Mastering SEO in the Age of AI

Google and Bing are changing their search engines and SEO strategies need to be updated to keep up with the changes. Both search engines are introducing AI services that understand queries like humans do. This means marketers need to consider how people are likely to search for their products or services and focus on long-tail keywords. The content must be well-structured and understandable by machines to ensure the algorithms can read and summarise content from multiple sources. AI search engines value factual accuracy highly, so it’s important to ensure that the content is factually correct and up-to-date, with citations and references to back up any claims. Marketing strategies need to be clear, differentiated, and relevant to the target audience.

Targeted marketing methods, such as account-based marketing, can be more efficient with marketing spend and provide better results. Interactive and engaging content, such as quizzes and surveys, can also make marketing more effective, and interactive content can capture data about the audience to help create more personalised content.

Finally, authority and trust in content are essential, so content must be from trusted sources and should build a reputation as an expert in the field. Additionally, the business needs to be clear about the terms of their products and services, and it must be available to help customers quickly and efficiently.