Over the years it has been interesting to see the world of SEO evolve from the early days when tossing in a bunch of keywords added value whereas today Google is implementing AI to truly understand the linguistics of what’s being said while also integrating other key data points like image recognition, etc. to provide the best user experiences.

With the introduction of the MUM algorithm that takes a multi-modal approach to understanding insights across all aspects of search behaviors, that’s truly a game changer and something we’re watching closely and running tests on daily.

When it comes to the future of SEO and how AI plays such a critical role, one of the questions we’ve been asked recently from companies we’re guiding and see asked on social media after the MUM algorithm was announced relate to the importance of knowing AI to be an SEO professional.

This is similar to Google algorithm changes that were launched years ago (Freshness, etc.) where old school SEO people with no knowledge of blogs/content, that relied on dated practices, were blindsided when Google began to value fresh/quality content but they had no knowledge in that space, writing ability, etc. so they were phased out.

And looking at where we stand today, If SEO companies or people in school looking to pursue a career in SEO want to succeed they have to focus on classic principles combined with what’s actually happening now. Become a badass blogger, study AI and always be open to change.