Artificial intelligence AI) is revolutionizing the world of SEO, making processes more efficient and precise. With Google's Search Generative Experience SGE) advent, SEO strategies must adapt to a new ecosystem dominated by AI responses, contextual sources, and conversational interactions.
How SEO Changes with Artificial Intelligence
SGE is changing how users find and interact with online content. AI responses can satisfy the query without the user visiting a site, reducing click-through rate CTR) and increasing cost-per-click CPC) on informational queries.
To adapt to this new landscape, companies should focus on:
Semantic optimization: focus on search intent and natural language, using keywords, synonyms, and related key phrases.
High-quality content: articles, guides, and case studies that offer concrete answers to specific problems.
Content structure: well-organized titles, subtitles, and paragraphs.
Recommended Strategies
Keyword segmentation: focus investments on high-intent transactional keywords and reduce budget on informational queries.
Use of Performance Max: integrate Performance Max campaigns to expand coverage on channels like YouTube, Gmail, Discover, and Display.
Continuous monitoring: constantly analyze impressions and CTR to assess SGE impact and adapt strategies accordingly.
Impact of Generative AI on SEO
SGE is redefining ad placement in Google's SERP, significantly influencing paid campaign performance. Text ads may be pushed down or placed below AI-generated responses, reducing their immediate visibility.
Practical Advice for Companies and Agencies
Analyze your appearance in AI responses: search for your services on Google and check if you're cited.
Optimize content for SGE: use FAQs, well-structured paragraphs, and data-rich content.
E-A-T and evergreen content: AI rewards expertise, authoritativeness, and trustworthiness [1].
In summary, AI is changing the SEO landscape but offers new opportunities for those who adapt. Focusing on high-quality content, semantic optimization, and continuous monitoring is key to success in the age of artificial intelligence.
