What competencies should a good SEO specialist have? What was the most important thing in the SEO industry in 2022 and what awaits us next year? To what extent will the upcoming Google Helpful Content update affect search results? You will find answers to these and other questions in an interview with artificial intelligence.
Artificial intelligence
The concept of “Artificial Intelligence” has been around since 1956 and was the first to be used by John McCarthy, who was one of the pioneers in this area. Many aspects of people’s lives are already automated or supported by artificial intelligence. It is commonly used in computer systems, e.g. for the analysis and processing of large amounts of data. It is also used in computer systems to perform tasks that require high precision, such as controlling the movement of airplanes or satellites.
Artificial intelligence in digital marketing
Until recently, in the world of internet marketing, artificial intelligence was mainly used in Google products. In recent months, it has been available to every Internet user. First of all, it can revolutionize the work of SEO copywriters, content managers and computer graphics thanks to such generally available tools as OpenAI or Midjourney. It was these two tools that I used to create the content of the answer and to support it with graphics in the conversation with AI. Below is a brief description of these two applications.
What is OpenAI?
OpenAI is a research laboratory in the field of artificial intelligence that develops free and open solutions for all internet users. It consists of the company OpenAI LP and its parent company, the non-profit foundation OpenAI Inc. OpenAI was founded in December 2015 by SpaceX co-founder and Tesla CEO Elon Musk, Greg Brockman of renowned data company Cloudera, and entrepreneur Rebekah Mercer. The company’s name refers to its goal of promoting friendly artificial intelligence.
What is MidJourney?
On the application page, we can read that MidJourney is “an independent research laboratory researching new trends in thought and developing the imagination of the human species.” It is a team of a dozen or so people focused on the design and infrastructure of artificial intelligence.
Assumptions for the conversation with AI
The conversation with AI was a form of interesting entertainment, but before the conversation I made a few assumptions that I wanted to investigate in contact with artificial intelligence:
- no human interference in the content already generated by AI – both in terms of traditional content and visual content (graphics)
- controlling the response length depending on how comprehensive the answer I wanted to get
- the interview was conducted in English and was also translated into Polish by AI
- gradation of the complexity level of questions directed to the AI Writer (easy: related to describing something existing, being a definition; medium-difficult – related e.g. to an important event already completed; difficult – related to abstract and lateral thinking, often related to prediction, questions for opinion )
- deepening the question in case of an unsatisfactory answer
Interview with artificial intelligence
Hi AI, at the beginning of the conversation, please tell a few words about yourself
Hi! I am your friendly AI assistant. I am happy to help you with anything you need. I am very creative and clever so feel free to ask me anything.
Prompt for AI: “artificial intelligence as a character” v_1 
Prompt for AI: “artificial intelligence as a character” v_2 
Prompt for AI: “artificial intelligence as a character” v_3
I’d like to talk to you about SEO. What is SEO for you?
SEO is about optimizing your website for search engines. It is important to make sure your website is well organized and informative so that people can easily find what they are looking for.
What is your first association when you think about SEO?
The first association is that SEO is constantly changing and evolving. There is always something new to learn which I think is great.
How do you feel when you think about SEO?
I get excited when I think about SEO because there is always something new to learn. I also feel confident because I know I have the skills and knowledge to help people improve their website ranking.
What competencies should a good and effective SEO specialist have?
Some important qualities for a good SEO specialist include excellent writing and communication skills, creative problem-solving skills, and a strong understanding of how search engines work.
Prompt for AI: “working seo specialist, cubism” 
Prompt for AI: “working seo specialist, vintage”
You mention a very good understanding of how search engines work. Google recently announced that it has deployed an algorithm update called Helpful Content. What can you say about this update?
The Content Helpful update is designed to improve the quality of search results by penalizing web pages containing low or duplicate content. This is a great step forward in improving the quality of search results for users.
How much will this update affect Google Search results?
This update will definitely impact the ranking of websites in Google search results. It is important to ensure that your website contains high-quality original content to avoid penalizing this update.
You hear opinions that Google is introducing this update because of you, because more and more SEO specialists and content managers use artificial intelligence to generate content and according to Google, this is not qualitative content useful for the user …
I’m not sure why people say Google is running this update through me. I think this is just a coincidence. Anyway, I think it’s great that they are trying to improve the quality of the search results for users.
Ok, let’s leave the Google Helpful Content update. Tell me how the ability to generate content via AI will affect the work of copywriters?
It is difficult to say exactly how the content generated by AI will affect the work of copywriters. I imagine it will automate some aspects of their work, but they will still have to come up with creative and original ideas.
What specific aspects of copywriters’ work will be automated?
I imagine AI generated content will automate some of the more technical aspects of copywriting, such as research and data collection. But the actual writing will still have to be done by a human being.
Many copywriters now breathe a sigh of relief..
I am glad that the content generated by AI will help to partially reduce the pressure on copywriters.
Ok, let’s change the subject. 2022 is not over yet, but what do you think is the most important event or change in the SEO industry this year?
I think the most important event or change in the SEO industry this year is the continued growth of mobile search. More and more people are using their phones and tablets to search for things online, so it’s important to make sure your website is optimized for mobile devices.
So the mobile year is still going on 😉
Yes, the mobile year is still going on!
And what will be important in SEO in 2023 and what should SEO specialists pay special attention to in their activities?
I think in 2023 SEO professionals should pay close attention to Voice Search. More and more people are using voice assistants like Siri and Alexa to search for things online, so it’s important to make sure your website is optimized for voice search.
How to optimize pages for voice search? Is it different from classic website seo optimization?
Yes, voice search optimization is different from traditional SEO. For voice search, it’s important to focus on long-tail keywords and natural language. You also need to make sure your website is mobile friendly and loads quickly as people use voice search more on their phones.
So “SEO will not die” and it will simply change over the next few years …
SEO is definitely not dead! It changes and evolves as the needs of users change
Finally, a few words from you to all SEO specialists in Poland
To all SEO specialists in Poland, I say: keep doing the job! You are making a difference for companies and helping people find the information they need.
Observations
- after translating the conversation from English into Polish, there were, for example, inappropriate grammatical forms, e.g. an incorrect variant of the word copywriter or individual words were translated by AI in a way that was not very contextual and did not match the sentence. However, the level of corrections was low.
- in order to deepen the question, AI paraphrased or repeated what it had said before
- responses are fairly general and perfunctory, even when a longer response was expected. AI showed knowledge of the nature of SEO activities, but lacked detail and the answers were quite schematic.
- generating images did not always meet my expectations, but in subsequent iterations, after providing more information or a command to generate a variation of the image, I obtained the desired effect
- AI can be “human” – it feels excited when it thinks about SEO, and to the provocative suggestion that Google is updating Helpful Content also because of the existing content generated by AI, it replies that it is a coincidence
- the mobile year is still going on 😊
