How Do I Adapt My SEO Strategy to Benefit From AI?

The landscape of digital marketing has changed drastically over the past couple of years due to the development and wider adoption of AI. This blog post explains why your SEO strategy needs to be re-shaped and how.

What is AI?

Artificial intelligence (AI) is the science and technology of creating computer systems that can perform tasks normally requiring human intelligence, such as learning, reasoning, problem‑solving, and decision‑making. It powers everyday tools like recommendation engines, chatbots, and voice assistants, and extends to advanced applications such as autonomous vehicles and generative models that create text, images, or music. Unlike traditional software, AI systems learn from data and adapt over time, making them capable of handling complex, dynamic problems in ways that mimic — but don’t replicate — human thought.

How many people use AI?

Currently around 31% of the UK population actively engaging with standalone AI tools. When you include AI embedded in services (E.g. Google Search, WhatsApp, banking apps and streaming platforms), the figure rises much higher. This is why it is important that businesses adapt their SEO to benefit from it.

Is traditional SEO dead?

The basics of traditional SEO haven’t disappeared, but they have evolved to keep up with how people now search and how artificial intelligence is reshaping results. This means that if you haven't already done so, it's time to make some shift from a traditional SEO strategy to an AI SEO strategy.

What is AI SEO?

AI SEO focuses on increasing your businesses visibility not only in search engines like Google and Bing but across a whole host of other platforms where people now search such as apps like Chat GPT and voice controlled devices such as Alexa.

How do I put AI SEO in place for my business?

Much like with traditional on-page SEO, on-page AI SEO can be broken down into two areas: content and technical.

From a content point of view - AI SEO takes some of the focus off getting as many relevant keywords as possible into your content and adds more focus on to providing high quality answers in a format which can be easily picked up and used by AI tools. To do this your content needs to:

• Show expertise, trust and authority. Your messaging should be consistent across all of your platforms including your website and social media. AI systems are more likely to use content from brands that appear credible from multiple angles.

• Be structured in a clear and concise way. This includes the use of descriptive headings and subheadings, bullet points and FAQs. This makes it much easier for AI tools to find and use your content.

• Use schema mark up where possible on your website. For example - if you are adding a FAQs section ensure that you add the relevant schema mark up around the content to help AI tools identify context.

  
  

From a technical point of view - AI SEO remains the same as traditional technical SEO but with a greater importance. AI tools choose their sources wisely and so having a technically strong, fast and responsive website makes you more favourable and likely to get picked up. It's a good idea to run regular technical audits on your website and fix any issues identified as soon as possible to keep your website in top health.

Ready to take the next step and keep up with the ever evolving world of SEO? Feel free to get in touch to see how we can help you adapt your current strategy.