How Will AI Influence SEO in 2024? [Explained by 19 Experts]

76% of marketers use generative AI for creating content and drafting compelling copy. 27% of US citizens trust in AI-powered search results. Google shared that it works on the all-new search engine Magi and develops some AI tools.

So, the rise of AI usage is evident.

But what are the consequences? Where the SEO industry is going? Will search engines work out to recognize, track, and evaluate AI-generated content?

We decided to ask 19 SEO experts, marketers, and business owners from all over the world how AI or AI-generated content will influence search and SEO in 2024 and beyond.

1. Ludwig Makhyan: AI rise presents a dual challenge

As we advance into 2024, the SEO landscape is undergoing a transformative shift, primarily driven by AI and machine learning technologies. AI's impact on SEO can be viewed through several lenses: content creation, search algorithms, user experience, and data analysis.

AI-generated content is becoming increasingly sophisticated, enabling businesses to produce large volumes of high-quality, SE-optimized content at an unprecedented pace. However, this rise presents a dual challenge: maintaining content authenticity and ensuring it aligns with evolving search engine algorithms, which are also AI-powered.

Search engines are employing AI to deliver more personalized and relevant search results. Google's use of BERT and later algorithms exemplifies this, as they focus on understanding the intent behind queries more deeply. This demands a shift in SEO strategies, prioritizing user intent and experience over traditional keyword optimization.

Furthermore, AI tools are revolutionizing keyword research and SEO analytics, offering deeper insights and predictive analytics. This allows for more strategic content planning and performance tracking, tailored to ever-changing user behaviors and preferences.

Short bio:

Ludwig Makhyan is a co-founder at Mazeless Enterprise SEO, specializing in technical SEO and AI integration strategies to enhance online visibility and user engagement.

2. Connor Gillivan: A combination of humans + AI = The best SEO outcomes

AI made a big splash in SEO in 2023. It shook up how SEOs and marketers think about the entire content creation process, from ideation to keyword research to content creation and optimization.

For me, AI will continue to have a BIG impact on SEO in 2024, but maybe not in the way most would expect. I believe it will be a combination of humans + AI = the best SEO outcomes. It's the SEOs that use AI tools to improve their quality of content that will end up winning. The SEOs that rely on it too heavily and use it blindly for content generation will be the ones that ultimately lose.

Short bio:

Connor Gillivan is the founder of TrioSEO. He is scaling his four B2B companies with SEO. He posts daily about the process on LinkedIn and Twitter. Connor is also a 7x Founder (exited in 2019).

3. Sofia Saito: Give creativity and relevance a higher priority than keyword density

Examine how artificial intelligence (AI) is revolutionizing search engines and learn how this will impact search in the future, influencing marketing tactics.

Search engines now understand the context behind queries, so keyword stuffing is outdated and has been replaced with a focus on user intent. This means that SEO strategies need to change as well, giving creativity and relevance a higher priority than keyword density. Today's SEO is about aligning with user goals and pain points, not just keyword counts. Adding features like location-based services and personalized recommendations transforms searches into dynamic interactions between users and your content.

With search engines like Google and Bing using AI to improve result accuracy, marketers need to understand AI's impact to stay competitive. Artificial intelligence (AI) is a driving force in digital marketing, so it is critical for content creators to understand the technology.

Short bio:

Sophia is a creative-minded marketer with over 6+ years of growth marketing expertise in AR\VR, gaming, gambling, fintech, and eCommerce. An exceptionally ambitious individual with a track record in brand strategy, growth strategy, and international expansion.

4. Ken Fortney: AI can interpret the context of a search query and deliver search results accordingly

Artificial Intelligence (AI) has already had a profound impact on SEO, and I expect this trend to continue in 2024 and beyond. As AI algorithms continue to advance, they are increasingly capable of understanding and mimicking human language. This ability can dramatically influence how we approach content creation for SEO.

In my practical experience as a Senior Content Marketing manager and SEO specialist, I’ve noticed that search engines driven by AI prioritize content that provides real value to users, favoring comprehensive and useful content over keyword-stuffed text. Such progression leads to a shift in content strategy, where the focus is on creating high-quality, engaging, and relevant content that resonates with the target audience.

Furthermore, AI can help us understand user intent better. Rather than relying solely on keywords, AI can interpret the context of a search query and deliver search results accordingly. This aspect is vital when optimizing content for local search, where understanding the needs and intent of local users is key.

AI innovation doesn’t stop there. Predictive SEO, enabled by AI, could become more prevalent, helping businesses anticipate changes in customer behavior and search trends allowing businesses to stay ahead in their SEO efforts.

Despite potential mistrust or hesitation when using AI-generated content, it can greatly contribute to content creation by generating drafts, producing ideas, or analyzing user reactions. This doesn't mean AI will replace human writers entirely. It’s a tool that can enhance our perspective and abilities, but the creativity and critical thinking that the human mind brings to content creation is irreplaceable.

Short bio:

Ken Fortney is a founder of That Local Pack and has spent most of his career at the forefront of the digital content and SEO space. His extensive experience in crafting and optimizing locally focused content puts Ken in a unique position to observe and adapt to the changes AI is bringing to SEO.

5. Michael Maximoff: AI-driven search engines will add extra layers of complexity and challenge to effectively optimize website search

The biggest impact and benefit of AI technology and Generative AI tools on SEO is that it enables businesses and marketers to automate and scale their content production processes at very little additional cost. In this regard, AI & Gen AI tools offer a clear competitive advantage in terms of cost and scale of content production, which is crucial to SEO success. This means we will see a lot more content produced faster, forcing everyone to adapt or fall behind in terms of SEO.

On top of that, companies like Google are announcing their own AI-driven search engines which adds extra layers of complexity and challenge to effectively optimize website search performance and ensure high rankings.

Short bio:

Michael Maximoff is a Co-Founder and Managing Partner at Belkins, the #1 ranked B2B sales and lead acquisition agency according to G2, Clutch, and more.

6. Tom Golubovich: Valuable content will always be prioritized in SEO, whether it is made by humans, AI, or the two combined

When AI-generated content first became a trending topic, many people claimed it would kill SEO as we know it today, but this hasn't quite happened, and I doubt it ever will. AI technology and its generative power will certainly lead to a surge in new content in 2024 but it won't really change the way search engines evaluate and rank content. Valuable content will always be prioritized and highlighted in SEO, whether it is made by humans, AI, or the two combined.

Generative AI will not become a magical solution to SEO success in 2024, but it will certainly remain a viable companion for SEO growth and rankings success for those who know and understand how to utilize it to their advantage.

Short bio:

Tom Golubovich is a Head of Marketing at Ninja Transfers eCommerce. I have 8 years of experience with digital marketing, content, SEO, and growing profitable websites.

7. Julian Hooks: Offer true expertise rooted in real-world experience

AI has lowered the barrier to entry for content at scale. The internet is being flooded with regurgitated content at a speed never seen before.

Those who can offer true expertise rooted in real-world experience that can’t easily be copied will be successful.

Do the things that can’t easily be scaled. And use AI as leverage to help with tasks that are simple yet laborious.

Short bio:

As the owner and principal consultant of Advertising Commissions LLC, Julian focuses on developing and implementing effective SEO strategies. His work primarily involves collaborating with partners to enhance their organic search performance, aiming to boost revenue growth.

8. James DeLapa: Long-tail keywords as the bread and butter of Search Generative Experience (SGE)

The biggest influence will come from Google itself, with its AI-powered Search Generative Experience rolling out globally and shifting how we approach SEO. Since the technology is still so new, it’s still unclear how those effects will look, but many marketers fear that with generative AI, delivering more content within a results page will mean fewer clickthroughs, which could harm SEO.

But with every Google innovation, the effect has always been net positive toward a higher quality user experience. Google has long struggled to answer long-tail queries, but SGE has the power and the means to do it. I think we will see a big emphasis on long-tail keywords and featured snippets in 2024 because those are the bread and butter of SGE.

Short bio:

James DeLapa is a Director of Digital Marketing at Wrike. He has 7+ years of SEO experience in on-site, content strategy, and technical SEO. James is in the Top 5% of LinkedIn SEO and the Top 15% of LinkedIn Google Analytics.

9. Alex Horsman: A profound impact of AI will be around predictive SEO

A profound impact of AI will be around predictive SEO. AI can analyze a large amount of data and notice any patterns, no matter how minor or well-hidden, which it can use to predict future user behavior patterns and search trends. This predictive SEO will help e-commerce businesses stay ahead of the curve and optimize their SEO strategies proactively.

It will help businesses keep up with emerging keywords and product categories. So they can better anticipate trends instead of simply reacting to emerging trends and trying to catch up. AI can also analyze user behavior data, e.g., the type of image descriptions that consumers will find more appealing, and businesses can use this information to optimize their content.

Furthermore, AI can predict what individual shoppers are likely to search for and what they are likely to purchase. These insights can help e-commerce businesses offer a highly personalized shopping experience. Improved user experience will also help with visibility, which further optimizes SEO.

Short bio:

Alex Horsman is a University of Missouri business graduate who has mastered the art of building high-revenue content sites in Southeast Asia, leading to the successful launch of Alex’s affiliate site in 2020. Today, he specializes in growing affiliate marketing and e-commerce ventures, utilizing his skills in SEO, project management, and business development.

10. Tom Humble: AI will create hyper-personalized travel suggestions and promote luxury lifestyle content based on location

As we move towards 2024 and beyond, the influence of AI and AI-generated content on SEO is expected to be transformative. Keyword pathways will become more intuitive, potentially shifting from traditional SEO practices. AI might make predicting and aligning content with viewers' habits and preferences more accurate.

In my business, AI could potentially transform the way we showcase our vehicles, using AI-generated content to create virtual customization experiences tailored to individual users' preferences. Moreover, AI could help us better analyze and forecast customer online behavior patterns, improving our communication strategy and timing online touchpoints perfectly.

Lastly, as a business owner operating in the luxury and travel sector, I foresee that travel-related content can greatly benefit from AI-generated SEO. Creating hyper-personalized travel suggestions and promoting luxury lifestyle content based on location, time, and individual preferences can make a significant impact on user experiences and SEO rankings. SEO in 2024 and beyond will be heavily influenced by AI, leading to more personalized, intuitive, and efficient customer experiences online.

Short bio:

Tom Humble is the owner & CXO of ECD Automotive Design Inc., where they specialize in creating the finest custom Land Rover Defenders in the USA, and a seasoned entrepreneur.

11. Adriana Grigorie: AI's impact on SEO will be most noticeable in predictive analysis, and personalised search results

The relationship between AI and SEO will inevitably reshape how search engines and businesses approach online visibility and user experience strategies. AI's impact on SEO will be most noticeable in predictive analysis and personalised search results.

Predictive analysis involves using AI to analyse user data, predict behaviour, and offer relevant recommendations. AI's ability to understand vast amounts of information allows it to find patterns in user behaviour, making accurate predictions. This is particularly valuable for personalised recommendations in areas like online stores, improving user satisfaction and increasing the likelihood of purchases.

Personalised search results use AI to tailor outcomes based on a user's search history, behaviour, preferences, and location. AI's unlimited ability to learn improves the relevance of search results. This is expected to reduce bounce rates and boost user satisfaction and conversion rates.

In essence, these two processes are closely related and work hand in hand to pair the most relevant companies/websites with the most relevant customers, especially with AI's help.

Short bio:

Adriana Grigorie is a Digital Marketing Executive at Douglass Digital who is passionate about the latest digital marketing trends.

12. Gianluca Ferruggia: Evolution of AI-generated content, automation of SEO tasks, and burgeoning field of voice search and virtual assistants

In 2024 and beyond, AI will undeniably play a weightier role in SEO. One key manifestation will be the evolution of AI-generated content. Advanced algorithms will customize content at unprecedented levels, enhancing user engagement and retention. SEO practices will be forced to accommodate this user-specific content generation and adapt their strategies accordingly.

Secondly, AI will further the automation of SEO tasks. From keyword research to competitor analysis, AI-powered tools will bring higher efficiency and precision, enabling businesses to optimize their online presence with minimal human input.

Lastly, we can't ignore the burgeoning field of voice search and virtual assistants, a trend directly fuelled by AI. As virtual assistants become smarter, SEO will have to pivot towards optimizing for conversational queries rather than traditional typed ones.

In terms of AI's broader influence on SEO, we're looking at an era of dynamic changes, welcome challenges, and significant growth potential.

Short bio:

Gianluca Ferruggia is pioneering digital agency connections and growth strategies as the General Manager of DesignRush.

13. Pavel Naydenov: Shift in traditional ranking factors norms, prioritizing different facets of website structure, content, and user engagement

AI presents an intriguing shift in SEO. By 2024, AI and AI-generated content will influence SEO in a few key areas.

One, search results will get more and more personalized, enabling more tailored and relevant content to each unique searcher.

Second, AI-generated content will improve in quality and efficiency, making high-value content creation faster and more accessible.

Third, new Google algorithms leveraging AI may shift traditional ranking factors norms, prioritizing different facets of website structure, content, and user engagement.

Lastly, with AI's progressive involvement in SEO, long-term strategies must adapt to consider how AI can be leveraged for competitive advantage.

Businesses should prepare and gain a solid understanding of AI's potential impact and ensure strategies are in place to pivot with AI advancements.

Short bio:

Pavel Naydenov is at the helm of Marketing at Businessmap, bringing a blend of creativity, strategic thinking, and a relentless pursuit of excellence in the ever-evolving world of marketing.

14. Guillaume Drew: SEOs will concentrate on strategic decision-making and creativity rather than focusing on technical aspects

Integrating AI into our marketing strategies has been an essential component of our growth, and it's fascinating to imagine its potential impact on future business landscapes.

1) Advanced Personalization: As AI becomes more sophisticated, it will enable businesses to create highly personalized content. This will increase engagement rates and improve conversions.

2) Improved User Experience: AI can analyze user behavior and provide insights about customers' preferences. By 2024, we envisage an AI-powered platform that creates unique, personalized browsing experiences for each customer.

3) SEO Automation: AI tools will automate keyword research, content optimization, and link building, transforming the role of SEO specialists. Rather than focusing on technical aspects, they’ll concentrate on strategic decision-making and creativity.

4) Voice Search Optimization: With the proliferation of digital assistants like Alexa and Google Home, optimizing for voice search will become crucial. AI can help businesses adapt their SEO strategies for voice queries, making their websites more easily discoverable.

5) Predictive Analysis: Finally, AI technologies like machine learning and predictive algorithms will give us the power to anticipate market trends and customer needs, ultimately giving businesses a competitive edge.

In sum, I foresee a remarkable shift towards a more intelligent, adaptable, and customer-centric SEO landscape in the future.

Short bio:

Guillaume Drew is the founder of Or & Zon, where we blend sustainable luxury with global artisanal treasures to enhance your everyday living.

15. Dan Dillon: AI will make strategic backlinking far more streamlined

AI's ability to analyze massive data sets will unearth new link-building opportunities. It'll identify related websites and forums, making strategic backlinking far more streamlined. Furthermore, AI will evolve personalization aspects, from recommendations to search results, customized by analyzing a user's past search behavior and preferences. I anticipate AI increasingly auto-optimizing website speed and mobile experience, given these are critical ranking factors for search engines.

To stay ahead in the evolving AI-driven SEO landscape, online marketers should equip themselves with the knowledge of AI-based SEO tools, focus on creating high-quality AI-friendly content, and adapt quickly to new search engine updates influenced by AI developments.

Short bio:

Dan Dillon is the Founder and Chairman of CleanItSupply, a suburban Philadelphia native who turned a childhood venture into a flourishing e-commerce platform. Through ‘CleanIt TV’ on YouTube, he’s passionate about empowering customers through informative videos.

16. Rebecca Kossnick and Allan Baumer: Blackhat SEO will be back for a while… but there’ll be an update to search engine algorithms to mitigate their impact

It’s inevitable [AI influence on SEO - author]. Up to 90% of content online will be generated by artificial intelligence within the next few years. Google’s guidance on AI-generated content hasn’t changed since February of 2023. We don’t expect that to change. Google encourages content that is high-quality, but the company does not approve of “(generating) content with the primary purpose of manipulating ranking.”

What’s wild is that there are tons of YouTube videos, websites, and LinkedIn articles about doing exactly that. You can even prompt ChatGPT with perplexity and burstiness in the prompt, and it’ll spit out SEO content. However, at this point in time, most marketers and business owners will agree that the content needs editing. Our prediction is that this won’t be the case for much longer, but video is a different story. Tools will be (or may have already been created) that will add more human-seeming content to bypass search engine filtering. Blackhat SEO will be back for a while.

On the flip side, once those tools become prevalent enough, there’ll be an update to search engine algorithms to mitigate their impact. In summary, AI will create an avenue for creating content at a rapid pace. However, there will also be a lot more junk and spam articles created. What we want to see develop are more tools to accelerate marketers and content creators instead of replacing them or offering spammy link creation. The best AI tools will be creative partners. They’ll enable many more people to create awesome human-driven stuff, even if there’s also a lot more noise.

Short bio:

Rebecca Kossnick is the Co-Founder and CEO of Hypernatural.ai, a tool that uses artificial intelligence to create short-form videos from text.

Allan Baumer is the Chief Digital Officer of SparkConversion Marketing, a digital experience and marketing agency.

17. Oren Todoros: As SEO expands to include visual search and AI-powered image recognition, optimizing visual content becomes crucial

In 2024, the influence of Artificial Intelligence (AI) on Search Engine Optimization (SEO) is becoming increasingly profound, revolutionizing strategy development and execution in the digital marketing world.

AI-Driven SEO Strategies: AI is crucial for predicting user behavior and intent, helping SEO professionals craft content that anticipates and aligns with future trends. It's essential for enhancing performance analytics and maintaining a competitive edge.

Predictive Analytics and Search Intent: AI's predictive analytics are vital for understanding user intent. This involves optimizing content for long-tail and semantic keywords to match evolving user behaviors and preferences.

Content Quality and Voice Search Optimization: AI tools are instrumental in improving content quality and optimizing for voice search and natural language processing. This ensures content is more conversational and user-friendly.

Personalization and User Experience: AI-driven personalization enhances user engagement and retention. It also aids in local SEO optimization through geo-specific keywords.

Visual Search and Image Recognition: As SEO expands to include visual search and AI-powered image recognition, optimizing visual content becomes crucial. This includes using appropriate metadata, captions, and tags.

Automated SEO Audits and Analytics: AI streamlines the SEO auditing process, providing insights for technical improvements and identifying niche keywords.

Ethical AI-Enabled Link Building and Real-time SEO Adaptations: AI assists in ethical link-building strategies and enables real-time adaptations to changes in user behavior and search engine algorithms.

In summary, AI's integration into SEO strategies in 2024 is essential. It affects every aspect of SEO, from content creation to user experience. SEO professionals must adapt to these AI-driven changes to stay ahead, ensuring their strategies are dynamic and technologically advanced to succeed in the ever-evolving SEO landscape.

Short bio:

Oren Todoros is a strategic thinker with over 20 years of experience in the marketing industry and is the current Head of Content Strategy at Spike. He's also the proud father of 3 beautiful daughters and a dog named Milo.

18. Naz Haque: Utilizing AI for analyzing user behavior and optimizing landing pages can reduce guesswork in SEO strategies

The integration of Artificial Intelligence (AI) in Search Engine Optimization (SEO) and content marketing is not just an emerging trend; it's a paradigm shift that's already reshaping the digital marketing landscape in 2024. Understanding this evolution is crucial for SEOs, content writers, and digital marketers aiming to stay ahead.

SEO Strategies for 2024

Content Creation on Steroids: AI tools like ChatGPT are revolutionizing content creation, enabling rapid production of high-quality, SE-optimized content. However, this also means an increase in subpar content, necessitating more discerning content strategies.

How to Win: Prioritize strategic and creative direction while utilizing AI for content generation.

Keyword Research Revolution: AI advancements in tools like ChatGPT and Bard are transforming keyword research. Despite increased competition on SERPs, building a solid brand presence remains key.

How to Win: Ensure your content aligns with query intent and leverages your brand identity.

Data-Driven Decisions: Utilizing AI for analyzing user behavior and optimizing landing pages can reduce guesswork in SEO strategies.

How to Win: Infuse unique brand elements into your content and maintain consistency across all platforms.

Link Building Importance: Despite mixed messages about the importance of links, they remain crucial for differentiating content in competitive niches.

How to Win: Focus on acquiring high-quality, relevant links through digital PR, guest blogging, and other ethical link-building strategies.

As AI continues to reshape SEO and content marketing in 2024, the key to success lies in embracing these technological advancements while maintaining a focus on quality, brand identity, and user intent. SEOs and content creators can thrive in this new, dynamic digital landscape by adapting to these changes and leveraging AI effectively.

Short bio:

Naz Haque from Congruent Marketing is a seasoned consultant who helps businesses blend AI with traditional SEO to win big.

19. Imtiaz Ahmed Shuvo: Smarter Search Algorithms, Voice Search Optimization, and Visual Search on the Rise

Smarter Search Algorithms: Artificial intelligence is improving search engine performance. They are becoming experts at understanding user intent and providing more relevant results. So, as content creators, it's all about making your material not just keyword-rich but also genuinely valuable for users.

Voice Search Optimization: As AI-powered voice assistants become more common, optimizing for voice search is a must. People speak differently than they type, so consider how your audience would phrase their questions aloud. Conversational and long-tail keywords are the keys to the kingdom of voice search.

Visual Search on the Rise: AI is making visual search a big deal. Think about Pinterest Lens or Google Lens – these tools are getting smarter at recognizing and searching for objects in images. So, adding descriptive alt text and captions to your images is a must.

Short bio:

Imtiaz Ahmed Shuvo is the CEO of Innoovate - a Digital Marketing agency that specializes in social media marketing and management.

Conclusion

As you can see, the majority of experts agree that search engines will change and update algorithms given the AI boost and development.

Yet, the good news is that AI won’t probably replace human SEOs or content marketers, rather AI-powered tools will be used to improve and speed up various processes.

SEO strategies can become more thought-out, complex, and smart when using special AI tools. Generally, experts suggest paying attention to:

• Changes in search algorithms,
• Voice search,
• Visual search,
• Content quality,
• New AI-enabled tools for SEOs and marketers and learning how to use them.

We hope this article will give you a better understanding of where the SEO industry is going in 2024 and how you can benefit from using the latest technologies.