Search has changed over the past few years because it is no longer considered to be a single system. The old way of typing a query into the search box still holds true, but AI is layered on top. In many cases, AI sits right above traditional search results, and in other cases, people go directly to AI-based platforms to make their queries.
AI delivers information different, too. Instead of delivering a list of websites to click, it formulates a response that gives all the information that was asked of it. Many people read these responses at the expense of clicking on any of the results underneath.
The result is that this has introduced a new discipline, which we will refer to as AI Search Optimization, or AI SEO. These days, AI SEO needs to be balanced between regular SEO and content marketing, to achieve our business and marketing goals.
Honor What Has Always Worked for Traditional SEO
Although things have changed in the search industry over the past few years, traditional SEO is still important because it provides the framework of what works for traditional search and performing well in standard search results. It helps improve the way your website appears in search, how people click, and how users navigate throughout your website that click from the search engines.
Yes, AI is now part of most search queries. However, the fact remains that traditional SEO provides the tangible structure and foundation. When people use the search engines, even AI search relies on traditional SEO to return the relevant information.
AI Search Optimization Relies on a Brand’s Strength
Performing well in AI search takes an entirely different structure than traditional SEO does. Here, it’s the strength of the brand itself that increases the likelihood that a brand will be returned in the AI search results. So, to improve the chances of being mentioned, assess the brand and do what is needed to make it stronger. Consequently, improving branding can also help improve a brand’s SEO.
This is an important distinction because conceivably, a brand can change user perception of them without receiving a single SEO click. In fact, it is this phenomenon that is responsible for the “zero click” searches that are showing up in analytics. People search using traditional SEO but then get the information that they needed from the AI sitting at the top of search results.
Content Marketing Is the Glue
On the surface, these two systems may look as if they compete. However, because of content marketing, this isn’t the case. Both systems need content, just in different ways. However, the same pieces of content can serve multiple functions.
This is how it works. AI systems pull content from the public, and content that lives on your website is part of the public. SEO also requires strong content, and this is something that hasn’t changed. Think of content as the glue that holds everything together. This is where the true balance originates.
When it comes to AI Search Optimization (AI SEO), traditional SEO, and content, it isn’t a matter of choosing which will work best. You need to balance all three together because they are all related.
Looking at it from a big picture perspective is the right way to approach it, and that is what will create the balance that is needed for each of them to thrive.
Written by the Brick Marketing Agency Team
Brick Marketing, a Boston digital marketing agency trusted 20+ years, drives digital marketing strategy and implementation that solves complex challenges.
Brick Marketing achieves business, sales and marketing goals by offering combination of expert digital marketing services, consulting and training solutions.
