How AI SEO is changing the world

The New SEO: Navigating AI, Changing Search Habits, and Google Updates

Do you remember when SEO stood for keyword stuffing and link-building? Well, those days are gone. The search landscape is changing faster than we can keep up with, and to stay relevant, we need to understand three dominant forces that are changing our digital world. 

AI Has Arrived 

Artificial intelligence is not coming; it has already changed the way we do SEO. 

Tools such as ChatGPT and Claude are changing the way that people find information on the web. A lot of users ask questions directly to AI assistants instead of scrolling through web search results. This change is presenting a challenge and opportunity for businesses. 

What does this mean for you:

Your content needs to be truly valuable, not just search optimized. 

Structured data is more important than ever, to communicate your content clearly to AI. 

Voice friendly content matters more than ever, because people make queries using natural language. 

Search Behavior: People Don't Search Like They Used To 

Do you remember when people used to type "best running shoes" into Google? Well, today's searchers are different: 

• Asking full questions: "What running shoes are best for marathon training with flat feet?"
• They utilize speak searches while they drive or cook
• They desire instant, personalized responses

Mobile search has taken over as most users search when on the move instead of sitting on a desktop. Attention spans have decreased, people desire instant gratification from searches.

Google's Moving Goalposts

• Just when you think you have Google figured out, they change it again. Of course, you are well aware of more current updates, such as:
• Helpful Content Updates: Basically states that helpful content is rewarded, but just optimizing for search engines is penalized.
• Core Web Vitals: Page speed and user experience are now the top priorities. 
• E-E-A-T: Enter Experience, Expertise, Authoritativeness, and Trustworthiness. 
• The common thread among the updates is that Google wants to provide you the best possible answer to your query, not the most optimized page.

What Do We Do Now?

• Solve a problem not just try to rank for keywords.
• Write content for humans first. Then for search engines.
• Learn to develop true expertise, not just content about your topic.
• Get into the technical SEO side of things as ‘page experience’ becomes more important.
• Move into answering direct questions, as searching through voice or conversations continues to grow.

The businesses that will survive are not the ones re-adjusting their content for every search algorithm update, they will be the ones that understand their audience's wants and needs and they are delivering value through great content and experiences.

In this brave new world of search, the best SEO strategy may be simply to be the best answer for your customers question - regardless of how they actually choose to ask it!