The Best SEO Strategies for Businesses in the AI Era

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SEO Visibility in an AI World

SEO (Search Engine Optimization) is constantly evolving, but the rise of artificial intelligence has sped up the pace of change. AI chatbots and generative search features are taking center stage, redefining how businesses must approach online visibility. Below, we examine the best strategies for ranking well in an increasingly AI-driven environment.

1. Optimize Content for AI Discover

To remain visible, you need content that AI platforms can identify and interpret. While Google remains the dominant search engine, tools like Bing Chat and ChatGPT rely on Bing’s index, so ensuring your site is discoverable on multiple platforms is crucial.

Spread the Word:

  • Multi-Index Visibility: Submit sitemaps to Bing and Google to maximize coverage.
  • Structured Data: Use Schema.org markup to give AI models a clear view of your content’s structure.
  • Conversational Q&A: Format some content in a direct question-and-answer style that aligns with natural-language queries.

Google’s Search Generative Experience (SGE) uses AI to generate detailed summaries right on the results page. Ranking #1 in traditional search is no longer the sole goal; you now want to be featured within these AI-driven overviews.

What to do:

  • Focus on E-E-A-T: Google emphasizes Experience, Expertise, Authoritativeness, and Trustworthiness. Demonstrate subject-matter knowledge and back it up with credible sources.
  • Short, Direct Answers: If your content addresses user queries efficiently, it has a higher chance of being included in AI summaries.
  • Use Multimedia: AI summaries often pull images or short videos. Integrating these into your pages can boost visibility.

3. Leverage AI for Content Creation (With Caution)

AI writing tools can be a game-changer for scaling content output, but they must be used carefully. Google has clarified that AI-generated content isn’t automatically penalized, provided it meets quality standards.

Deliver Quality:

  • AI for Drafts & Research: Rely on AI to create outlines or gather data points, then refine with human insight.
  • Quality Control: Double-check facts, ensure originality, and avoid duplicative phrasing.
  • People-First Content: Maintain a human voice and expertise—offer real-world examples, unique insights, and actionable advice.

4. Keep an Eye on Emerging Metrics

Beyond ranking and traffic, monitor how often AI platforms reference your brand or content. Some chatbots cite sources, creating a potential new funnel for brand awareness, even if it doesn’t translate into immediate clicks.

Action Steps

  • Monitor Referral Data: Track any inbound traffic from AI chatbot sources (which may show custom referral tags).
  • Assess Visibility in AI Overviews: Periodically test queries on ChatGPT, Bing Chat, or Google SGE to see if your site is cited.
  • Adapt & Iterate: If you aren’t appearing, refine your content’s structure, update your topic coverage, and strengthen your authority signals (like backlinks).

Ok, so now what?

Winning in the AI era isn’t about abandoning traditional SEO—it’s about evolving the strategies that work while embracing new technologies. Focus on providing genuinely helpful, authoritative content that can be easily parsed by AI. By blending technical optimization with high-quality, user-focused writing, businesses can maintain and even enhance their visibility in an evolving search landscape.