The rise of AI in SEO: what it means for brands
Hot new tools, smarter search, and AI are changing the way we get found online.
There’s no doubt AI is changing the way people search, create, and connect online. And that shift is having a major impact on SEO.
So what does this mean for your brand? Let’s break it down:
What is SEO?
SEO (search engine optimisation) is the practice of improving your website, so it ranks higher in search engine results like Google. The aim? To drive more organic (unpaid) traffic to your site.
Traditional SEO focuses on:
Using relevant keywords
Writing valuable content
Optimising technical elements like page speed and mobile usability
Building links from other reputable websites
At its core, SEO is about making sure your website is easy to find and worth visiting. But, as AI evolves, so does the way people search, and that means brands need to adapt to stay visible.
What exactly is AI in SEO?
AI in SEO refers to machine learning tools and systems that help businesses:
Optimise content for search engines
Predict what users are looking for
Analyse search patterns and performance
One of the biggest gamechangers is Google’s Search Generative Experience (SGE). This AI-powered feature provides people with rich, conversational answers right at the top of the results page, meaning they may not even need to scroll let alone click through to a website.
What this means for brands:
Keywords still matter, but context and clarity win
Answering questions clearly and concisely is more important than ever
Content that delivers real value is king
In short, SEO is shifting from keyword-stuffing to intent-led, humanised content.
GEO & AEO : what you need to know
As AI rapidly reshapes search, two new acronyms are entering the chat: GEO and AEO.
Generative Engine Optimisation (GEO)
GEO is all about optimising your content for AI-powered search tools like ChatGPT, Copilot, and Google’s SGE. These tools generate answers using multiple sources, so your content needs to be:
Authoritative and well-structured
Conversational and friendly
Citable with clear facts and headings
Informative and educational (FAQs, how-to articles, summaries)
Think of GEO as SEO for AI search engines that generate answers rather than just listing websites.
Answer Engine Optimisation (AEO)
AEO focuses on getting your content picked up by answer-based systems like:
Featured snippets
Voice assistants (Alexa, Siri, Google Assistant)
AI chatbots and smart tools
To optimise for AEO:
Use a Q&A or FAQ format
Add headings and schema markup
Write clear, concise and helpful answers
GEO and AEO aren’t replacements for SEO - they’re evolutions. And brands that adapt now will be ahead of the curve as AI search becomes the norm.
Schema Markup
Schema markup (or structured data) is a type of code you can add to your website to help search engines understand what your content actually means, not just what it says.
Why does Schema matter? Because it helps search engines:
Show your content in rich snippets (star ratings, FAQs, images, event info)
Boost visibility and click-through rates
Make your content eligible for voice search and AI-powered responses
In a nutshell…
Search isn’t about ranking on Google and other search engines anymore. It’s about your content being read out loud, showing up in a snippet and being visible in AI searches like ChatGPT. If your content doesn’t feel human, it won’t make the cut.
So, what next?
Start to think about blending traditional SEO with GEO and AEO to get ahead of the curve. Remember to optimise for people, not just search engines. Be informative, yet friendly, and structure your content so it’s easy to grab and display.
Need help navigating this shift?
At Coldharbour Creative, we combine smart strategy with standout content that’s built for humans and search engines. Say hello today.
