How AI Is Changing the Way We Optimise Content for Search
Search engine optimisation is changing due to the introduction of artificial intelligence. Originally, SEO focussed on keyworks, backlinks and technical improvements. Now, it is important to take into account how AI understands, interprets and summarises online content.
For those who work in marketing, run a business or manage a brand, ranking on Google is only part of the challenge. As AI software continues to evolve and it is used more widely, you need to ensure your content makes sense to AI systems like ChatGPT, Gemini and Copilot so your information can be readily found.
From Keywords to Meaning
In the early days of SEO, you could simply target a few strong keywords and see results. It was a game of frequency and placement.
Now, with Google’s machine-learning systems like RankBrain and BERT, search has become much smarter. These algorithms don’t just look at words; they try to understand the intent behind them.
When someone searches “how to get more people to visit my website”, Google looks for content that actually explains how to increase visibility and engagement, not just pages that repeat the same phrase.
SEO must understand the ‘why’ behind what people are searching for. To get the best results it is important for content to written clearly with purposeful intent.
Search Meets Generative AI
We have reached a stage where users aren’t only relying on Google, they are asking AI tools for answers as well.
Well known platforms like ChatGPT, Perplexity, and Bing Copilot are designed to directly pull information from websites to provide users with quick, conversational responses. Content that is written and structured to be easily understood by humans and AI will have a better chance of being quoted or referenced in AI summaries.
When websites are laid out with clearly defined headings, schema markups or contain FAQ’s, AI considers them to be easy to understand and a trustworthy source that can be referenced.
What AI Looks for in Quality Content
AI-powered systems assess content differently to older algorithms. They focus on three key things: context, structure, and credibility.
1. Context and Relevance
AI recognises connections between ideas. For example, if you’re writing about content strategy, it expects to see related topics such as audience behaviour, keyword intent, storytelling, and performance metrics. That variety helps show depth and authority.
2. Structure and Readability
Formatting content by using headings, lists, dot points or short paragraphs will help make website pages easier to read for the user and AI algorithms to scan. AI will efficiently understand and summarise content that is clearly presented on a FAQ page or written with article schema.
3. Trust and Expertise (E-E-A-T)
AI prioritises content that is credible and shows to have include real-life experience information. You can increase your contents level of expertise by including author bios, source references, and practical insights. As trustworthiness is now a ranking factor, it is not just a reputation bonus and should be taken into consideration when creating content.
How to Optimise for Search and AI at the Same Time
1. Write for Intent, Not Just Keywords
Focus on the question behind the search, rather than predicting the exact phrase they will type. For example, if a user asks “How can AI improve my marketing?”, provide content that will accurately and thoroughly answer the question. Content that is purposefully written naturally performs better as algorithms and users can find the information they need.
2. Use Question-Based Formats
AI tools are designed to scan and draw conclusions, and they are more accurate when analysing structured content. Users and AI will easily understand content that is presented with subheadings, or expressed as FAQs. Making it easier for search engines and voice assistants to quite or summarise your content.
3. Combine Human Insight with AI Tools
AI tools are great for brainstorming and research, but it cannot replicate human tone, experience or perspective. AI tools are recommended for speeding up the analysis or planning of content. However, refining the output with your own natural language will improve your contents credibility.
4. Optimise for Voice and Visual Search
Online searches have expanded to now include voice and visual content. Multimedia improves engagement and simplicity, however in order to be accessible and discoverable it is recommended you add descriptive alt text for images, clear transcripts for videos, and conversational language for voice queries.
5. Build Topical Authority
AI systems are programmed to boost websites who consistently publish high-quality, well organised content around a core subject. Creating clusters of content, for example, multiple articles, case studies, blogs and FAQs about your core topic will train AI to view your website as a trusted authority, and improve rankings and visibility.
Why “Helpful Content” Still Wins
Google’s Helpful Content System and similar AI-driven ranking models are designed to highlight content that is considered genuinely authoritative.
Articles that are educational, practical and solution-based will perform better and remain relevant for a longer period of time.
Content that lacks purpose, or has been AI-generated is more likely to have short-term visibility. As readers and algorithms respond to authenticity, structure and value it is crucial that content is authentic, clear, and informative to improve visibility and rankings.
The Future of SEO: Working with AI
Top SEO Agencies are capitalising on understanding and effectively using AI as opposed to trying to outsmart algorithms. Advantages of using AI includes efficiently reviewing and summarising data, keyword clustering, content gap identification and forecasting. However, human creativity, review, insight and understanding is what authenticates results. Combining AI efficiency with human strategy and storytelling, is when SEO truly delivers in today’s current climate.