Artificial intelligence (AI) has undoubtedly been one of the biggest talking points of 2023, and its impact is already being felt across all kinds of industries. 

The rise of AI is already making a difference in the world of digital marketing and search engine optimisation (SEO), with the rapid pace of development leaving some wondering whether SEO may one day be completely replaced by AI. 

So, will human-focused SEO eventually be pushed out by the rise of AI? In this blog, we explain why we believe the answer is not a simple ‘yes’ or ‘no’, but rather an exciting combination of traditional and new approaches. 

The impact of AI 

Even in this short time, AI has already had a transformative impact on the SEO landscape. 

AI has brought an unprecedented level of efficiency to the SEO process, with big tech companies like Google using tools such as their RankBrain AI to constantly scour for new ways of updating its search algorithms. 

One of the key ways AI is influencing SEO is through its ability to crunch data like there’s no tomorrow! In the world of traditional SEO, it’s all about keywords, content tweaks, and link building. While these elements remain crucial, AI takes them a step further by processing data patterns, user behaviour, and emerging trends.  

Thanks to AI-powered tools, search engines are getting better at reading minds – well, almost. They understand user intent, delivering spot-on personalised results. 

Automation is another facet of AI that is transforming the SEO landscape. Tasks such as data analysis, reporting, and, thanks to large language models like ChatGPT, even content creation can be accelerated using AI. 

It might seem safe to assume, then, that the human aspect of SEO will soon be a thing of the past. Here at Embrace we disagree, and here’s why. 

Why the human role is still important 

The human input into SEO might look different going forward, but we still have a crucial role to play. It’s not about replacing the classic, tried-and-tested approaches, but rather elevating them with the wealth of AI tools now at our disposal. 

Going forward, AI will enable marketers to tailor their strategies in real-time, ensuring content aligns perfectly with evolving search algorithms and user preferences. 

However, even in the age of AI, content optimisation is not just about keywords, but about crafting valuable, user-centric content that resonates with target audiences. By all means, use AI to help you create content more efficiently, but don’t forget to sprinkle your own expertise and personality into the mix! 

Furthermore, thanks to automation tools, marketers will have more time to focus on strategy and creativity while AI handles the boring stuff. 

Looking ahead 

While AI has presented incredible opportunities for enhancing SEO, humans are still essential. Successful digital marketing requires a deep understanding of brand identity, creativity, and the ability to adapt to changing market conditions – elements that AI, at least for now, cannot fully replicate. 

Therefore, the question of whether SEO will be replaced by AI is better reframed as a partnership that enhances the existing capabilities of digital marketers. When it comes to SEO, humans and AI should work together as a dynamic duo – make sure your partnership is like a fluid conversation, not a one-sided monologue! 


If your SEO isn’t where it needs to be, contact us for an initial chat. 


This latest thinking article was written by:


Jack Lenton
Content Manager