Search Engine Optimization in 2023: Generative AI in an African Context
- Niels vandenBurg
- Jun 17, 2023
- 9 min read
Bias in AI
Coded bias. If you haven't seen this documentary, let me shed some light. "Coded Bias" is an insightful documentary on Netflix that sheds light on the hidden ramifications within the rapidly evolving artificial intelligence landscape. As we delve deeper into the realm of integrated AI, we discover a concerning consequence: our reliance on extrapolating data from existing sources. This is precisely what generative AI entails. These large language models (LLMs) possess the ability to anticipate the subsequent words in a given text by leveraging the patterns they have acquired. It's important to note that LLMs are not akin to databases or information retrieval systems. Rather, they produce responses based on their learned patterns, which occasionally leads to factual errors being incorporated into their answers. And what these LLMs are learning from is the good, the bad, and the ugly of all that humanity is and has been with a small caveat. LLMs learn from all human information on the internet, and not in other forms of knowledge records held by humans. The people who built the internet come from a certain part of the world and have a certain history, and their history and way of thought are further hard-coded by LLMs.
“Coded bias explores the fallout of MIT media lab joy Buolamwini’s discovery that facial recognition does not see dark skinned faces accurately, and her journey to push the first ever legislation in the USA to govern against bias in algorithms that impact us all.”
This film created by Shalini Kantayya (available on Netflix) highlights how Buolamwini's work through her foundation the AJL (Algorithmic Justice League) has created a movement towards equitable and accountable artificial intelligence. In this film, we explore how concepts such as racism, classism, colorism, and neo-colonialism are extended in the artificial intelligence frameworks and programs that we create as humans. Artificial intelligence is currently in its infancy and still has not shown the extent to which its capabilities will change how the human race functions on a day-to-day basis. All we can see currently is that the divisions that we have built in the past between those of higher class and lower class, and those with darker skin against those with lighter skin have been exacerbated. For newer artificial intelligence frameworks and machine learning engines, this serves as the basis and set of axioms on which newer artificial intelligence tools will be built.
“The Algorithmic Justice League’s mission is to raise awareness about the impacts of AI, equip advocates with empirical research, build the voice and choice of the most impacted communities, and galvanize researchers, policymakers, and industry practitioners to mitigate AI harms and biases. We’re building a movement to shift the AI ecosystem towards equitable and accountable AI.” - Algorithmic Justice League - Unmasking AI harms and biases (ajl.org)
In the documentary, it is shown how artificial intelligence and machine learning tools are not learning to show people with darker hues of skin in a positive light. Encoding an existing bias that tends to serve white supremacy. This is to the extent that AI-driven facial recognition tools have been shown that they have a bias toward lighter skin faces and have trouble identifying features and discerning differences between individuals with darker faces. This does not just extend to facial recognition but also into voice recognition. Everyone buying a smartphone in 2023 will have the ability to search using their voice and some form of voice recognition software (most likely powered by Google). And some who are very privileged will have the opportunity to use facial recognition to control their phones. However, because these tools are trained on typically only white faces, lighter faces, and Eurocentric accents they fail when it comes to identifying tasks given by people who are darker and do not fall into typically Eurocentric living environments. People who were excluded in the initial development of the software.
AI in Modern Search
As the ongoing Cold War between Microsoft Bing and Google's search intensifies, both fueled by their own extensively developed generative AI capabilities, it is remarkable to witness a growing contingent of African developers who are actively engaged in artificial intelligence. Their presence signifies a significant opportunity for them to influence and shape the future applications of these tools. Their interest in AI showcases their determination to leave an indelible mark on the trajectory of this rapidly evolving technology. The reason the documentary mentioned earlier is called coded bias is that with these new tools pre-existing biases, prejudices, and discriminatory behaviour will be hard-coded into the shared knowledge base of humanity. While Google has outlined a list of principles for using AI in responsible ways, there are a plethora of ex-employees who have given testimonies of how artificial intelligence is extrapolating on existing biases.
With Google opening its own artificial intelligence lab in Ghana and opening its cloud services region in South Africa in the near future, they are the closest company making strides in the public sphere to promote some form of inclusion. However, this is not enough.
As Africans, we need to be at the forefront of how these tools are used to describe us and catalogue our businesses. This means on a day-to-day basis, we need to be mindful of how to generate AI and search engines catalogue the information we provide across the Internet.
In the near future, the impact of Search Generative AI on SEO jobs is likely to be significant. SEO professionals will need to adapt their strategies to account for the evolving algorithms and AI systems used by search engines. This may involve understanding how AI interprets and ranks content, optimizing websites to align with AI-driven search algorithms, and ensuring that ethical considerations, such as bias mitigation, are taken into account.
Additionally, African developers have a valuable opportunity to contribute to the development and utilization of AI in search engines. Their involvement can help shape the future of these technologies, ensuring that they are used in a fair, unbiased, and responsible manner.
Overall, Search Generative AI has the potential to revolutionize the way search engines operate, but it also presents challenges. SEO professionals must stay informed about the latest developments in AI and adapt their strategies accordingly to remain effective in an evolving landscape.
Google has provided how to give your input into how their search technology is built and used through their Search Labs platform (which also is unfortunately only available in a few regions).
Search Labs by Google is an internal research and development team within Google that focuses on advancing the field of search technology. Their primary objective is to explore and experiment with innovative approaches to enhance Google Search and improve the overall search experience for users.
Search Labs engages in cutting-edge research and development projects, pushing the boundaries of search technology. They explore new algorithms, machine learning techniques, natural language processing, and other advanced technologies to refine and evolve Google's search capabilities.
The outcomes of Search Labs' research and experiments can have a significant impact on Google Search. They contribute to the continuous improvement of search algorithms, the relevance and accuracy of search results, and the introduction of new features and functionalities that enhance the user experience.
Take a look at Google’s update to generative AI integration to Google Search:
By Africans and black people in the diaspora, and other members of the global south that live outside of Eurocentricism this is our opportunity to build tools that speak for our struggle and speak on a future that we would like to build. This includes how we are referenced in the systems that we build to code our own history and thought process systems. And websites that show your organisation and your organisation values are the starting point for this shift. This is an opportunity to have your life experience documented and hard coded and this includes your history, painful or uplifting.
For more information on Google SGE take a look at this article in Search Engine Journal:
Adapting SEO strategies for AI-based Search
So you may be an SEO Specialist, digital marketer, or website manager wondering how can I stay ahead and be the best I can be with the threat of Google’s SGE affecting my job. Don’t worry, you won’t lose your job! Unless you do not learn the new tool – That is the nature of technology, there is always a new innovation to learn.
The introduction of SGE presents an opportunity for professional growth and advancement. By understanding and adapting to the changes brought about by SGE, you can enhance your skills and maintain a competitive edge in the evolving landscape of search engine optimization (SEO) and digital marketing.
To thrive in the era of SGE, consider the following steps:
Stay Updated: Keep yourself informed about the latest developments in SGE and related AI technologies. Stay curious and seek out resources, industry news, and professional communities to stay abreast of emerging trends and best practices.
Embrace Continuous Learning: Embrace a growth mindset and be open to learning new tools and techniques. Invest time in educational resources, courses, workshops, and conferences to enhance your understanding of SGE and its impact on SEO.
Refine Your Strategy: Evaluate and adjust your SEO strategies considering SGE. Understand how SGE interprets and generates search results and optimize your content and website accordingly. Focus on providing valuable, relevant, and engaging content that aligns with user intent. Find new Keywords using the same AI tools.
User Experience Optimization: Prioritize user experience to complement SGE's focus on delivering personalized and relevant results. Ensure your website is fast, mobile-friendly, and user-friendly. Optimize natural language queries, voice search, and rich snippets to enhance user engagement.
Data-Driven Insights: Leverage data analysis to gain insights into SGE's impact on search performance. Monitor key metrics, analyse user behaviour, and adapt your SEO strategies accordingly. Make data-driven decisions to optimize your website's visibility and ranking in SGE-generated search results.
Remember, the introduction of SGE is an opportunity for growth and adaptation, rather than a threat to your job security. Embrace the changes, proactively learn about SGE, and refine your strategies accordingly.
The problem with SGE and other Generative AI tools is that they work as aggregators of websites that previously would just show up in a list format in the form of a catalogue. This means all the content you are pushing on your e-commerce site or on your blog will be aggregated right below Google search or Bing search and fewer users will have the need to actually jump onto your website and take a look at the content you have on offer. This makes the landscape in SEO even more competitive, and you need to stay on top of your impression share and your keywords that allow you to stay at the top of each as SERP’s first page or second page.
For more information on how new AI integrations for Search’s SGE will affect multiple SEO niches:
There is good news in all this change, Google still needs you and your content as much as you need it. And that is for these 3 reasons:
The Artificial intelligence tool needs to learn from some content. And that content is your website.
People prefer content written by diverse humans with unique perspectives. Think about user reviews about products with real-life experiences.
Google makes so much money on your company’s Ads, they will not risk you leaving the platform so they will not make your content conflict with generative AI.
Daily Search Engine Optimization To-do list:
On a daily basis as an SEO manager, you won't have that much of a change in your process. However, you can always look at new innovative tools and software to integrate into your daily process to make minor changes that lead to greater success. Below I have compiled a list of a daily routine you can follow and points at which you can integrate AI power tools to help you become an even better search engine optimization specialist.
1. Morning Routine:
Check and respond to urgent emails or messages related to SEO, including any AI-powered tools or reports.
Review SEO analytics and performance reports generated by AI tools to track progress, identify patterns, and uncover optimization opportunities.
Utilize AI-powered keyword research tools to identify new keyword opportunities based on industry trends and user search behavior.
2. Keyword Research and Optimization:
Leverage AI-driven keyword research tools to identify relevant and high-potential keywords for content creation and optimization efforts.
Optimize existing website pages and content with targeted keywords using AI-backed recommendations for improved search engine visibility.
Use AI tools to analyze user intent and behavior to align content with their needs and preferences.
3. Content Creation and Optimization:
Develop high-quality, SEO-friendly content that incorporates AI-generated insights into user preferences, search trends, and topic relevancy.
Utilize AI-powered content optimization tools to enhance meta tags, headings, and content structure for better search engine visibility.
Leverage AI-powered language analysis tools to ensure content meets readability and user experience standards.
4. Link Building and Outreach:
Utilize AI-based link analysis tools to identify potential websites for backlink acquisition and outreach opportunities.
Leverage AI-driven outreach tools to streamline and automate outreach efforts, including personalized email outreach and partnership identification.
Monitor and respond to incoming link requests or inquiries using AI-powered communication and relationship management tools.
5. Technical SEO:
Perform regular website audits using AI-based crawling and analysis tools to identify and address technical issues that impact SEO performance.
Utilize AI-powered optimization tools to improve website elements such as URL structure, robots.txt file, XML sitemap, and mobile responsiveness.
Stay updated with AI-driven algorithm changes and leverage AI-powered updates and recommendations for technical SEO best practices.
6. Monitoring and Analysis:
Continuously monitor SEO performance metrics using AI-powered analytics tools, including organic traffic, keyword rankings, bounce rates, and conversions.
Analyze AI-generated insights on website traffic sources, user behavior, and engagement patterns to identify optimization opportunities.
Leverage AI-driven analytics tools to track and measure the impact of SEO efforts, including AI-powered reporting and visualization.
7. Stay Informed and Educated:
Dedicate time to stay updated with the latest SEO news, industry trends, and advancements in AI technology.
Follow industry experts and AI-focused SEO resources on social media to gain insights into the latest AI-powered SEO techniques and strategies.
Participate in AI-focused SEO communities and forums to exchange knowledge, share experiences, and learn from peers in the field.
And lastly, to round off the article, I would like to leave you with the inspiration talk that Joy Buolamwini gave on Coded Bias and its effects.
Keep driving that content, and keep learning!
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