Ever since AI tools such as ChatGPT hit the mainstream, there’s been conversations around the effectiveness of SEO. It’s no secret that AI, Google Overviews, and even social media platforms such as TikTok and YouTube have changed the way many of us search. And as marketers, it’s our job to stay ahead.
If you’re wondering how AI is changing SEO and how to adapt your strategy to stay ahead of the curve, this blogs for you! We’re discussing all things modern day search and how to you can reach your audiences in today’s market.
What is AI?
Now I don’t suppose AI is something we really need to explain to most of you reading this (so feel free to skip!) That being said, if you know anything about SEO it’s that word count matters. And quite frankly, I need the extra characters…
But in case you’ve been living under a rock, AI is short for Artificial Intelligence. This term basically refers to the super-smart tech behind how search engines are now understanding and answering questions. Instead of just matching keywords, AI helps Google interpret what people are really asking and then deliver way more conversational, summarised answers (thanks to tools like the new Google AI Overview).
Alongside assisting search engines, tools like ChatGPT are changing how people find information in the first place. Think of it as your own personal assistant. Go online or download the app and you have every piece of information you could need at your fingertips. Ask it anything you want, and ChatGPT will amalgamate multiple sources on the internet into one coherent answer.
How AI is Changing SEO
With AI finding its way into our lives whether we like it or not, SEO isn’t just about ranking highly on Google anymore. It’s also about how your content shows up in AI generated responses (and if it even appears at all!)
Seen a drop in your website visitors over the last couple of months? That’s another big change to note. With Google’s AI Overview and ChatGPT providing roundups to answer questions, lots of businesses are finding that less people are making it as far as actually clicking onto their website. This poses another question – could AI be shortening our attention span even further?
How to Show Up in AI Search Results
Looking for some quick and easy pointers to make sure your website appears in AI search results? We’ve got you covered!
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Focus on Clear, Helpful Content
AI tools like Google’s AI Overview or ChatGPT love content that’s quick to understand and genuinely answers a user’s question. Their job is to make it as easy as possible for consumers to find what they need. The clearer your content is, the more likely you are to show up in AI powered results. Think about structure, and make sure your content doesn’t stray from the topic.
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Use Natural Language & Conversational Keywords
Unlike traditional SEO, AI tools don’t just scan for exact-match keywords anymore. These tools are highly sophisticated, meaning they can understand the meaning behind a piece of content and not just the words on the page. That’s why it’s important to include natural, question-based phrases in your content. This helps your content align with how people actually search and, more importantly, how AI tools are interpreting those searches.
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Get Other People Talking About Your Brand
Easier said than done, right? AI tools promote the brands that people are frequently speaking about. This means that if you want to stand a chance of showing up in AI search results, you too need to be front and centre in conversations. The easiest way to achieve this is through PR.
Securing coverage within trusted publications, whether that’s mainstream or industry press, has always been a huge credibility booster. With the whole world becoming increasingly reliant on AI, however, this element of your strategy just got a whole lot more important.
Not sure how to create meaningful stories or how to best position your business? Our communications specialists are here to help! Click here for more information on our PR services.
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Add FAQ’s
Including a clear FAQ section on your website is a simple but powerful way to improve your chances of appearing in AI-powered search results. AI tools prefer well-structured content that directly answers common questions because it helps them pull quick, accurate answers for users.
Adding FAQs works because it naturally targets conversational queries (a format AI is designed to understand). Additionally, FAQs allow you to cover a wide range of related phrases using natural language, matching how people actually search today.
Think about the questions your customers frequently ask about your products, services, or industry, and write clear, helpful answers. This not only boosts your SEO but also enhances user experience by addressing common concerns upfront.
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Keep Your Content Fresh and Up to Date
One major flaw with AI powered search is accuracy. Believe it or not, you can’t take everything ChatGPT tells you as gospel. As mentioned earlier, this and similar AI tools pull information from the internet which, as we all know, is littered with inaccuracies. This means that keeping your contact details, website, and content up to date is more crucial than ever before.
Example: Say someone is looking to visit your nail salon and they try to find your address using ChatGPT. If you’ve recently moved, there’s no guarantee that AI tools will share the correct location with your new client. You can see where this might start becoming an issue, right?
What’s more, AI tools favour fresh content. This means that a blog you wrote 2 days ago is far more likely to show up than something you wrote 5 years ago. No more relying on old content to reach your customers. You need to be investing in regular blog and website updates if you want to remain a part of the conversation.
The Rise of Voice Search and What It Means for SEO
With AI powered voice assistants like Siri and Alexa becoming part of everyday life, voice search is changing how people find information online. Unlike traditional typed queries, voice searches tend to be more conversational and question-based, often using natural language rather than short keyword phrases.
This shift has been happening for some time now, but it’s certainly been escalated by AI improvements. This means that optimising your content for voice search requires a focus on clear, concise answers and incorporating more natural, spoken-style language. By doing so, you increase your chances of appearing in AI-driven voice responses and staying ahead in the evolving SEO landscape.
Why Working with an Agency is the Answer
Understanding how AI is changing SEO and how you can stay ahead of these changes is almost a full-time job in itself. Things are changing daily and keeping up can be a real headache. By working with a digital marketing agency, however, you’re able to eliminate any stress and guesswork.
Here at VerriBerri, we pride ourselves on our well-rounded approach to marketing. We understand the needs of our clients and work hard to ensure their budget is being used wisely, especially when new trends, tools, and legislation come into play.
Our agency has departments specialising in every area of digital marketing, including:
- Brand Strategy Development
- Social Media Marketing
- Search Engine Optimisation (SEO)
- Pay Per Click (PPC / aka. Google advertising)
- Public Relations (PR)
- Crisis Management
- Graphic Design
- Influencer Marketing
- Event Management
With a team behind you that with skills across all elements of digital marketing, we’re able to offer your brand exactly what it needs, when it needs it.
Let’s Chat!
Keen to speak to our experts about how AI is changing SEO and how we can help? Click here to get in touch!