In the swiftly evolving digital landscape, where artificial intelligence (AI) is reshaping how search engines operate, the pertinence of Search Engine Optimisation (SEO) has been a hot topic among marketing aficionados. Is SEO still essential in this AI-driven era? The unequivocal response is yes. Despite the transformative influence of AI on search mechanisms, SEO remains a cornerstone of digital marketing strategies.
Now that AI is generating the responses in search and in chats, will we even need to publish our content or rank in search?
The short answer to this question is - the search experience is changing, but the SEO algorithms are becoming even more important in the age of AI, not less.
Many search marketing experts have concluded this after the Google’s I/O series and Gemini integration in search.
SEO is becoming increasingly important because AI uses SEO ranks and deep content to inform generative responses. To be more precise - it uses first-page results.
AI tools such as Perplexity or chatGPT break down prompts into executable actions and search (crawl) on behalf of the prompting humans. They then use the search results in the response, referencing the original content.
In addition, long-tail pages or “deep content” inform stale AI models and provide fresh information, much like knowledge graphs do.
As AI adoption increases, our search interface will become more AI-driven. Then, your business's discoverability will depend on your digital presence—the high quality of content and high SEO rank.
You should want to begin exploring how to make your business more digitally discoverable, visible not only to people but also to AI agents, so that in the future, your business appears in qualified AI results and in normal searches.
As AI continues to permeate the digital search realm, the necessity for robust SEO strategies becomes more pronounced. Businesses need to adapt by enhancing their digital presence to remain visible to human users and be easily discoverable by AI systems. Marllm’s suite of services is designed to catapult your business into this new digital marketing era, ensuring you stay ahead of the curve and achieve unprecedented growth in an increasingly competitive market.
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