For some time now, the basics of Search Engine Optimisation (SEO) have remained relatively constant from one year to the next. Even after Google introduced its Core Updates over the years, certain elements have shifted, but most fundamental aspects of SEO have remained consistent and are still regularly practised today.
However, with the introduction of AI into search engine algorithms, there have been much larger changes taking place that are beginning to challenge how modern SEO tactics are carried out. With AI-powered search tools getting more intelligent over time and carrying out tasks behind the scenes much differently than previous iterations, it’s becoming more critical than ever for businesses to get a firm grasp on how these changes should impact their search engine marketing tactics.
In this article, we’ll explore some of the progressive changes search engines, such as Google, have made over the years, the impact of AI on their functionality, and various adaptive SEO strategies to focus on now and into the future.
How AI Has Started to Change How Search Engines Operate
Google has been a major supporter of AI technology development for many years now. However, it’s only been in the last few years that its practical use in search engines has really started to gain the spotlight.
Leading up to this point, though, there have been several progressions over the years to Google’s proprietary search algorithms.
RankBrain
Back in 2015, Google introduced RankBrain into its search algorithm. This technology uses machine learning to help identify the meaning behind specific searches instead of simply referencing keywords and matching them with applicable content.
By trying to understand the actual intent behind user searches, this helped to create more accuracy and consistency when individuals looking for similar resources approached their searches in unique ways.
BERT
BERT, or Bidirectional Encoder Representations from Transformers, was introduced in 2018 to help Google’s search tool better understand the nuances of spoken language. For example, smaller words like “for” or “with”, when combined with different keywords, can completely change their meaning or search objective.
By helping Google’s search engine identify these differences, it provided more accurate results and required users to click around less to find what they needed.
MUM
After BERT was released, Google introduced the Multitasks Unified Model (MUM). This was actually a significant development, as it enabled search engines, particularly those powered by AI answer engines, to utilise images, videos, and even audio to provide more accurate answers to complex search queries.
Using MUM, Google’s language understanding was able to be 1,000 times more powerful than when relying on its older technology updates and continues to be used today.
Natural Language Processing (NLP)
One of the most fundamental aspects of AI technology is Natural Language Processing (NLP). NLP is how Google’s modern search technology is able to leverage powerful AI features that can actually help it understand and reason in human language.
Now, whether users are typing in a question to search or speaking directly to a voice assistant like Google Home or Alexa, the application is able to interact and respond in the same way a human would. NLP helps translate the subtle intricacies of human language into search commands that provide the most relevant and accurate results.
The Implications of AI on SEO
Due to the dynamic nature of AI technology and its ongoing application in modern search engines, it has created numerous new opportunities and challenges for businesses. This is especially the case when evaluating the different implications it has on SEO tactics.
Some of these implications include:
Moving Away From Keywords to Search Intent
In the past, Google’s search engine algorithm relied primarily on keyword recognition when trying to provide users with relevant answers to their queries. Today, AI technology has made this process much more efficient and less reliant on a user entering in exact phrasing to find the information they’re looking for.
AI-powered search tools excel at identifying the search intent of queries, making it easier to provide results that users actually value, regardless of their phrasing or word choice.
Added Importance of Google’s E-E-A-T Guidelines
For some time now, Google has introduced specific guidelines for site owners looking to add more credibility to their brand while improving their search engine rankings. These E-E-A-T guidelines focus on Experience, Expertise, Authoritativeness, and Trustworthiness to help differentiate quality content from less valuable, generic information.
With AI answer engines heavily relying on these guidelines when generating AI summaries for users, it’s becoming even more important for businesses to ensure they’re meeting all of these requirements.
Rise in No-Click Searches
Now that more users are leveraging AI-powered search features, the way they get answers to their questions has changed. Instead of having to click through multiple website links ranked on SERPs, tools like Google’s AI Overviews provide them with the information they need, sourced from websites on their behalf.
This means there is now a steady rise in “no-click” searches, where users no longer need to access a branded site to get information. This can significantly lower your website’s chances of gaining more organic traffic unless you’re specifically listed as a linked reference source in these AI-generated summaries.
Adaptive SEO Strategies That Support AI-Powered Search
If you want to make sure your business remains as visible as possible online, you’ll need to adapt your SEO strategies in response to the increased use of AI-powered search tools. Below are some effective ways to achieve this:
1. Keeping Content More Conversational
As voice search tools and AI-assisted search continue to become more popular, it’s important to consider how to make your content more accessible to these solutions. In most cases, this means making your content written so it appears more natural and communicates information in the same way someone would when speaking to another.
Try to put yourself in your listener’s shoes. What kind of questions are they asking, and what’s the most definitive way to provide answers? Your primary goal should be to answer questions as clearly as possible without sounding like a robot. Be less concerned about keyword selection and more concerned about accuracy and consistency.
2. Making Use of Structured Data
Structured data has become an important way to communicate to search engines exactly what each page of your website is about and its core purpose. Also known as schema markup, using structured data, specifically on blog posts and articles, essentially adds helpful, coded labels to your content that search engine crawlers can use and reference.
One of the primary goals of using structured data is to get your content featured on Google’s rich snippets. These are particularly helpful for getting better real estate on SERPs and are commonly referred to by AI-powered search tools when providing summarised results.
3. Focusing on Site Crawlability
Of course, it’s always a good idea to put as much valuable content on your website as possible. This is how Google references key information to users and can be a great source of organic traffic. However, the volume of your content is not nearly as important as how searchable it is, both by users and search engine crawlers.
For AI tools to reference your information more often to users, they need to be able to find it. To support this effort, ensure your site has a well-organised structure with clear navigation pages. Utilise header tags, bullet points, and numbered lists in your content wherever possible to help summarise ideas and create a linkable format for Google AI Overviews and other AI-generated responses given to users.
4. Optimising for Visual Search
It’s essential to note that the methods users employ to search for information through AI-powered tools and search engines are also evolving. Most search tools enable a variety of different ways to search for information, including the use of videos, images, and voice recordings.
What this means for businesses is that it’s becoming even more important to make sure that “all” elements of your website are properly optimised, including any videos or images used on your content pages.
Pay close attention to your ALT tags and ensure they contain relevant keywords that accurately describe their meaning. When creating videos, it’s also best practice to have a transcribed version available on your site as well to help add additional context to the video being searched.
5. Creating More Topical Authority
Google and AI answer engines are always on the lookout for high-quality resources when generating responses for users. This means looking for websites that have proven authority and credibility in their space.
To develop this level of topical authority, you’ll want to take a deeper dive into the content you create, not just writing surface-level content that can be easily found online.
A good way to start building your site’s authority is by creating “content clusters.” Content clusters involve creating a main pillar page that focuses on a key topic and then branching it off into multiple supporting content pages that help to support the main topic.
Making Your SEO Futureproof
As technology continues to shape how Google and other search tools gather relevant information, it’s essential to adapt your SEO tactics accordingly. By following the strategies discussed, you’ll be able to ensure your website’s content is referenced more often in AI-search tools and that you’re able to maximise your online visibility over time.
About the Author:
Jason Khoo started freelancing in SEO in college, sold his first agency, and is now the founder of Zupo, an Orange County-based SEO consulting agency helping construct powerful long-term SEO strategies for our clients. Jason also enjoys multiple cups of tea daily, hiding away on weekends, catching up on reading, and rewatching The Simpsons for the 20th time.