How Search is Changing in the Long Term
In combination with voice search, AI will dramatically change the landscape of search within a few years. The learning capacity of AI is a good fit for voice search, which improves its speed and accuracy through user experience and big data. The Internet, along with search engines and websites, may see huge changes in its structure with the advent of AI.
Even the idea of a piece of content having its own URL may be replaced by a more data-centric concept – it will look less like HTML/CSS and will instead be based some other structure that is yet to be invented. As AI becomes bigger and better they may be able to simply extract the data that is most likely to meet the user’s needs and present it to them directly in place of offering a list of potential matches…
SEO will eventually become an extremely technical field, dealing with big data and analytics, as well as being governed by an AI whose agenda is essentially unknown (due to its self-perpetuating nature and its continuous self-adaptation). On the other hand, content creation may become easier thanks to an AI that is able to point out the best keywords to use in real time, and by having an easily discoverable website structure, both of which would lead to far higher SERP rankings and revenue across the board.
Success in an organic search, powered by AI, will ultimately come down to providing a positive user experience that puts the emphasis on providing amazing content that is easy to access across all devices.