AI has officially entered the chat. The past few months have seen an explosion of AI-driven tools and features integrated into everything from search engines to online services. And for those of us in the SEO world, it's been a whirlwind of trying to keep up with how these innovations are reshaping the industry. To get a better grasp on the impact, we tapped into the expertise of some leading voices in the field to see how they're using AI and what they think about Google's new Search Generative Experience (SGE).
How AI Is Being Used in SEO Right Now
Ben Fisher, Founder and VP of Marketing at Steady Demand
"AI is a great assistant for our SEO team," says Ben Fisher. "We use it for research, some technical tasks, and to spark ideas for our writers. But make no mistake—AI isn't writing our content. It's a tool, not a replacement."
Ben's team is big on experimenting with AI prompts daily, creating a vault of useful ones that save time on repetitive tasks. The focus here is clear: let AI handle the grunt work so the human team can focus on strategy and creative thinking.
He adds, "Despite AI’s impressive capabilities, the human touch remains integral to our processes, ensuring that our strategies are not only data-driven but also empathetic and user-centric."
Dayna Lucio, Strategist, SEO at Amsive Digital
Dayna Lucio is in full testing mode, exploring the capabilities of various AI platforms. "Right now, I’ve been using AI to help streamline processes like summarizing data and mapping cities to zip codes for local tracking," she shares.
For Dayna, AI is a powerful tool for brainstorming content ideas and filling content gaps. But she's cautious, noting, "Brands should definitely be thinking about how platforms like BingChat, Bard, ChatGPT, and SGE are providing information about their company, products, or services."
Amanda Jordan, Director of Digital Strategy at RicketyRoo
Amanda Jordan uses AI as a brainstorming partner. "I currently use AI to help generate ideas and consider new ways to think about data," she explains. For Amanda, AI’s most significant value is helping SEOs understand how generative AI works, which in turn can shape how they approach future search strategies.
Jess Peck, Machine Learning Engineer at Local SEO Guide
Jess Peck is diving deep into machine learning, using AI for tasks like data analysis, clustering, forecasting, and even content generation. However, she’s not putting all her eggs in the AI basket. "We’re using LLMs like GPT, but not entirely relying on them," she says. For Jess, the real value lies in combining AI with other machine learning techniques to refine outputs and ensure accuracy.
What the Experts Think About SGE
Ben Fisher
"There’s a glimmer of hope for the local SEO profession with SGE," Ben Fisher notes. He’s cautiously optimistic, recognizing that while the current 3-pack results remain consistent, SMBs might face new challenges as SGE evolves. "I think SMBs will suffer, as the real estate they were used to will be replaced by new features," he predicts.
Dayna Lucio
Dayna sees potential in SGE but remains watchful. "The local examples that Google shared definitely show how this can be used on a local level," she says. Dayna emphasizes the need for businesses to continue focusing on solid GBP profiles and on-page content as Google fine-tunes SGE.
Amanda Jordan
Amanda is hopeful that SGE could lead to a better internet experience overall. "I hope SGE is the end of sites being filled with generic content," she says. Amanda believes the future of search will require a strong focus on unique, personalized content that truly meets user needs.
Jess Peck
Jess Peck has mixed feelings about SGE. While she acknowledges it as a logical next step for Google, she’s skeptical about its impact. "I don’t actually think these kinds of experiences usually improve sites," she shares. Jess worries that SGE might shift the burden of misinformation from Google to the public, making it harder to hold anyone accountable.
Andy Simpson, Senior SEO Specialist at Digital Law Marketing
Andy Simpson is enjoying the ride with SGE, even if he’s not entirely convinced yet. "It’s good but not great, and that’s not surprising as this is Version 1.0," he says. For Andy, the excitement lies in experimenting with the new features, even if the jury’s still out on the long-term impact. "At this moment, depending on the search query, it dominates the top of the desktop/mobile search experience," he adds. "But let’s see where this ride takes us."
Conclusion
AI is making waves in the SEO world, serving as a powerful tool to streamline processes, generate ideas, and help us better understand the future of search. But while AI is here to stay, the consensus among experts is clear: it’s not a replacement for the human touch. As for SGE, it’s an exciting development in local search, with a general sense of optimism and curiosity about where it will lead.
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