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The rise of artificial machine learning intelligence (AI) in search is transforming how online businesses approach online visibility. While traditional search engine optimisation (SEO) principles remain relevant, AI search optimisation introduces new nuances that businesses must adapt to.
As an expert digital marketing agency in Malaysia, Kode Digital has grown familiar with both old and new methods of keyword optimisation. This blog explores the differences between traditional SEO and AI search optimisation, key strategies to stay ahead, and how online businesses can future-proof their online presence.
The Impact of AI on Search: What’s Changing?
AI-powered search tools like Google’s AI Overviews or ChatGPT are reshaping how users find information. Instead of simply presenting a list of links, AI search provides direct answers, summaries, and interactive responses. The integration of AI into search optimisation and data acquisition is happening fast, taking the form of web extensions such as the Perplexity AI and even built-in AI integration such as with Bing’s new constant AI Copilot.
This shift means online businesses need to rethink their SEO strategies to remain visible and competitive.
- AI Search is User-Centric: AI prioritises delivering quick, accurate, and relevant answers to user queries.
- Conversational Queries Are Rising: Users increasingly ask questions in natural language, such as “What’s the best way to treat a sprained ankle?” or “How do I find a reliable plumber near me?”
- Content Must Be AI-Friendly: For your content to appear in AI-generated responses, it must be structured, authoritative, and easy for AI to understand.
Traditional SEO vs. AI Search Optimisation: Know The Difference
Traditional SEO:
Traditional SEO focuses on optimising websites to rank highly in search engine results pages (SERPs).Key elements include:
While these principles are still important, they’re no longer enough on their own.
AI Search Optimisation:
AI search optimisation builds on traditional SEO but focuses on optimising content for AI-powered search experiences. This allows purpose-built search engine programs like Exa to more effectively crawl the Internet to search for information, going beyond the need for accurate keyword inputs.
Key differences include:
Key Strategies for AI Search Optimisation:
AI has the potential to improve the speed and accuracy of search results for millions of users. With the right amount of tweaking, search engine purpose-built AI, like Google’s Gemini AI, can make it easier for people to surf the web, learn and acquire new skills.
To do this, search engine AI’s must be optimised in the following five (5) ways:
1. Focus on User Intent:
AI-powered search is all about understanding the intent behind a user’s query.
To optimise for this:
- Answer Questions Directly: Create content that addresses common questions in your industry.
- Use Long-Tail Keywords: Target conversational phrases like “How to choose the best dentist for kids” or “What are the symptoms of seasonal allergies?”
- Anticipate Follow-Up Questions: Provide comprehensive answers that cover related subtopics.
2. Prioritise High-Quality, Authoritative Content:
AI models prioritise content that demonstrates:
- Experience
- Expertose
- Authoritativeness
- Trustworthiness
To strengthen your E-E-A-T:
3. Optimise for Natural Language:
AI search relies heavily on natural language processing (NLP). To align with this:
4. Structure Your Content for AI:
AI needs to parse and understand your content easily. To achieve this:
5. Keep Content Fresh and Updated:
AI models prioritise current and relevant information. To stay ahead:
AI Optimisation In Action
While we value the difference a human perspective can make, Kode Digital is also not afraid to embrace AI’s efficiency and game-changing power in SEO optimisation. Already, AI-optimised SEO has helped us to improve the keyword effectiveness of several of our clients.
These range from the SEO of e-commerce website design to the keyword selection when running social media ads. This process, which would usually take several working days, can now be done in half a day, and it will only get faster and more accurate as this technology improves.
The Future of AI Search Optimisation
As AI technology continues to advance rapidly, online businesses must remain agile and proactive in adapting their strategies to stay ahead of the curve. The future of AI search optimisation is poised to bring transformative changes to how users interact with search engines and optimise their online presence.
Here are some key trends to watch:
1. Multimodal Search
AI is moving beyond text-based search to incorporate multiple forms of media, including images, videos, and even audio. This shift, known as multimodal search, allows AI to deliver richer, more immersive search experiences.
This can be experienced first-hand with the Perplexity search engine, where users can make use of chatbots like ChatGPT to get synthesised responses, as well as links related to their search query.
Online businesses must optimise their content across various formats, ensuring that images are tagged with descriptive alt text, videos include accurate captions, and audio content is transcribed for searchability. By embracing multimodal optimisation, businesses can appear in a wider range of search results and meet the growing demand for diverse content types.
2. Personalisation
AI is becoming increasingly adept at understanding individual user preferences, behaviours, and search histories. This enables search engines to deliver highly personalised results tailored to each user’s needs.
For instance, users searching for products on Google might see results based on their location, past purchases, and even their fitness goals. This means that businesses that stand out on the search engine will be those that know how to meet their customers’ demands.
This includes leveraging data analytics to understand customer preferences, developing targeted marketing campaigns, and ensuring your website offers a personalised user experience. By aligning your content with the personalised nature of AI search, you can increase engagement and build stronger connections with your audience.
3. Interactive Search
The rise of conversational AI tools like chatbots and voice assistants is driving a shift toward more interactive search experiences. Users are no longer satisfied with static search results; they expect dynamic, real-time interactions that feel natural and intuitive.
For example, a user might use the voice assistant available on their smart device like a personal assistant – asking questions or developing a system through a back-and-forth conversation. This degree of interactivity with AI makes them feel more human and encourages users to use AI more for more human interactions throughout the day.
This includes developing FAQ sections, using natural language in your content, and ensuring your website is compatible with voice search. By embracing interactive search optimisation, businesses can meet the growing demand for instant, engaging, and user-friendly search experiences.
Searching For A More Intelligent Future
AI search optimisation is an evolution of SEO, not a replacement. It requires a deeper understanding of user intent and a focus on creating high-quality, authoritative content that both humans and AI algorithms easily understand.
At Kode Digital, we specialise in many forms of progressive digital marketing, such as SEO and AI integration, in order to keep up with the latest trends and stay ahead of the competition. Contact us today to learn about our SEO strategies and suggestions.
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