AI, ChatGPT and implications on enterprise SEO — Jason Lax // SAP

Jason Lax, SEO Global Lead at SAP, explores enterprise SEO. As AI and natural language processing continue to advance, the possibilities for enterprise SEO are expanding rapidly. The emergence of ChatGPT has opened up new opportunities for enterprises to enhance their digital presence and achieve higher rankings in search engine results pages (SERPs). Today, Jason discusses AI, ChatGPT, and implications on enterprise SEO.

About the speaker

Jason Lax

SAP

Jason is SEO Global Lead at SAP

Part 1Enterprise SEO- How to create collaboration and success across an enormous company — Jason Lax // SAP
Part 2 AI, ChatGPT and implications on enterprise SEO — Jason Lax // SAP

Show Notes

02:40

The impact of AI and ChatGPT on SEO

The use of AI in SEO has been around since Google introduced RankBrain in its algorithm and indexing seven years ago. AIs ability to help with intentions such as going to places or doing tasks will determine if it's a potential replacement for search engines like Google.
04:24

Google and the penalization of AI

The use of AI tools for content creation will likely be embraced as it's just going to accelerate and augment what we're already doing. The challenge for Google will be weeding out AI-generated content that ruins the user experience.
06:52

Expanding audience reach with AI and machine learning

AI and machine learning have improved translation capabilities, which presents a significant opportunity for businesses to expand their reach and audience in different markets. Essentially, AI technology boosts multilingual outreach efforts for companies
08:43

The future of AI and human

The future of AI is promising with the increasing pace of technology and our adoption of it. It is predicted that AI will converge with human intelligence, resulting in experiences similar to those seen in science fiction.
10:50

ChatGPTs impact on the search industry

The success of ChatGPT and its impact on the search industry will depend on the experience it offers and how well it performs in accomplishing tasks and helping users navigate. While it may not replace Google, itll provide new ways for users to interact with information.
12:19

Structured data and AI in content management and SEO

The use of structured data can improve ranking and make it easier for various services to consume content. AI technologies can potentially help us with managing and organizing vast amounts of accumulated content.
14:02

Experimentation with smart speakers for search experience

People involved in search should experiment with smart speakers to recreate a Star Trek-like experience within their devices. People, particularly young kids, are voicing their queries rather than typing them out because it is quicker.

Quotes

"Google introduced AI to its algorithm and indexing seven years ago with RankBrain. So, in many ways, If you're an SEO, you're already dealing with AI." -Jason Lax, SEO Global Lead, SAP
"The translation capabilities with machine learning and AI are augmented. So, in enterprise or any business, you can easily expand your audience very quickly." -Jason Lax, SEO Global Lead, SAP
"People want to see stuff in their language. I think AI and machine learning is where the opportunity is not just to create content, but to help you reach people in different languages." -Jason Lax, SEO Global Lead, SAP
"It's 25 years old already, this idea of crawling web pages and following links. It's not a sustainable model. And, with AI technologies, we're going to be dealing with a lot more content and a lot more languages." -Jason Lax, SEO Global Lead, SAP
"When you're dealing with billions of pages and years of accumulated content, how do you shape all that up without hiring a bunch of interns? What if AI can help us organize things?" -Jason Lax, SEO Global Lead, SAP