Google still retains the majority of search traffic. In its annual address, Google Marketing Live, Google executives discussed how to prepare your content for AI searches.
Google is always changing search, and they are integrating AI into search results, creating an AI-influenced search result, called Google’s Search Generative Experience (SGE). It can provide a complete and personalized page in search results that has an answer to your initial question – and to questions you've not even thought of!
For example, a search for things to do in Springfield, Illinois in August might instantly deliver a custom page with local events, hotels, transportation options, restaurants, shopping centers, itineraries, and more.
Google’s goal has always been the same: deliver the best answers to users’ queries. But with SGE, those answers are becoming deeper, richer, and more dynamic.
That means your website must be a complete, authoritative source on your topic. The stronger and more thorough your content, the better chance it has of appearing in AI-driven results.
Here are four ways to improve your digital presence on Google Search and Google Ads in the era of AI.
1. Use Long-Tail & Semantic Search
Keyword searches have evolved into "semantic search" which focuses on the intent and context of a user's search rather than limiting results to exact keywords. AI models more easily understand terms that are related to each other.
According to Google Senior Vice President and Chief Business Officer Philipp Schindler, “The volume of searches with five or more words grew 1.5x as fast as shorter queries.” Voice searches mean people are speaking their searches and searching more specifically.
This means you don’t want to try to rank for shorter keywords like “savings account;” that broad keyword is very competitive. Instead, look at multi-word searches such as “savings accounts for kids with high interest rates.”
WHAT TO DO
Improve Your Content. This never-ending task is more important than ever. A thin service page won’t rank very high. Dive into your website and make it in-depth and valuable enough to deliver the results and answers users are searching for.
Providing thorough content that addresses long-tail keywords and specific questions helps AI pull from your site in its answers. Searchers may even click on your site through citations.
Write naturally. Focus on semantic language, using conversational text. Avoid heavy jargon and acronyms.
Tap into real questions. Talk to your sales or customer support teams. How would people actually search for your product or service? What questions are they asking every day? Build content that addresses those.
Use your data. Look at Google Analytics and Google Search Console to see what’s working. Check demographics, traffic sources, and queries that drive clicks.
As Philipp Schindler shared at Google Marketing Live 2024, “The volume of searches with five or more words grew 1.5x as fast as shorter queries.” With AI overviews, precise answers can lead to more clicks and time spent on your site.
Take a holistic view. Is your website complete? Is it updated? Go beyond the basics with your own research, perspectives, and creativity. Use strong copywriting, photos, and videos to make your site the go-to source in your industry.
Guide the journey. After a user reads your page, what’s next? Link to related content, provide visual guides, and answer the follow-up questions they’re likely to have.
Get creative. Don’t just write for search engines — write for your customers. Too many companies stop at the basics. Reflect your brand through words, images, videos, infographics, podcasts, quizzes, and more. Tell stories, educate, inspire, and entertain.
Learn more about our SEO services.
2. Optimize for Visual Search
At Google Marketing Live 2024, Vidhya Srinivasan, VP of Google Ads, shared that people conduct 12 billion visual searches a month with Google Lens. Instead of typing a query, users can snap a photo to search — and 25% of those searches have commercial intent, meaning people are ready to buy.
Video is also on the rise. With tools like Circle to Search, users can highlight part of an image to search more specifically.
WHAT TO DO
Upgrade your images. High-quality visuals are essential. Outdated, low-resolution photos won’t cut it. Invest in stylized, professional photography (or at least sharpen your mobile skills). Drone photography can add unique, eye-catching perspectives.
For e-commerce. An optimized online store with strong visuals can appear in AI-driven shopping results. Add multiple product photos, different angles, and lifestyle shots to increase clicks and conversions.
Stand out. As Srinivasan said, “You have to make your content stand out.” Invest in visuals that stop people mid-scroll and reflect your brand at its best.
3. Stick to SEO Fundamentals
Even with AI reshaping search, the core principles of SEO still matter. Understanding your audience, addressing user intent, creating thorough content, using keyword-focused headers and metadata, applying schema, and promoting across multiple channels remain the tactics AI respects.
While overall traffic may shift, the users who do land on your site will often have higher intent to buy.
Strengthen your site with Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness). These standards not only help you rank for keywords but also build trust with potential customers.
WHAT TO DO:
- Showcase authority. Add company bios, case studies, blog posts, and thought leadership content.
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Use semantic search. Write naturally and conversationally so AI models and users both understand your content.
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Add schema markup. Ask your developer about applying schema code to help AI better interpret your content.
4. Strengthen Your Off-Page SEO
The goal of SEO is to bring good traffic to your website. But it's not a "If I build it, they will come" situation. With millions of websites competing for your attention, you must do some marketing tactics beyond your website.
These "offsite" tactics include claiming and optimizing your business profiles on Google and Bing. Take time to build relationships with partners and ask for a link to your site from their website. Active social media on platforms that resonate with your audience can bring new users and old friends to your brand.
WHAT TO DO
- Claim your profiles. Optimize your business listings on Google and Bing. Consider additional platforms like Yelp or industry-specific directories.
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Build relationships. Partner with organizations, clients, or vendors and request backlinks to your site.
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Stay active on social media. Use platforms that resonate with your audience. TikTok and Reddit are growing, LinkedIn is key for B2B, and video channels like YouTube and Vimeo can increase reach.
Key Takeaways
In Closing: Evolve With Google
Search isn’t just search anymore. As Google Group Product Manager Sylvanus Bent said, ads will become “an experience” for shoppers.
With GSE, search is becoming an experience too. Customer journeys are more complex, with a variety of searches on a variety of devices and platforms.
AI is here to stay, so make sure your website is optimized the best it can be to provide better results for searchers.
Search isn't just search anymore. It's an experience. How well does your website content hold up?
Like Google is evolving ads and search to improve the user experience, so to, your website needs to go to the next level.
Keep your website, your products, and your company relevant in today’s evolving world of search and ads. Create a website, ads, social presence that are more than just answers – make your brand an experience that’s worth the click.
Ready to make your website AI-search friendly? Let’s talk about your SEO strategy.
Sources:
https://adsonair.withgoogle.com
https://get.chatmeter.com/