SEO is changing. A recent surge has been witnessed in AI-driven strategies. Marketers are questioning about how to navigate this evolving landscape even though they have been in the SEO for nearly two decades, Many changes have been witnessed in the past years and nothing quite compares to the impact of of the recent Google algorithm leak as well as the introduction of AI Overviews. The brands which have just entered the SEO world now have a unique opportunity. They can craft their strategies from the ground.

It is firstly important to redefine what an SEO strategy encompasses. Any silos within the SEO vision should be dismantled. Technical SEO, content, user experience and link building are no longer separate entities. Google aims to recreate the web within a single dashboard. This means that SEO now involves understanding and optimizing for various types of search results such as AI Overviews, featured snippets and “People also ask” sections. Each is unique and influenced by its vertical as well as user intent.

Building brand authority has simultaneously become critical. The recent algorithm leak highlighted that the brand’s authority and authors or experts play a significant role in SEO success. It is not just about ranking higher in search results. In fact, it is about appearing across a wide array of Google’s search options.

An effective SEO strategy in the AI age involves comprehensive customer research as well as understanding. It is important to analyze the intent behind keywords and also ensure that the content addresses the intent. Moreover, it is also suggested to focus on creating content that AI cannot replicate such as expert opinions, proprietary research and unique data. Building brand’s reputation and that of the authors as well as of spokespeople is also vital.