Search engine optimisation (SEO) has become a critical factor of digital marketing strategies, as companies strive to gain visibility on search engines such as Google and Bing. The increasing complexity of search algorithms and the sheer volume of online content means that an SEO executive often needs help to keep up. Artificial intelligence (AI) has emerged as a powerful tool in this context, helping SEO professionals to analyse data, identify patterns, and optimise their strategies. In order to use AI effectively and responsibly, SEO executives must be aware of the risks associated with relying too heavily on AI in the digitised era.
Risks Of Relying On AI As An SEO Executive
One risk of relying on AI for SEO is the potential for data breaches and privacy violations. Large amounts of data, including sensitive information about people or businesses, are needed for AI algorithms to function effectively. If this data is not properly protected, it may be susceptible to theft, hacking, or other inappropriate uses.
Moreover, AI algorithms may inadvertently reveal information about individuals or companies they would prefer to keep private, such as search history, online behaviour, or purchasing habits. For this reason, it’s crucial for SEO executives to make sure that the data they use for AI is gathered and stored in accordance with applicable privacy laws and best practices.
Another risk of relying on AI for SEO is the potential for bias and discrimination. AI algorithms are only as objective as the data they are trained on, and if this data is biased or discriminatory, the results can reflect this. For example, an AI algorithm may inadvertently exclude certain groups of people from search results or may perpetuate harmful stereotypes in its language or content. Therefore, it is important for SEO executives to ensure that the data they use for AI is diverse, representative, and free from both bias and discrimination.
Despite the risks, there are many advantages to AI. This is particularly true for the marketing and service sectors. The stats listed below demonstrate this.
- 40% of businesses say that customer experience is their top motivator for using AI
- Chatbots responded to 85% of customer service interactions
- 48% of marketing managers cite AI as making the most significant difference in how customers interact with them
- 51% of e-commerce businesses use AI to provide a seamless user experience
- 64% of B2B marketers consider AI to be valuable within their marketing strategy
- Approximately 15% of all businesses have adopted at least one AI technology. This translates into 432,000 companies.
- The highest adoption rates currently are in the IT and telecommunications (29.5%) and legal (29.2%) industries.
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