Considering the rise of AI-driven search results (like Google’s SGE and Bing’s AI summaries), the role of SEO and how to adjust strategies is a hot conversation. At Enilon, we are always working with our clients to evolve their strategies as technology, customer behaviors and algorithms change. With the rise ai-driven search results, we are focused in areas where organic visibility can still thrive, opportunities for onsite engagement and where AI-driven search results may actually benefit rather than hurt traffic. Here’s a breakdown for some of our areas of focus:
1. Optimize for AI Summaries & Featured Snippets
- AI search results rely on structured, clear, and well-organized content. We like to structure content with clear headings, bullet points, and concise answers to align with AI-generated responses.
- Schema Markup: This has always been important, but that still remains. We like to implement structured data (FAQ, How-To, Reviews) to increase the likelihood of being pulled into AI-driven results.
2. Prioritize EEAT (Experience, Expertise, Authority, Trust)
- Again, you’ll find that this isn’t new either, but Google’s continued shift towards EEAT means AI prefers content from authoritative sources.
- We try to ensure our client’s brands have strong author bios, showcase real-world expertise, and include data-backed insights.
- Leverage thought leadership: This content is unique to the perspectives, experience and successes of the individual company, so they’re great for EEAT. We like to encourage more case studies, industry insights, and first-hand data reports. Having this content can also feed email marketing and organic social. (and paid social for thought leadership ads)
3. Double Down on High-Intent, Long-Tail Keywords
- AI search results are eating up broad, generic keywords, so for website traffic, we like to target specific, question-based long-tail keywords where users may still click for deeper information.
- Example: Instead of “best CRM software,” optimize for “best CRM for small law firms needing automation”
4. Content for Engagement & Conversion (Not Just Clicks)
- AI search is proving to lower traditional traffic, so we like to make sure content is optimized for on-page engagement. When possible, it’s great to incorporate interactive tools, calculators, checklists, quizzes. Especially around your most important, high-intent keywords.
- It is also good to create content that AI can’t summarize in one answer (deep comparisons, interactive elements). In order to do this, you need to know your customer well and really get into the questions and information that they’re seeking during their purchase decisions.
5. Build Brand Visibility Beyond SEO
- When it comes to brand search and searches that are more commercial in nature, AI will often encourage the user visit the brand’s website for deeper information on the company and to make purchase decisions. It is very important that you have robust information about your brand, so it’s easy for AI to find and share accurate information.
- Always think holistic when it comes to brand. Continue to focus on social visibility, PR, partnerships, and email marketing to drive direct traffic – as all the channels work together.
6. Leverage Video & Multi-Format Content
- AI prefers text-based answers, so it’s a great idea to push video, audio, and visual formats where users seek more in-depth experiences (your website and offsite like: YouTube, podcasts, webinars).
7. Optimize for Google Discover & Alternative Search Engines
- Google Discover, Reddit, YouTube, and TikTok are becoming key for traffic. If it makes sense for your audience, it’s good to optimize high-quality, engaging content to show up in non-traditional search results.
8. Experiment with AI Search Optimization (SGE & Bing)
- AI-generated results are still evolving, so we always take the practice of implementing recommendations and monitoring how our content appears in AI responses and test new formats to improve visibility. We actively report on AI features, just like we do with the featured snippets. It’s exciting to see inclusion in the AI results and also learn from the types of content that performs better in AI features versus ranking for onsite traffic.
The Bottom Line
AI search results are changing how people find information. The key is not just ranking but driving real engagement and authority so that when people search for solutions, they want to come to you—not just take AI’s first answer. If you’d like help with your SEO strategy, reach out and we’ll discuss how we can work quickly to help you make some big SEO impacts.
