Search & SEO in the Age of AI

Introduction

Search and SEO are evolving rapidly, especially with AI entering the mix. Many people wonder whether AI-related SEO is truly something new or just another passing trend. While there are new acronyms like AEO, GEO, and AIO that can feel overwhelming, the core principles of SEO remain unchanged.

The Core Principle of SEO

At its heart, SEO is about creating content that helps and satisfies real people. Content should be written for humans, not for algorithms or AI systems.

• Over-optimizing for specific systems or trends can distract from the main purpose.
• If your content is genuinely helpful, it naturally aligns with ranking systems.
• Chasing shortcuts often leads to extra work and short-term gains, not long-term success.

Remember: These insights focus on Google’s search systems. Other AI tools or search platforms may behave differently.

New Terms Are Just Subsets

New acronyms like AEO, GEO, and AIO are subsets of SEO, not entirely new disciplines.

• Local SEO focuses on location-based search results.
• AI-related formats are another area to understand, but the fundamentals of SEO remain the same.

For non-SEO professionals, the best advice is simple: focus on creating good, accessible content. If your content is on the web and generally available, that’s usually enough.

Why Originality Matters

One of the most important strategies for creators in the age of AI is originality. AI excels at delivering common, factual, or commodity information. What stands out is unique content: your personal perspective, first-hand experiences, expert opinions, or a distinctive voice.

For example, basic factual queries like event times can easily be answered by AI. But your originality and insights are irreplaceable—and that’s where the real strength of a website or creator lies.

Focus on Authentic Formats

Modern users increasingly value authentic, firsthand content such as:

• Videos
• Podcasts
• Personal experiences

These formats complement expert content and help build trust and engagement. Even as new search formats evolve, content that is authentic, valuable, and unique will always stand out from repetitive or commodity content.

Practical Advice for Creators

• Don’t stress over new acronyms or trends.
• Continue focusing on quality content and originality.
• Avoid chasing short-term tricks; stick to fundamental SEO principles.
• Use modern platforms to your advantage—much of the technical SEO work is already handled.

Ultimately, the best strategy is to create human-focused, authentic, and original content. These qualities naturally align with ranking systems and ensure long-term success.

Balancing Generic and Unique Content

People want a mix of basic, generic information and unique insights:

• Generic content satisfies immediate curiosity.
• Unique takes help users understand differences, changes, and perspectives.

AI can help guide users beyond generic info to richer learning and context, e.g., historical background or unique examples.

Authentic content cannot be artificially manufactured—it comes from genuine experiences and passions, not following a rigid formula.

Authenticity Matters

• True authenticity is hard to fake. Social media examples show posts that resonate are often genuine and passionate, not over-optimized for platforms.
• Authentic creators stick to what they know instead of tweaking content for algorithms.
• Even simple accessibility features, like captions, enhance engagement.

Core advice: Stay authentic. Speak to your knowledge and experiences, not to trends or optimization tricks.

Multimodal Content: Text, Video, and Images

Modern search increasingly combines multiple formats:

• Users may search with text, but prefer answers via videos or images.
• Example: Recording geese behavior in a video and using AI to analyze it combines visual + textual search.

Multimodal content can help creators reach AI-enhanced search experiences.

Tips for creators:

• Integrate video, images, and text where relevant.
• Focus on original content that adds value beyond basic information.

Structured Data and Technical SEO

• Structured data can help AI and multimodal systems understand content better.
• Not mandatory, but can be helpful for search engines.
• Think of it as an aid, not a shortcut—it complements strong content.

Measuring Full Value: Beyond Clicks

Traditional metrics like total clicks are not enough. Focus on:

• Quality clicks – users genuinely engaging with content.
• Conversions – actions that align with your goals (e.g., email signups, purchases, subscriptions).

Define what success means for you. Different sites will have different criteria.

AI-enhanced formats may increase engagement and contextual awareness, helping users find what they truly need faster.

Query Fan-Out & Contextual Searches

New AI systems enable:

• Incremental searches in the background (query fan-out) to refine results.
• Providing richer context and answers closer to what users actually want, without them having to run multiple searches.

This makes search more natural, like interacting with a helpful librarian who guides you step by step.

Natural Language and Long Queries

• Modern users search with full sentences.
• Optimize for human-readable content, not every possible query permutation.
• Focus on grounding your topic and writing for people, not algorithms.
• Avoid trying to create pages for every possible search sentence—quality and relevance matter more than volume.

Key Takeaways for Creators

• Create original content – your unique insights are valuable.
• Be authentic – genuine experience beats manufactured optimization.
• Think multimodal – combine text, video, and images to reach more users.
• Measure true engagement – quality interactions and conversions matter more than clicks.
• Write for humans, not keywords – focus on natural language and relevance.

Even as SEO evolves with AI, the fundamentals remain unchanged: focus on helping people, providing value, and being authentic.