A giant AI-shaped cloud looms over the digital marketing space, prompting us to rethink our strategies, question how to incorporate it, and wonder if the days of hands-on Organic Search strategy are numbered. The truth is, the digital landscape is constantly evolving, and as strategists, we must evolve with it or risk being left behind.
AI Is Changing the Face of Search Engines
The simple truth is that AI is changing and will continue to change Search Engines as we know them. From AI assistants in Google Search to users adding popular tools like ChatGPT as their primary search option, this technology is everywhere. We are left with a choice: adapt to succeed in the new digital landscape or stay the course and allow an AI takeover. When used correctly, AI can be a tool that enhances success; however, we must first understand how it is done.
AI Browsing Increases Conversational Search
As AI becomes more accessible and user-friendly, we’re seeing a noticeable shift in user behavior, from quick Google searches to directly asking questions to the AI tools. In response, leading search engines are introducing their own AI-driven features to meet the evolving expectations of users. Google, for example, is rolling out an AI mode designed to provide a more personalized search experience and encourage users to use longer queries. What once would require a brief search and endless scrolling to find the most relevant information can now be an in-depth search with AI pushing the best resources.
Even for users who stick with traditional browsers, AI is being increasingly integrated into the search experience. Features like Google AI Overviews and Bing with Copilot demonstrate how search engines are evolving to better serve their users. With these tools, users can conduct more in-depth, nuanced searches and receive information tailored to their specific needs.
Keyword Intent: Impressions vs. Clicks
For years, strategists have relied on search impression and URL click data to understand the effectiveness of their optimization efforts. With the introduction of featured snippets and AI results, this data has become something to question. Are these results still Organic if AI is pushing them out? How do we adjust our strategies to ensure we are AI-friendly? These are a few of the endless questions we are left to ponder now that AI has become a primary force in the Organic Search experience.
While this is an ever-evolving frontier, we do know two things:
- AI pushes out content formatted in a way that shows clear intent and direct answers
- As of now, Google AI mode does not allow us to track traffic easily
This means that while we may see a general increase in traffic, it can lead to convoluted data and an abundance of Direct and Unassigned sessions. However, as always, we must continue to find ways to succeed with the tools we are given.
Context is Key to AI Success
AI forces us as SEO professionals to dig deeper into user behavior. Where we may have previously been able to get by with just the search terms with the highest volume, we now have to understand the intent behind them. We are forced to look at the “why” behind our strategy. While this requires extra work, it ultimately leads to higher-value traffic as we reach users who have a reason to be on your site. One thing we know for sure: context is key to surviving in the AI landscape.
Tools To Survive the AI Landscape
Informational vs. Transactional Keywords
Understanding your keyword strategy is the starting point to creating content that matters. Transactional keywords target users who are ready to make a purchase, while informational keywords reach those still in the research phase. Incorporating both helps you build a well-rounded content strategy that meets users where they are in their journey and delivers the answers they’re looking for.
If you’re noticing a rise in searches for transactional keywords, it’s time to create dedicated low-funnel sales pages. In the past, these pages might have featured generic dealership copy and inventory highlights. Now, they should be direct and focused. Prioritize showcasing your current inventory, minimize filler content, and emphasize key selling points. Answer, why buyers should choose you and what sets your dealership apart.
If you’re seeing a rise in question-based keywords, consider creating FAQs, blog posts, and listicles. Keep the content focused and concise. Eliminate unnecessary filler and ensure your pages have clear, direct answers to what users are searching for. Informational keyword-based content is what is likely to appear in AI searches, so you want to ensure you are optimizing for best practices!
Featured Snippets and List Form Content
Featured Snippets are Google’s way of ensuring users click on the links that best meet their needs. These results show up when Google determines that the answer to a search can be fulfilled within a paragraph of your page. This leads us to create content that has a clear purpose. Instead of fluff to reach a word count, Google is pushing pages with clear headers and direct answers to search.
The Hidden Elements of a Page: Schema and Alt Text
Are you fully optimizing every element on your page? If you’re not adding alt text to images or implementing schema markup, the answer is probably no. These elements are added to the code of a page to give it, you guessed it, context.
Alt text isn’t a new concept. Originally designed to help visually impaired users understand images, it also serves as a valuable SEO tool today. This text allows you to include relevant keywords, providing search engines with a better understanding of your content. Similarly, schema is structured data added to a page’s HTML code to help guide search engines through the content on your page.
By combining user-centric content with behind-the-scenes optimizations, you increase your chances of ranking in featured snippets, reaching the top of search results, and increasing your valuable traffic.
Is AI The End of SEO?
No! AI will not replace SEO. While AI can be a powerful tool to enhance your SEO efforts, it’s not a substitute. Valuable search results come from a combination of high-quality, human-created content and AI systems that help source and evaluate that content. Think of AI and SEO as partners. When you optimize for AI without sacrificing core SEO best practices, you position your website for long-term success.
