How AI Is Changing the Way We Should Think About SEO

Artificial Intelligence (AI) is revolutionising the field of Search Engine Optimisation (SEO). From how content is created and optimised, to how search engines understand and rank it, AI is reshaping traditional SEO strategies. Marketers must adapt by shifting focus from outdated keyword tactics to intent-driven, high-quality content that aligns with evolving search behaviour.

Here’s how AI is transforming SEO—and how you can stay ahead.

1. Search Engines Are Becoming More Intelligent

AI-powered algorithms—like Google’s BERT and MUM—can now understand the context and intent behind search queries, rather than just matching keywords. These models leverage natural language processing to interpret nuance and user motivation.

What This Means:

• Keyword stuffing is ineffective—clarity and relevance are prioritised.

• SEO must now focus on user intent: whether the search is informational, transactional, or navigational.

• Build topical authority with in-depth, coherent content clusters around key subjects.

2. Content Quality and Relevance Take Centre Stage

AI enables search engines to assess content quality more accurately than ever before. Factors like originality, structure, readability, and usefulness are key to ranking well.

Marketers Should:

• Produce long-form, valuable content that fully addresses user queries.

• Use semantic SEO techniques, including related concepts and synonyms, not just primary keywords.

• Demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in your content.

3. AI Tools Are Enhancing Content Strategy

Marketers can use AI-powered tools like Jasper, ChatGPT, Surfer SEO, and Clearscope to generate content outlines, analyse top-ranking articles, and refine on-page SEO elements.

Key Use Cases:

• Creating content briefs based on SERP (Search Engine Results Page) data.

• Identifying gaps in competitor content.

• Improving meta descriptions and headlines to boost click-through rates.

4. Rise of Voice and Visual Search

AI is fuelling the growth of voice search via smart assistants and visual search through tools like Google Lens. This introduces new requirements for content optimisation.

Implications:

• Use natural, conversational language to match how people speak when searching by voice.

• Implement structured data (schema markup) to make content machine-readable and enhance visibility in rich results.

• Ensure images are optimised with descriptive file names, alt text, and compressed formats for fast loading.

5. Personalised Search Results and Dynamic Content

AI personalises search results based on factors such as user location, search history, device, and past interactions. This means that SEO is no longer one-size-fits-all.

Marketers Should:

• Focus on user engagement metrics, like dwell time and bounce rate, rather than fixed rankings.

• Develop content that serves multiple search intents and aligns with different stages of the buyer journey.

• Consider programmatic SEO to scale content creation for large sets of long-tail search queries.

6. Predictive SEO and Trend Monitoring

AI tools can spot emerging trends before they gain mainstream traction. Platforms like Exploding Topics, Google Trends, and AI-driven analytics tools can help marketers capitalise on new search interests.

Recommended Actions:

• Track rising queries and update your content calendar proactively.

• Structure your site using topic clusters and pillar pages to maintain long-term relevance.

• Use AI for forecasting keyword performance and testing new content ideas.

7. AI Agents: The New Gatekeepers of the Marketing Funnel

Bain & Company highlights a significant shift in the digital marketing landscape: the emergence of AI agents as intermediaries between brands and consumers. These AI-driven tools, powered by large language models (LLMs), are increasingly influencing consumer decisions by providing instant, summarised information, often eliminating the need for users to click through to traditional websites.

The Rise of Zero-Click Journeys

One of the most notable trends is the proliferation of "zero-click" searches. According to Bain's research, 80% of consumers rely on these AI-generated summaries for at least 40% of their searches. This behaviour reduces opportunities for brands to engage with potential customers through traditional SEO strategies, as users obtain the information they need directly from search results without visiting the source websites.

Implications for Marketers

The increasing reliance on AI agents necessitates a reevaluation of marketing strategies. Brands must now consider how to optimise their content for AI interpretation, ensuring that their messaging is accurately and effectively conveyed through AI summaries. This involves:

• Enhancing Content Clarity: Crafting clear and concise content that AI can easily interpret and summarise.

• Structured Data Implementation: Utilising schema markup to provide context to AI agents, aiding in accurate content representation.

• Monitoring AI Referrals: Tracking traffic originating from AI summaries to understand consumer interactions and adjust strategies accordingly.

8. Google's AI Overviews: A New Challenge for SEO

In March 2024, Google began testing AI-generated overviews, known as Search Generative Experience (SGE), in its main search interface for a subset of queries. These overviews provide concise, AI-generated summaries at the top of search results, potentially reducing the visibility and click-through rates of traditional organic listings.

What This Means for SEO

• Decreased Organic Visibility: With AI overviews occupying prime real estate in search results, traditional organic listings may be pushed further down, leading to reduced visibility. (However, if you get it right, this could also drive more traffic to your sit)

• Importance of Source Attribution: Ensuring that your content is cited in AI overviews becomes crucial. This may involve focusing on authoritative content creation and implementing structured data to aid AI understanding.

• Adaptation to New Search Behaviours: Users may rely more on AI summaries, necessitating a shift in content strategy to ensure key information is included in formats easily digestible by AI.

Where Do We Go From Here?

AI is rapidly shifting SEO from a technical, keyword-centric practice to a human-centric, intent-focused discipline. Instead of trying to “game” the algorithm, marketers should focus on creating useful, meaningful experiences that answer real people’s questions.

By leveraging AI tools and aligning with the goals of intelligent search engines, you can deliver greater value—and climb the rankings while doing it.