The Changing SERP Landscape
Search used to be a straightforward list of links. Now, we are dealing with AI summaries, knowledge panels, video snippets, and local packs. Google’s Search Generative Experience (SGE) and Microsoft’s Bing AI are reshaping how users interact with results. This means fewer clicks on traditional blue links, but more opportunities if you know how to position your content. To survive in this new environment, you need to think beyond rankings. Optimisation is no longer just about keywords and backlinks. It is about visibility, trust, and context.Content Still Rules
Content has always been the foundation of SEO, and that remains true. What has changed is how AI interprets it. Large language models pull information to generate overviews, so your content needs to be clear, accurate, and genuinely useful. Focus on long-form guides, how-to content, and expert insights that answer real questions. Use structured formatting with headings, bullet points, and concise summaries so AI systems can easily extract meaning. Target both short-tail keywords like “AI SEO” and long-tail phrases like “how to optimise content for AI search engines.” This combination increases your chances of appearing in different types of results.E-E-A-T Matters More Than Ever
Google emphasises Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). When AI tools summarise information, they prioritise content that comes from credible and reliable sources. To strengthen your E-E-A-T signals:- Add author bios and credentials to articles
- Cite reputable sources and research
- Keep content updated with recent information
- Build backlinks from trustworthy websites
Optimising for Conversational Search
AI-driven search is much more conversational. Users are typing or speaking natural language questions, such as “What are the best SEO practices for AI search results?” To adapt, integrate natural language phrases into your content. Create FAQ sections that directly answer common queries. This not only improves your chance of being featured in snippets, but also makes your site more compatible with voice search and AI assistants.Technical SEO is Still Essential
AI has not replaced the need for a solid technical foundation. Search engines still rely on crawlability, site speed, and structured data. A fast, mobile-friendly website is non-negotiable. Schema markup helps AI and search engines understand your content context, which improves your visibility in rich results. Pay special attention to Core Web Vitals, as user experience metrics continue to shape rankings. Clean site architecture also helps AI models pick up your information more effectively.Local SEO in the AI Era
For businesses that depend on local visibility, AI presents both challenges and opportunities. Local packs are now enhanced with AI-driven recommendations. To remain competitive, make sure your Google Business Profile is fully optimised with accurate details, reviews, and photos. Use geo-specific long-tail keywords like “best digital marketing agency in Manchester” to capture targeted traffic. Encourage customer reviews, as they are a strong trust signal for AI systems.Video and Multimedia Content
AI search does not only rely on text. Video results, product carousels, and image packs are becoming more prominent. YouTube optimisation is a powerful way to increase visibility, especially since Google often surfaces video content in its AI-driven answers. Create explainer videos, tutorials, and short clips with strong metadata and transcripts. This makes your content accessible and indexable, while meeting user demand for quick, visual learning.AI Tools for Smarter SEO
Surviving the AI SERP also means using AI to your advantage. Tools like Surfer SEO, Clearscope, and SEMrush’s AI features can help you identify gaps, improve keyword targeting, and generate outlines. AI can speed up content ideation and competitive analysis, but always keep the human touch. Authenticity is key, and purely machine-written articles lack the expertise signals search engines look for.Preparing for the Future
The rise of AI in search is not the end of SEO, but a shift in focus. Successful brands will be those that balance traditional SEO with strategies tailored for AI-driven results. That means prioritising trust, creating genuinely useful content, and making sure your site is technically strong. The search landscape will continue to evolve, but visibility will always matter. If your content is valuable, optimised, and aligned with user intent, it can survive and even thrive in the AI SERP.Frequently Asked Questions
What is the AI SERP?
The AI SERP refers to the new search engine results pages shaped by artificial intelligence. Instead of showing only traditional blue links, AI-driven SERPs include generated summaries, conversational answers, and enhanced features like knowledge panels and local recommendations.
How does AI affect SEO?
AI affects SEO by changing how search engines analyse and display content. Search engines now focus on context, credibility, and natural language queries. To remain visible, websites need to optimise for user intent, provide high-quality content, and strengthen trust signals.
Which SEO practices are still important in the age of AI?
Key practices include creating authoritative content, building backlinks, optimising for technical SEO factors like site speed and structured data, using conversational keywords, and keeping content updated. Local SEO and multimedia optimisation also continue to play a big role.
How can businesses optimise for AI-driven search results?
Businesses can optimise by targeting long-tail keywords, adding FAQs, using schema markup, and creating content that answers real questions clearly. Building credibility through reviews, citations, and expertise-driven content is also vital for being featured in AI-generated overviews.
Does local SEO still matter with AI search?
Yes, local SEO is still highly relevant. AI often powers local packs and recommendations, so having an optimised Google Business Profile, consistent location data, and customer reviews helps businesses rank for geo-specific searches such as “best SEO agency in London.