Written by Harriet Brown in collaboration with Perplexity.ai, our favourite AI-powered search Engine here at Intelligence Assist.
TL;DR
Search Engine Optimisation (SEO) is evolving with the rise of AI-driven search engines like Perplexity AI and Google AI Overviews.
AI search engines favour high-quality, authoritative content over traditional SEO tactics, levelling the playing field for small businesses to compete with larger counterparts. While SEO remains essential for increasing visibility across all search engines, its role is shifting towards content quality and relevance to meet AI algorithms' standards.
So, despite fears of AI replacing jobs, in this instance, it actually presents businesses with new opportunities to enhance visibility and engage with audiences more effectively. This transition not only maintains but broadens the scope for SEO specialists, evolving their roles into becoming strategists and storytellers for AI-compatible content.
This guide encourages small business owners to embrace this shift, optimising their digital strategies to thrive in an AI-enhanced digital landscape, with a reminder that embracing high-quality SEO and content opens new opportunities for growth and visibility in this new era.
*As of posting, Google has not yet released AI Overviews in Australia.
Introduction
This guide is designed to help small business owners and SEO specialists understand how to adapt their strategies for AI-powered search engines like Perplexity AI, Microsoft's CoPilot, and Google AI Overviews. With the rise of AI, the digital landscape is evolving, and it's crucial to stay informed about these changes to remain competitive.
Google has predicted that they will see a 25% decline in searches by 2026 due to the rise of chatbots and other virtual agents. And with 53% of website traffic coming from organic traffic, where does that leave search engine optimisation (SEO) specialists? There are many fears that AI is here to take jobs from staff – for SEO specialists, that couldn’t be further from the truth. For many, understanding how to stand out in AI-driven search engines can seem like navigating uncharted waters.
Today, let’s demystify this journey together and explore how SEO can be your ally in making your mark on AI powered search engine platforms like Perplexity AI, Microsoft's CoPilot and Google AI Overviews which isn't yet available in Australia but soon will be.
Let's cover off some new terminology first.
SEO has been around for a while, and as AI rapidly advances, new terms like SGE (Search Generative Experience) and GEO (Generative Engine Optimisation) are appearing. Some of these terms take hold while others don't. SEO is evolving with the integration of AI rather than being replaced. For the purpose of this guide, we will stick to using the term SEO. However, here are some definitions to clarify the differences:
So what is appearing in AI search engines?
AI powered search engines are a new wave of generative AI that scans for content and produces results regardless of the traditional SEO rankings. As a result, content is King. It’s less about headings and more about the actual content the user is searching for - Highlighting the importance of engaging website content. Additionally, AI search engines show their sources allowing for easy cross referencing and credibility. At Intelligence Assist, we use Perplexity.
The Power of Quality Content in AI Search Engines
For small businesses, the allure of being featured on Perplexity AI lies in the quality of your online content. Perplexity doesn’t have a bias towards specific companies or SEO strategies; rather, it prioritises content that is authoritative and relevant to users' searches. This levels the playing field for all of us, allowing small businesses to stand alongside larger competitors, provided our content hits the mark on quality and relevance.
How SEO Enhances Visibility in AI Search Engines
While Perplexity AI doesn’t require your website to follow specific SEO guidelines, employing robust SEO tactics can undoubtedly enhance your visibility across various search engines. This, in turn, increases the chances that Perplexity will pick up your content as a credible source. Think of SEO as making your business more 'findable' — the easier it is to discover your site, the more likely it is that your insights will be shared as answers to user queries on Perplexity.
No SEO? No Problem—But It Helps
Even if SEO isn’t your forte, don’t worry. A lack of SEO doesn’t automatically exclude you from being featured on Perplexity, provided your content is genuinely valuable and fitting for the search query. However, having an SEO strategy can certainly improve your odds, making your site more attractive not just to Perplexity, but to all search engines. Going forward, SEO strategies will focus on content just as much as other assets.
Building Trust Through Quality
Perplexity is committed to delivering trustworthy and credible information. This is achieved through meticulous source vetting, regular updates, and a transparent citation process. For us as business owners, this means consistently providing high-quality, fact-checked content is more likely to get noticed and can instil confidence in our audiences. And on the other hand, having mass produced AI content can cause issues as these search engines won’t present low quality content.
What is interesting about AI powered search engines, is that reviews play a prominent role in results, giving customers more informed results. For businesses, this means ensuring their customer service is paramount. Google has a deal with Reddit to use their content for some of their machine learning (which explains the pizza sauce result I’ve written about in another blog, see here). Reddit is a large platform used by many to discuss anything from travel to tech, and recipes to reviews. Many businesses are mentioned, whether for the good or the bad, and these forums are active for years, even after a business rebrand, impacting search engine results, and public opinion.
The Evolving Role of SEO Specialists in an AI-Driven Landscape
Incorporating AI into our digital landscapes doesn’t just open new avenues for visibility; it profoundly expands the scope and creativity of SEO specialists’ roles. Imagine, SEO is no longer just about keywords and backlinks; it's about understanding the intricate dance between high-quality content, user intent, and the AI-driven algorithms of platforms like Perplexity. This means our SEO gurus are now strategists and storytellers, weaving narratives that not only rank well but resonate deeply with AI systems and human readers alike.
For small business owners, this evolution is thrilling. Working alongside SEO professionals who are adept in these new realms offers us a golden opportunity to pioneer innovative content strategies that stand out in an AI-enhanced digital landscape. Leaning into this transformative journey offers us a shining opportunity for growth and deeper connections, guiding us as we carve out a strong and impactful space for ourselves in the digital world.
Moving Forward with Optimism
As we navigate the complexities of AI in our digital strategies, it's essential to remain optimistic about the opportunities that high-quality SEO and content can provide for small businesses. Perplexity AI and other AI-powered search engines represent a fantastic chance to showcase our valuable insights to curious, knowledge-seeking audiences without the traditional barriers that smaller enterprises often face.
Remember, you're not alone in this digital journey. At Intelligence Assist, we're here to support you and help you harness the full potential of your online presence. By focusing on creating authoritative, relevant content and adapting your SEO strategies for AI, you can make your mark and thrive in the ever-evolving digital landscape.
Take action today by reviewing your current content and SEO practices and start implementing the tips and insights from this guide. If you have any questions or need further guidance, don't hesitate to reach out to our team at Intelligence Assist. Together, let's embrace the future of SEO and AI, and unlock new opportunities for growth and success!
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