It’s hard to believe that before 1998, we lived quite happily without Googling anything. Can you imagine?
For nearly 30 years we’ve used Google to answer questions, solve problems and satisfy our curiosity about everything from oil prices to sink plungers.
Around the same time that Google entered the world, the acronym SEO (search engine optimisation) was born. Almost immediately, SEO was declared dead. Finished. Deceased. Gone to meet its maker.
It wasn’t — but people continue to predict its demise. Recently, with the rise of AI, the death knell for SEO has got louder.
So, here’s the question:
Is SEO dead?
The short answer is no. We still expect Google to deliver relevant results when we put queries into its search engine.
However, SEO is no longer the same creature. Search engine optimisation is evolving faster than you can blink. It’s mainly down to our own behaviour online. We’re impatient. When we ask Google a question, we expect an immediate answer.
This is where AI enters the picture. Google rolled out AI Overview in May 2024 — and at that point, SEO did some major shape shifting.
AI Overview
AI Overview (AIO) has totally changed the way that many of Google’s results are organised and delivered. Rather than a page of website links, you now see a concise, AI-generated summary at the top of the page. It gives you a quick answer.
To create this overview, AIO uses multiple source integration to combine information from various different web pages. The idea is to pull out key points and put them in one place. You get a link to the source website page, but don’t have to click through to it.
Now, we know what you’re thinking:
Surely SEO has finally croaked. What about all those keywords? Is my website doomed?
Don’t panic. We’re about to give you some seriously useful tips on how to get your website ranking in this new AIO landscape.
Provide the best answer
AIO doesn’t grab information at random. It has to take it from somewhere, and the fact is, its algorithm will link to the best answers — the most useful, relevant content related to the search query.
There’s an obvious solution. Provide the best result.
Let’s say your competitor has published `5 Ways to Make a Fortune from Ecommerce’. Do better by writing an article revealing 10 ways, or 15 ways. Focus directly on solving the reader’s problems, be comprehensive and provide practical advice.
Google has always rewarded high-quality, informative content. AIO hasn’t changed that. It has taken it a step further.
Become the authoritative source of information
It’s worth remembering that AIOs appear before organic search results, at the top of the page. Also, bear in mind that they provide a link to the source material — the website page — so that users can find out more.
This is great news for smaller websites. Back in the day, you needed serious resources to compete with the dominant big name websites. Today, it’s a level playing field. If Google finds your content credible, you’ll be at the top of the search results.
So how do you gain credibility? Google is looking for sources which meet its E-E-A-T guidelines. It stands for Experience, Expertise, Authoritativeness and Trustworthiness. It will reward useful content that’s written by people, for people, and demote content specifically written for search engines.
You’re the expert, so make sure your brand becomes an authoritative source of information. Share your real-life experience, your knowledge and insight. Give it away for free.
Include FAQs
FAQs are your best friend. They boost your SEO power and, at the same time, help you gain more enquiries through the website.
Do you already have an FAQs page? If not, it’s worth adding one. In addition, include relevant and specific FAQs at the bottom of other website pages — particularly service pages. We’ll explain why.
To Google, FAQs provide solid proof that users can reap the benefits of your experience, expertise, authoritativeness and trustworthiness. You’re answering their questions.
For the user, all the information they need to make a buying decision is on the page. They don’t have to click off somewhere else to find it. As a result, they’re more likely to convert directly from the page content.
The effect on your website traffic
Now, here’s the thing about those AI overviews:
It’s all very well being at the top of page 1 in the AI summary. What if people are finding the quick answer and leaving? Are they clicking the links to source websites?
Yes, they are. Recent research shows that AIO has had virtually no effect on the number of clicks per search. In other words, we’re still curious. We want more information.
This means that provided you’re creating high-quality, informative content, organic traffic will increase — regardless of where the website is currently ranked on SERPs.
Are keywords dead?
As you’ve probably noticed, AI overviews don’t include the exact keyword term. Does this mean that keywords are dead?
No, they’re still hugely important. As we said, AI needs to get the information from somewhere. It uses keywords within the content to return the most relevant results.
However, understanding searcher intent is crucial.
What is searcher intent?
Searcher intent is the thinking behind the keyword term. It tells you what the searcher actually wants. There are 4 main reasons why we put keywords into a search engine:
- Navigational intent — We’re looking for a particular website, e.g. Fred Bloggs Builders
- Informational intent — We want an answer to a specific question. What is a load-bearing wall?
- Commercial intent — We’re researching products or services. Loft conversion prices
- Transactional intent — We want to buy something. Attic conversion contractor near me
When it comes to Google’s AI overview, most results are generated from searches with informational intent. AIO generally answers questions.
While some users just need a short answer, many others want more than that, and they’ll click on your website page to find it. If your content meets their expectations, they’ll stick around to read it.
If website users keep doing this, it won’t take long for Google to notice. Your brand’s website will be seen as a trusted, credible source of information and as a result, it will rise organically through the rankings. You’ll get more website enquiries.
In conclusion…
SEO isn’t dead. Nor is it gravely ill, on its deathbed muttering final words of apology to AltaVista.
It has grown up, become stronger. SEO is no longer about stuffing keywords into mediocre, we-centred content. Today, it’s all about the reader. As AI overview continues to develop, your SEO and content strategy will need to keep up with the pace of change.
Do you need some help and advice? Get in touch with Neil and Sonya at Pumpkin. We’d love to hear from you.
