AI in SEO: What it is and how it works

AI can analyse enormous volumes of data and identify patterns that might otherwise be difficult to spot. This gives businesses new opportunities to optimise smarter and faster.

AI can be used for tasks such as:

• Content strategy, where AI identifies topics missing from the content plan and suggests new articles
  
  
• Keyword research, where related search phrases and long-tail keywords are identified
  
  
• Competitor analysis, where AI monitors how other businesses rank and perform
  
  
• Technical SEO, where AI detects issues with speed, mobile-friendliness and link structure

One example is an online store that uses AI to analyse customers' questions. This reveals new search phrases that can inform product descriptions and blog content.

AI is not just a tool for marketers. It has also become an integral part of modern search engines. Google and Bing increasingly use AI to assess which content is most relevant.

With Google's Search Generative Experience and Bing Copilot, users get not just a list of links, but also a consolidated, generated answer. For businesses, this means that ranking in Google remains important, but it is also essential that content can be understood and cited by AI.

Imagine a healthcare business that has written a guide to rehabilitation. If the content is clear and structured, an AI assistant can use the guide directly in its answers, giving the business exposure even without the user clicking through to the website.

When AI is actively used in SEO, it changes how content is produced. Keywords still play a role, but context has become crucial.

To adapt to AI, content should be:

• Written in short, clear paragraphs
  
• Structured with clear headings
  
• Rich in concrete examples and explanations
  
• Comprehensive enough to answer the key questions

The more carefully considered and structured the content is, the more likely AI is to choose it as a reference.

AI does not change the foundations of SEO, but adds new layers on top. Technical optimisation, links and good content are still necessary. But businesses also need to focus on being sources that AI assistants can trust.

This requires:

1. Clear language
2. Depth of content
3. Authority through sources, case studies and expert knowledge

When these elements are in place, content has a greater chance of both ranking in Google and being selected by AI.

AI in SEO is still a young field, with less competition than traditional SEO. This offers a unique opportunity to establish yourself early as a source used by AI.

An important part of this work is Generative Engine Optimization (GEO). GEO involves adapting content so that it not only ranks in traditional search results, but is also selected and cited by AI-powered search engines such as Google SGE and Bing Copilot.

By getting started with GEO now, your business can secure visibility in the next generation of searches. This gives you a head start over competitors and makes it easier to become a reference when AI generates answers for users.

AI in SEO is not a distant vision of the future. It is already a reality. But it can be difficult to know where to start and how best to combine traditional SEO with AI optimization.

At acend, we help businesses get found both in search engines and on the new AI platforms. If you need advice or practical help getting started, you are always welcome to get in touch. A conversation is, of course, completely without obligation.