The Rise of AI and Its Effect on SEO: What You Need to Know with Rick Mulready

As technology continues to expand rapidly, it’s no surprise that Chat GPT and Artificial Intelligence (AI) have become a staple in many industries. And when it comes to the world of SEO, AI is playing an increasingly important role.

In this interview, Rick Mulready and Gert Mellak will look in-depth at what AI means for SEO. Plus, get actionable advice on the ever-evolving algorithms!

Understanding Google’s Algorithm for AI-Generated Content

AI has been around for a while, and Google has been working on its algorithms for years. 

About eight years ago, Gert witnessed the first experiments in which content was generated automatically. Some of the early translation systems were practically useless. However, he knew this technology had potential and began to follow its progress.

Fast forward to today - they’ve been closely monitoring a new system called Open AI. Chat GPT, a platform that uses AI to generate content, gained widespread adoption. With such a tool, users can generate content quickly.

However, it’s not recommended to publish articles generated solely by AI. For this reason, it can be used by Google to train and demote users using spammy links or content. Additionally, Google doesn’t rank content based on frequency alone. Instead, it assigns authority to pages that cover a relevant topic.

Gert also mentioned that SEO consultants should use a process that leverages AI with the human element. This includes writing high-quality content and taking into account recent news from Google.

Is ChatGPT the Future of Search? 

For decades, search engines have been the go-to method of finding information on the web. But younger internet users increasingly turn to chatbots instead of traditional search engine websites. That’s why ChatGPT makes it exciting for search engines.

Google intends to have its AI version fixed quickly. The AI version will be integrated into all Google products, like Maps, YouTube, Docs, etc. It will also be able to give information the user might not have asked for proactively.

With ChatGPT’s streamlined search abilities, it’s no wonder why it’s being considered a promising future search.

Why Your Evergreen Content Strategy May Not Be Sustainable

For Gert, evergreen content doesn’t exist. After all, it suggests that both the content and users never change. And everyone knows that’s not true, especially regarding digital marketing.

Users’ expectations and behavior shift constantly. This means that you need to adapt and upgrade your content to keep up with them. If you were to publish an article today with a plain title, lengthy text, and a video, it would probably not rank very high. This is because it’s not what users are looking for these days. 

Searchers want more, and they expect more. So, if you go back to an old article, you need to jazz it up. That means updating the layout and adding more images, links, and tables of contents. In such a way, you can create a user-friendly layout.

Additionally, people no longer read content from top to bottom. They want to find the information they need with a click. That’s why Google will also adapt to changing user behavior to keep up with its evolving needs.

How Gert is Using AI

Do you want to make sure potential customers can easily find you online? It’s not just about having a presence on social media.

Gert recommends focusing resources on building an organic channel to increase the visibility of a business. But don’t just throw resources at it blindly. You need to invest wisely to see real results. 

He also suggests finding an SEO expert to help with strategies. You must look for one to check in at least every couple of weeks to ensure success. Just like SEOLeverage, they consist of five people to monitor different articles based on goals. They also suggest adjusting content types or formats if needed.

Moreover, AI can be a helpful tool for content creation and research. Even if you don’t know your industry, you can produce an effective content outline. You need to fill in the blanks and use your preferred tool.

What is Semantically Related Content?

Semantic search has been around but is now becoming more mainstream. This helps Google or Bing interpret the meaning behind a user’s query.

Content should be tailored to the topic and include semantic relations between concepts. For businesses, it is important to establish digital visibility and optimize semantic search for better results. Chatbots can aid this by giving related topics to subtopics included in an article.

How to Create Content with AI

To summarize the process, here are tips to consider:

  • Research topic
  • Consult Google for SEO ranking
  • Outline the article with targeted keywords
  • Obtain semantically related words to further content
  • Incorporate “who, how, and why” elements
  • Utilize the AI engine for helpful suggestions
  • Pass off the finished article to an experienced writer
  • Optimize brand presence in Google search results to improve conversion rate

Generally, think of Google as a child that you’re educating about yourself and your work. Consistently providing relevant information about yourself can lead to the coveted “knowledge panel.” This could lead to a vastly different appearance in search results.

Furthermore, focus on the 80/20 rule for articles to optimize for conversions. Traffic can be a vanity metric; having half the traffic but with more conversions is preferable.

AI Detection Tool to Consider

The industry of AI detection tools is growing. One of the many tools to consider is Originality

Many times, people are unaware that they are using or sharing content that was generated by AI. This can lead to legal issues if copyrighted material is shared without permission.

Originality AI detector is a good tool for testing an article’s originality and may help identify AI-generated content. To Google, AI content in the article matters less than its intent. That’s why you must consider purchasing a tool to detect your AI-generated content.

The Overall Impact on SEO

Gone are the days of laborious manual keyword research and analysis. With AI, you can speed up processes and focus on the right topics.

AI should be seen as a tool to help with current tasks, not as a magic solution to reach unrealistic goals quickly.

The impact of AI on SEO extends beyond technical aspects. It’s changing the way people search and interact with websites. That’s why you need to use AI efficiently, creatively, and with the intention of educating the algorithms.


Ultimately, if you want to stay ahead of the SEO game, it is important that you stay on top of all the latest advances. Additionally, understand how they are affecting search engine optimization. 

Ongoing research and testing will be essential as SEO continues to evolve, with AI playing a major role. Investing in professional help also proves invaluable in the long run. So don’t delay – get informed about SEO success!

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