Search engine optimisation (SEO) has always evolved with technology — from keyword stuffing in the early 2000s to the rise of mobile-first indexing and voice search. But the arrival of AI-powered search, like Google’s AI Overviews, Microsoft Copilot, and ChatGPT’s web browsing features, represents the biggest transformation yet.
The question every marketer is asking now is: how will AI change SEO, and what can we do to stay ahead?
From Keywords to Conversations
Traditional SEO focused heavily on matching exact keywords. Today, AI models understand meaning, intent, and context. That means search is becoming less about specific phrases and more about answering complex, conversational queries.
For example, Instead of optimising a page for “best walking tours in Spain,” for example, you now need to answer questions like “What’s the best time of year to walk the Camino de Santiago?” or “Which Camino route is right for beginners?”
AI search tools don’t just list pages, they synthesise information. So if your content provides clear, comprehensive answers to these kinds of natural-language questions, it’s far more likely to be referenced or surfaced in AI-driven summaries.
Authority and Depth Matter More Than Ever
In the AI era, trust and expertise are everything. Search engines and AI models prioritise sources that demonstrate consistent authority and depth. That means well-structured, high-quality content beats shallow keyword articles every time.
Long-form guides, expert FAQs, and thought leadership blogs are powerful signals. The more your site demonstrates deep
- useful knowledge
- backed by data
- internal linking
- and reputable sources
the more likely AI tools are to view it as trustworthy.
This is where topical authority becomes your biggest asset. Covering a subject thoroughly across multiple related pages helps AI understand that you’re not just part of the conversation, you’re leading it.
The Rise of Structured Data and Machine Readability
AI systems rely on structured data to interpret web content correctly. Schema markup, clean HTML, and clear headings make it easier for both traditional search engines and AI crawlers to extract meaning from your site.
This isn’t just technical housekeeping; it’s strategic. The more “machine-readable” your content is, the better your chances of being used as a source in AI-generated summaries or voice responses. In practical terms, this means implementing FAQ schema, using clear product data, and organising content with semantic structure.
SEO Becomes Experience Optimisation
Perhaps the most exciting shift is that SEO is moving beyond search rankings into the broader realm of experience optimisation. AI search assistants may summarise your content, recommend your brand, or answer questions directly from your website.
That means success isn’t just about traffic anymore. It’s about being included in the AI conversation. Businesses that focus on clarity, credibility, and helpfulness will thrive. Even if the way users discover them continues to evolve.
It’s being transformed
AI isn’t killing SEO, it’s transforming it. The fundamentals still matter: clear language, valuable content, and genuine expertise. But the context has shifted from optimising for algorithms to optimising for understanding.
If you focus on answering questions, structuring your knowledge, and building trust, AI won’t replace your visibility, it will increase it. The future of SEO isn’t just about being found; it’s about being understood.