI) is changing the search engine optimization (SEO) game, that’s just a fact. We’re seeing faster content ideation, smarter keyword tools and technical audits that used to take hours now done in minutes. Automation is helping marketers move faster than ever.
Here’s the thing, though, speed alone isn’t the win. It’s about scaling with intention and grounding your strategy in clear goals. Being purposeful with AI ensures it is working for you and not against you. That requires human oversight.
So what does that actually mean in a world where AI has become “the next big thing”?
It’s not about picking AI vs. humans for SEO. The best marketers aren’t choosing one over the other; they’re combining the strengths of both. It’s a collaboration, figuring out that sweet spot that helps you achieve speed, accuracy and long-term improvements.
How do you strike the right balance? With all the talk about AI taking over and mimicking your tone and brand, you might be thinking:
Should I use AI for SEO vs. my marketing team??
Quick answer: no. But ensure your marketers leverage it, because when used well, AI is a powerful tool. It can help build keyword lists, uncover trends, audit performance, monitor competitors and even draft content outlines. It’s fast, efficient and great for freeing up your time to focus on the bigger picture: strategy!
But just like any other tool, it has limitations.
AI doesn’t understand your brand. It doesn’t know your audience, your tone, your positioning or what truly matters to your audience. Sure, you can train it to “sound like you,” but injecting personality, credibility and perspective? That still takes a human.
On the surface, AI content looks clean and polished, but it often lacks depth and originality. That can also be sussed out easily. Worse, it can misread nuance, reinforce bias or sometimes just flat-out invent facts. It can dilute your brand and cause harm instead of strengthening it.
What does this mean for us humans?
Basically AI is the machine, and we are the drivers.
AI can assist with writing, but it’s your voice, perspective and insight that make content valuable. We bring the strategy. We decide what needs to be said and how it aligns with your business goals. We decide how and where to reach the right audience at the right time. That’s how real impact happens.
We, humans, are the ones who connect the dots and decide which content piece speaks to which audience, or which article helps position a product just right. We set the goals and drive the strategy to achieve success.
I recently spoke to a company whose keyword rankings were fluctuating wildly, jumping 50+ positions up and down. They had no idea why. Was it an algorithm update? Did their link building efforts suddenly kick in? Was it the overreliance on generic, AI generated content with no clear direction?
What we do know is this: algorithms are catching on. Google’s latest updates are already targeting low quality, AI-heavy posts that offer little value or originality. And you can bet those algorithms will only keep getting smarter.
The goal is to create better content with real value, not more content for the sake of content.
And the search engine results pages (SERPs) agree. We’ve already seen updates penalize AI-heavy, low-quality and unoriginal content. So make sure you’re monitoring your AI SEO closely, or you might feel the hit (if you haven’t already).
So what should digital marketers be doing?
Here’s the deal: AI is our ultimate tool for scaling, but it’s not a replacement for your team.
Leverage AI to move faster, but let strategy lead the execution. Keep your voice consistent and tie everything back to your business goals. And most importantly, prioritize content that’s truly useful to your audience.
AI is a great addition to your toolbox, but, and I cannot stress this enough, YOU bring the voice, insights, goals and strategy. It’s all about balance.
Real voices, real strategy, real connection.
That’s what makes content worth reading. And that’s what wins in SEO, every time.