Search is evolving. Fast. And if you’re still thinking about SEO the way we did even just two years ago, you’re probably already behind.
The introduction of AI-driven features like Google’s Search Generative Experience (SGE), Bing Chat, and other conversational interfaces means we need to shift how we think about SEO. It’s not just about ranking for keywords anymore. It’s about being useful in an intelligent, evolving search landscape.
So, what does that mean for your site? And more importantly, what are the steps you can take today to optimise for AI search?
Let’s unpack it.
AI Search Is Here, and It’s Changing the Rules
AI search is no longer a prediction, it’s here and already influencing how users interact with content. Whether through direct answers in the search engine results page (SERP) or generated summaries that avoid traditional listings, AI search is shaping behaviour.
The SEO challenge now is not just about being indexed.It’s about being selected as the source the AI trusts.
You might have the best blog post or product page, but if it’s not aligned with how AI search understands and interprets content, it’s less likely to surface.
So how do you adapt?
Step 1: Focus on Topic Clusters, Not Just Keywords
SEO for AI search demands more depth.One page, one keyword? That approach doesn’t cut it anymore.Google’s AI looks at topic relationships, semantic signals, and topical authority.That means your site needs to show comprehensive expertise in a given area.
Think about building out clusters of content around core topics. For example, instead of just having one article on “email marketing,” build out connected content: email automation, subject line testing, segmentation strategies, platform comparisons.
Internal linking between these pieces strengthens your topical authority—and AI search takes note.
Step 2: Clarity Beats Cleverness
AI models work on patterns.
They need clarity to understand what your content is actually about.So, if your headlines are vague, overly creative, or don’t reflect what’s in the body of your content, you’re not doing yourself any favours.
SEO for AI search rewards relevance, consistency, and simplicity.Use clear H1s and H2s, reinforce context through repeated mentions of your topic, and don’t be afraid to reintroduce key points.If a machine is reading your content, you want it to understand the meaning without guessing.
Step 3: Answer the Real Questions
Here’s where SEO for AI search takes a big turn: it’s about usefulness over everything.If you’re writing content without directly answering user intent, you’re invisible.
Use tools like AlsoAsked, AnswerThePublic, and Google’s People Also Ask feature to get a handle on what users want to know.Then structure your content to hit those answers clearly.Use FAQs, how-tos, step-by-step guides—formats that AI can parse easily.
Also, position your answers near the top of the page.Don’t bury the value.AI search summaries pull quickly.If your best content is hidden halfway down, it’s likely to be missed.
Step 4: Structured Data is Essential
Schema markup is no longer optional.SEO for AI search heavily relies on structured data to understand the type of content, its purpose, and how to present it.
Whether it’s marking up products, articles, reviews, how-to content, or FAQs, schema helps AI search engines put your content in the right context.
Start with basics like Article, Breadcrumb, FAQ, and Organization schema.Use Google’s Rich Results Test and Schema.org to guide your setup.
Step 5: Optimise for Voice and Conversational Queries
AI search doesn’t just live on desktop.It’s driving voice search, mobile assistants, and smart devices.People talk differently than they type—and AI picks up on that.
Optimise for long-tail, conversational phrases.Think: “How do I know if my SEO is working?” or “Best way to optimise a Shopify store.” Use natural language in your content.And include variations of the same idea.
This also ties back to FAQ content, which works well with AI summarisation and voice playback.
Step 6: Quality and Relevance Score Now Includes Trust
AI isn’t just looking for content—it’s evaluating the trustworthiness of the source.
Make sure your content has a real byline. Link to reputable sources.Include publication dates.Add evidence or examples.Show you know what you’re talking about.
Google’s AI wants to give users helpful, reliable content.If yours feels thin, generic, or anonymous—it likely won’t be picked.
Step 7: Refresh Old Content, Don’t Just Create More
Updating existing content is a quick win in SEO for AI search.Algorithms reward freshness, and AI-generated summaries often prioritise recently updated sources.
Review your older blogs and guides.Are they still accurate? Can you improve formatting, add new data, or include schema? Even changing headers for clarity and adding recent stats can help.
Step 8: Use AI Tools for SEO Efficiency
SEO for AI search doesn’t mean you need to avoid AI tools.In fact, using AI to generate content drafts, rewrite meta descriptions, or assist with keyword clustering can save serious time.
Just don’t rely on it blindly. Use AI for speed, not for strategy.
Tools like SurferSEO, Jasper, and ChatGPT (prompted correctly) can support your workflow.Pair them with SEO checkers like SEOptimer, Screaming Frog, and Ahrefs to keep your efforts grounded in data.
Final Thoughts
SEO for AI search isn’t a replacement for good strategy—it’s an evolution of it.You’re not just optimising for a set of rules, you’re creating helpful, structured, clear content that a machine can interpret and a user can trust.
The fundamentals of SEO haven’t changed, but the way they’re applied absolutely has.Content depth, intent match, structure, and technical clarity now sit at the centre of effective optimisation.
And as AI search becomes the norm, every decision you make—from your site architecture to your FAQs—needs to factor in how both humans and machines interpret your message.
If you want to chat more about how SEO for AI search affects your current strategy or get help building it out, I’m here.
Chris Chapman, Director at Finsbury Media
linkedin.com/in/chris-c-953a9549