As AI becomes more prevalent across search engines, websites must be optimized accordingly. AI-friendly content increases brand visibility and discoverability. Not having AI-optimized web content will do the opposite.
Today, 97% of mobile users use AI-powered voice assistants. More than 4 billion devices already work on AI-powered voice assistants. Bing and Google regularly incorporate new AI-based features into their search technology and result pages. This started the initial shift towards AI-based search as results had to be more and more relevant and useful. The evolution of this, so far, can be distilled down to two things: NLP & Semantic Search.
What is NLP (Natural Language Processing)?
Natural language processing (NLP) is a technology that allows search engines, like Bing and Google, to understand and respond to user queries in a more natural and relevant way.
What is Semantic Search?
NLP enabled the rise of semantic search. Semantic search which is a type of AI search that focuses on the user's intent and context rather than just keywords. This allows users to be able to search using more conversational language, complex questions, or even voice commands, and expect to get accurate and personalized results (for example, Google Home & Rich Snippets).
Bing's new search engine uses a variety of AI technologies to deliver more personalized and accurate search results. Microsoft has built this on top of their Prometheus AI Model, a collection of tools that let Bing interact with the OpenAI model. Prometheus uses Bing and GPT to find the best, most relevant, answer for user's queries. Microsoft calls this the "Bing Orchestrator."
Google announced its response to ChatGPT, an AI named Bard, which uses technology similar ChatGPT. Bard is currently being presented as a product that will enhance conversational search.
The future of SEO will be led by AI, and it's expected to play an even more important role in shaping the search industry. As AI technologies continue to evolve and grow within search engines, websites will require more advanced and sophisticated optimizations in order to keep up.
Yet surveys suggest fewer than 1 in 4 websites are optimized for AI-powered search.
What does this mean for brands? Optimizing for AI-assisted search means providing high-quality, well-structured content optimized for both human users and AI-supported search engines.
AGM approaches SEO audits for our clients' websites in three ways: content, structure, and metadata. Here are specific things we look for and optimize:
Ensuring our client websites are regularly optimized for both human and AI-assisted search is another example of how we're deploying Augmented Collective Intelligence across our services and solutions. Have a question for us about it? Get in touch here.