SEO Tips to Help You Succeed in the Age of Generative AI Search

Over the past 25 years, the work of Search Engine Optimization (SEO) has become progressively more intricate and complex. Today, the emergence of generative AI experiences has further transformed the landscape for marketers and consumers, leading to significant changes in the way search is conducted.

In this environment, time has become a critical factor. For consumers, time seems to expand: they can accomplish more in a given minute than ever before. On the other hand, businesses face the pressure of delivering more and faster, as consumers' expectations continue to rise.

To keep up with these demands, businesses must invest in tools and platforms to streamline their operations, maximize time usage, and engage with consumers in the most effective ways. Failing to adopt this platformed approach puts businesses at a disadvantage, resulting in wasted time, delayed engagement, and eroded consumer trust.

Within this complex digital marketing landscape, one of the most recent additions impacting SEO — from an AI standpoint — is Google's Bard and the Search Generative Experience (SGE).

Although still in the experimental phase, Google's SGE integrates a conversational robot, Bard associated with PaLM2, into Google Search. This integration has changed search engine results pages (SERPs), with long queries displaying AI-powered snapshots above the standard search results. Large Language Models, like ChatGPT, have limitations in processing real-time data due to their fixed model. However, Google's SGE and BingChat have effectively bridged this gap, reducing instances of "recency failure" and providing more up-to-date information, particularly in certain verticals.

These changes not only impact the way people formulate their queries but also influence the structure of SERPs. Consequently, SEO practices must adapt to these evolving dynamics.

At its core, SEO has always been about improving the user experience. Technical SEO remains essential for every webpage, as shortcuts in user experience can put a page at a disadvantage compared to its competitors. In a search environment where the main answer displayed holds significant importance, the pressure to ensure accuracy is immense. Search engines, like Google, can prioritize Core Web Vitals and other signals — such as review data — as they contribute to building trust in a webpage.

There has been a lot of discussion about leveraging the power of generative AI systems like ChatGPT, BingChat, and SGE to optimize SEO strategies. This extends beyond content generation to include tasks such as identifying relevant keywords, analyzing competitor websites, optimizing links, code, and HTML tags, and assessing performance. While some of this information can be readily obtained with well-formed prompts, it is crucial for SEO professionals to go beyond surface-level data and verify the accuracy and relevance of the insights. Building trust in a business requires thorough analysis and a commitment to providing accurate and reliable information.

Searcher behavior has also undergone significant changes in the era of generative AI search. Queries can be categorized into three distinct flavors: simple, complex, and generative.

Simple queries seek concise information, while complex queries involve multiple factors. Generative queries, on the other hand, are open-ended and require conversational robots to act as personal advisors. Users now expect search engines to not only answer their questions but also solve their problems. As a result, businesses must be prepared to address a wide range of questions, including traditional "who," "what," "where," and "when," as well as "why" and "how." The ability to provide comprehensive answers and solutions is crucial in this evolving landscape.

To succeed in this new world of generative AI-based search, businesses must work through a collection of steps without taking shortcuts.

Here are seven steps to success:

1. Building content that comprehensively answers a range of questions and establishes authority

2. Recognizing the importance of content depth, as superficial content will not be effective, especially for long-tail queries where AI systems can generate answers. Ask yourself: does the complexity of your answer match the complexity of the question?

3. Prioritizing EEAT (experience, expertise, authority, trust) as crucial factors for success: demonstrating expertise, establishing authority, and building trust are essential components of an effective SEO strategy

4. Adapting to the increasing use of voice search, which alters the length of queries and shifts the focus from "keywords" to broader "topics" or complete questions

5. Emphasizing high-quality user experiences across all aspects, including site speed, content depth, topical coverage, and more

6. Revamping content and SEO strategies to cater to "hyper-long tail" queries and positioning the brand as an experienced authority; analyzing site search experiences and identifying content gaps are crucial in this process

7. Recognizing the significance of being the next answer or link after the AI-Powered Snapshot in Google's SERP: as searchers increasingly find answers without leaving the search experience, securing the next spot becomes critical — and what we know of click density across ranked spots is becoming obsolete

As we adapt to this new era of search, we can anticipate changes in consumer behavior, expectations, and search engine ranking algorithms.

Whether we agree or disagree with the new direction search engines are taking, consumer acceptance will ultimately shape the future. Amidst these changes, businesses have more services, platforms, and opportunities to ensure their success. By embracing these changes, building trust, and delivering exceptional user experiences, businesses can position themselves as winners in this evolving landscape.

Interested in more tips? Continue reading about four things marketers need to know about AI.