How Is AI Changing Search?
Generative AI is changing how your customers find answers online. With AI-powered search tools like Google’s AI Overviews, Bing Chat, or Gemini, users now expect instant, conversational answers—often without ever visiting a website. For example, a user might ask, “How much does a roof replacement cost in Toronto?” and see an AI-generated answer pulled from trusted local contractor sites, without clicking through. This means your SEO strategy now has an opportunity to include AI SEO, Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).
What Is AI SEO—And How Does It Work?
AI SEO is about two things:
Using AI tools to do SEO better—think smarter keyword research, predictive rankings, and advanced content audits. For instance, SEP uses AI to identify which keywords are most likely to trigger AI answers and how to shape content to win those spots.
Optimizing for AI search engines, so your content is structured, clear, and authoritative enough for AI systems to trust and include in their responses, like ensuring your FAQs appear directly in voice searches or AI summaries.
In other words, AI SEO combines traditional ranking factors with signals that help AI engines understand, validate, and surface your content.
What Should a Modern AI SEO Strategy Include?
Leading sources highlight key principles you should act on now, plus here’s how they play out in practice:
High-Quality, Expert Content:
AI rewards sites that showcase real expertise and original insights. Thin, regurgitated content won’t cut it—AI algorithms can detect generic copy instantly. A dental clinic might publish detailed case studies on specific procedures, making them more likely to appear in AI Overviews for related patient questions.
Structured Data:
Schema markup and clear site architecture help AI systems parse your content more easily. The easier it is for AI to “read” your site, the more likely it is to appear in answers. An e-commerce store using rich product schema may see its products featured in AI-powered shopping snippets.
Topic Authority:
Winning at AI SEO means showing depth and breadth. Rather than scattered blog posts, build content clusters around your key topics. A law firm, for instance, might create a pillar page on “Family Law in Ontario” with interlinked articles on child custody, spousal support, and property division, helping AI recognize them as a trusted legal resource.
E-E-A-T Signals:
Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness. This isn’t just for Google’s organic rankings anymore—AI engines prioritize trusted sources to avoid hallucinating wrong answers. An HVAC company might boost trust by adding verified customer reviews, author bios, and certifications to service pages.
Up-to-Date, Fact-Checked Information:
AI uses real-time crawling and large training sets to check facts. Outdated or unverified claims can push your site out of the results. A financial advisor’s site that publishes timely market updates is far more likely to be quoted in AI-generated answers about current investment trends.
Will AI SEO Replace Classic SEO?
No. You still need robust technical SEO, on-page optimization, and high-quality backlinks. Local and service keywords continue to rely on traditional organic rankings and ads. For example, “emergency plumber near me” is unlikely to be answered fully by AI; users still click local listings. Think of AI SEO as a complement that works with your SEO foundation, not as a replacement for it.
How SEP Helps You Stay Ahead
SEP has been at the forefront of search innovation for over two decades. We combine battle-tested SEO strategies with emerging AI SEO best practices to help your business:
• Rank for traditional keywords that drive revenue.
• Secure your brand’s presence in AI-driven results and answer boxes—like getting your trusted service advice featured in Google’s AI Overviews.
• Build trust signals that AI engines (and your customers) rely on.
And we do it with proprietary tech and an in-house team dedicated to your success—no outsourcing, no guesswork.
About the Author: Search Engine People
