The world of search engine optimization is shifting, and businesses that adapt to AI-powered search tools are poised for major growth. While Google remains a giant, new tools like AI Overviews and ChatGPT are changing how people find information. For those targeting valuable customers, understanding these changes isn’t just helpful, it’s becoming necessary.
This article breaks down award-winning SEO strategies that are already proving effective in this new landscape, focusing on how to get noticed by both traditional search engines and emerging AI.
Key Takeaways
- Embrace AI Search: Develop a strategy for AI-driven search results, as competitors are already doing so.
- Topic Clusters Over Keywords: Structure content around broad topics rather than individual keywords to capture more comprehensive search interest.
- Understand Your Audience Deeply: Move beyond demographics to psychographics and buyer journeys to tailor content effectively.
- Integrate Commerce: Embed direct buying or lead generation actions within content pages to capitalize on user interest.
- Build Trust and Authority: Showcase first-party experience and unique insights to stand out from generic AI-generated content.
- Leverage Seasonality: Plan content around predictable seasonal trends to capture timely search interest.
- Integrate Strategies: Combine multiple SEO tactics for maximum impact.
The AI Search Revolution
If you don’t have a plan for AI search, you’re likely falling behind. AI tools and conversational search are changing user behavior. To adapt, focus on creating content that AI tools favor: content rich with first-party experience, detailed information, and high quality. Tools like Perplexity can even reveal the underlying searches they perform, offering a roadmap for your content strategy.
Example: A lawn care client saw a 120% traffic increase year-on-year by optimizing content for AI, even as competitors lost traffic. This involved structuring content around conversational queries and ensuring it was highly detailed.
How to Adapt for AI Search:
- Identify AI Queries: Use tools like Perplexity to see what background searches AI is running.
- Create Detailed Content: Produce in-depth articles that answer user questions thoroughly.
- Format for AI: Structure content in a way that AI tools can easily cite and understand.
Rethinking Audience and Keyword Research
Search behavior has changed. People are asking longer, more specific questions. This means moving beyond just ranking for single keywords. Instead, focus on topic clusters and understanding the entire buyer journey.
Example: A mortgage business transformed 778 sessions into 150,000 sessions (a 20,000% increase) by mapping out customer journeys and creating pillar content supported by related subtopics. They also identified six distinct psychographic customer profiles for a skincare client, tailoring content to their motivations rather than just demographics.
Steps for Better Research:
- Map Buyer Journeys: Understand the steps customers take from awareness to purchase.
- Identify Topics and Subtopics: Create a central
Rodney Laws is an ecommerce expert with over a decade of experience helping entrepreneurs build and grow online businesses. He specializes in reviewing ecommerce platforms, optimizing user experience, and guiding brands toward higher conversions. His insights have been published on leading industry sites including UsabilityGeek, G2, Spendesk, and PPC Hero.
As the editor at EcommercePlatforms.io, Rodney combines hands-on knowledge with clear, actionable advice to help business owners choose the right tools and strategies. When he’s not testing the latest software or analyzing trends, he’s sharing practical tips that make complex ecommerce decisions simple.
