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The Future of Generative Search Optimisation
Is AI-Powered Search the Future of SEO?
Over recent months there have been large and relatively quick developments in how the leading search engines operate. These changes centre around the integration of AI, whether it is Gemini and AI Overviews, Bing’s Copilot or Open Ai’s Chat GPT, it is clear AI generative search will have a role in the future of search.
AI Overview Has Arrived with the Aug 24 Google Update
At UTOPi, I've witnessed the transformative impact of AI and how it can be integrated into SEO strategies, particularly with the rise of ChatGPT and other AI-powered search tools. Since the launch of AI overviews in August, we have conducted in-house testing and created theories on how to optimise your website for AI, with a specific focus on getting cited by AI Overview, while also exploring the broader implications of AI in search.
Understanding ChatGPT and AI-Powered Search
ChatGPT, developed by OpenAI, is a large language model that has gained immense popularity for its ability to generate human-like text based on prompts. While it's not a search engine in the traditional sense, it has become a go-to source for information for many users, effectively changing the way people seek and consume information online.
Getting Your Website Cited by ChatGPT
Unlike traditional search engines, ChatGPT doesn't crawl the web in real-time. Instead, it relies on the data it was trained on, which sometimes has a cutoff date. However, there are strategies you can employ to increase the likelihood of your content being cited:
- Create high-quality, authoritative content: Focus on producing in-depth, well-researched content that provides unique insights or data not already available on the internet.
- Create content for reputable sources: Sharing your opinion or your recommendations based on expert knowledge encourages your business or persona to become cited in industry-leading websites.
- Build a strong online presence: Establish yourself as an authority in your field through consistent, valuable contributions across various platforms.
- Utilise structured data: Implement schema markup to make your content more easily interpretable by AI systems.
- Focus on E-A-T (Expertise, Authoritativeness, Trustworthiness): This concept, crucial for Google's algorithms, is likely to be important for AI systems as well.
Optimising Your Website for AI
While getting cited by ChatGPT or Google’s AI Overview is a worthy goal, it's essential to keep in mind the broader audience; website users should remain the number one priority and AI optimisations should be in line with SEO best practices. Here are some key strategies to unify your website for all instances:
- Natural Language Processing (NLP) Optimisation: Use conversational, natural language in your content, question-and-answer formats can help to align with voice search queries and implement long-tail keywords that match natural speech patterns.
- Semantic SEO: Focus on topics rather than just keywords. Create comprehensive, interlinked content clusters. Also Use schema markup to provide context to your content.
- User Experience (UX) Optimisation: Improve site speed and mobile responsiveness, enhance navigation and site structure and provide clear, concise answers to common queries.
- Visual and Audio Content Optimisation: Use descriptive alt text for images, provide transcripts for audio and video content and implement structured data for rich media.
Our Perspective on AI in Search
The impact of AI on SEO has been a hot topic among industry experts. It is our viewpoint at UTOPi that even though it was feared AI-powered search could lead to a decrease in traditional website traffic, we see opportunities in AI-driven search. AI can help qualify users before they arrive on the website, so by positioning websites for the right keywords there is more opportunity to collect high-intent traffic that is likely to go on to convert. While AI is changing the SERPs rapidly, the fundamental principles of SEO and providing value to users remains the same as ever. Websites that focus on meeting user needs will continue to succeed.
While there is value in optimising for AI Overview and ChatGPT, it's part of a broader shift towards AI-friendly SEO practices. As we effectively blend traditional SEO with AI-driven strategies, we focus on creating high-quality, user-centric content and embracing AI-driven insights, helping businesses position themselves for success in this new era of search.
Remember, the goal remains the same: to connect users with the information they need. The tools and methods may change, but the fundamental principle of serving your audience will always be at the heart of successful SEO.
If you're feeling overwhelmed by these changes or want to ensure your website is on the right track, don't hesitate to reach out .Why not speak to our team and receive a free SEO consultation, we can discuss SEO opportunities specific to your website and your business goals. Drop us an email or give us a call on: 01794 830042
