Have you noticed that generative AI has overtaken Google Search? If you are a frequent internet user, you likely have! Google AI Overviews are just one way that the rise of AI in search is reshaping SEO. Instead of just appealing to search engines, websites must now also think about LLMs, AI search optimisation, and semantic search.
So, what is AI SEO, what is the future of SEO, and how has it changed so far? In this guide, find out all you need to know about AI-powered SEO, including how to optimize content and visibility for both classic search engines and generative AI platforms.
We also offer SEO services and a full SEO audit for those wanting to stay on top of the game!
What Is AI SEO? (And How It’s Different from Traditional SEO)
AI SEO Definition: AI SEO is the process of optimizing content for generative search engines and other AI-driven features such as AI Overviews and ChatGPT.
There is a big difference between AI search vs traditional search. Traditional search typically had a list of blue links to web pages, perhaps with some ads. AI search now has AI overviews and LLM results showing concise answers pulled from a range of content. It’s also more of a zero-click search, as users receive direct answers they’re looking for without having to click. You could also call it a conversational search, as the process is a lot more like having a chat between the searcher and the AI engine.
As a result, there are now two types of SEO: AI SEO vs classic SEO. A classic SEO strategy focuses more on rankings, backlinks, and snippets, whereas AI SEO is about visibility in the answers, not just on SERPs (search engine results pages).
How AI Is Changing the Search Landscape
It’s not just that AI search engines and chat-based search (such as ChatGPT) are available; it’s that AI has completely altered the entire search generative experience.
AI has reached a range of already-formed search engines, including big names like Google and Bing. For example, Google search now includes Google AI Overviews, often before any linked listings. It uses large language models (AI systems) that are trained on vast amounts of data to give users more succinct and conversational answers to their questions.
The impact of AI on SEO knows no bounds. There’s been a rise in things like citation-based ranking, more conversational content, and content formats more catered to AI engines.
Core Elements of AI SEO Optimisation
If you want to optimize for AI search, you must understand the fundamental pillars of AI SEO.
- Entity optimisation: Arguably the most crucial of all AI SEO strategies is entity SEO. This involves optimizing content not just for keywords, but also for key contextual elements, or entities. For example, a place, a person, or a location.
- Structured data/schema: A schema markup (or structured data) is necessary for helping AI-driven engines read and understand web pages.
- Semantic content depth: AI SEO involves helping AI engines understand the contextual relevance of the content. So, it includes semantic signals, such as additional background information.
- Author and brand signals: AI cares about author and brand signals, as they rely on these signals to understand how credible a source is.
- Answer-first formatting: A lot of AI search is about providing clear and concise answers. As a result, a core element of AI SEO optimisation is directly answering questions using an answer-first approach.
These AI SEO factors are used because they are more favoured by AI when pulling answers.
On-Page Tactics for AI SEO
There are several on-page AI SEO tactics to help you optimize content for AI.
Use of FAQ and HowTo schema: FAQ schema SEO is useful for providing AI engines with the direct answers to frequently asked questions, meaning your answer is more likely to be pulled from.
Clear headings and question-based content: When it comes to AI, it’s all about clarity! That means using clear headings and creating content based on specific questions.
Internal linking for topical depth: For AI internal linking, aim to include links that add more depth to the piece so that there is more credibility.
Natural language writing and answer-first formatting: AI models prefer natural language, also known as NLP-friendly content, so aim to write in a way that is easily understood. Plus, they aim to answer questions, so use an answer-first format, incorporating question-based headings.
Including citations and outbound authority links: To build authority (which greatly appeals to AI engines), include citations and outbound authority links.
Topic clustering: This involves creating topic clusters around specific subjects. This is beneficial as it establishes authority on the topic and boosts the website’s structure.
Of course, other traditional on page SEO tactics are still important – these are just more focused on AI.
Off-Page Tactics for AI SEO
So, what about off-page AI SEO? Here are some of the ways to build trust for AI search.
Entity consistency across platforms: Keep your entity, such as your brand, consistent across all platforms. Your brand SEO for AI matters a lot as it’s all about authority here.
Author schema and bio pages: E-E-A-T signals matter, and author schema and bio pages help with this. It’s about brand validation.
Digital PR & blogger outreach for credible mentions: Digital PR and blogger outreach both still serve their purpose for SEO AI, as they make your brand seem more credible.
Backlinks with context (anchor + source relevance): Entity backlinks are helpful here. Make sure they have both an anchor and are relevant to the source material.
Structured organization and SameAs schema linking to social profile: Keep a structured organization in your data, as this will mean AI engines can read your content better. The SameAs schema is useful as it enhances brand recognition.
Role of Schema and Structured Data in AI SEO
Schema for AI SEO, or structured data for AI, is crucial as it helps AI understand the page’s context properly. It is important to use the correct data structure and the right language/tools – JSON-LD SEO works well for this purpose.
There are several types of schema to use, such as:
- FAQ
- HowTo
- Article
- Author
- Organization
- WebPage
- Speakable
You can also use a schema validation tool to ensure no errors or inconsistencies.
How AI Uses Entities and Context Instead of Just Keywords
Entity SEO, or entity optimisation for AI, is all about concept-based SEO. Instead of focusing just on keyword research, this focuses more on concepts and overarching topics.
Topical authority matters here, as it covers how a search engine or AI engine perceives the expertise of the website on a particular topic. Covering that topic in depth and using internal linking to support the context signals increased knowledge. Also, entity linking to known entities like Wikipedia, Wikidata, and LinkedIn back up the content.
How to Track Performance in AI SEO
It’s not enough to learn AI SEO tactics; you must also track AI SEO tactics! The good news is, with the right tools, you can monitor AI Overviews and get to grips with LLM SEO Tracking. Here are some of the ways to better understand your visibility in generative search.
- Track referrals from LLM engines, such as GA4, custom dashboards, and Click Insights.
- Monitor featured snippet performance.
- Use AI tools to monitor AI mentions.
- Use tools like AlsoAsked or Kalicube.
Common Mistakes to Avoid with AI SEO
People often make AI SEO mistakes, particularly because the rise of AI is so new! Here are some common SEO errors in AI to avoid, as AI search penalties can mean you do not list in AI Overviews.
Over Optimisation: Over optimisation can be too much of a good thing and actually work against you.
Stuffing Schema: Overusing it can harm your credibility and cause penalties.
Unstructured Content: AI needs to be able to read the content easily, and that doesn’t happen with unstructured content. Content writing services can help here.
Forgetting to Appeal to Humans: AI is all about natural content that appeals to humans, so don’t focus too much on AI and forget that you really want to appeal to real users! If you want a good content strategy, we have the services you need.
Adapting for the Future of Search
The future of AI SEO is exciting, and already, many websites are adapting to AI search. What might come next – what is the SEO next generation?
While this search evolution has meant that you need more LLM readiness and an updated digital content strategy, remember that AI SEO does not replace traditional SEO – it just enhances it.
To future-proof SEO, you need to start building for AI discoverability sooner rather than later. You don’t want to be trying to keep up years from now when AI has developed even further!
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