SEO has always been the bread and butter of digital marketing, hasn't it? For years, getting your website to rank well on Google followed a fairly predictable playbook. But now, with AI tools like Google's AI Overviews shaking things up, the game's changing fast.
If you're running a business in the UK and want to stay ahead of the curve, it's time to understand how artificial intelligence is transforming search engine optimisation—and what you can do about it.
The Old Days vs Now: How Google's Changed the Rules
Remember when stuffing your content full of keywords was enough to climb the rankings? Those days are long gone, mate. Google's algorithms have become incredibly sophisticated, especially since they introduced BERT in 2018—their AI language model that actually understands what people are really searching for, not just the exact words they type.
These days, trying to game the system with spammy tactics will only hurt your rankings. Google's all about rewarding websites that provide genuine value to users.
Search Intent Matters More Than Keywords
Here's the thing: AI doesn't just look at the keywords you're using anymore. It's clever enough to understand the why behind someone's search.
So instead of obsessing over exact keyword matches, focus on creating content that genuinely answers what your audience is looking for. If someone searches "best coffee shops near me," they want recommendations, not a page stuffed with those exact words 20 times over.
Building Your Topical Authority
AI tools and Google's latest algorithms love websites that really know their stuff. This is called "topical authority," and it's become absolutely crucial for ranking well.
Think of it like being the go-to expert in your field. Instead of writing one shallow article about "digital marketing," create comprehensive content that covers everything from social media strategies to email campaigns to PPC advertising. The more thoroughly you cover your topic, the more likely AI will see you as a trusted source.
Meeting Google's E-E-A-T Standards
Google wants to see four things in your content: Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).
This means your content needs to show you actually know what you're talking about. Include real examples, cite credible sources, and make sure your authors have genuine expertise in what they're writing about.
Write Like You're Having a Chat
With voice search becoming more popular, your content should sound natural and conversational. Instead of writing "automobile maintenance procedures," try "how to service your car." It's more human, and AI tools find it easier to understand and reference.
Use Schema Markup
This might sound technical, but schema markup is basically a way to help search engines understand what your content is about. It's like giving Google a roadmap of your website.
When you use structured data properly, you're more likely to appear in those fancy rich snippets and AI overview results that catch users' attention.
Go Deep on Your Topics
Rather than skimming the surface of lots of different subjects, pick a few core topics and really dive deep. Create pillar content around your main themes, then build supporting articles that explore related subtopics.
This approach shows AI crawlers that you're a reliable source of information, increasing your chances of being featured in AI-generated search results.
The Bottom Line
The SEO landscape is evolving rapidly, and AI is driving much of that change. But here's the good news: the fundamentals haven't disappeared—they've just evolved.
Focus on creating genuinely helpful content, establish yourself as an expert in your field, and structure your website so that both humans and AI can easily understand what you're offering. Do that, and you'll be well-positioned for whatever Google throws at us next.
Remember, the businesses that thrive in this new AI-powered search world will be those that put user experience first—everything else will follow naturally.