Is AI search a new type of search engine?
To many – SEO’s death has been long overdue. To many others, PageRank died a long time ago. Or did it? We set out to find out what’s really happening in AI SEO or LLM SEO or GEO or whatever you searched for to get here. After all – you got here!
The digital marketing world is buzzing with a new term: AI SEO. A quick browse through marketing forums and Reddit threads, particularly those frequented by SEO professionals, reveals a heated debate. Is AI SEO a revolutionary new discipline destined to replace traditional SEO? Or is it simply the next evolution of what we’ve been doing all along?
The consensus from the trenches of SEO is clear: AI SEO is just SEO. The rise of artificial intelligence in search doesn’t negate the core principles of search engine optimization; it amplifies them. Let’s cut through the hype and explore why the fundamentals of SEO are more important than ever in the age of AI.
The Unchanging Core of SEO
For years, the mantra of successful SEO has been to create high-quality, user-centric content. This hasn’t changed. In fact, with AI-powered search engines aiming to provide direct, comprehensive answers, the need for genuinely helpful and authoritative content is paramount. As many on Reddit have pointed out, the tried-and-true pillars of SEO still hold strong:
- Topical Authority: Demonstrating deep expertise in a specific niche remains crucial. AI, like traditional search engines, rewards content that is comprehensive, accurate, and trustworthy.
- Backlinks and Brand Mentions: While the conversation is shifting from a myopic focus on backlinks to a broader appreciation of brand mentions and authority signals, the principle remains the same. Being a recognized and trusted entity in your field is a powerful ranking factor.
- User Experience (UX): A well-structured, mobile-friendly website that is easy to navigate is essential for both human users and AI crawlers. Clear headings, structured data, and a logical site hierarchy make your content more accessible and understandable.
To put it simply, the same best practices that have helped websites rank in Google for years are the same ones that will help them get noticed by AI.
How AI is a Game Changer, Not a Google Replacement
So, where does AI fit into the picture? While the fundamentals remain, AI is undoubtedly a transformative force in the SEO industry. Here’s how it’s changing the game:
- Enhanced Content Creation: AI tools can be invaluable for brainstorming content ideas, conducting keyword research, and even generating outlines and drafts. The key is to use AI as a collaborator, not a replacement for human creativity and expertise.
- The Rise of Generative Search: AI-powered search engines like Perplexity and the generative experiences within Google and Bing are changing how users find information. The new goal for SEOs is not just to rank on a results page, but to be cited as a source in an AI-generated answer. This requires a renewed focus on creating clear, concise, and factually accurate content that directly answers user questions.
- The Importance of Structured Data: Schema markup and other forms of structured data are becoming increasingly important. By providing search engines with explicit information about your content, you make it easier for them to understand and use it in their results, including AI-powered summaries.
A Word of Caution: Beware the “AI SEO” Snake Oil
As with any new technological shift, the rise of AI has brought with it a wave of hype and misinformation. Many so-called “AI SEO experts” are trying to sell a new, secret formula for success. However, as other seasoned SEO professionals on Reddit have rightly pointed out, much of this is just a repackaging of existing SEO principles.
There is no magic “AI SEO” playbook. The key is to adapt, not abandon, the strategies that have always worked. Be wary of anyone who tells you that SEO is dead and that you need to throw out everything you know.
The Path Forward: A Hybrid Approach
The future of SEO is a hybrid one, where human expertise is augmented by the power of AI. Here are some practical takeaways for navigating this new landscape:
- Double Down on Quality: Continue to create the best, most helpful content in your niche.
- Embrace AI as a Tool: Use AI to streamline your workflow, generate ideas, and gain new insights.
- Optimize for Generative Search: Structure your content to directly answer questions and make it easy for AI to cite you.
- Stay Informed, but Skeptical: Keep up with the latest developments in AI and search, but always evaluate new trends with a critical eye.
In conclusion, the rise of AI is not the death of SEO, but its next chapter. By staying true to the core principles of quality, authority, and user experience, while embracing the new opportunities that AI provides, you can ensure that your SEO efforts continue to deliver results, now and in the future.
