Just as content marketers and SEO strategists adapted alongside the rise of NLP, they must consider the changing SERP environment and evolve their strategies to remain relevant and discoverable. Today more than ever, the key to SERP success is developing content that aims to provide an excellent experience to the target audience.
“The goal of SEO, in the end, is to help people organically find the information that they’ll find most valuable. Google’s whole goal is to try to encourage these connections and create a great experience. To a search engine, SEO is helping connect people with the most valuable content,” Reilly said. “A content creator should be thinking about the same thing. If anything, AI search is a reason to let go of SEO ‘hacks.’ Instead, we get to think strategically about the value we deliver. How can we make sure our content, and the way we present it, is the most useful, valuable version of the information our customers are looking for?”
So what does that mean, in a time when generative AI has made it easier and faster than ever to churn out technically optimized content? The answer is leaning into and highlighting humanity, unique perspectives, and firsthand experiences within branded content — or (yes, another acronym) EEAT: experience, expertise, authoritativeness, and trustworthiness.
Think of it this way: If an LLM, such as ChatGPT, can write a 300 word blurb answering a user query, then so can Google’s generative AI model. So as SGE and other genAI search engines continue to evolve and become better at guiding users to the more valuable and satisfactory information, they aren’t spotlighting generic, AI-written content that’s been informed by the same existing web info any LLM can access. Instead, the quality signals search engines will prioritize more heavily will be factors such as: