The use of generative artificial intelligence tools has become all the rage for companies and consumers alike as early adopters hail their capabilities for saving time and assisting with tasks. But don’t hand your search engine optimization over to ChatGPT just yet.
Frank Sanchez, managing partner of Elk Marketing digital marketing agency, warns that the rules of the game appear to be changing and that jumping on the AI bandwagon for SEO strategies could be a mistake for some companies.
Using generative AI tools can cut the cost of digital marketing in a big way, but experts warn there are risks with leaning too heavily on the emerging technology. (iStock / iStock)
“I think this is happening so fast that even Google is kind of on the back foot right now,” Sanchez told FOX Business, noting that the narrative has changed multiple times since ChatGPT came out as to whether the search engine titan could – or would – penalize users for AI-generated content. “It very much seems to be in limbo.”
Sanchez, who co-founded Elk in 2016, says companies that already have a solid SEO strategy that is working well should tread carefully because they have the most to lose if the rules of the game change and companies are punished for AI-generated content.
“It really comes down to where you’re at in the business cycle with your own SEO strategy,” he said. “If you’ve got a great domain authority and you’re writing content that is really engaging with your customer base and you’re really happy with the results and you’re keeping things moving at a profitable standpoint, then don’t mess with it.”