According to a February 2024 forecast by Gartner, search engine usage is expected to decline by 25% by 2026, with AI chatbots and virtual assistants taking over a significant portion of the search volume.
“Generative AI (GenAI) is becoming a substitute for traditional search engines, providing direct answers instead of search results,” explained Alan Antin, Vice President Analyst at Gartner. “Businesses must rethink their marketing strategies as GenAI becomes more integrated into daily operations.”
With search trends shifting, SEO is evolving once again. While Google still processes around 8.5 billion searches daily, businesses must now balance between ranking well on Google and optimizing for AI-driven search. Here’s how you can stay ahead.
4 Ways to Succeed in AI-Powered Search
Google Search Central advises that no new strategies are necessary to appear in AI-generated overviews. A recent study by Rich Sanger and Authoritas found that strong traditional search rankings correlate closely with AI-driven search results. Maintaining high SERP rankings will likely ensure visibility in AI-powered queries as well.
1. Maintain Strong SERP Rankings
According to the study, pages that rank first on the SERP have a 53% chance of being included in Google’s AI-generated overviews, while those in the tenth position have only a 36.9% chance. The takeaway: Ranking high on the SERPs is essential to being featured in AI-driven results.
To continue ranking well:
• Create High-Quality Content: Focus on “people-first” content that provides value. Use multimedia elements like images and videos to engage users and increase time on site.
• Earn Backlinks: High-quality content attracts backlinks, which improve your authority and ranking.
• Optimize Technical SEO: Ensure your site is easily crawlable, mobile-friendly, and fast-loading. Use schema markup to help search engines understand your content better.
2. Target Informational Keywords
AI overviews favor informational queries over transactional ones. For example, an article optimized for “how to grow white strawberries” is more likely to appear in AI-generated results than one targeting “white strawberries for sale.”
Focusing on top-of-funnel keywords can increase your chances of being featured.
3. Use Long-Tail Keywords and Specific Queries
AI aims to simplify search by providing detailed answers, so content targeting long-tail keywords tends to perform better. Rather than using a generic keyword like “black shoes,” opt for more detailed phrases like “how to choose black shoes for men.”
4. Align Content with Search Intent
AI-generated results aim to meet user needs quickly. Ensure your content matches search intent to improve your chances of being included in AI results. For example, targeting the keyword “list of superfoods” with relevant content increases the likelihood of being featured.
The Pros and Cons of AI-Powered Search
Some SEOs question whether being featured in AI results is beneficial. Concerns include:
• Reduced Click-Through Rates: AI answers may eliminate the need for users to click through to your website.
• Content Borrowing: AI tools often rephrase and use content without directing traffic to the original source.
While AI-powered search might reduce site traffic by 20% to 50%, especially for informational content, it’s crucial to embrace these changes. Google is unlikely to abandon AI-driven features, and being included in AI results offers visibility in an evolving search landscape.
The Future of Search: Traditional SEO Still Matters
Despite the rise of AI, traditional search engines remain dominant. Google processes 8.5 billion searches per day, compared to ChatGPT’s 14 million daily searches. Optimizing for conventional search remains essential, but businesses should also be prepared to adapt to AI’s growing influence.
By continuing to focus on quality content, technical SEO, and search intent alignment, you can succeed in both traditional and AI-powered search. As the landscape shifts, staying proactive will ensure your strategy keeps pace with the future of search.
Source: https://searchengineland.com/ai-search-visibility-guide-446740
“Generative AI (GenAI) is becoming a substitute for traditional search engines, providing direct answers instead of search results,” explained Alan Antin, Vice President Analyst at Gartner. “Businesses must rethink their marketing strategies as GenAI becomes more integrated into daily operations.”
With search trends shifting, SEO is evolving once again. While Google still processes around 8.5 billion searches daily, businesses must now balance between ranking well on Google and optimizing for AI-driven search. Here’s how you can stay ahead.
4 Ways to Succeed in AI-Powered Search
Google Search Central advises that no new strategies are necessary to appear in AI-generated overviews. A recent study by Rich Sanger and Authoritas found that strong traditional search rankings correlate closely with AI-driven search results. Maintaining high SERP rankings will likely ensure visibility in AI-powered queries as well.
1. Maintain Strong SERP Rankings
According to the study, pages that rank first on the SERP have a 53% chance of being included in Google’s AI-generated overviews, while those in the tenth position have only a 36.9% chance. The takeaway: Ranking high on the SERPs is essential to being featured in AI-driven results.
To continue ranking well:
• Create High-Quality Content: Focus on “people-first” content that provides value. Use multimedia elements like images and videos to engage users and increase time on site.
• Earn Backlinks: High-quality content attracts backlinks, which improve your authority and ranking.
• Optimize Technical SEO: Ensure your site is easily crawlable, mobile-friendly, and fast-loading. Use schema markup to help search engines understand your content better.
2. Target Informational Keywords
AI overviews favor informational queries over transactional ones. For example, an article optimized for “how to grow white strawberries” is more likely to appear in AI-generated results than one targeting “white strawberries for sale.”
Focusing on top-of-funnel keywords can increase your chances of being featured.
3. Use Long-Tail Keywords and Specific Queries
AI aims to simplify search by providing detailed answers, so content targeting long-tail keywords tends to perform better. Rather than using a generic keyword like “black shoes,” opt for more detailed phrases like “how to choose black shoes for men.”
4. Align Content with Search Intent
AI-generated results aim to meet user needs quickly. Ensure your content matches search intent to improve your chances of being included in AI results. For example, targeting the keyword “list of superfoods” with relevant content increases the likelihood of being featured.
The Pros and Cons of AI-Powered Search
Some SEOs question whether being featured in AI results is beneficial. Concerns include:
• Reduced Click-Through Rates: AI answers may eliminate the need for users to click through to your website.
• Content Borrowing: AI tools often rephrase and use content without directing traffic to the original source.
While AI-powered search might reduce site traffic by 20% to 50%, especially for informational content, it’s crucial to embrace these changes. Google is unlikely to abandon AI-driven features, and being included in AI results offers visibility in an evolving search landscape.
The Future of Search: Traditional SEO Still Matters
Despite the rise of AI, traditional search engines remain dominant. Google processes 8.5 billion searches per day, compared to ChatGPT’s 14 million daily searches. Optimizing for conventional search remains essential, but businesses should also be prepared to adapt to AI’s growing influence.
By continuing to focus on quality content, technical SEO, and search intent alignment, you can succeed in both traditional and AI-powered search. As the landscape shifts, staying proactive will ensure your strategy keeps pace with the future of search.
Source: https://searchengineland.com/ai-search-visibility-guide-446740
