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

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

SEO alone is a real gold mine, with a global market set to reach $122.11 billion by 2028, according to a study by Research and Markets. It’s no surprise that AI has become an attractive tool for saving time and thereby increasing profitability and serving more customers.

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

How AI is changing the game

Bloomreach conducted a survey 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 are typically not associated with the query.

SEO audits are crucial for identifying issues such as 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 key issues need to be addressed to ensure that AI is used in a way that is transparent, accountable and fair.

One of the biggest problems 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 maintain that bias. This can lead to discriminatory practices, such as promoting certain websites or content over others based on factors such as race, gender, and socioeconomic status. To counter this, it is essential that AI systems are trained on diverse and inclusive data sets that reflect a range of perspectives and experiences.

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

Transparency and accountability are also critical issues. AI systems can be difficult to understand and interpret, making it difficult to hold them accountable for their actions. In SEO, this can lead to problems such as opaque algorithms prioritizing certain websites or content over others without clear explanation or justification. To address this, AI systems need to be designed with transparency and accountability in mind, for example by providing clear explanations of how they make decisions and by enabling external audits and oversight.

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

Job losses and economic disruption are major concerns. As AI systems automate many tasks previously performed by humans, there is a risk of job loss and economic disruption, especially if individuals and communities are not prepared 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-powered economy.

Can people still do better?

So, what are some solutions to these ethical issues? First and foremost, AI should be designed and used in a way that prioritizes transparency, accountability and fairness. This means taking steps to ensure that AI systems are designed with diverse and inclusive data sets and that there is clear explanation of 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’s important to remember that there are certain ethical questions that can only be answered by humans. By prioritizing human-led answers to these questions, we can ensure that AI is used in ways that are consistent 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 employees potentially 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 is important to recognize that AI is not a panacea for 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 unlock its potential, avoid the 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.