SEO Today: More Than Just Blue Links

Search engine optimisation (SEO) is undergoing a massive transformation. Traditional strategies focused on ranking in Google’s search results pages (SERPs). Today, however, users are finding information in many new ways—AI assistants, voice search, and chat-based tools like ChatGPT are now core parts of the discovery process.

This shift requires marketers, content creators, and SEOs to rethink how visibility works. It’s no longer just about getting to the top of a results page—it’s about being selected, cited, or summarised across various digital platforms.

In this article, we’ll explore the most important SEO strategies for staying visible and competitive in this new environment.

1. Generative Engine Optimisation (GEO): Getting Quoted in AI Summaries

Google’s Search Generative Experience (SGE) is changing the way search results appear. Instead of showing a list of websites, it often provides an AI-generated summary at the top of the page. Many users get the information they need without ever clicking through.

To optimise for this new format:

• Use structured headings and bullet points to organise content clearly.
• Write concise, fact-based copy that AI tools can easily extract and repurpose.
• Reference credible sources—Google’s AI gives preference to trustworthy and authoritative information.

Why it matters: Visibility in SGE means your content may be quoted or summarised by Google itself, significantly increasing your exposure even without clicks.

2. AI Optimisation (AIO): Reaching Users on New Platforms

Search doesn’t only happen on Google anymore. Tools like ChatGPT, Perplexity, and other AI assistants are becoming popular ways to ask questions and gather insights. These platforms pull from a wide mix of content sources, including publicly available websites.

To make your content discoverable in these tools:

• Answer key questions early in your articles.
• Implement schema markup and structured data to help AI systems parse your content.
• Use clear, helpful language that mimics how people speak and search.

Pro tip: AI tools often prioritise content that is easy to understand, fact-checked, and efficiently organised. If your content isn’t machine-readable, it may be left out.

3. Answer Engine Optimisation (AEO): Targeting Voice Search and Featured Snippets

Voice assistants like Alexa, Siri, and Google Assistant continue to grow in usage. These platforms pull answers from concise, structured content—often featured snippets or FAQ sections.

To appear in voice search results:

• Place direct answers at the top of your content or in dedicated FAQ blocks.
• Use conversational, natural language that mirrors how people ask questions.
• Keep answers short and to the point, ideally under 50 words.

Why this works: Voice search prioritises brevity and clarity. Structured answers increase your chances of being selected as the response.

4. E-E-A-T: Trust and Credibility Are Non-Negotiable

Google continues to emphasise Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) when evaluating content. In an AI-dominated environment, human insight and credibility are your strongest differentiators.

Build trust by:

• Including author bios with credentials and real-world experience.
• Adding original research, case studies, or expert opinions to your content.
• Being transparent with sourcing, citations, and intent.

Reminder: AI-generated content may be fast and scalable, but it lacks the authenticity that real expertise provides. Google (and users) can tell the difference.

5. Search Experience Optimisation (SXO): User Experience Impacts Rankings

Google now measures more than just what your content says—it also looks at how users interact with it. Search Experience Optimisation (SXO) combines SEO with user experience (UX) design to ensure both discoverability and engagement.

To improve SXO:

• Ensure your website loads quickly across devices.
• Use clear formatting, white space, and typography for readability.
• Add internal links to keep users on your site and improve topic depth.

Tip: A well-structured page with fast loading, strong visuals, and logical navigation helps both users and search engines. Poor UX can hurt your visibility—even with great content.

Final Thoughts: SEO Is Expanding, Not Ending

Search is no longer just about keywords and rankings. It’s about intent, context, and trust across multiple platforms—from Google to AI chatbots to voice assistants.

To succeed in today’s SEO landscape, marketers must combine:

• Technical optimisation that supports AI parsing and search indexing.
• Authentic content rooted in real expertise and value.
• User-friendly experiences that keep people engaged.

Staying competitive means evolving with the platforms users rely on. SEO isn’t dying—it’s becoming more dynamic and far-reaching than ever before.