what to know about AI and search optimization
We are so digital all the time. We are constantly looking at analytics and impressions, running reports and trying to find the best angle to combat the algorithms, sometimes *ahem* obsessed with optimization (I’m so guilty of this…) but what is not debatable is that AI is here to stay. We can fear it and reject it, OR… we can figure out how to make it work for us. I want to encourage business owners to use AI to their advantage. By knowing how to make it work better for your business, you win.
I use AI in some form almost daily. Of course it doesn’t replace my thoughts, my efforts, or my face-time interactions with my peers and clients.
Utilizing AI as a tool is a time saver, to say the least.
use AI to optimize your digital footprint
Let me share how your businesses can leverage the AI-driven changes in search to enhance and optimize your website traffic and visibility by refining content strategy, prioritizing user experience (UX), and staying up-to-date with SEO trends.
Sharing SEO insights with Elsa Elbert, founder of Composed Living and Composed Giving.
This is a big topic with a lot of nuance based on industry, product, and service offering. Not all tips here will work for all businesses but I can guarantee that you’ll find something useful here to get a stronger understanding of how AI is changing the game of search optimization.
Here’s some ways to take full advantage of AI-influenced search to improve website traffic for your business:
Optimize for Featured Snippets: Aim to capture the “featured snippet” (the box at the top of search results that provides a quick answer). Because they are the first thing now seen by users, featured snippets often drive higher traffic and are more likely to be clicked. Structure content to answer common questions directly within headings, bullet points, and short paragraphs.
I go into how to do that in another post worth reading: HERE.
Use Natural, Conversational Language: Create content that sounds like how people speak or search—especially for voice search. We are still human, after all. Think in terms of what questions people might ask, *how* they ask, and then structure content to answer those questions. We often overthink our content and keyword usage, but when you realize who you are trying to reach and how they would most likely interact with you, you can simplify the process of including natural language in your content.
Focus on Search Intent: Identify why users are searching for specific keywords (are they looking to learn, compare, or buy?) and tailor your content to match that intent. This is key. Offer a mix of informational, transactional, and navigational content.
Leverage AI-Powered Keyword Research: Find trending keywords, related topics, and content gaps that competitors may not be covering yet. Tools like SEMrush, Ahrefs, or Google’s Keyword Planner can reveal opportunities for new blog posts, landing pages, and service descriptions. I like using a combination of both ChatGPT with Ubersuggest to get the most out of keyword research.
Create High-Quality, Visual Content: I love visual communication. Visual content is considered more engaging and shareable. A recent report indicates that articles with images received 94% more views than those without. That is HUGE! (Source: Sproutworth) Incorporate images, videos, infographics, and charts into your pages. Tag each visual element with descriptive alt text, titles, and captions to optimize for visual search and to maintain best practice in accessibility compliance.
Target Voice Search Optimization: Smart homes, Alexa, and Siri have rooted themselves in our modern world. Because more and more are asking questions to these voice-search platforms, we need to think of conversational, question-based keywords for content. Include more “who,” “what,” “where,” “when,” “why,” and “how” phrases in your blog posts, FAQs, and descriptions.
Prioritize Fast, Mobile-Friendly Design: AI tools like Google PageSpeed Insights can show where to make improvements to speed up your site and enhance mobile usability. With Google’s priority on mobile-first indexing, ensure your site is fast and user-friendly for mobile users.
Create a Blend of “Evergreen” and “On-Trend” Content: Identify trending topics and create a mix of evergreen content (topics that are always relevant) and timely content related to current events or trends.
What is “evergreen content?” It’s your on-page content that provides value without an expiration date. Think of your service or brand pillars, or your grandma’s chocolate chip cookie recipe. These things are relevant and valuable no matter what, no matter when.
On trend content captures short-term attention and shows Google your site is active and relevant. This is memes and hot-button conversation. Everyone remembers “…how demure…” right?
Analyze Competitors: Use competitor analysis tools to see what keywords, formats, and strategies are driving traffic to their sites. Look for gaps in their content that you can fill on your own website. Keeping an eye on what your competitors are doing gives you an advantage by helping you craft content that’s different, relevant, and appealing to search engines, boosting your competitive edge.
Monitor and Adapt to AI Trends: Stay updated on the latest AI developments in search engines, such as algorithm changes or new AI features. Regularly audit your SEO strategy with tools like Google Analytics or from your friendly marketing strategist… (that’s me!)
final words…
Getting comfortable with AI — as a resource to enhance searchability and drive website traffic for your business — will simplify the process of optimizing for intent. It is important to remember that you want to create a mix of valuable content types. By using AI strategically, your website can reach a larger audience and deliver a better user experience – all in a fraction of the time it used to.
I love optimization and want to be a resource for you. Consider a digital audit of your website to know where and how to improve your optimization or check out the Digital Marketing Strategy Guide to perform a DIY assessment of your platforms.
