The ethics of AI in SEO and why humans are still (just) better

As the use of artificial intelligence (AI) becomes increasingly widespread in SEO (search engine optimization), especially due to the phenomenal success and mainstream appeal of ChatGPT, there are growing concerns about the ethical implications of these practices.

SEO alone is a veritable goldmine, with the global market set to reach $122.11 billion by 2028, according to a study by Research and Markets. It’s no surprise AI has become an attractive tool to save time and, therefore, increase profitability and the ability to serve more clients.

In the world of SEO, continuous data processing and analysis are required. AI tools can help automate these tasks and improve overall site performance at scale. But there are some significant hurdles regarding AI’s SEO dominance over human beings.

How AI is changing the game

Bloomreach conducted a study on customer engagement and found that B2C shoppers spend 82% of their shopping time searching and browsing for the right content. This underscores the importance of long-tail searches, which marketers often overlook. AI integration can help address long-tail searches by identifying matching content and presenting relevant pages that aren’t typically linked to the search.

SEO audits are crucial for identifying issues like broken links and duplicate content that can negatively impact a website’s search performance. However, these audits can be complex and time-consuming. AI-based SEO tools like Semrush, Ahrefs and Spyfu provide comprehensive audits and reports on keyword searches and organic research trends, highlighting issues and ways to improve website performance.

AI’s biggest challenges in SEO

From bias and discrimination to privacy and data security, a number of major issues must be addressed to ensure that AI is used in ways that are transparent, accountable and fair.

One of the biggest issues with using AI in SEO is bias and discrimination. AI systems are only as unbiased as the data they are trained on, and if the data is biased, the AI system will learn and perpetuate that bias. This can lead to discriminatory practices, such as promoting certain websites or content over others based on factors like race, gender and socioeconomic status. To combat this, it’s essential that AI systems are trained on diverse and inclusive datasets that reflect a range of perspectives and experiences.

Another major concern is privacy and data security. The use of AI in SEO often involves collecting and analyzing large amounts of user data, which can raise concerns about privacy and data security. If the data is collected without the user’s consent or used in ways the user did not expect, this can violate their privacy rights. To address these concerns, AI systems must be designed with strong privacy and security protections, such as robust encryption and secure data storage.

Transparency and accountability are also critical issues. AI systems can be difficult to understand and interpret, which makes it hard to hold them accountable for their actions. In SEO, this can lead to issues such as opaque algorithms that prioritize certain websites or content over others without clear explanations or justifications. To address this, AI systems must be designed with transparency and accountability in mind, such as by providing clear explanations for how they make decisions and allowing for external audits and oversight.

Deception and manipulation are also major concerns. AI systems can, for example, enable the creation of fake news or manipulation of search rankings. This raises concerns about impacts on public opinion and democracy. To combat this, AI systems must be designed with safeguards such as requiring transparency and accountability for the sources of information and content.

Job losses and economic disruption are significant concerns. As AI systems automate many tasks previously done by humans, there is a risk of job loss and economic disruption, especially if individuals and communities are unprepared for the transition. To address this, investing in education and training programs is important to help people develop the skills they need to succeed in an AI-driven economy.

Can humans still do a better job?

So, what are some solutions to these ethical issues? First and foremost, AI must be designed and used in ways that prioritize transparency, accountability and fairness. This means taking steps to ensure that AI systems are designed with diverse and inclusive datasets and that there are clear explanations for how these systems make decisions. It also means investing in oversight and regulation to ensure that AI is used in ways that are ethical and in line with public values.

Another solution is to prioritize human-led answers to ethical questions. While AI can be a powerful tool for automating many tasks, it is important to remember that there are certain ethical questions that can only be answered by human beings. By prioritizing human-led answers to these questions, we can ensure that AI is used in ways aligned with our values and priorities as a society.

In conclusion, while there are significant ethical issues that arise when using AI in SEO, there are also a number of solutions and strategies that can be implemented to address these issues. By prioritizing transparency, accountability and fairness and investing in education and training programs for workers who may be impacted by AI-driven automation, we can ensure that AI is used in ways that benefit society as a whole.

At the same time, it’s important to recognize that AI is not a silver bullet solution to every problem. While it can be a powerful tool, it does not replace human judgment and decision-making. By taking a thoughtful and considered approach, we can harness its potential while avoiding its pitfalls and ensure that our use of technology is guided by ethical principles and values.

Irina Proskurina is the CEO and founder of E-PR Online.