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AI and SEO: How to Prepare for the SEO 2.0 Era

June 26, 2024

19 min read

As Google and other search engines continue experimenting with AI-generated search results, it's safe to assume that in the near future, typing 'what is SEO 2.0' into your search bar will lead to you receiving an answer written by a robot. Bear with us as we figure out just how deep this irony goes.

Since the rise of consumer artificial intelligence started in earnest in 2023, SEO content writers and creatives in general have been grappling with what this new era means for their crafts. Website owners have also been thinking carefully about AI and how it might help reduce costs while still delivering SEO content.

And searchers aren't excluded from this either: in a world where blog posts and website content are written by AI, how can we know what to trust?

What about your search engines? With Google's Search Generative Experience (SGE) and Bing's integration of OpenAI's ChatGPT, AI is now writing our content and returning it to us through search results. It's a strange time to be looking things up.

But some good news: this isn't the end of SEO content creation—far from it. While this new era for search engine optimization requires some changes, agencies, writers, and site owners that pivot can continue to see the benefits of SEO campaigns.

Welcome to SEO 2.0.

What is SEO 2.0?

SEO 2.0 is a term used to describe a transition in the way we optimize content for search. It reflects a move from simple search terms (short-tail keywords) towards a more conversational way of interacting with search engines (long-tail keywords).

When we create content for SEO 2.0, we need to think about longer phrases or even entire sentences that users might search for. For example, instead of targeting a group of difficult short-tail keywords, we should think about questions our users might ask. By answering these questions, we can attract users to our sites and, ideally, convert them once there.

This might not come as a huge surprise to blog writers. Good SEO content should always meet the reader's expectations, so if the reader asks a question, we should try to answer it. What's different is how important it has become.

There are a few reasons behind the rise of conversational, long-tail SEO:

  • As the web grows and SEO techniques are used by more sites, it's getting harder to appear on short-tail keywords and stand out
  • Artificial intelligence and large language models are changing the way we get information online

If you've used an AI tool like Perplexity or ChatGPT, you'll be familiar with what this looks like. These tools are conversational—we ask a complete question and provide context with full sentences. If the AI turns to a search engine for more information, it'll take our full question and use that in its search terms. Even if we're not asking a question to Google, Google gets a question from our AI.

How do you make SEO content for AI?

SEO strategy for AI is all about creating content around conversational keywords. These are sometimes called long-tail keywords, which refer to sentences or phrases rather than individual words.Think about why an AI agent would be searching in the first place: a user has probably asked a question. The AI will take that question, maybe change it slightly, and search for it in its entirety. Our target keyword is no longer a word or two: it's the entire question the agent is asking.

To optimize content for AI in the SEO 2.0 era, we still follow the same basic principles of search engine optimization. Our goal is the same: target search terms users (or their AI assistants) are looking for, and convince search engines to put our pages at the top of results. Now, instead of optimizing for humans, we need to take into account AI search as well.

This is good news for SEO pros because the basics are still the same. Keep paying attention to:

  • On-page SEO
  • Off-page SEO
  • Technical SEO

For LLMs to select content, it needs to rank high and meet the expectations of search engine algorithms.

There's another positive thing here: optimising content for AI hits two birds with one stone.

If your content ranks high enough in search engine results to be chosen by AI searches, it'll also be high when humans search for the same term. You can also think about this the other way around: if content appears high in human searches, it'll be there when AI comes looking.

So, what kind of content works?

  • Long-form content: Comprehensive articles and guides that thoroughly cover a subject perform well because they fully address the questions users (and AI) are asking. The length allows you to naturally incorporate relevant long-tail keywords.
  • Original research: Conducting your own studies, surveys, experiments or analysis gives you unique data points and findings to share. This positions you as an authority and encourages other sites to link to your research as the original source. AI will prioritize surfacing these authoritative, often-cited sources.
  • FAQs: Structuring content in a question-and-answer format makes it easy for both search engine crawlers and AI systems to parse out the key information. FAQs allow you to directly address the long-tail question keywords users are searching for.
  • Forums and community discussions: User-generated content (UGC) on forums often reflects the real language people use when discussing a topic. The natural conversations and questions that arise can inform the long-tail keywords to target. Plus, active forums indicate high engagement, which search engines value.

Ultimately, the content that will stand out most in an AI-driven SEO world is that which provides the most relevant, comprehensive, and unique information to answer searchers' questions. By focusing your content strategy on being genuinely helpful to users, you'll naturally optimize for AI systems at the same time. Quality, user-centric content will always be king, no matter how search evolves.

Make your content E.E.A.T

There's a through line in this content that SEO writers are familiar with. As they say, you are what you E.E.A.T.

E.E.A.T is an acronym that can help you write content that stands out, not just for search engines, but for readers in general.

  • Experience: Is the writer displaying first-hand experience in the area being covered?
  • Expertise: is the writer displaying expertise, skill, or knowledge of the subject matter?
  • Authoritativeness: Is the author and website a reputable source on the topic?
  • Trustworthiness: Is the page accurate, honest, reliable, and safe?

What's important about E.E.A.T is the impact it has on the reader. If your content is informative and your voice authoritative and trustworthy, readers are likely to spend time on what you have to say. If you're lucky, other sites might reference it, giving you a nice juicy backlink. All of this contributes to how search engines rank your content: if it's useful, it'll appear higher. And if it appears higher, AI is likely to pick it up as well.

The benefits of SEO 2.0

As we enter the era of SEO 2.0, driven by the rise of AI and conversational search, businesses and content creators have an exciting opportunity to rethink their approach to search engine optimization. While the core principles of SEO remain relevant, the SEO 2.0 landscape presents new challenges and benefits that can help you stay ahead of the competition and attract more targeted, high-quality traffic to your website.

One of the key advantages of embracing SEO 2.0 strategies is the focus on long-tail keywords. In the past, many businesses focused their efforts on short, generic keywords with high search volumes. However, as competition for these terms has increased and search engines have become more sophisticated, targeting long-tail keywords has become an increasingly effective approach.

Why target long-tail keywords?

In the SEO 2.0 era, long-tail keywords offer several key advantages that make them an essential part of any content strategy. By targeting these specific, niche phrases, you can improve your search engine rankings, attract more qualified traffic, and ultimately drive better results for your website.

Easier to rank for

One of the primary benefits of targeting long-tail keywords is that they are generally easier to rank for compared to short-tail, generic keywords. This is due to the lower competition for these specific, niche phrases.

For example, trying to rank for a broad term like "watches" would be incredibly difficult, as you'd be competing against major brands and established websites with high domain authority. However, targeting a long-tail keyword like "best watches for anniversary gifts under $500" narrows down the competition significantly, making it more feasible to achieve a high search engine ranking.

More targeted traffic

Long-tail keywords also tend to attract more targeted, high-quality traffic to your website. Because these phrases are more specific, the users searching for them are likely further along in the buyer's journey and have a clearer idea of what they're looking for.

For instance, someone searching for "buy handmade cat toys" is probably ready to make a purchase, while someone searching for just "cat toys" might be in the early research stages. By targeting long-tail keywords, you can capture users with high purchase intent, leading to better conversion rates.

Opportunities for new websites

For new websites or those with lower domain authority, long-tail keywords present an incredible opportunity to have your content discovered without having to compete directly with large, established sites. By focusing on less competitive, niche phrases, you can gradually build up your organic search presence and attract relevant traffic, even if your site is relatively new.

This strategic approach can save you time and resources as you work to improve your website's visibility and authority in the eyes of search engines.

And in case you needed more convincing, long-tail searches are statistically important as well:

  • Over 70% of searches are long-tail queries (Keyword Hero)
  • Long-tail keywords have higher conversion rates than short-tail terms—around 36% (Embryo)
  • 56% of buyers who search use queries of three or more words, while only 7% use one word or an acronym (WordStream)
  • Pages optimised for long-tail keywords move up 11 positions on average, compared to 5 positions for short-tail keywords (Embryo)

As the world of search continues to evolve in the SEO 2.0 era, long-tail keywords will play an increasingly important role in driving targeted, valuable traffic to your website. By incorporating these specific phrases into your content strategy, you can improve your search engine rankings, attract more qualified leads, and ultimately, achieve greater success in the competitive online landscape.

How can AI help with keyword research for SEO?

AI can be a powerful tool for conducting keyword research in the SEO 2.0 era. By analyzing vast amounts of search data and user behavior patterns, AI algorithms can uncover valuable long-tail keywords and conversational phrases that may have been overlooked by traditional keyword research methods. While your favourite keyword resarch tools are already implementing AI behind the scenes, you can still leverage these tools yourself to get an edge in the competitive SEO landscape.

AI-powered tools can process huge datasets to identify trending topics, commonly asked questions, and semantic relationships between keywords that would be difficult and time-consuming for humans to discover on their own. This allows content creators to go beyond basic one or two-word keywords and instead target the specific phrases, questions and topics their audience is actually searching for.

For example, instead of just targeting "best headphones", an AI tool could reveal that users are searching for things like "what are the best headphones for bass?" or "most durable headphones for exercise". By creating content optimized for these long-tail keywords, you can attract highly targeted organic traffic that is more likely to engage with your content.

AI keyword research tools can also provide detailed data on search volume, keyword difficulty, SERP features, and more to help inform your content strategy. Some advanced tools can even analyze the top ranking content for a keyword and provide recommendations on related topics, word count, headings, and other on-page elements to include to help your content compete.

Ultimately, AI-powered keyword research allows SEOs and content creators to be more efficient, uncover new opportunities, and create more targeted, relevant content that resonates with search engines and users alike.

What are some AI-powered SEO tools for content optimization?

The world of AI-powered SEO tools is growing rapidly as existing platforms and new startups enter the market. These can range from content writing assistants to analysis platforms and are generally affordable even for small businesses.

  1. Findable: Findable is programmatic SEO platform that helps businesses quickly deploy a large number of unique pages built to rank for a wide range of keywords. By tapping into Findable's pre-built templates, automations, and tutorials, you can start ranking for thousands of long-tail keywords faster than ever before. Findable's AI-driven tools help you create and optimize content andmonitor your  campaigns.
  2. Surfer SEO: Surfer uses AI to analyze top-ranking content for your target keywords and provides recommendations for optimizing your content structure, word count, headings, and more.
  3. MarketMuse: MarketMuse leverages AI to evaluate your content's topic coverage, relevance, and authority, offering suggestions for improvement and identifying content gaps.
  4. Frase: Frase uses AI to help you research, plan, and optimize your content by analyzing top-performing articles and providing insights on key topics, questions, and headers to include.
  5. Clearscope: Clearscope is an AI-powered content optimization platform that helps you create content that ranks higher in search engines. It analyzes the top-ranking pages for your target keyword and provides recommendations on the topics, headings, and phrases to include in your content to improve its relevance and comprehensiveness.
  6. RankIQ: RankIQ is an AI-powered SEO tool designed for bloggers and small businesses. It offers keyword research, content optimization, and rank tracking features at an affordable price point, making it an accessible option for those just starting with SEO.

For a list of even more SEO tools—AI powered or otherwise—check out Findable's tools directory.

How will AI change the role of SEO professionals?

As AI becomes more integrated into the world of search engine optimization, the role of SEO professionals will likely evolve. Rather than focusing on manual keyword research and content creation, SEO experts will need to develop a deep understanding of how AI algorithms work and how to leverage AI-powered tools effectively to stay ahead in the SEO 2.0 landscape.

And this transformation is already happening. Siege Media reports that 47% of marketers are using AI tools to help generate content, while 83% of content marketers are planning to use AI in 2024.

Developing AI-driven SEO strategies

SEO content writers will need to adapt their strategies to prioritize conversational, long-tail keywords and user intent. As AI-powered search engines become more adept at understanding the context and meaning behind search queries, SEO experts must focus on creating content that directly addresses users' needs and questions. This may involve conducting in-depth research into target audiences, analyzing search trends, and leveraging AI tools to identify valuable keyword opportunities.

Collaborating with AI tools for content creation

While AI can generate high-quality content, SEO professionals will still play a crucial role in guiding and refining the output to ensure it meets the needs of both search engines and users. This may involve working closely with AI-powered content creation tools, providing input on topics, tone, and structure, and editing the generated content to ensure it aligns with brand guidelines and SEO best practices.

We usually recommend a variation on the 80/20 rule to guide AI-assisted content creation:

  • 80% AI (the heavy lifting when it comes to writing drafts)
  • 20% human (the expert touch needed to correct mistakes and hone the content for your audience)

Monitoring and analyzing AI-generated search results

As AI becomes more prevalent in search engine algorithms, SEO professionals will need to closely monitor and analyze the impact on search results. This may involve tracking changes in rankings, identifying new opportunities for optimization, and adapting strategies based on the insights gained from AI-generated search results. SEO experts will need to develop a deep understanding of how AI algorithms work and how they can be influenced to improve a website's visibility and performance in search results.

Educating clients and stakeholders

With the rise of AI in SEO, it will be crucial for SEO professionals to educate clients and stakeholders on the importance of adapting to the SEO 2.0 landscape. This may involve explaining the role of AI in modern search engine optimization, highlighting the benefits of AI-driven strategies, and providing guidance on how to integrate AI tools into existing SEO workflows. SEO experts will need to be able to communicate complex technical concepts in a way that is accessible and actionable for clients and stakeholders.

While AI may automate certain aspects of SEO, such as data analysis and content drafting, the expertise and strategic thinking of human SEO professionals will remain crucial in driving successful organic search campaigns. SEO experts will need to develop a deep understanding of AI algorithms and tools, and leverage this knowledge to create effective strategies that prioritize user intent and deliver value to both search engines and users.

What are some best practices for creating AI-friendly SEO content?

To create SEO content that performs well in the AI-driven SEO 2.0 era, consider the following best practices:

Focus on long-tail, conversational keywords

In the SEO 2.0 landscape, it's crucial to target long-tail, conversational keywords that align with user intent and the specific questions your target audience is asking. AI-powered search engines are becoming increasingly adept at understanding the context and meaning behind search queries, so your content must directly address users' needs and pain points.

To identify relevant long-tail keywords, conduct thorough keyword research using tools like Google Keyword Planner, SEMrush, Ahrefs, or even Google's search suggestions. Look for question-based queries, such as "how to," "what is," or "why," as these often indicate a user's desire for in-depth, informative content. Incorporate these keywords naturally throughout your content, including in headings, subheadings, and body text.

Create comprehensive, high-quality content

To stand out in the SEO 2.0 era, focus on creating comprehensive, high-quality content that thoroughly addresses the topic at hand and provides valuable insights and solutions for users. AI algorithms are becoming more sophisticated in assessing content quality and relevance, so it's essential to demonstrate your expertise and authority on the subject matter.

When crafting your content, aim for depth and breadth. Cover all aspects of the topic, from basic definitions and background information to advanced tips and real-world examples. Use data, statistics, and expert quotes to support your points and enhance your content's credibility. Additionally, ensure that your content is well-written, engaging, and easy to understand, as this will improve user engagement and signal to search engines that your content is valuable.

Use a clear, logical structure

To make your content easily digestible for both AI and human readers, use a clear, logical structure with descriptive headings and subheadings. This helps search engines understand the main topics and subtopics covered in your content, making it easier for them to index and rank your pages appropriately.

Start with a compelling introduction that clearly states the purpose and scope of your content. Then, divide your content into distinct sections, each with its own descriptive heading. Use H1 tags for your main title, H2 tags for primary sections, and H3 tags for subsections. Within each section, use short paragraphs, bullet points, and numbered lists to break up the text and make it more scannable.

Incorporate multimedia elements

To enhance the user experience and provide additional context for AI algorithms, incorporate relevant images, videos, infographics, and other multimedia elements into your content. These visual aids can help illustrate complex concepts, break up long blocks of text, and keep readers engaged.

When adding multimedia elements, be sure to optimize them for search engines. Use descriptive file names and alt text that include relevant keywords, and compress images to reduce page load times. For videos, consider creating transcripts or closed captions to make the content more accessible and indexable by search engines.

Ensure content accuracy and freshness

As AI algorithms become more sophisticated in identifying and prioritizing authoritative, trustworthy sources, it's crucial to ensure that your content is well-researched, accurate, and up-to-date. Regularly review and update your content to reflect the latest industry developments, research findings, and best practices.

When citing sources or linking to external websites, choose reputable, high-authority domains to boost your content's credibility. Additionally, consider implementing a content audit and refresh process to identify and update outdated or underperforming content, ensuring that your website consistently provides value to users and search engines alike.

Optimize for featured snippets and rich results

In the SEO 2.0 landscape, featured snippets and other rich results are likely to become even more prominent in AI-generated search results. To increase your chances of securing these coveted positions, optimize your content accordingly.

For featured snippets, focus on providing concise, direct answers to common questions related to your topic. Use question-based headings and subheadings, and format your content in a way that is easy for search engines to parse, such as using lists, tables, or short paragraphs.

For other rich results, such as carousels, images, or videos, ensure that your content is properly structured and marked up using Schema.org or other relevant structured data formats. This helps search engines better understand the content and context of your pages, increasing the likelihood of your content being featured in rich results.

By following these best practices and staying attuned to the latest developments in AI and SEO, you can create content that stands out in the SEO 2.0 landscape, attracts more organic traffic, and drives meaningful results for your website. Remember to continuously monitor your content's performance, gather user feedback, and adapt your strategies as needed to stay ahead of the curve in the ever-evolving world of search.

How can businesses adapt their SEO strategies for the AI era?

To stay competitive in the AI-driven SEO 2.0 era, businesses need to adapt their SEO strategies to align with the changing landscape of search. This involves several key steps:

Prioritize long-tail, conversational keywords and user intent

As AI-powered search engines become more adept at understanding natural language and user intent, businesses must shift their keyword research focus from short-tail, generic keywords to long-tail, conversational phrases that better reflect how users are searching. This involves:

  • Conducting thorough keyword research to identify relevant long-tail keywords and understand their search volume, competition, and user intent.
  • Analyzing search queries and user behavior to uncover the questions, pain points, and challenges that users are seeking to address through search.
  • Prioritizing keywords that align with the various stages of the buyer's journey, from informational queries to transactional searches.

By focusing on long-tail, conversational keywords that match user intent, businesses can create content that resonates with their target audience and drives more qualified traffic to their websites.

Invest in high-quality, comprehensive content

In the SEO 2.0 era, content quality and depth are more important than ever. To rank well and engage users, businesses must invest in creating high-quality, in-depth content that provides comprehensive answers to user questions and addresses their pain points and challenges. This means:

  • Conducting extensive research to understand the topics, subtopics, and related questions that users are searching for within a given subject area.
  • Creating long-form, well-structured content that covers a topic in depth, incorporating relevant keywords, headers, and multimedia elements to enhance user engagement.
  • Leveraging AI-powered content optimization tools to ensure that content is well-aligned with user intent, covers all relevant topics and subtopics, and adheres to SEO best practices.
  • Regularly updating and refreshing content to ensure that it remains accurate, relevant, and valuable to users over time.

By providing comprehensive, high-quality content that addresses user needs and expectations, businesses can establish themselves as authoritative sources within their industries and drive more organic traffic and engagement.

Leverage AI-powered SEO tools

To stay ahead of the curve in the AI-driven SEO landscape, businesses must leverage AI-powered SEO tools to save time, optimize their content, identify opportunities for improvement, and gain a competitive edge. This includes:

  • Using AI-powered keyword research tools to uncover valuable long-tail keywords, analyze competitor strategies, and identify content gaps and opportunities.
  • Implementing AI-driven content optimization platforms to evaluate content quality, relevance, and alignment with user intent, and receive actionable recommendations for improvement.
  • Employing AI-powered technical SEO tools to monitor website health, identify and resolve technical issues, and ensure optimal site performance and user experience.
  • Leveraging AI-driven analytics and reporting tools to track SEO performance, identify trends and patterns, and gain insights into user behavior and engagement.

By harnessing the power of AI-powered SEO tools, businesses can streamline their SEO efforts, make data-driven decisions, and continuously optimize their strategies for maximum impact.

Collaborate with AI-savvy SEO professionals

As AI becomes increasingly integral to SEO success, businesses must collaborate with SEO professionals who have expertise in AI and can help develop and implement effective AI-driven strategies. This could mean:

  • Partnering with SEO agencies or consultants who specialize in AI-powered SEO and have a proven track record of success in the SEO 2.0 landscape.
  • Building in-house SEO teams with AI expertise, including content strategists who can leverage AI tools and insights to drive SEO performance.
  • Investing in AI and SEO training and education for existing marketing and content teams to ensure that they have the knowledge and skills needed to succeed in the AI-driven SEO 2.0 era.

By collaborating with AI-savvy SEO professionals, businesses can tap into the latest AI technologies, strategies, and best practices to optimize their SEO efforts and stay ahead of the competition.

Monitor and analyze AI-generated search results

As AI-powered search engines continue to evolve and shape the SEO landscape, businesses must closely monitor and analyze AI-generated search results to identify trends, opportunities, and areas for improvement in their own SEO efforts. This involves:

  • Regularly monitoring search results for target keywords to understand how AI algorithms are interpreting and ranking content, and identifying patterns and trends in the types of content that are performing well.
  • Analyzing competitor content that ranks well in AI-generated search results to identify best practices, content gaps, and opportunities for differentiation and improvement.
  • Tracking changes in search algorithms and AI technologies to stay up-to-date on the latest developments and adapt SEO strategies accordingly.
  • Continuously testing and refining SEO strategies based on insights gained from AI-generated search results, and using data-driven insights to inform content creation, optimization, and promotion efforts.

By closely monitoring and analyzing AI-generated search results, businesses can stay attuned to the evolving SEO landscape, identify new opportunities for growth and improvement, and continuously adapt their strategies to drive better outcomes.

Embrace a holistic approach to SEO

Finally, to succeed in the AI-driven SEO 2.0 era, businesses must embrace a holistic approach to SEO that encompasses all aspects of search engine optimization, from on-page optimization and technical SEO to user experience and content quality.

  • Ensure that website architecture, navigation, and technical elements are optimized for search engines and user experience, using AI-powered tools to identify and resolve technical issues and improve site performance.
  • Prioritize user experience and engagement metrics, such as bounce rate, time on page, and conversion rates, as key indicators of content quality and relevance, and use analytics tools to track and optimize these metrics over time.
  • Integrate SEO best practices and AI-driven insights into all aspects of content creation and promotion, from topic ideation and keyword research to content structure, formatting, and distribution.
  • Continuously test, measure, and refine SEO strategies based on data-driven insights and adapt to changes in search algorithms and user behavior over time.

As the world of search continues to evolve and AI becomes increasingly central to SEO success, businesses that proactively adapt their strategies and embrace AI-powered tools and insights will be well-positioned to thrive in the years to come. By prioritizing user intent, investing in high-quality content, leveraging AI technologies, and continuously refining their approaches based on data-driven insights, businesses can drive more organic traffic, engagement, and revenue in the AI-driven SEO 2.0 era.

Conclusion

The rise of AI in SEO presents both exciting opportunities and new challenges for businesses looking to stay ahead in the ever-evolving digital landscape. By embracing AI-powered tools and strategies, companies can gain valuable insights, optimize their content more effectively, and ultimately drive better results from their SEO efforts.

However, it's important to remember that AI is not a replacement for human expertise and creativity. The most successful SEO strategies will be those that combine the power of AI with the strategic thinking and intuition of experienced SEO professionals.

As we move into the era of SEO 2.0, businesses that proactively adapt to the changing landscape and leverage AI technologies will be well-positioned to thrive. By staying up-to-date with the latest trends, investing in high-quality content, and collaborating with AI-savvy SEO experts, companies can navigate the challenges and seize the opportunities presented by the AI revolution.

Ultimately, the key to success in the AI-driven SEO landscape is to remain agile, data-driven, and user-focused. By keeping the needs and expectations of their target audience at the forefront of their strategies, businesses can harness the power of AI to deliver exceptional experiences, drive meaningful engagement, and achieve long-term growth in the digital age.

Hrefnir

Head Wizard @ Findable

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