AI is the new “in” thing. Claiming that AI marks the death of SEO (and just about everything else) is also the new “in” thing. Whilst it’s true that AI is changing the way people search online, SEO is far from dead. It’s simply evolving – as it always has done.
AI and search engines
Generative AI features, such as Google’s recent AI Overview feature, are good at providing quick answers to search queries. However, they lack depth, personal touch, and accountability – frequently posting incorrect information, or misunderstanding the intent of someone’s search.
Google’s AI Overview does now cite its sources; and it is these sources that should contain the accurate information from trusted, reputable websites. Rather than trying to just appear in the top of SERPs (Search Engine Results Pages), businesses now need to create content that is written, structured, and accurate enough to earn a place in these AI snippets.
This is leading to the rise of what might be termed “the new SEO”: search everywhere optimisation. This is also being called SPO: search presence optimisation. Basically, it’s all so new and evolving all the time, nobody can even agree on what to call it yet.
Search everywhere optimisation: AEO and GEO
Good news – there’s more acronyms to learn! We have AI and LLMs to thank for that (incidentally, LLM stands for large language model).
AEO: Answer engine optimisation
AEO is a way of structuring your content that makes it appealing to search engines for creating AI-generated answers to search queries (e.g. AI Overviews). These AI answers are frequently featured at the top of search results, and the websites referenced will be the first port of call for searchers in need of goods and services relating to their query.
For AEO, keywords are still important, but the structure and clarity of your content are more crucial than ever. To optimise your content for AI-generated answers, you should:
- Answers questions in your content concisely and directly – don’t bury key information in endless paragraphs of waffle and bluster.
- Clearly structure your content using question and answer related headings and subheadings.
- Further structure your content using bullet points and lists.
GEO: Generative engine optimisation
GEO focuses on ensuring your content is not just used to create AI-generated answers – it is cited as a source of trusted knowledge.
Whilst AI answers can be good for quick answers to general questions, highly specific questions can leave it stumped and lacking in depth information. If your content poses answers to highly specific questions, AI is likely to cite it as a source – encouraging users who need to dig deeper into the subject to visit your website.
To optimise your content for GEO, you should:
- Tidy up the code and formatting across your web pages so they are easy for AI to crawl, index, and understand.
- Apply structured data – schema – to your web pages to help search engines understand what your pages are about.
- Clearly signpost important content and answers to key questions.
How to do SEO in the era of AI
1. Go beyond Google
The new term “search everywhere optimisation” means exactly that: people are now searching everywhere. Yes, plenty of users still use search engines – with Google undoubtedly dominating the field – but there are other platforms people turn to with search queries now.
Your content must be formatted to appeal to the likes of ChatGPT and Gemini, social media, and more. Your SEO strategy needs to consider where your key audience are most likely to go to for information relating to your services, and adjust your content accordingly.
2. Adapt your strategy
Since its beginnings, SEO has never been a static medium – always, there have been new developments in search engines and the way people search that have kept marketers on their toes. This most recent change, the introduction of AI, is no different.
What’s also no different is the fact that those businesses who are willing to adapt and shape their SEO strategy to move with the changes will continue to succeed. Embracing content restructuring for AEO and GEO, making use of schema to help AI tools understand your pages and include them in generative answers – all this and more will help keep your business relevant and discoverable.
3. Middle of the funnel content
Middle of the funnel content – content that educates visitors to your website who are at the consideration stage – demonstrates knowledge and instils trust. This is now amongst the most important content on your website as, not only does it demonstrate your expertise to users, it demonstrates it to AI.
As time goes on, weak content that has no originality or expertise will fall by the wayside. Well-structured middle of the funnel content could soon be the difference between relevance and irrelevance online.
4. Quality over quantity
Whilst AI can be good at finding useful information, it can’t do that if the information doesn’t exist. And, more worryingly, if the information that is out there is inaccurate or downright incorrect – then that’s all it will have to find.
Mass-produced, bland content of negligible quality will not get you search results, but it will probably help spread misinformation. Well-researched, nuanced content with original insights, cited facts, and human quality control has never been more important.
Traditional SEO is still highly relevant
All this to say – don’t discount tried and true SEO just yet. In fact, much of traditional SEO is more impactful than ever before.
- Technical SEO: From site speed to crawlability, technical SEO remains crucial to getting found online.
- Local SEO: If your business operates from a physical location, or in a particular area, local SEO is still incredibly effective.
- Google Business Profile: Essential for visibility and trust, optimising your Google Business Profile should never be overlooked.
Key takeaways
- SEO is very much not dead – it’s just evolving. Search everywhere optimisation should be the new focus.
- Traditional SEO is still incredibly effective and should not be neglected.
- Adaptation and improved middle of the funnel content is key for ranking well in AI enhanced search.
- Human quality control and creativity is needed to prevent the spread of misinformation.
