Introduction
Generative AI has dominated conversations in the SEO (Search engine optimization) world in recent years.
Tools like ChatGPT, Google Gemini, and Claude AI aren’t just trendy terms anymore—they’ve become a powerful asset for professionals and marketers who are looking to enhance their workplace.
However, despite its increasing impact, there are still many myths and misunderstandings around the connection between AI and SEO.
Will AI replace SEO experts? Is AI-generated content good for SEO?
These are some questions that have taken root, causing confusion, and at times, misplaced fear among many.
In this article, I’ll clarify these questions. Drawing on insights from experts and real-world examples, I'll pull back the curtain, revealing how this technology is reshaping SEO today–and what the future holds.
Let's dive in!
AI in SEO: A General Overview
AI has transformed the way we search for information and interact with search engines across several industries, notably in the world of SEO.
But here’s the thing: AI’s influence on SEO isn’t new. Google has been leveraging this technology since 2015 when it introduced RankBrain, its first AI-powered algorithm.
Fast forward to today, and the game is changing even more with generative AI now integrated directly into Google’s search results through AI Overviews. The strategies that worked five years ago are no longer enough to keep up.
As AI and SEO become more closely connected, many misconceptions arise from a misunderstanding of how these two fields interact in 2024 and beyond.
These misconceptions can hinder effective SEO strategies, making it critical to clarify and address them head-on.
Debunking 6 Common Myths about AI in SEO
Now, let's explore and debunk these common misconceptions.
Myth 1: AI Will Replace Human SEOs
This is the biggest misconception about AI in SEO. But is it true that AI can or will completely replace human expertise?
The answer is no. Such claims are an exaggeration.
While AI excels at analyzing data, predicting trends, and optimizing certain SEO aspects, human expertise is essential for interpreting that data and creating compelling content that resonates with your target audience.
For example, crafting a content strategy that delves into the what, why, and how of your content creation—like Nifemi discusses in this post—cannot be fully delegated to AI.
Why?
This is because effective content strategy requires strategic thinking, a nuanced understanding of audience behavior, user intent, and creativity that AI simply cannot replicate.
As a result, most companies would prefer to use AI as a tool within their workflow rather than as a replacement for human expertise.
A good example is the content marketing platform Copy.ai. They use AI to draft content but incorporate human editors to ensure the output's quality and relevance.
Julia Lozanov, Chief Editor at Verpex, also had this to say:
“At Verpex, we use AI tools to expedite operations and gather data-driven insights, but our SEO specialists stay in charge, ensuring that our methods are both technically sound and creatively effective. Artificial intelligence is a great tool, not a replacement for human skill”
So it's clear: while AI can certainly be a game changer, its real power lies in its ability to complement human expertise, not replace it.
Myth 2: AI Can Fully Automate SEO Tasks and Guarantee Top Rankings
Another common myth is that AI can completely automate SEO, making it a one-time effort, and even guaranteeing top search rankings.
This may sound appealing, but it’s far from the truth.
There is always a dynamic phase in digital businesses where SEO strategies maintain the pace with algorithm updates, competition, and shifts in user behavior. Effective SEO is anything but a one-and-done solution.
Moreover, this process is complex, and excelling in search results depends on various factors. These include on-page SEO—like content quality and user experience—and off-page strategies like building quality backlinks and managing your online reputation.
While AI can streamline some parts of this process, it cannot replace the strategic and relational aspects of building backlinks, which require personalized outreach and relationship-building.
Similarly, AI can help identify and even fix certain technical issues on your website. However, challenges like site architecture, speed optimization, and mobile-friendliness require nuanced understanding and human intervention that AI cannot provide.
So, while AI can be incredibly useful in specific areas, it’s the human touch—the ability to craft compelling narratives, understand user intent, and create truly engaging experiences—that ultimately drives success in search engine results.
Myth 3: AI Content Sucks and Is Bad For SEO
Let’s set the record straight: just because content is generated with the help of AI doesn’t mean it’s poor quality.
The belief that AI content harms SEO is a hot topic. But here’s what many fail to realize: Poorly written AI content isn’t an issue with AI itself—it’s a human problem.
Why? Because AI doesn’t hit “publish” on its own. If you encounter low-quality AI content, someone deemed it acceptable enough to publish.
And let’s not forget that there are also human-written pieces that are just as poor, if not worse.
On the flip side, newer AI models are improving significantly, producing high-quality content requiring minimal edits. So, it’s less about AI being the problem and more about humans making poor judgment calls.
Here’s what Danny Sullivan, a Google Search Liaison, has said about AI content:
So, what’s the takeaway?
AI content isn’t inherently poor and is definitely NOT bad for SEO. However, the key is to execute it correctly.
Myth 4: Google Doesn't Rank AI Content.
Another extension of the previous misconception is the belief that Google frowns at AI-generated content and doesn’t rank it.
Nothing could be further from the truth.
In 2023, Google clarified in its search guidelines that its focus is on the quality of content, not on how it’s produced.
In other words, Google doesn’t care whether content is created by a human or AI; they care whether it is helpful.
In fact, an ongoing study by Originality revealed that as of September 2024, approximately 13.97% of the top-rated content in Google search results is AI-generated.
Brian Mathew, an expert from Computer Technicians, weighs in on this misconception:
“There is a common misconception that Google is totally against AI-written copy," he says. "What they are most certainly against is the abuse of AI to scale content production with NO human oversight. The 'SEO heist' from 2023 is perhaps the most infamous example of how this can go spectacularly wrong."
So, can AI content rank highly on search?
Google says yes!
Myth 5: AI Can Automatically Generate High-Quality Content
While it’s true that AI-generated content doesn’t automatically mean low quality, there is a risk in assuming these tools can consistently produce high-quality work on their own.
Yes, AI can produce impressive content on certain topics. However, when it comes to content requiring a high-level approach, in-depth analysis, or expert insight, it often falls short.
Take, for instance, if you want to create a detailed listicle comparing alternatives to a software tool, you might need a real person to test, evaluate, and highlight what truly sets each option apart.
While AI can gather surface-level details like features, pricing, and general information found online, only someone with firsthand experience can deliver a well-rounded, original review that aligns with Google’s policy on creating helpful, reliable, people-first content.
So, what does this mean for content creation?
To produce top-notch work, you must go beyond surface-level facts. Share your unique insights, draw from real experiences, and establish yourself as a trusted authority—something AI alone cannot achieve.
Myth 6: AI Can Handle and Optimize Content in All Languages Effectively.
Another misconception is that AI can handle and optimize content in all languages with equal effectiveness.
In reality, AI's ability to understand and process different languages varies significantly, and it may struggle with nuances and idiomatic expressions in less widely supported languages.
For example, the Yoruba word “omo” is culturally nuanced and doesn’t always mean “child,” as an AI translator might suggest. The correct meaning depends on the context in which it is used.
If you're not a native speaker or well-versed in the language, you may miss these subtleties.
Reyansh Mestry, Head of Marketing at TopSource Worldwide, captures this thought by sharing how they leverage AI for international strategies:
“We employ AI technologies to help with multilingual SEO by offering basic translations and keyword ideas, but I always rely on native speakers to polish and modify the material. This guarantees that the end result is both factual and culturally appropriate. We produce superior multilingual SEO results by combining AI efficiency and human experience. This technique allows us to maintain high-quality content across multiple linguistic markets.”
Best Practices for Using AI in SEO
While AI isn’t a replacement for human expertise, it offers significant advantages that can enhance your SEO efforts when used correctly.
Here are some practical tips on how to leverage AI effectively for SEO:
Create a roadmap for using AI.
Before diving into AI for SEO, it's crucial to have a clear plan. Start by defining your goals and identifying which tasks AI can handle versus where human expertise is still essential.
AI works best when guided, so set specific SEO objectives, track your progress, and fine-tune your prompts to maximize the effectiveness of your tools. This way, you’re not just using AI; you’re using it strategically.
Use the latest models available.
If you are going to use AI to produce copy, use the latest model available," says Gareth Boyd from the Forte Analytica SEO agency. "Claude is a standout since you can set up a project and give it context with documents and text.
This ensures more accurate and relevant content that aligns with your objectives.
Use AI as a starting point for content.
While AI can generate content quickly, it won’t write you a perfectly optimized copy.
So what should you do?
Gareth explains further:
“Treat the output like a solid first draft.” Always have your editors fact-check and enrich the content with human insights, data, and commentary before publishing it to ensure quality and relevance.”
Don’t neglect other important SEO tools.
While AI can enhance your content creation, it shouldn't replace essential SEO tools like Ahrefs and SEMrush.
These platforms offer in-depth keyword research, competitor analysis, and performance tracking—capabilities that AI lacks. Relying solely on AI for tasks like keyword generation can result in missed opportunities.
Instead, integrate these tools into your SEO strategy to achieve better results.
Don’t forget your own learning.
As you explore AI and SEO, prioritize your education. Stay updated on industry trends by following reputable SEO blogs and mastering AI terminology. In addition, enhance your skills in prompt engineering to maximize the effectiveness of AI tools.
Understanding their outputs and recommendations will help you make informed decisions and stay competitive in this evolving landscape.
AI in SEO: What the Future Holds
"Generative AI has come a long way since the first version of ChatGPT, but the real impact is yet to come," says Draven McConville, founder of the job management software, Klipboard. "We're on the cusp of seismic change because of agentic AI. You can think of agents as an AI for a defined role or task. The difference between them and what we have now is that agents can work together to do tasks with minimal human oversight.”
So, how does this affect SEO?
It signals a new era of user-focused, intelligent, and responsive SEO strategy, propelled by innovative methods and technical innovation.
It's going to fundamentally change the workplace.
Conclusion: The Evolving Role of AI in SEO
We’ve established that AI is a powerful tool for SEO professionals. When it is used effectively then it can help you to create more comprehensive, engaging, and user-focused content.
But that’s just one piece of the puzzle.
In 2024, successful SEO involves crafting holistic digital experiences that showcase genuine subject matter expertise. This means SEO is no longer just about optimizing for keywords. Instead, it’s about aligning content with various topics and user interests. It’s not just about chasing backlinks; it’s about building authoritative voices across the web—leveraging AI in the process.
Jason Smith, CEO of Contentellect, perfectly sums it up:
In this new era of SEO, the winners won't be those who can best manipulate algorithms or generate the most content, they'll be the ones who can leverage AI to amplify their expertise, create more value for users, and tell coherent, comprehensive stories across the digital landscape.
Author's Bio
Adedoyin Ogunmola is a B2B SaaS and tech writer with 3 years of experience, featuring bylines on platforms like Dorik AI, OutrightCRM, Primostats, and more.
His strength lies in creating authentic, high-quality content, guided by his writing philosophy: “Show, don’t just tell.”
Adedoyin simplifies complex ideas by using clear, relatable examples and vivid illustrations.
Follow him on LinkedIn
Related Reads
On-Page vs Off-Page SEO | Understanding the Pillars of Search Engine Optimization
