rtificial intelligence, or AI, has been a trending topic in the search engine optimization industry. It’s also widely misunderstood.
A lot of the widely-held beliefs about AI are based on speculation, surmised from patents and search engine behavior. Unfortunately, speculation frequently leads to fear — and fear sometimes empowers the industry’s con artists. I wonder how long it will be before we start seeing practitioners claiming to offer “AI-proof” SEO services.
The most important thing to understand about AI is that it is not a static formula to solve. It’s a constantly evolving system designed to identify, sort, and present the data that is most likely to meet the needs of users at that specific time, based on a multitude of variables that go far beyond just a simple keyword phrase.