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Together with my colleague Mathilde, I had the opportunity to participate in the last SMX Advanced conference that recently took place in Paris. In this article, you will find the main takeaways from 2 very interesting presentations I joined. The first one is about the future of SEO and AI and the second one is about link building.



In this presentation, Lily Ray shared her opinion about how AI tools will impact SEO and the way people search in the future.

She started her presentation by stating that AI will not replace SEO but SEOs should learn how to use AI. This is something we totally agree with at CLICKTRUST. We experienced it, AI Chatbots can help us save time with our day-to-day tasks and improve efficiency in our way of working. In one of our previous articles, you can learn actionable ways to use ChatGPT with your SEO daily tasks.

Search chatbots can certainly provide more efficiency, but we need to know where the limit is and not overuse them!


Can search engines detect AI content?

In her presentation, Lily Ray shared an experiment that was done to test if Google could detect AI content and see how it would react. To do so a website was created with a lot of content. These were mostly FAQs and ‘people also ask’ questions. The answers to these questions were written entirely by search chatbots.

Well, as you can see below the results are pretty self-explanatory, it worked pretty well until AI content was detected and the traffic broke down.

Source: SMX presentation from Lily Ray – AI experiment, Google traffic.


By now we know that tools that can detect AI have been created and are actually working. Copyleaks is one of them. If a tool can detect AI content, we can assume that search engines certainly can as well. That’s where we need to be careful and don’t use them in a wrong and abusive way.

Source: SMX presentation from Lily Ray.


Tips for using AI chatbots for content creation

Here are different points of attention when it comes to using results from AI chatbots and more specifically when it comes to content creation;

1) Quality & original: be careful with the quality produced by AI. Not only the content needs to be of high quality but it also needs to be original to avoid duplicate content issues being flagged by search engines.

Get inspired but don’t copy-paste content from chatbots, always review it to be sure it matches your quality standards and your expectations of what you would like to provide to your audience.

2) Misinformation & sources: whether it’s in an article or by experimenting yourself, I think by now we have all seen at least one example of ChatGPT providing misinformation to a request. On top of that, it’s not providing sources for its answers. Don’t assume that ChatGPT knows what it’s talking about. This is something we all need to be careful with when using the tool.

Never forget that your brand image and reputation are at risk when sharing information with your users! So you better be sure that your content has been proofread, that you can provide sources (please don’t mention AI as the author!) and that they have been verified! Especially if your website has a high authority in his sector.

3) Helpful content: qualitative content has really become an important ranking factor for Google. We saw different updates being released last year related to that. The helpful content update in August and the E-A-T getting an extra E for experience in December. Google is now giving an advantage to websites that can match users’ search queries by providing them with helpful, original and experienced content.

I think at this point we all came to the conclusion that AI chatbots will not replace our jobs as SEOs or search engines. What is sure is that it will definitely impact the way people search and this is something we need to be prepared for!

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    Valentine Blondiau

    Digital Performance Analyst