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In recent years, the rise of artificial intelligence (AI) has brought about significant changes in various industries, including search engine optimization (SEO). As AI continues to advance, businesses must adapt their SEO strategies to stay ahead in the competitive online landscape. At SEG Square 2, we have conducted extensive research on how AI affects SEO, rankings, visible listings, and search results on platforms like Google. Based on our findings, we have reevaluated our approach to SEO and recommend that our clients adjust their expectations and budgets accordingly.
The Evolution of SEO in the Age of AI
In the past, the primary goal of SEO was to secure a spot on the first page of search engine results, such as Google, Yahoo, and Bing. This involved optimizing websites to increase visibility and attract organic traffic. However, with the advent of AI, traditional on-page SEO techniques no longer yield the same results as they once did. As a result, we believe that on-page SEO should no longer be a significant focus in our client offerings.
The Influence of AI on Organic Traffic
The proliferation of AI has made it increasingly challenging to drive organic traffic using previously effective SEO tactics. Google’s continuous updates to its search engine results pages (SERPs) have pushed organic content further down the page. Nowadays, searchers are confronted with numerous paid ads and knowledge panels before reaching the top organic listing. Additionally, features like “People Also Ask” provide quick answers to popular questions, eliminating the need for searchers to click on content. Consequently, achieving a high ranking for valuable keywords does not guarantee substantial organic traffic as it once did.
The Impact of AI Summaries on Search Results
Apart from prioritizing paid ads and SERP features, Google has introduced AI summaries that aim to answer questions at the top of the SERPs. These summaries, often accompanied by one to three recommended pieces of supporting content, can be quite extensive. As a result, paid and organic content is pushed further down the page, making it challenging for all but the most trusted brands to earn a spot within the summaries. Many searchers find their answers within the summaries themselves, rarely venturing beyond the top three listings on the first page.
Our Revised Approach to SEO
While AI summaries have reshaped the SEO landscape, they primarily focus on addressing topics and answering questions in the early stages of the buyer journey. These topics usually align with high-volume keywords that were previously targeted through blog posts and pillar pages. However, given the prevalence of AI summaries, investing time and money into blogs solely for organic traffic generation is no longer a wise strategy. Instead, blogs should serve as platforms for thought leadership and addressing foundational questions that prospects may have. To maximize their reach, blogs should be promoted across various channels, including social media and email.
Although on-page SEO has diminished in importance, it still holds value in certain scenarios. For example, search queries like “digital marketing agency” are less likely to be addressed by AI summaries, making optimized page titles, meta descriptions, and headings crucial for search engine understanding and user navigation.
Furthermore, technical SEO remains significant due to its impact on user experience. Google prioritizes websites that offer a seamless mobile experience, fast loading times, and a user-friendly interface. While optimizing for Google’s Page Experience metrics may not directly improve rankings, it ensures that visitors have a positive experience that reflects well on your brand.
SEO audits remain valuable for uncovering insights into technical performance, organic traffic trends, website optimization recommendations, and low-hanging fruit keyword opportunities. While it may be challenging to achieve immediate organic results with poor performance, there is potential for improvement based on previous successes.
In light of the changing SEO landscape, it is crucial for businesses to explore alternative strategies to increase brand awareness and reach across multiple channels. Relying solely on SEO is no longer sufficient in the AI-driven era.
Embracing Change and Looking Ahead
AI summaries are still in their infancy and will continue to evolve rapidly. Our current position reflects the present state of affairs, but businesses must remain adaptable to the ever-changing SEO landscape. While there is no definitive answer to how AI will ultimately impact SEO, it is unlikely to make achieving meaningful ROI any easier.
If you are interested in discussing your company’s organic search engine optimization strategy, the integration of AI, and the potential of organic social media in your future plans, we invite you to schedule a 30-minute call with us. At SEG Square 2, we are here to help you navigate these changes and ensure your business thrives in the dynamic world of SEO.
