Artificial Intelligence (AI) has fundamentally transformed SEO as we know it, shifting the focus from keyword-centric strategies to nuanced, user-centric approaches. We now have new challenges to tackle for digital agency owners and opportunities to grab. Staying adaptable and agile will be key to making the most of these changes while staying competitive in the unfamiliar world of AI in SEO.

1.   The SEO game has changed – here’s how

SEO was (and still is) all about nailing the right keywords in volume, incorporating relevant backlinks, and adjusting meta tags to rank content. But with the rise of generative AI models, search engines demand emphasising user intent, content relevance, and contextual understanding.

Rather than looking at isolated keywords or phrases, contextual understanding considers the broader situation, intent, and relationships between different pieces of information to serve better answers to searchers. Generative AI search is all about supporting a faster, more seamless user experience before even clicking. In fact – thanks to AI overviews, 60% of searches are complete without users needing to click through to other websites.

But wait, don’t toss away your traditional SEO methods just yet. They may not be as effective on their own. However, combined with Generative Engine Optimisation (GEO), your content stands a strong chance of featuring in these featured snippets or AI overviews. 

2.   From keywords to user intent and experience

With AI in SEO, search engines now interpret natural language queries more effectively, considering nuances that were once difficult to capture.

For example, instead of only ranking for the keyword “best coffee,” search engines now aim to provide results based on conversational user intent, such as “Where can I find the best coffee near me?” It’s a shift toward content that addresses user needs with to-the-point, actionable answers.

3.   Use AI tools to supercharge your SEO strategy 

With all this said, you’re likely ready to optimise your agency’s search strategies today to reflect how AI is changing SEO. Harnessing the potential of AI tools is a great starting point. Leading AI-driven tools can streamline various aspects of SEO for efficiency and accuracy, including:

• Content optimisation: AI tools can help you craft rankable content that also aligns with user intent.
• Keyword research: AI-driven tools can identify search trends, user behaviour, and competitor strategies to identify the most relevant keywords for your clients. 
• Technical SEO: Tools like Clearscope and Frase can audit websites to pinpoint SEO issues and offer improvement tips. 

4.   Rethink success: Measure more than just rankings

With AI-driven search engines focusing on user experience, success metrics to focus on include:

• User engagement: Factors like the time spent on a page, bounce rate, and social shares show how well your content resonates with the audience.
• Conversion rates: The goal of SEO has always been to drive conversions. Now, you can measure the effectiveness of your GEO-integrated SEO strategies by looking at conversions from form submissions, sign-ups, and purchases.
• Content quality: AI in SEO demands content quality over quantity. Pay attention to whether your material answers popular user queries and is skimmable for generative AI models. 
• AI visibility: How often does your content appear in AI-generated search results? Understanding this will help you make adjustments where necessary.

5.   Equip your team for the AI SEO revolution

Training your teams on responsibly integrating AI into their workflows is vital for agency competitiveness and maintaining client trust.  

• Invest in training: Ensure your team is proficient in using AI tools and understands their capabilities and limitations regarding SEO innovation.
• Collaborate with AI experts: Engage with AI and GEO specialists to develop custom solutions tailored to your client’s needs. The right expertise ensures you maximise AI’s potential in your SEO strategy.
• Stay informed: With changes in AI search, marketers must prioritise staying in the loop regarding the latest developments, from new tools and algorithms to emerging trends.

6.   Looking ahead: Where AI is taking SEO next

Expect AI in SEO to continue its evolution. In the future, we forecast SEO to see even more advanced AI integration, including:

• Conversational search: As voice search and chatbots become even more prevalent, optimising content for conversational queries focusing on natural language processing (NLP) is key.
• Predictive analytics: AI will play an increasingly significant role in anticipating user behaviour, helping agencies stay proactive.
• Personalisation: Hyper-personalised content will gain momentum, tailoring experiences to user preference, browsing history, and past interactions for higher engagement and conversions.

By embracing AI in SEO, your agency can give your content strategies a new edge to stay competitive and deliver premium client results. Our AI specialists at Globital can assist you as you integrate AI into your SEO strategies, providing ongoing support and cutting-edge insights. Book a free AI consultation today and get ahead with AI-driven search marketing.