The impact of AI on SEO: How to stay competitive in the age of algorithms

19 November 2024

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Artificial intelligence (AI) has had a huge impact in many areas of life and SEO is no exception. While it has made online searches easier for consumers, keeping up with it and staying ahead as a business can be challenging.

As Google integrates advanced AI into its search results, businesses must rethink their SEO strategies. Understanding the future of SEO in the context of AI is essential to appear high on search rankings and remain competitive.

Traditionally, search engine optimisation (SEO) has relied largely on keyword optimisation and link building. If you sell garden products, you would make sure the phrase ‘garden products’ was used frequently throughout your website. You would also look to get some links back to your site from other websites – maybe other businesses in your local area or in a complementary sector. These traditional SEO methods are becoming less effective.

AI means search engines like Google and Bing have become better at understanding the intent behind a search, through machine learning algorithms analysing huge quantities of data, as well as natural language processing. Natural language processing doesn’t just understand the words in a query, it understands the context and intent behind it. AI can even understand synonyms, slang and regional variation in language!

When someone searches for something online, AI can analyse, interpret and predict their behaviour. So businesses have to adapt their SEO strategies to changing algorithms to stay competitive. You need to have a deeper understanding of your target audience and produce content which meets their needs and answers their queries. It is about providing the best answer to the questions your audience is asking, because AI algorithms are skilled at recognising content which meets the search intent of users and provides value. This means that content which is designed to meet specific needs, answer questions and provide the solutions to problems is more likely to rank higher in searches.

AI algorithms will prioritise content which resonates with users on a human level – with every paragraph adding more value and depth. This aligns with AI’s preference for content which engages and informs – and also helps build a stronger connection with your target audience.

In addition, AI is making voice searches (e.g. Alexa) much more effective. Voice searches tend to use more words than online searches e.g. ‘find me healthy snacks for pre-school children’ rather than just typing ‘healthy snacks’ into Google with no context. This aspect of AI will continue to grow in importance and become even more widely used.

Google AI overviews

Google’s AI overviews, sometimes known as generative results, are one way in which AI makes searches easier for visitors but could mean less traffic for businesses. When users carry out a search, an AI answer appears at the top of the page – bringing together information from several websites.

This could be bad news for businesses, as some users will find the information in the AI generated content is enough to meet their needs, meaning they don’t need to visit individual sites. This means click through rates (CTR) are declining, with a fall in organic traffic to websites.

To stay competitive, businesses need to optimise their own content for Google AI overviews. This means creating content which is accurate, comprehensive and easy for AI to digest. Being featured in these overviews means staying visible, despite the changes to searches.

Alternatively, create content which provides deeper insight, because these overviews are only a snapshot providing brief answers, and some users will want to find out more from a comprehensive, well-researched source.

Multi-step reasoning

Multi-step reasoning is another Google initiative, which shares some similarities with the AI overviews. Multi-step reasoning uses AI to break down complex queries into smaller parts, then provide comprehensive answers. If a user searches for the best garden centres in Gloucester, which offer a member discount scheme, Google can compile all the relevant information into a single answer.

This make life easier for users but is another challenge for business. If Google can give all that information at the same time, it takes away the need for users to search multiple websites for the answers they need. To stay competitive, businesses should provide in-depth information to address complex queries which AI can use to respond.

And don’t forget building a strong, recognisable brand which users will go to directly, rather than relying on Google’s AI!

AI organised results pages

For some searches, Google now offers a different layout to its search pages. A search for ‘birthday dinner Cheltenham’ will bring up restaurants and local listings, as well as Tripadvisor and ideas and recipes for eating in.

This means users no longer have to scroll through a long list of links – they can jump to the section which is of most interest to them.

This brings an added challenge for businesses. No longer are they just competing to rank high on searches, they also need to appear in relevant categories ie not just restaurants in Cheltenham, but also birthday dinners! Your SEO strategies must adapt to ensure your content fits into these categories generated by AI, as well as in the more traditional search rankings.

Planning in search results

Google AI can now help people to plan tasks – such as suggested itineraries for holidays or meal plans. AI can provide, for example, a meal plan for a week, including recipes and shopping lists. These will all be sourced from a diverse range of websites – meaning users don’t need to visit those sites themselves.

For businesses, it is important that their content is optimised for Google to pick up and use in these AI-generated plans. Content should be structured in a way which is easy for Google to incorporate, providing a sufficient level of detail.

Companies should also focus on building their online reputation by encouraging satisfied users to leave reviews and ratings. The more positive reviews a business has, the more likely Google AI is to use it in its AI-generated plans.

Integrating AI into search engines has brought about a huge change in SEO. It has shifted the focus from keywords and backlinks to a more sophisticated and nuanced understanding of user intent. For businesses, understanding and responding to these changes is essential to stay competitive in the age of algorithms.

By producing quality content, which really answers a user’s questions and addresses the context of a query, your business can stay ahead of the game.

And remember to keep up to date with all the changes and developments in AI and SEO. AI in SEO is constantly developing, meaning businesses have to stay informed and keep adapting with it.

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Content Marketing Success: 8 Proven Strategies for Small Businesses

by Richard Jaques • 26 March 2025

In today's digital landscape, effective content marketing can be the key differentiator for small businesses striving to stand out. As consumers increasingly turn to online platforms for information, brands must engage their audiences through valuable content that resonates with their needs. Understanding the nuances of content marketing is crucial; it encompasses various strategies designed to attract, inform, and delight customers while ultimately driving sales. From developing engaging customer personas to measuring success through specific metrics, small businesses have an incredible opportunity to refine their marketing approach. This article explores eight proven strategies that can lead to content marketing success for small businesses, equipping you with the tools necessary to create impactful and sustainable marketing efforts. 1. Understanding the Importance of Content Marketing Content marketing is vital for small businesses. It helps connect them with their target audience, builds brand awareness, and drives organic traffic. A well thought out content marketing strategy lets small businesses compete with larger companies by using cost effective methods. Regularly sharing valuable content can position a business as an expert in its field. This fosters trust and encourages potential customers to seek their services. Documenting your content strategy also increases the chances of seeing your marketing efforts as effective, allowing a higher allocation of budget toward content marketing. Creating a diverse range of content types is key. Here are some content formats to consider: Blog Posts Social Media Posts Email Marketing Visual Content Developing a strategic content plan helps business owners carve out unique market spaces. Establishing clear business goals and using tools like Google Analytics to gauge conversion rates can refine your approach. Below is a quick checklist for effective content marketing: Know your target audience Set SMART goals Use a content calendar Perform a content audit By focusing on these elements, small businesses can enhance their content marketing efforts and achieve growth. 2. Developing Customer Personas for Targeted Engagement To create targeted content, small business owners should develop detailed buyer personas. These personas are fictional versions of ideal customers, including demographic and psychographic details. Tools like Google Analytics and social media insights provide valuable data to shape these personas, making them more accurate. Understanding your target audience through buyer personas is key. It allows content marketers to tailor pieces of content that address specific needs and challenges. This approach boosts engagement and builds trust with potential customers. It is often necessary to have multiple personas to cater to various products, services, or customer segments. Each persona reflects different motivations and interactions with your brand at various stages of the customer journey. Here's how you can develop them: Collect Data: Use surveys, Google Analytics, and social media insights. Analyse: Determine the needs, interests, and behaviours of your audience. Create Multiple Personas: Define different segments based on your findings. Tailor Content: Use the personas to guide your content marketing efforts. Effective personas lead to a successful content marketing strategy, enhancing your business goals with every piece of content created. 3. Crafting a Comprehensive Content Plan Creating a successful content plan is key for small business owners. It acts as a guide to align all your content marketing efforts with your business goals. Here’s how you can craft a comprehensive content plan: Identify Key Topic Areas: Focus on subjects relevant to your target audience. This ensures you create valuable content that speaks directly to potential customers. Choose Content Types: Use a mix of blog posts, infographics, and videos. Different content formats can help engage various segments of your market. Plan Distribution Channels: Decide where to share your content. Consider social media posts, email marketing, and your website for maximum reach. Set Calls to Action: Encourage your audience to take the next step. This could be signing up for a newsletter or visiting a product page. Utilise a Content Calendar: This keeps your content marketing strategy organised and consistent, minimising missed opportunities. Analyse Metrics: Use Google Analytics to track conversion rates, engagement, and content performance. Including these elements in your content plan aligns with the fact that structured strategies significantly boost success rates. Regular content audits refine this strategy further, ensuring continued engagement and growth .