- 64% of technical SEOs show no concern over AI impacting job security.
- Roxanna Stingu emphasizes AI’s inability to fully replace human expertise in SEO.
- Concerns raised over Google Search Generative Experience (SGE) effects on organic search results.
- 80% of SEO professionals adapt strategies in response to AI advancements.
- AI and ML tools play vital roles in metadata generation, content creation, keyword research, and page auditing.
- Majority express confidence in Google’s continued dominance amidst AI integration.
Main AI News:
According to the State of Technical SEO Report 2024, a joint effort by digital marketing agency Aira and the Women in Tech SEO community, 64% of technical SEO professionals exhibit a notable lack of concern regarding the potential threat AI poses to their job security.
In a detailed breakdown, 64% of respondents expressed no worry whatsoever, while 36% admitted to varying degrees of apprehension. This apprehension was divided into “a little worried” (30% in-house; 33% agency) and “very worried” (6% in-house; 3% agencies) categories.
Roxanna Stingu, Head of Search & SEO at Alamy, emphasized the importance of discerning the role of AI in the workplace. She asserted, “While such worries are not without merit, it’s crucial for business leaders to recognize that AI is not an all-encompassing substitute for human employees. Particularly in the realm of SEO, the nuanced application of common sense is key—a quality AI has yet to master.”
The report underscores the significance of AI in the future landscape of SEO, acknowledging the anxieties surrounding its integration while highlighting its potential to create new job opportunities. Despite the undeniable impact AI will have on the industry, it cannot entirely replace the expertise and intuition of human technical SEO professionals.
Google Search Generative Experience (SGE) poses another area of concern, with 70% of respondents expressing worry about its effects on organic search results. Natasha Burtenshaw-deVries, Director of Organic Growth at Flywheel Digital, articulated the fluctuating sentiments surrounding SGE, emphasizing the need for further observation of its impact on user behavior beyond the tech and SEO community.
The report also delves into the adaptation of SEO strategies in response to AI advancements. Only 20% of respondents indicated no alteration in their planning and roadmaps, with the remaining 80% adjusting their strategies to varying extents.
Furthermore, AI and machine learning (ML) tools play a significant role in SEO practices, with 52% of survey participants utilizing them for metadata generation on a daily, weekly, or monthly basis. These tools also aid in content generation (46%), keyword research (35%), and page auditing (23%).
Regarding the competitive landscape, the majority of respondents expressed confidence in Google’s dominance, with 85% dismissing ChatGPT as a standalone threat and 70% doubting Bing’s ability to erode Google’s search market share.
The survey, conducted from January 15 to March 5, garnered 382 responses, with 56% of participants hailing from the U.S. and UK, providing valuable insights into the global perspective on AI integration in technical SEO practices.
Conclusion:
The State of Technical SEO Report 2024 reveals a mixed sentiment among professionals regarding AI’s influence on the industry. While job security concerns persist, the consensus acknowledges AI’s potential to augment rather than replace human expertise. Businesses must adapt their strategies to leverage AI tools effectively while remaining vigilant to emerging trends such as Google’s SGE. Overall, the market is poised for evolution, with AI playing a transformative yet complementary role in technical SEO practices.
