In the fourth step of the Seven method defined in my book “Sell more in 7 steps”, I address the crucial task of “Positioning your digital assets”. This step discusses how a well-executed SEO strategy is essential to make you visible and, therefore, be found in search engines.
As I state in my book, a correct positioning must take into account
- Gain visibility and attract more organic traffic. Having a fantastic website that nobody visits is like having a spectacular store in the middle of the desert.
- Improving the user experience: SEO strategies also focus on improving the user experience. This may include optimizing website loading speed, intuitive navigation, and attractive design, among others.
- Increase credibility and trust: A website that appears in the first results of search engines can generate more credibility and trust in users since they tend to trust search engine results and may think that a well-positioned website is more reliable and of higher quality.
However, in this post, I would like to reflect on how advances in artificial intelligence (AI) are redefining the way search engines operate.
Google completely dominates global searches
While Google remains the predominant giant, as we can see in the graph above, other technologies, such as Bing, are also evolving thanks to AI, which could portend substantial changes in how digital assets must be optimized to ensure optimal visibility.
Introduction to AI in SEO
Google's SGE (Search Generative Experience)
Google introduced SGE during Google I/O 2023, which represents a radical change in the way users search for information and how Google delivers results.
SGE allows users to ask questions in natural language and get AI-generated summaries and reports that provide more information and context…
This means that SEOs must adapt their strategies and tactics to optimize their websites for this Google artificial intelligence solution.
Impact of AI on SEO
- With SGE, the importance of keyword research will decrease, while the quality of content will become increasingly crucial.
- Voice search and optimization for different formats and devices are also becoming more important.
- SEO tools will also need to adapt to these new trends by offering features that help SEO professionals optimize content for voice search, mobile search and other emerging trends. In this sense, new players will appear and current players such as Moz, Semrush, etc. will evolve. Also the systems LLM like ChatGPT already offer SEO plugins like FX SEO Assistant or SEO Core AI, among others are already changing the way we deal with organic positioning as experts,
Adaptation to changes
Experts suggest that while technologies such as Google Bard are changing SEO, they are not eliminating it, but rather evolving it, requiring SEO professionals to adapt quickly to these variations.
Focusing on user intent and natural language, optimizing for different formats and devices, and building authority and trust are some of the recommendations for adapting to the AI era in SEO.
References used in this post: Google. Webstrategy, Cytberclick and Enrique Dans
Good week!
