AI and SEO: smartly optimizing content for better search performance

AI-driven search engines like Google Generative Search Experience (GSE) introduce a new reality and challenges. The transition from SEO to GEO requires adopting new tools to adapt your content for the AI search engine. Below are some crucial tips for adjusting your SEO strategy to this new reality.

1. The new SEO: understand what AI search engines value

AI search engines such as Google GSE answer the search query of the user with an AI-generated snapshot. As a result, the new search results are not only based on the entered keyword and the authority of the search pages but also on the quality and relevance of the information presented. It is essential to understand the criteria the AI search engine uses to include your content in the search results. Although it is not entirely clear what these criteria are, we do get an idea of how the new search engine works. Previously, users were directly led to a number of top pages; now, three featured pages are visible in the AI snapshot. Therefore, ensure your content not only answers an entered question or search intent but also addresses the context of the search query. In the example below, the Search Engine Land page provides a direct answer to the question 'What is SEO?' while the three featured pages on the right side of the screen provide examples and a complete SEO guide.

what is seo

2. Structured data helps the AI search engine better understand your content

Structured data is a powerful tool to help the AI search engine understand the content, context, and purpose of your content. Implement structured data like schema markup to clarify what your content answers. This increases the 'scannability' of your content and thus the likelihood that the AI considers your content relevant and useful.

3. Focus on unique and comprehensive content

It seems AI search engines are particularly good at detecting unique content that offers a new perspective or provides in-depth information. Invest time in creating content that is not only informative but also contributes uniquely to a specific topic. This might mean conducting more original research, integrating case studies, or adding expert insights that set you apart from the competition.

4. Optimize for search intent

AI search engines are very capable of interpreting search intent. Ensure your content clearly aligns with the intent behind the search queries you want to rank for. This means creating content that directly answers users' questions, helps solve a problem, or provides in-depth information that is hard to find elsewhere.

5. Evaluate your backlink and interlinking strategy

While the principles of backlinking in SEO will not disappear, it is possible that AI search engines will assign a lower value to your backlink structure. Nonetheless, it is important to maintain a network of quality backlinks that strengthen your authority and reliability. A good interlinking structure also helps the AI understand how your content is interconnected.

6. AI and SEO: continuously learn and adapt

Developments in AI are rapid, and what works today may be less effective tomorrow. Stay up-to-date with the latest trends and developments in AI search engine algorithms. Regularly experiment with new techniques and adjust your strategy based on what works.

By following these guidelines, you can ensure that your content not only meets current SEO standards but is also optimized for the generative search engines of the future. Start integrating these tips into your SEO strategy today to gain an edge over your competition.

Start today with an AI-driven SEO strategy

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