SEO isn’t dead, but it’s evolving. Don’t get me wrong, creating helpful content that satisfies user intent is still very important. However, as we move forward in a ubiquitous AI society, businesses who strive to be on the first page of google results will quickly see users favoring AI overviews. This will lead to less priority on search position rankings and more on what is now called AEO (Answer Engine Optimization).
What this means is we will have a new grading system in the world of search performance. Success in the SEO race could move to a push for brand inclusion in AI-generated summaries. Additionally, this AEO trend is not only setting a new bar for serving up search content, but early results show improved CTR (click-through-rates). So statistically, AI search will translate to more intentional website traffic to those who play by its rules. And the rule of today is “intent” – with users wanting expert and trustworthy content, not just an online rant of high ranking keywords.
So, how do organizations now play the SEO/AEO game better going forward? We must first rethink our search strategy and center around brand mentions and conversational quality. Adapting a more multimodal approach to reaching our target audience through thought leadership and authoritative content.
4 Ways To Starting A Search Plan That Leverages AEO while still embracing SEO
- Optimize for AI summarization – In a recent blog by Semrush (a widely used Enterprise SEO keyword research and analysis tool), they acknowledge “AI search visitors tend to be more highly qualified than traditional organic search visitors.” This means site visitors directed from AEO are more likely to convert, rather than just browse. Keep in mind, content on your site should lead with clear headings and summarize information into bullet points. This makes the content AI-friendly with more likely use in AI search summaries.
- Focus on Brand Reputation – If you are familiar with MESH, you know how we feel about brand reputation. A brand is core to organizational trust, by consistently representing the values, thoughts and beliefs of the organization. With that in mind, we can clearly see that expertise seems to win the race with AEO. Direct experience in a subject commands much higher AI search preference. So, demonstrate know-how and build trust with your audience through relevant and “proven” content. It’s not just about saying things on-line, it’s about creating a connection through real-world examples. In other words, “How are you (or your company) using the same information you’re providing in order to yield results?”
- Leverage AI tools – These days, if you’re not using much in terms of AI tools yet, you are getting left behind. The script on AI has been written and if you’re not currently engaged with the technology, the window is closing. Invest in tools (or an agency that uses them) to modernize your search optimization capabilities. At MESH, we use Semrush and its sophisticated AI tools to analyze digital presence and visibility on the web. It helps us understand the current brand footprint, while keeping an eye on measuring AI content consumption and mentions. It’s really a must have to play the SEO / AEO game effectively in today’s tech climate.
- Create human centered content – Strong brand values matter here. Keep those top and center in your content, so that genuine opinions are provided. That’s not to say AI can’t help brainstorm, and assist with the final product. But at the end of the day, keep it real. Your brand experiences, guidance, leadership and expertise is what people, and oddly enough AEO are keen on. For instance, MESH instills a “human in the loop” philosophy to all creative design/writing. We are still the magic of creativity, by insisting on good taste in all we deliver. No matter your industry, invoking a mindset like this is a great way to work side by side with AI, while not losing the human touch.
The world of search is being disrupted. The emerging landscape of artificial intelligence is upon us, so it shouldn’t be surprising that we need to embrace new ways of digital relevance. I assure you this will not be the last AI disruption you’ll encounter this year, so be prepared. Don’t let all of your hard work on SEO be flattened by AI. Leverage these methods to revive your search strategy and keep AI hungry for your brand’s content.