SEO Is Changing (Again) – Here’s How to Keep Up in the Age of AI
If you’ve been in business long enough, you’ve probably noticed that SEO (Search Engine Optimization) is never a “set it and forget it” thing. Just when you think you’ve got the formula figured out, Google changes the rules—and lately, the changes are coming fast.
The biggest shift? AI is now influencing how people search, how search engines deliver results, and how businesses need to show up online.
As a website design business, I see firsthand how these changes can feel overwhelming. But here’s the good news—you don’t need to overhaul everything to stay relevant. A few smart, intentional updates can help your site stay visible and competitive in this AI-driven search landscape.
Why SEO Is Changing So Fast
For years, SEO was all about keywords, backlinks, and optimizing for Google’s “10 blue links” on the first page. But now:
AI-powered search results (like Google’s Search Generative Experience and ChatGPT-powered browsing) give users direct answers instead of just links.
Voice search means people are using full sentences and natural language instead of typing “short-tail” keywords.
Content quality and context matter more than keyword stuffing ever did. Search engines are looking for helpfulness and expertise.
User experience (page speed, mobile friendliness, and accessibility) is now a ranking factor.
In short—Google’s AI wants to reward sites that are human-first, clear, and actually solve problems.
What AI Optimization Really Means
When we talk about AI optimization, we’re not just talking about using AI tools to write content. It’s about making your site easily understood by both humans and AI search engines. That means:
Answering questions clearly and completely so AI can pull from your content for featured snippets and AI search summaries.
Structuring your site logically so search engines can “see” the relationships between your pages.
Using schema markup to give AI context about your business, services, and content.
Focusing on intent—understanding what your audience actually wants when they search, and building content around that.
Small Changes You Can Make Right Now
You don’t have to tear down your website and start from scratch to keep up. Here are a few high-impact tweaks you can implement this month:
Refresh Your Content for AI Search
Update blog posts and service pages with clear, direct answers to common customer questions.
Break up long paragraphs into skimmable sections with headings.
Include a short, clear summary at the top of important pages.
Optimize for Conversational Keywords
Think about how your ideal customer would ask a question out loud.
Use those natural phrases in headings, FAQs, and page copy.
Add Schema Markup
Implement LocalBusiness schema, FAQ schema, or Product schema so search engines understand your content’s purpose.
This increases your chance of showing up in rich results and AI summaries.
Improve Site Speed and Mobile Experience
Compress images, remove unnecessary plugins, and ensure your site is mobile-friendly.
A fast, smooth site keeps visitors engaged—and Google rewards it.
Update Your Google Business Profile
AI search heavily pulls from Google’s own ecosystem. Make sure your profile has updated hours, services, and images.
The Bottom Line
AI isn’t replacing SEO—it’s redefining it. The goal is still the same: connect your ideal customer with your business. But now, that means speaking the language of both humans and machines.
If your website hasn’t had a strategic SEO checkup in the last year, now’s the time. Small, smart updates today can mean the difference between showing up in tomorrow’s AI-powered results… or disappearing from the conversation entirely.
