Is SEO Still Relevant in the Age of AI Search?

Here’s a stat worth paying attention to: 60% of Americans, and 74% of those under 30, use AI to find information. (Source: Associated Press). 

 

This data point hit home for me recently when a young professional shared that his peers typically find a

restaurant by using the ChatGPT app on their phones.

 

I have to confess: I felt a little embarrassed that I still do Google searches on my desktop! Am I a dinosaur now?

 

As these examples show, the rise of AI search is upon us, and with this new territory comes a new set of questions for marketers and business leaders. 

 

Is SEO (Search Engine Optimization) dead? Is Google a thing of the past? Do we need to rethink all the words and structure of our website in light of AI search? 

 

At image.works, we help our clients improve their performance in both Google and AI search on a daily basis. Based on our experience, we’ve discovered several insights that will help lower your blood pressure and provide direction for your future search efforts. 

 

Let’s take a moment to clarify what’s fact versus fiction when it comes to AI’s impact on search. 

 

I have good news for you on this front. The rise of AI search does not mean that every SEO principle is destined for the trash bin. 

 

In fact, many SEO principles remain relevant in the era of AI search, though some modifications are helpful. 

In the “still relevant” category are the practices of:

These SEO strategies remain important even as AI search grows. 

But there are also some modifications to be made in light of AI. The primary adjustment among these is to incorporate content specifically targeting longtail keyword searches. This is critical because AI users are typically typing in longer, more complex queries than those used in a traditional Google search.

 

For example, in a typical Google search, a user might type: “Auto Loan Madison Wisconsin.”

 

But in AI, they’re more likely to ask a question like this: “Who offers the best auto loan rate in Madison Wisconsin with fast approval?”

 

Notice that the second query is both longer and more specific. It’s these longer queries that are referred to as longtail keywords. And it’s this sort of specific, intent-based language you’ll want to incorporate into your website in light of AI.  

 

Of particular importance is language that sets apart your brand and services as unique. For example, if your business emphasizes personalized, in-person guidance, you’ll want to directly state that on your website. Or, if your business emphasizes the best digital tools, you’ll want to state that. Lastly, geographic terms are also helpful for SEO. You’ll want to state the geographic area you serve, not only on a locations page, but on nearly every page and blog.

 

One practical way to include longtail keyword terms is to add FAQ sections to your product and service pages. FAQs are broadly informative for your audience, and they provide an easy way to directly state and answer the search queries of prospective customers. 

 

Given AI’s ability to create large amounts of content with relative ease, some marketers might conclude that they can take care of all their SEO efforts in house. 

While AI can certainly boost production, there are a few reasons doing SEO on your own might not be effective. 

 

First, there’s a reason “AI slop” has become a popular term. AI’s writing tends to be formulaic, predictable and bland. If you want users (and search tools) to trust your brand, you want to ensure your content connects on a human level. 

 

Second, a significant part of SEO work is research. What keywords are people searching for? What’s the volume and intent of those search terms? Which should you prioritize targeting first? At image.works, we have tools that allow us to access and interpret this sort of data, which is critical for setting your SEO strategy. 

 

Third, SEO has a technical aspect separate from content creation. This technical side looks at issues like:

While AI tools are impressive, SEO is still a technical subject that demands expertise. 

 

The brands that will stay relevant in the next phase of search won’t be those that produce the most content, but those that produce the most relevant, trustworthy and well-structured content.

 

The good news is you don’t have to navigate this shift alone. At image.works, we help organizations stay visible and competitive across both traditional search and emerging AI platforms. We do this by combining original content creation with technical expertise.

 

If you’re wondering how your current website ranks, we’d be happy to take a look. 

 

Schedule a free Digital Marketing Assessment to get clear, practical recommendations. Also, if you want to continue learning, check out our on-demand webinar where we take a deeper dive into SEO and AI search.