As AI abounds, is it time to say goodbye to the role of the SEO marketer? Not quite, says Louis Evans of Tug: professionals able to adapt and innovate will remain in demand – and prosper.
Ah, the agonizing anticipation of SEO’s final obituary. There’s a lingering sadness across the world of marketing as we wait for the wistful fading of an industry that has defined digital visibility for over two decades. The doomsday articles and alarmist LinkedIn posts keep rolling in. In essence, they say the same thing – who needs SEO experts beyond 2024 when AI can magically discern the purpose of any website in mere seconds? No guru meddling required.
If we believe this panic-driven discourse, the need for carefully crafted keyword lists, meticulous content planning, and strategic link-building will slowly fade into the ether. So, why bother hiring algorithm alchemists to ensure your website content is high quality?
Before we close the casket on SEO for good, let’s take a moment to consider whether this narrative is sound or just another example of clickbait.
Shake up
Of course, there’s no doubt that AI is revolutionizing digital marketing as we know it. However, in some corners, machine learning (ML) is accelerating the potential of SEO rather than rendering the discipline obsolete. The reality is that while AI can automate certain tasks, it can’t replicate the strategic thinking, creativity, and nuanced understanding that skilled SEO professionals bring to the boardroom.
Companies that grasp this will likely be the ones to thrive in a digital ecosystem where content quality and user experience reign supreme.
Let’s talk briefly about the so-called decaying SEO job market. Despite the doomsayers, SEO job boards are far from dead. The roles are merely evolving, just as they always have. The rise of AI is shaking things up, leading to a notable 37% year-on-year decrease in SEO job listings in the first quarter of 2024. This might sound bleak, but it’s more of a transformation.
AI may be able to handle basic donkey work – things like keyword insertion, content automation, and even minor aspects of technical SEO – but when it comes to crafting a strategy that sparkles, optimizing for user experience, and navigating the intricacies of search engine algorithms, human expertise remains irreplaceable.
While mid-level roles have seen a dip across the marketing industry, senior SEO professionals in tech-aligned positions are in hot demand. Before you write off SEO as a career, remember: the job market isn’t disappearing; it’s just weeding out those unable to adjust to the new demands. The future belongs to those who can leverage AI as a tool, not a replacement, and who understand that at the heart of every search query is a human being and not an algorithm.
In fact, the importance of technical SEO is growing. As AI pushes the boundaries on what search engines can do, aspects like site speed, mobile optimization, and structured data are becoming non-negotiable. If your site isn’t fast, mobile-friendly, or properly marked up with schema, you’re likely to fall behind – no matter how good your content is.
For SEO teams, the challenge is clear: evolve or risk obsolescence. By elevating technical SEO and URL strategy from a checklist to a core part of your strategic planning, you will not only keep pace with AI advancements but also position your brand to lead in a fiercely competitive landscape.
‘No-click’ future
As we move into a ‘no-click’ future, in which users will increasingly find answers directly on search engine results pages, the role of SEO professionals will continue to evolve rapidly. The challenge is no longer just about driving traffic to websites but also optimizing content so that it delivers value – even in brief, highly visible snippets.
And in today’s choppy waters, where evolving search behaviors are transforming SEO, indie agencies are emerging as powerful players. Smaller, more agile teams are uniquely equipped to navigate the complexities of the no-click future. The goal is no longer just about driving traffic but about delivering instant, high-value information directly within search results.
The indie agency’s ability to adapt quickly and to innovate promises to safeguard results in a world where traditional clicks are becoming rare. By focusing on innovation and maintaining a close understanding of both search-engine behavior and user intent, smaller agencies can continue to ensure that SEO remains a vital, results-driven practice.
