will ai tools kill seo with timestamps YoutubeScribe.com

[0:00] The year is 2025 and the world of SEO
has undergone a radical transformation.
[0:06] Gone are the days of keyword research.
[0:07] Backlinks are a thing of the past.
[0:10] And with the power of machine learning,
technical SEO issues are avoided before
[0:14] they can even happen.
[0:16] This is the end of SEO…
[0:21] So there's been a lot of talk about how AI
like ChatGPT, Sydney, and Bard are going
[0:26] to be the end of SEO.
[0:27] Now, I'm not denying that generative AI is game changing in some ways, and I'm definitely not
[0:32] discounting how impressive these AI tools
are at certain tasks, but the fear mongering
[0:38] I've seen on Twitter and LinkedIn sounds
and feels a whole lot like voice search 2.0.
[0:44] Let me explain.
[0:46] So in 2014 to around 2018, voice
search was kind of a big deal.
[0:51] Like, Google was publishing stats showing
that 55% of teens and 41% of adults use
[0:58] voice search daily.
[0:59] I mean, they were even telling us when and
where people used their devices to search
[1:04] with their voice.
[1:05] And this snowball effect of contextless information
led to a general consensus among many SEOs
[1:12] that voice search was only going to get
bigger – and if you didn't optimize for voice,
[1:18] you would get left behind.
[1:21] Basically, similar sentiments to what
people are saying about ChatGPT.
[1:25] Now, to the best of my knowledge, voice
search didn't leave anyone behind.
[1:29] In fact, SEOs learned that a good chunk of
answers that came back from voice search
[1:34] and personal voice assistants like Google
Home and Amazon Alexa were being pulled
[1:38] from featured snippets, which are these blocks of
text that SEOs have been optimizing for for years.
[1:44] Now, the other reason why I bring up voice
search is because it's another time when AI,
[1:49] machine learning, and natural language
processing were all being talked about
[1:54] together in the SEO community.
[1:56] And there's kind of a similar vibe where all
three of these things are in our faces and
[2:02] our feeds but still… no one really
understands them.
[2:06] [What is this?]
[2:08] Now, in order to understand if there's any
validity to claims of ChatGPT and company
[2:12] taking over SEO jobs and search as an industry,
we need to understand what ChatGPT is and
[2:18] how it works.
[2:20] And the best place to begin is by understanding
the fundamentals of what AI, ML and NLP are.
[2:26] Now, even though these acronyms are often
used synonymously, they're not the same thing.
[2:31] AI is an umbrella term for machines
that simulate human intelligence.
[2:35] And NLP and ML are both subsets
of artificial intelligence.
[2:40] In a nutshell, NLP is what allows
machines to understand, interpret
[2:45] and generate human-like language.
[2:47] It breaks down spoken content into
words, phrases, and structured data.
[2:52] Then that data can be analyzed and acted upon.
[2:55] Now, machine learning has
quite a few more layers.
[2:58] Machine learning is the process of training
algorithms to make predictions or decisions
[3:03] based on data.
[3:04] And as these machines get trained with more
data, both accuracy and effectiveness improve.
[3:10] Now, the subset of machine learning that's used
in tools like ChatGPT is called "deep learning."
[3:15] And deep learning uses something called artificial
neural networks, or ANNs, to understand complex
[3:22] patterns and relationships in data.
[3:24] It's basically trying to simulate a human brain.
[3:26] And now we end up at our final layer:
Large Language Models or LLMs.
[3:31] These are a type of deep learning algorithm that
can recognize, summarize, translate, predict,
[3:36] and generate text and other content based on
knowledge its gained from massive datasets.
[3:42] [Magic!]
[3:43] And ChatGPT is a large language model.
[3:46] So, unlike voice search that pulls information
from third-party databases, GPT models were
[3:52] pre-trained on a ton of data.
[3:54] And this allows them to generate entirely
new content by predicting the next word,
[4:00] over and over again based on
probability distributions.
[4:04] It's kind of like autocomplete,
but on a much larger scale.
[4:07] And these predictions on
the whole are really good.
[4:11] So, perhaps predicting the future based on
how voice search turned out doesn't make
[4:16] sense here because we're playing
a completely different game.
[4:19] So much so, that I do think that there
is some merit in what people are saying
[4:24] about how AI will change SEO.
[4:26] [Forget the old ways, brother.]
[4:28] And at the risk of sounding dramatic, that
may also mean a change in career paths
[4:33] for some people.
[4:34] I mean, Google doesn't exactly have a good
track record for trying to preserve traffic,
[4:39] jobs and revenues if it means
it'll improve their search engine.
[4:42] Like in 2011 - 2015, Google Flights
was rolled out globally.
[4:47] And clearly, travel booking sites
got the short end of the stick.
[4:50] And in 2016, when Google rolled out featured
snippets on queries like celebrity net worths,
[4:55] this site allegedly lost 65%
of their organic traffic.
[4:59] While no one knows exactly what will be
impacted in SEO, I have a few predictions
[5:03] of what may come as a result of the rise
of AI in search engine optimization.
[5:07] So first, I think that AI engines will further
gobble up market share for queries that
[5:12] don't require expertise.
[5:14] And I say further gobble up because it already
happened years ago with featured snippets
[5:19] and other SERP features.
[5:21] More specifically, I think it'll happen for simple definitions, high-level listicles with basic tips,
[5:26] and even some of the "how-to"
queries that don't require expertise.
[5:30] Simply put, generative AI can often provide
much better answers more succinctly than
[5:36] 4,500-word blog posts with a lot of nonsense.
[5:40] Second, I think we'll see a decrease in wages
for certain SEO jobs – particularly content
[5:45] writers without niche expertise.
[5:48] [This is the worst!]
[5:49] So, imply put, mediocre writers who are
writing basic content pieces that anyone
[5:54] can write aren't going to be able
to keep charging five cents a word.
[5:58] We now live in a world where ChatGPT and other
AI tools can write better content for a fraction
[6:05] of the cost in a fraction of the time.
[6:07] And as more and more people around the
world realize that you can make a living
[6:11] using the features of ChatGPT, I believe that
supply will exceed demand and things like
[6:17] basic content creation will be outsourced to AI
operators instead of lower-level freelance writers.
[6:23] And with the use of well-trained AI operators,
your cost per word may very well get down
[6:29] to being a fraction of a penny.
[6:31] Now, to be clear, I don't think that subject
matter experts who are writing content for
[6:36] highly technical niches will be
as hard hit or hit at all.
[6:39] Now, the third change I foresee coming is that
the bar for quality content will increase ten-fold.
[6:45] AI has essentially commodified content.
[6:48] But as more people generate more content
from the exact same source using the exact
[6:54] same methods, content is going
to sound more and more alike.
[6:58] In fact, we're kind of already there.
[7:01] So naturally, the bar for "quality"
content must go up.
[7:05] And finally, I think we'll see video results
continue to take more clicks in search
[7:09] engine results pages.
[7:11] Because there's been a clear shift in preference
for video content, search engines have adapted
[7:15] to give us more of what we want.
[7:17] Afterall, their job is to serve the intent
of the searcher as best as possible.
[7:22] Now, I say that video results will continue
to take more clicks because we've already
[7:26] seen this transition with the increase in
video SERP features and various stats
[7:31] that support these changes across the web.
[7:33] Now, the reason why I think AI tools like
ChatGPT will further amplify this is because
[7:38] text content is only going to sound
more and more the same.
[7:42] Take the query "best squat rack" as an example.
[7:45] You click on a result from a known brand and
when you scroll through the content, you see
[7:48] some generic stock photos and a basic description
about the equipment based on Amazon reviews.
[7:54] ChatGPT can also write content like this.
[7:57] But if you look on YouTube and find a video
like this where a fitness enthusiast actually
[8:02] has 10 squat racks where he's going to visually
walk you through the pros and cons from his
[8:08] experience using them, you are going
to get much better insights from this.
[8:12] Now, I'm sure there are a lot more things
that'll change in SEO and search as a whole.
[8:18] But here's the thing: just because ChatGPT can
perform cool party tricks like taking a list of
[8:23] ingredients and giving you a recipe for dinner,
it doesn't mean that SEO as a profession and
[8:28] an industry will die.
[8:30] And I have two main reasons to believe this.
[8:32] #1. AI tools cannot obtain unique real-world
experiences like humans do on a daily basis.
[8:40] And this ties in nicely with an update that
Google made to their quality rater guidelines
[8:45] in December, 2022.
[8:46] They state:
[8:47] "To better assess our results, E-A-T
is gaining an E: experience.
[8:51] Does content also demonstrate that it was
produced with some degree of experience,
[8:56] such as with actual use of a product, having
actually visited a place or communicating
[9:01] what a person experienced?
[9:03] There are some situations where really what
you value most is content produced by someone
[9:08] who has first-hand, life experience
on the topic at hand."
[9:12] AI can't obtain real world experience and
it matters in SEO because Google is now
[9:17] specifically looking for this.
[9:19] Now, whether Google is able to algorithmically
identify whether content demonstrates experience
[9:25] is a story for another day.
[9:26] But by definition, AI will struggle to
produce content that thrives in search.
[9:31] The second reason why I think SEO is here
to stay is because SEO is multi-faceted.
[9:36] SEOs don't become SEOs because
they can write a blog post.
[9:40] Link building incorporates the very human
aspects of building relationships.
[9:44] Some of the most impactful content ideas we
create are a product of knowing our customers.
[9:50] Keyword research is foundational in helping
us reach more of those people.
[9:54] And some of the very specific technical issues
we face can only be solved with first-party data
[10:00] that we probably wouldn't want to share with
companies like OpenAI, Bing, and Google.
[10:05] So while the window for SEO and many other
professions may be narrowing, I don't think
[10:10] AI tools will be the SEO or Google killer that
people are talking about – especially for those
[10:16] who have developed experience and expertise
in certain areas of search engine optimization.
[10:22] Human creativity is limitless, plus someone has
to create the content the machine is trained on.
[10:27] Just think about it like this: Google's mission
is to organize the world's information and
[10:32] make it universally accessible and useful.
[10:35] An SEO's job is to make those pages accessible
and show search engines that it is useful.
[10:40] So as long as there's information that
needs sorting, SEO is going to be around.
[10:46] And if anything, you should probably
be looking for ways to use ChatGPT
[10:51] to improve your SEO processes.
[10:53] Watch our video on some of the best ChatGPT
uses for SEO, consider subscribing to our channel,
[10:59] and I'll see you in the next video.

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