The Impact of Artificial Intelligence on the SEO Industry: A Qualitative Analysis

Abstract

Artificial Intelligence (AI) drives significant changes in search engine optimization (SEO), playing a vital role in understanding search queries and delivering accurate results. Large language models (LLM) are reshaping user interactions and experience. One significant development is AI-powered search engines, such as Google's Search Generative Experience (SGE) panel, which introduces new dynamics to the SEO landscape, complemented by conversational interfaces that enhance search interactions' precision and refinement. As traditional search results lose prominence, uncertainty prevails regarding the impact of Google's SGE on informative content metrics like click-through rate (CTR). This study investigates the implications of AI, particularly Google's SGE, on user search behavior and the SEO industry's landscape, focusing on informational content. A qualitative study involving interviews with sixteen SEO industry professionals was conducted. Network construction, visualization techniques, and thematic data analysis were employed to identify relevant topic clusters and ensure the integrity of the findings. The research reveals that AI-powered search engines, like Google's SGE, significantly impact user behavior and organic traffic. AI-driven personalization and accuracy in search results enhance user satisfaction but challenge traditional SEO practices by reducing the prominence of organic search results and clickthrough rates (CTR). This study provides valuable insights into how AI reshapes SEO practices, addressing a notable gap in academic literature. By analyzing industry professionals' perspectives, the research offers a comprehensive understanding of AI's transformative effects on SEO and user interactions. The findings contribute to understanding how AI reshapes SEO practices, providing valuable insights for professionals navigating this evolving field.