Last Updated On May 04, 2023

Future of SEO and Content- Humans or AI?

Future of SEO and Content- Humans or AI?
By Team TIS

It has been a long journey for Artificial intelligence (AI) but it has finally incorporated itself in our lives in such a way that most people can’t imagine life without AI. Your daily life probably revolves around it. 

In many aspects of our lives nowadays, AI has pretty much taken over everything in our lives, from browsing Netflix up to the point where you finally give in to its recommendation to asking Siri to tell you where the closest shop is.

There is no doubt that artificial intelligence will be a significant part of the future of content writing in the coming years. There have even been speculations that artificial intelligence could create the majority of content in the next decade if it is not already the norm.

When used as a means of gaining valuable insights and curating content, artificial intelligence has many potential applications, but is it actually able to create original and high-quality content?

Among the people who deal with search engine optimization, there’s a saying: “Content is king” and, as Google has been telling us for quite some time, you have to publish good content in order to rank in organic search results.

It might seem as if humans are about to disappear from SEO with the rise of AI-generated content.

In spite of this, although AI-generated content will have a substantial effect in the sphere of digital marketing for years to come, it doesn’t mean that SEO and content marketers will be in the clear when it comes to the future of their careers.

In fact, with the rapid growth in the usage of AI-generated content it is more critical than ever for marketers to invest time and effort into their SEO. Here’s why:

The term artificial intelligence or AI generally refers to a machine that is capable of performing tasks that are typically associated with human intelligence, for example, creativity, problem solving or the ability to understand language. As for SEO, it requires making changes to a webpage to elevate its placement in search engine results. 

A website’s code, relationship building, and backlinking are all examples of this. This is what we call “general SEO”.

There will be a need for SEO as long as some pages are ranked higher than others for reasons that can be controlled. The question is who will do it?

Can artificial intelligence one day accomplish ALL of the tasks related to general search engine optimization (SEO)? Maybe or maybe not.

Nonetheless, that is not what we are going to focus on in this blog. 

I think the question people usually ask about AI replacing SEO is somewhere on the lines of: Will specific AI-generated tools and content creators (like ChatGPT) be able to replace a significant portion of the marketing and SEO work currently done by human content writers? And this is what we will be addressing.

In fact, if you are such an individual, you might also be contemplating whether AI will be able to take over a major chunk of SEO content creation so that your once full-time job becomes just another click of a button.

SEO Content generated by artificial intelligence is simply a type of content that is produced by algorithms that mimic human intelligence processes as much as possible through the use of machine learning and automation.

In the future, artificial intelligence might be able to perform activities as complex as learning, decision-making, and generating written content for SEO by means of a natural language generation software, so it can eventually perform such tasks as creating “human written” content.

There is a wide variety of AI-driven technologies already available within the marketing industry, from chatbots that can answer real-time questions to content management systems that create personalized content based on the user’s preferences. 

Additionally, it can help you predict marketing trends, decide the most important marketing priorities, select keywords that are relevant to your audience for SEO, and analyze the buyer’s journey through your site in order to optimize your marketing efforts. 

In majority of the cases, AI can see, understand and analyze things quicker and more effectively than a human.

Despite the fact that AI and machine learning are two of the hottest topics on the market today, they are very different from each other. Machine Learning is a current application of artificial intelligence based on the idea that machines should be able to access data and use it to learn by themselves based on the information they are provided with.

In other words, artificial intelligence (AI) is the creation of intelligent machines that can stimulate human behavior, emotion, and thinking. 

In contrast, machine learning is the process of learning from data without programming. Creating content that is optimized for your business website i.e. SEO content needs a proper blend of both AI and human intelligence. But using AI alone to create content can prove to be problematic since AI has certain limitations. Let us dig deeper into the constraints that AI brings along.

AI Content Limitations:

Many content writers and SEO professionals have been quick to point out the limitations of the current AI technology.

Some downsides of AI powered SEO content generators are as follows:

  • Factual errors:

A website’s credibility could be damaged by AI-generated content that passes off errors as factual. 

  • Lack of originality:

There is a tendency for artificial intelligence content to be generic or repetitive, and lacking in the style and creativity necessary to be truly engaging.

  • Human touch cannot be replicated by robots:

There is no emotion, no memory, no preference in a robot. They are unable to hate or love (yet). Many consider human content writers irreplaceable because AI lacks experience and emotions.

A human content writer has the ability to relate emotionally to their audience in a way that is more effective compared to an artificial intelligence software. Humans produce statements of facts in a more powerful way.

It is human nature to be interested in other people’s stories, which are filled with meaningful experiences and memories – this is something that machines will never be able to have. 

There is simply no human flair when it comes to robots! It’s impossible for AI to love content the way our writers at TIS do – we put our hearts and souls into every word we write.

  • Off-topic Content:

A common problem with AI generators is that they do not fully grasp the context and purpose of the content they are generating, resulting in vague, off-topic or unfocused content.

  • Robots Lack the TOV Flair:

Supposedly, AI machines possess more than just the ability to understand words, they are also able to convey emotions and sentimental intent as well.

 It is said that they can adjust their tone of voice according to the tone of the client, but without the human intellect and sensitivity to be able to be flexible with their voice, depending on the subject matter, this is something artificial intelligence isn’t capable of doing. 

A consistent tone of voice ensures that a clear and consistent message is conveyed across all communications – we aim at achieving this across all platforms! 

It is true that human writers have the flexibility and ability to conceptualize and create an original piece from scratch, while AI content generators need more time to learn and develop ideas from a pool of content before they can accurately pick up the voice and subject matter of a company. 

Turn to real life content writers for original, fast, and fresh ideas.

  • Al Content is Not Relatable:

It is not possible for humans to relate to robots at the same level as they can to humans. 

As human beings, we empathize with our fellow humans on a real level, and this is something that can’t be achieved by a robot with no emotions. They trust human writers because they are on their level, so they are able to engage with the material on a deeper level.

It is possible for human writers to evoke the emotions of their readers by using a common ground and relatable emotions, something that robots simply cannot do! 

The work we do at TIS is driven by a clear purpose, which lets us be creative and move at a fast pace, keeping in mind our users and their requirements.

  • It is expensive to generate content with robots:

The creation of content with AI can be extremely detailed and smooth, but it can also be very expensive. 

As far as what is readily available to the public and local businesses, it is not even close to the level of what is readily available to large companies. 

The quality of robot-created content is directly proportional to its price. As free AI tools create content that is similar to the grammar levels of sloppy Google translation, it is a technology that is still far from being reliable enough to replace humans, and we should not expect it to do so any time soon.

In addition to the fact that we have far less emotional involvement when we know that a piece of content has been written by a machine than when we know it has been written by a human.

Despite your best efforts, you may get caught and lose your position and brand if you pretend it’s written by a human.

In spite of the fact that artificial intelligence is capable of assisting you in creating content, there is still a need for human interaction in the process. You should treat AI-generated content as a first draft to ensure it is accurate and correct. 

Ensure your content reflects your brand voice, and ensure it has a human touch. 

Are you going to spend as much time on this as you would on simply creating content from scratch? 


As of now, this is the price we must all pay if we use AI to develop content.

The AI content may sometimes produce nonsense paragraphs, mimicking Wikipedia pages, or following inaccurate grammatical structures.

To ensure your message resonates with your audience, proof through it thoroughly. If it doesn’t click with you, it will not with your audience either. 

This prompted many experts (including us) to emphasize that AI writers should be used in conjunction with human creativity, expertise and critical thinking in order to improve efficiency and save time in the writing process. 

Today, AI content generators are primarily used as tools to improve effectiveness in writing.

It’s still crucial to maintain authenticity, but don’t underestimate the power of AI. Aside from fueling brand content, AI-generated content will boost productivity and save time and money in the marketing era. 

Nonetheless, it cannot replace valuable, in-depth content written by humans. 

You will have to decide the right balance between the advantages of saving time and generating content quickly versus engaging, rich content created by humans – something that is certainly going to be a major challenge in the next few years.

How SEO Can Stand Out?

In the age of artificial intelligence, what makes exceptional SEO content? The following suggestions may help.

  • Identifying Intent:

It is a well-known fact that good content creation is an important SEO factor, but if you want to be successful with your content creation, you need to go well beyond merely writing excellent articles. 

In order to achieve this, it is essential to understand client profiles, intent, journeys and to integrate them with various other domains. 

Taking the example of buyer intent, how does it relate to keywords, how keywords relate to content, how content relates to social media, how social media relates to site authority, and so on.

It is important to be able to see how these factors work together in order to be a good SEO content.

  • Improve Yourself:

Increasingly, AI-generated content requires more than just writing well and writing lots of content. 

A unique voice, a compelling brand story, and a marketing plan are all ways SEO experts can help websites stand out from their competitors. 

  • Customized Experiences:

The personal touch is often missing from AI-generated content, but SEO can help a website rank higher by profiling individual target audiences and tailoring content to them in a way that creates a more engaging experience for visitors.

Will AI replace SEO?

There is no doubt that AI will continue to have a significant impact on diverse aspects of SEO, including keyword analysis, topic research and writing.

There is no doubt that SEO will continue to be an essential component of digital marketing for some time to come, regardless of advancements in artificial intelligence.

In conclusion, the emergence of AI-generated content is both a blessing and a curse for the SEO industry.

On one hand, it has the potential to make content creation easier and more accessible. On the other, the increase in quality content makes it harder to stand out and rank higher in search results.

To thrive in today’s digital environment, marketers will have to evolve, and commit effort and time into their SEO and content marketing strategies to create unique, optimized, and high quality content that genuinely connects with their target market and distinguishes them from the competitors.

Frequently Asked Questions:

Q: AI content – What does it mean?

Ans: AI content has a broad definition, just like the definitions of the terms ‘Artificial Intelligence (AI)’ and ‘content (content)’ themselves. 

To keep it short, AI content is the type of content that is generated by algorithms or models that incorporate artificial intelligence or machine learning. As far as the format of the content is concerned, it may be in the form of images, text, videos or even audio files.

Q: Does AI content help SEO?

Ans: It is possible to create SEO content with the help of artificial intelligence since it is quick and can be produced to a relatively high standard. 

It is still important to review and refine AI content by humans to assure that it is engaging as well as following best practices and appropriate search guidelines in order to ensure best possible quality.

Q: Artificial Intelligence in SEO: Why is it important?

Ans: As a result of artificial intelligence (AI) SEO, the manner in which content is written and optimized for algorithms is revolutionizing. AI can drastically reduce the amount of time spent on tedious jobs like keyword research and writing, thus freeing up time for more important tasks.

With the leveling of the playing field when it comes to content, SEOs will have to come up with other strategies in order to remain competitive.

Q: Are content marketers being replaced by AI?

Ans: Although artificial intelligence can be used to automate many of the tasks involved in content marketing, it is unlikely that AI will entirely substitute for human content marketers. 

It is true that artificial intelligence is capable of generating large amounts of content quickly, however it does not always understand the intricacies of style, tone and intent. 

Moreover, it can be difficult for an AI to replicate the creativity and expertise of human content marketers when it comes to generating content.

Q: In terms of AI content, What is Google’s position?

Ans: As of now, Google does not consider AI-generated content to be against its guidelines. It has been repeatedly mentioned in official statements that Google places a high emphasis on quality and user experience, no matter how content is created. 

Artificial intelligence content that is perceived as spam or manipulation is not welcome by Google.

Q: Using AI to create content: How does it work?

Ans: As a result of artificial intelligence, content can be created by automatically generating images, text, audio, or video based on input info. AI chatbots, for example, can be programmed to write text, including entire pieces of content, based on the instructions provided by users.

As well as analyzing and optimizing existing content, artificial intelligence can also be used in the process of identifying tone, keywords, style, etc  and providing suggestions for changes to be made.


About the Author:

This blog is authored by Nandini Pathak with an area of expertise in technology. Uniquely blending her legal background to create engaging content, she is passionately involved in emerging technology trends. An avid dog lover, her warmth and empathy enrich her writing style. Nandini’s passion for learning and her SEO proficiency ensure her work stays relevant and visible, making her an impactful content creator who seamlessly integrates personal pursuits with professional expertise in the technology domain.

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