Advances in AI have made it possible for search engines to create more advanced algorithms. This means that the search and SEO landscape is changing.
While Google formerly relied on keyword matching, it has evolved to focus on understanding customer intent, behavior and the context – known as semantic search.
When Google launched its AI algorithm RankBrain in 2015, it began to understand how words relate to concepts for search. Four years later BERT was launched, a natural language AI system that understands how word combinations express different meanings and intents. This was followed by MUM which is capable of understanding and generating language.
Then came Google’s Search Generative Experience which is a key visual change to SERPs. This uses AI to generate detailed search results that give users the exact information they’re looking for.
How can you optimise your SEO for AI on search engines?
- Focus on intent targeting not just keyword targeting
- Create content based on key topics to tap into intent
- Create different types of content (blogs, videos, podcasts, webinars) to reach audiences in different ways and get ranked
- Understand Google’s E-E-A-T principles and apply them to your content
- Optimise for voice search – make your content more conversational
- Stay focused on technical SEO (e.g. keywords, link building, site speed, etc.)
- Create a seamless user experience
- Align content across channels
If all of this sounds like a minefield to you, then that’s where we can help. At Dowling Creative, our specialist team can help you optimise your website to improve your SEO ranking within the context of AI. Contact us to see how we can help!