Search engine optimisation (SEO) professionals recognise that the most crucial skill for success is the ability to adapt to change, and the last 12 months have seen a tremendous amount of change. Many industry observers and laypeople alike have claimed that these changes spell the end of SEO as we know it. However, the truth is that there has never been a more exciting and dynamic time to be in SEO. With the new year upon us, the convergence of artificial intelligence (AI) with existing frameworks will offer opportunities to forge new content streams and connect with audiences via new channels. As AI tools become more complex and widespread, their adoption will drive SEO growth and provide benefits for audiences that have come to expect innovation on a daily basis.
In particular, sophisticated AI connectivity will continue to revolutionise the marketing and SEO landscape. While early versions of generative AI were geared towards exploring this new technology and its capabilities, those with robust marketing and SEO foundations that existed before the emergence of AI are best placed to make use of these tools today. Companies like Wix, which have cast a wide net of AI across their systems for almost a decade, are pioneering the use of AI in SEO and marketing tools. Expect to see even more exciting developments in the integration of AI and marketing, which will enable marketers and SEO professionals to provide new, innovative value to clients and customers.
In the era of AI, headless content management systems (CMSs) are going to take on even greater significance. These platforms, which do not have an integrated frontend, enable developers and SEO professionals to use any tech they desire to display content on different platforms, such as websites, mobile apps, or IoT devices, via APIs. This freedom to experiment is incredibly valuable in today’s multichannel marketing landscape. Furthermore, connecting headless content systems to custom GPTs and other AI tools will give rise to seamless generative experiences, which will be indispensable for marketers and SEO professionals alike.
Finally, feed management will become an essential SEO skill. Google is dividing the crawl for different website elements via APIs and differentiated feeds, alongside specified structured data. Such feeds must be optimised to perform at their optimal capacity. Unmanaged feeds that contain errors or inaccurate information can waste valuable time and resources for both users and bots, so careful management is critical. The management of these feeds involves putting rules in place to specify what should go into them and managing the tech configuration to ensure that data flows seamlessly. The indexing of these feeds could become mandatory in the future, making it imperative for marketing and SEO professionals to hone their feed management skills.