If your business relies on being found online, it’s time to pay attention. The way people search for information is changing rapidly, mainly because of new Artificial Intelligence (AI) tools. Just having good content and some links isn’t the whole picture anymore. Here’s what you need to know:
1. Beyond Traditional Search: Getting Found in AI Answers
For a long time, SEO meant trying to get to the top of a Google search results page. Now, it’s more than that. AI tools, like chatbots or Google’s own “AI Overviews,” are answering questions directly.
This means you need to think about “Generative Engine Optimization” (GEO). This is all about making sure your business, products, or services show up when these AI tools give answers.
- Why it matters: More people will get their first answers from AI.
- How to adapt:
- Good website content is still vital, as AI often uses information from websites to form its answers.
- Structure your information clearly. AI likes content that gives a quick, clear answer first, then offers more details.
- Aim to be mentioned on other trusted websites. If reputable sites talk about you, AI is more likely to see you as credible.
- Show your E-E-A-T. This stands for Experience, Expertise, Authoritativeness, and Trust. Content that clearly shows these qualities is favored by both Google and AI.
2. Two Ways to Think About Your SEO Goals
With AI in the mix, you might need two main approaches for your SEO:
- Getting Recommended by AI: For people just starting their research (the “top” or “middle” of the sales funnel), your goal is for the AI to mention your brand or products as a good option. They might get all the info they need from the AI without even visiting your site.
- Driving Direct Sales: For people who have done their research (often with AI’s help) and are ready to buy a specific product or service (the “bottom” of the sales funnel), you want them to come directly to your website to make their purchase.
What This Means for Your Website Traffic
You might see fewer website visitors for very general, informational searches. This is because AI can often answer these basic questions directly in the search results.
However, this makes high-quality, in-depth content on your own website even more important. If your site offers unique insights, real experiences, and clear expertise that an AI can’t easily replicate, people will still visit.
A Quick Word on Voice Search
Voice assistants on phones and smart speakers are getting better. However, for now, most complex searches where people are comparing options or looking for detailed information still happen on screens. Voice search is mostly used for quick, simple questions.
The Way Forward
The future of search is already here. To stay visible and successful online:
- Focus on creating genuinely helpful and trustworthy content.
- Think about how your business appears not just on your own website, but also how it’s talked about across the wider web.
- Start thinking about how to get your brand and information into AI-generated answers.
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