Artificial intelligence search has changed the way people find and consume information. Google now uses AI Overviews and AI mode, while tools such as ChatGPT can search the web and provide answers with links to supporting sources.
However, AI search is changing search. It is not changing or eradicating search engine optimization. SEO best practices are still very relevant, and they are essential if you want to maintain strong visibility and draw in organic traffic. However, you also need to adapt to the realities of AI search. Here’s what you need to know.
AI Search Does Not Replace SEO
Roughly two-thirds of U.S. searches have become zero-click, meaning that users don’t click on one of the results that pop up on the SERP. That trend can give the illusion that SEO is on its way out. The reality is that established SEO best practices still help brands get to page one of Google’s search result pages.
The change in the search environment has created a wave of questions about GEO and AI SEO. The answers aren’t all that exciting. You still need to do the basics of SEO well. These best practices apply to AI features such as AI Overviews and AI Mode. If you don’t have a solid technical foundation for your website, you’ll have a tough time getting noticed.
Search Queries Are Getting More Conversational
The biggest change brought about by AI search is how people can ask questions. Traditionally, people used short queries to run Google searches. AI encourages people to ask more specific questions so they can quickly find the answers they are looking for.
These longer questions give you a chance to create more useful content. Instead of writing another broad blog that covers a bunch of topics and keywords at a surface level, dig into the questions your audience is asking. Target those questions with specific, detailed answers that weave in your brand voice and expertise.
Go Deeper Than Evergreen Content
Don’t abandon evergreen content. A page about healthcare marketing might define a topic and list a few strategies before quickly moving on. That approach can work for basic SEO, but not if you want to be featured in AI summaries.
Take on a topic and explore the questions users may have about it. Explain the options and unpack different approaches or schools of thought. Then organize the page so readers (and AI) can quickly find the answer to each question.
Answer the Questions Your Audience Actually Asks
Reddit keeps popping up in conversations about AI search, and for good reason. The forum consists of specific questions and answers. Those are the types of content AI search engines surface for users.
When composing headings and subheadings, incorporate questions. While not every header needs to be a question, you should include at least a few question-style H2s and H3s in every article. You should also answer each question directly in the first sentence or two before providing a more nuanced answer.
Build Content AI Systems Can Cite
AI search tools need reliable information from authoritative sources to build answers. When you clearly state facts and compose content in a digestible format, you can make your expertise visible to your target audience.
That doesn’t mean you can cut corners when it comes to the fundamentals. Without a strong foundation, you will have trouble ranking or getting cited by AI. Make sure your important pages load quickly, crawl, and index properly.
Think Beyond Rankings
AI search does create a visibility challenge because of the zero-click search phenomenon. That means you can’t look solely at rankings and traffic to measure success. While those metrics are important, you must also track downstream performance metrics like conversions, sales, and revenue.
The Best AI Search Strategy Looks Familiar
You don’t have to (nor should you) blow up your search strategy and start from scratch. Instead, keep investing in strong SEO fundamentals and develop deeper content that answers the questions your target audience is asking. That’s how you get noticed in the era of AI search and keep the growth momentum going.
