Impact of Artificial Intelligence on SEO and Online Visibility
Yassine Elkhatibi, Faouzi BOUSSEDRA · 2025
This chapter examines the growing impact of Artificial Intelligence (AI) on Search Engine Optimization (SEO) in the experience-driven economy. AI, defined as a set of systems that simulate human cognitive functions, equips companies with powerful tools to analyze complex data and automate processes. As SEO remains crucial for capturing user attention on search engines, it must continually adapt to increasingly sophisticated algorithms. AI is transforming SEO by enabling in-depth analysis of user behavior and delivering personalized search results. Tools such as Google RankBrain and ChatGPT are driving this evolution while also introducing new challenges. This research analyzes the fundamental principles of AI and its key components—including machine learning, deep learning, and natural language processing—and their distinct roles in SEO enhancement. Additionally, the applications, benefits, and challenges of AI-driven SEO are evaluated, and the future trends that could redefine the relationship between AI and SEO in an increasingly digital world are examined.