AI and SEO: Partners, Not Rivals

Unless you work with us, you’re always one step behind the next big thing. And now we’ve got generative AI strutting in, whispering in people’s ears, answering their questions, and making you wonder where you fit into all of it.

But here’s the thing – it’s not so different, really. Not when you boil it down.

Google and AI? They’re not at odds. They’re on the same team, driven by the same instincts: to give people the best, most reliable answers.

If you’ve been doing SEO right, if you’ve been building something solid, you’re not starting from scratch with your visibility on AI platforms. The game’s still about trust, authority, and relevance.

The rules haven’t changed; they’ve just been fine-tuned.

SEO, AI, and generative tools – they’re all grappling with the same question: what’s real, what’s helpful, and what truly connects with people. And no, it’s not about using ChatGPT to write out content.

You’ll have to excuse the South Park gifs scattered here – it’s just my way of staying relevant while proving there’s a real, live human behind this. That’s the point, really. It’s not about stuffing keywords or ticking boxes; it’s about showing up like a South Park gif – unexpected, hard to ignore, and hopefully memorable.

A Foundation You Already Know

Let’s get this out of the way: the basics still matter. Your website still needs to load faster than a teenager scrolling TikTok. It needs to look good on a mobile phone. And links – those digital handshakes between sites – still count for something. Structured data? It’s like leaving a trail of breadcrumbs for the search engines, saying, “Here’s what this page is about.”

But content – content is still the beating heart of it all. And not just any content. The kind that makes you stop and think, the kind that makes you trust the person who wrote it.

Generative AI tools, like ChatGPT, Gemini or Bard, are trained to spot the difference. They’re looking for depth, for nuance. It’s not about keyword stuffing anymore, and it hasn’t been for many years; it’s about making sense.

Think about how Google’s algorithms have evolved – BERT, MUM, RankBrain. They’re AI-driven too. They’re not just matching words; they’re understanding intent, figuring out what people really mean when they type in “best places for coffee Dublin” or “how to fix a bike puncture.” Generative AI? Same goal. Different coats of paint.

Authority: The Golden Thread

How do you make the machines trust you? The same way you get people to trust you. You show up. Not once, not just when it suits, but consistently. Again and again, you prove yourself.

No big speeches, no grand gestures – just the quiet, steady backing up of every claim you make. Machines notice that. They’re not dazzled by shiny slogans or big promises; they’re watching for the follow-through.

And then there’s the real gold dust: the links.

Not just any links, mind – links that matter. The kind that comes from places people already trust. That’s how AI and Google work. They see those connections, and suddenly you’re not just another face in the crowd. You’re someone worth noticing, worth believing in.

But it’s not just about what’s on your site, not really. It’s about what’s out there. The noise, the chatter, the trails people leave when they talk about you. The reviews – they matter more than you think. The citations, the shout-outs, and even how your stuff gets shared around. That’s the wild, messy part of it, but it’s crucial.

All of it together builds a kind of web. Invisible, but strong. A web of trust. And that’s what the machines lean on when they’re trying to decide – are you worth it? Can you be relied on? If the answer’s yes, well, you’re halfway there already. But don’t stop. Keep at it, because trust – real trust – takes time, and the machines, like people, have long memories.

Talk Like a Human

Here’s where it gets fun. Generative AI thrives on conversational queries. People aren’t typing in “best software accounting small business” anymore. They’re asking, “What’s the best accounting software for small businesses?” So your content needs to sound like it’s written by a person, for a person.

No fluff, no jargon. Get to the point. I’ve always liked this approach, it’s how I write my blog posts.

Google has been pushing this for years with their E-E-A-T guidelines (Experience, Expertise, Authority, and Trust). Write something helpful, and it’ll show up in search. Write something brilliant, and AI might just pick it as the answer.

Long-Tail Gold Mines

Let’s talk about the long tail. You’ve heard about it, right? Those niche, specific queries – the ones that don’t rake in millions of searches but bring in the right kind of people. Someone typing, “What’s the best AI tool for managing social media in a small business?” – they’re not window shopping. They’re already halfway to making up their mind. That’s where you want to be: right there with the answer, ready and waiting.

But here’s the thing – long-tail isn’t everything. It’s not the golden ticket people make it out to be. Sure, it’s important, and it’s a game you need to play, but it’s just one part of a much bigger strategy. You can’t put all your eggs in that basket and expect miracles. It’s about balance, a mix of casting a wide net while still nailing those niche opportunities.

So, how do you get it right? Research. Real, proper digging. Dive into forums. Stalk social media. Listen to what people are asking, what they’re worrying about. Use tools like AnswerThePublic or Google’s “People Also Ask” to see the shape of the conversation. And then? Write. Not half-hearted stuff. Content so detailed, so sharp, it practically shouts, “This is the answer you’ve been looking for!”

The long tail matters, yes. But it’s not the whole story. It’s a piece of the puzzle, not the whole picture. Don’t forget the rest – the broad strokes, the authority, the consistency. It all works together, like gears in a machine. Leave one out, and the whole thing grinds to a halt.

Technical SEO Still Matters

Don’t let anyone convince you otherwise: the back-end stuff still matters – a lot. It’s not glamorous, and it’s not what grabs attention, but it’s the foundation of everything.

Structured data, schema markup, alt text for images – these are the unsung heroes of a well-built site. They’re the translators, the tools that help AI and Google figure out exactly what your page is about. If your back end is messy, if it’s unclear or incomplete, you’re throwing up roadblocks for the very systems you want to impress.

So, make it clean. Make it precise. Leave no loose ends. Every image on your site? Alt text. Every page? Clear schema markup. If there’s data that can be structured, structure it. And for the love of all that’s holy, make sure your site actually works. Fast load times, mobile responsiveness, no broken links – it’s basic, but it’s critical. A site that doesn’t function properly isn’t just annoying; it’s a neon sign screaming “Don’t trust me” to both users and search engines.

Here’s why it matters: AI isn’t pulling insights out of thin air. It leans on the same kind of data that powers rich snippets on Google. You’ve seen them – those quick, ready-made answers that show up right at the top of a search. That’s structured data doing its job. If you’re not playing in that space, you’re missing out. It’s not just about being visible; it’s about owning that visibility.

You want to be the snippet. You want to be the answer people see before they even finish typing their questions. Because being there isn’t just about clicks – it’s about authority. It’s about trust. And when AI scrapes the web to learn and decide, it remembers who showed up ready, and who had their house in order. The back end might not get the applause, but it’s what builds the stage. Ignore it at your peril.

Success Looks Different Now

How do you know it’s working? Sure, traffic and rankings still matter – they always will. But they’re just the surface.

You’ve got to dig deeper to see the real picture. Are people sticking around on your site and reading what you’ve written? Are they clicking through, signing up, buying what you’re selling? That’s where the truth lives. And here’s a new one for the times we’re about to be in: are AI tools, like ChatGPT, using your content as a source? If the answer’s yes, you’re doing something right.

The game’s changed, no doubt about it. But not as much as you might think. The core hasn’t shifted. It’s still about being the best answer out there. It’s still about trust – earning it, keeping it. Whether it’s Google’s algorithm or some generative AI deciding what gets shown, the fundamentals don’t budge: clarity, relevance, and authenticity.

Think of it this way. Clarity is your foundation – no fluff, no ambiguity, just a laser focus on what matters. Relevance is your compass, guiding every word toward what your audience needs.

And authenticity? That’s the heart of it. If you’re faking it, the machines and the people will see through you eventually.

So, you keep showing up. You refine. You tweak. You watch the metrics that matter, but you don’t get distracted by every little rise and fall in traffic.

The real test is impact. Are you solving problems? Are you the name people trust? Because if you are, then no matter how much the game changes, you’re ahead of it.

If you want a content strategy that speaks to AI, get in touch with us today.