AI is increasingly influencing search engine algorithms and user experience, so if your services or property listings and website aren’t optimized for AI-driven SEO, you risk losing online visibility and relevance. AI-powered SEO strategies enable more effective keyword research, content optimization, and dynamic adaptation to evolving user behavior and search trends.
Here’s the thing: even though 3.5 billion searches happen every single day, over 90% of web pages receive zero organic traffic from Google. The rise of zero-click searches, which comprise nearly 60% of Google searches, along with AI-driven features like Google Overviews, has significantly reshaped the digital landscape. Google’s progression from simple keyword matching to advanced AI-powered search has fundamentally changed audience engagement.
Although zero-click searches might increase the difficulty of attracting website traffic, shifting from simple keyword matching to smarter, AI-driven search opens fresh avenues for businesses to connect with and engage their target audiences. For instance, featured snippets typically get more clicks than regular search results. Consider this: more than 45% of Google searches seek local information. If you haven’t implemented even the most basic SEO, you’re missing out on ranking for almost half of all searches.
If you want your website or listing pages found, it’s time to adapt to the new AI rules of engagement.
A peak behind the curtain
One approach to optimizing your listing is to use AI to help create your content and collect, analyze, and generate insights from the data it generates. A caveat: Don’t simply plug your prompt into ChatGPT and plop the results into your website template. Google is growing increasingly adept at sussing out AI-written content and, while it won’t penalize it, it will elevate content it considers more original, well-written, and high-quality.
Artificial intelligence search engine optimization (AI SEO) leverages AI to enhance a website’s organic search visibility. By analyzing extensive datasets at lightning speed, AI-powered tools generate data-driven recommendations while streamlining SEO tasks for B2B marketers. AI SEO can:
- Generate content ideas and outlines
- Implement schema markups
- Analyze content performance data
Essentially, AI SEO empowers marketers to optimize websites and develop more effective strategies with greater precision and efficiency. This integration of machine learning (ML), natural language processing (NLP), and advanced data analysis facilitates a deeper understanding of search engine behavior and user intent. AI serves as an intelligent assistant, automating routine tasks like keyword research and uncovering valuable insights to gain a competitive edge.
Specifically, AI enhances SEO through:
- Content optimization: AI tools analyze user behavior and content preferences to recommend relevant topics, styles, and keywords. Platforms like SurferSEO and Clearscope help marketing teams develop content aligned with search intent.
- Advanced keyword research: AI-driven tools can identify long-tail keywords and emerging trends that traditional methods might overlook. Tools like SEMrush and Ahrefs use AI to gather insights into keyword difficulty and search trends.
- Enhanced user experience (UX): Google Analytics 4 (GA4) and other similar tools analyze user interactions and suggest improvements to website navigation, mobile responsiveness, and loading speed, which are critical SEO factors.
- Voice search optimization: AI’s understanding of conversational language enables businesses to optimize content for voice queries on platforms like Alexa, Siri, and Google Assistant.
- Predictive analytics: Tools like BrightEdge and MarketMuse employ predictive analytics to forecast keyword performance and content ranking, helping businesses proactively adapt their strategies in competitive markets.
Best practices for using AI SEO
Although the technology has existed for much longer, AI and large language models (LLMs) began dominating the headlines a year or two ago. LLMs and AI have transformed search engines, including Google’s AI Overview feature. This tool, while revolutionary in how it can assess and display information and provide immediate, comprehensive summaries, requires a different approach to websites and listings. Here are some tips:
- Prioritize high-quality content.
This strategy is key for AI algorithms like Google’s AI Overviews, which can process, assess, interpret and rank your online presence. Accurate, clear, detailed, and relevant content facilitates AI systems’ ability to understand your website content’s authority, purpose, and value. AI can’t accurately determine the relevance to user queries of weak, poorly written, or insubstantial content.
AI algorithms try to deliver the most pertinent results based on a user’s search. Keyword-optimized content focused on specific subjects tells AI that your website is a strong match for those searches and increases the likelihood your site will appear—and rank higher—on search engine results pages (SERPs).
Although AI doen’st “see” user engagement the same way people do, it does analyze data points reflecting user satisfaction like:
- Dwell time (how long users stay on a page)
- Bounce rates (how quickly they leave after viewing just one page)
- Number of pages visited in a session
Engaging, informative content aligned with user needs is more likely to yield positive engagement metrics, which can influence AI to favor your content. As AI evolves and becomes more integrated into search, a foundation of high-quality content is critical. Investing in creating valuable, informative content now positions your listings favorably for future algorithmic updates and AI-driven search experiences.
- Keep copy structured and scannable.
Concise paragraphs with a well-defined structure help audiences quickly understand your main points without having to weed through long, dense text. Breaking down complex subjects into smaller, focused sections makes processing easier.
Chances are, your audience wants particular details or answers. Content that’s easy to scan via headings, subheadings, bullet points, and bold text gives readers a fast, easy roadmap for zeroing in on the info they need. If someone can’t find what they want quickly, they’ll bounce.
Large text blocks feel overwhelming and may discourage someone from reading further. Short paragraphs create reader-friendly breaks, create more visual appeal, and feel less intimidating, which can lead to greater engagement. Well-organized content with clear headings and subheadings is good SEO, too. These visual cues simplify the process search engines use to understand your website’s content and structure.
- Keywords and long-tail phrases are your friend.
AI algorithms have become much better at “getting” the nuances of human language. SEO platforms like Semrush and Ahrefs can help you identify the natural language keywords and long-tail phrases your target audience uses. Using that language helps AI more accurately determine your content’s relevance to specific search queries.
So instead of “subcontractors” using “LEED-certified healthcare subcontractors” or using “NJ commercial roofing companies” instead of “roofing companies” provides a clearer context for AI to match with relevant searches.
Long-tail keywords are inherently more specific and tend to indicate a higher level of user intent. Someone searching for “commercial lines business development property & casualty insurance” likely has a very specific need. Using this exact phrase signals to AI that you’ve tailored your content to this high-intent search, increasing your chances of ranking well for those valuable queries.
Modern AI algorithms, such as BERT and MUM, possess a sophisticated understanding of context and the relationships between words. Using natural language allows you to leverage this capability. AI can understand the meaning behind your content and connect it with a wider range of relevant searches, even if the exact keywords don’t match perfectly.
Long-tail keywords, while having lower individual search volume, often have less competition than broad, generic terms. By targeting these specific phrases, you can rank higher for relevant searches and attract highly qualified traffic that’s more likely to convert. AI can help identify these niches.
Google’s ultimate goal is to provide users with the most relevant and helpful information quickly. Using the same language as your target audience contributes directly to a positive user experience. AI algorithms recognize and reward content that effectively meets user needs.
Use Google Keyword Planner or Google Trends to research popular keywords and search terms. This data can inform your content creation strategy to ensure you’re producing content aligned with user needs and questions.
- When practical, use a Q&A format..
Because AI algorithms are designed to understand and answer queries, use a Q&A format for your content. This approach directly addresses user intent—and naturally mirrors how people ask questions when searching for information. When you structure your content as answers to specific questions (Do I need a structural engineer or an architect for a building refit?), AI has an easier time identifying your website as a trusted authority and helpful resource with the right answer.
Voice searches are often phrased as questions. Q&A formatted content naturally aligns with how people speak to voice assistants like Siri, Alexa, and Google Assistant. Your content becomes more discoverable through voice search.
Search engines love to pull direct answers from Q&A-formatted content to populate featured snippets and AI overviews. Providing clear, concise answers to relevant questions increases the chance your content will appear in these prominent positions at the top of SERPs, driving more visibility and traffic to your website.
The Q&A format breaks down complex information into digestible chunks. Each question acts as a clear heading, increasing content scannability for those looking for specific answers. AI algorithms indirectly favor improved readability and UX as they correlate to higher engagement metrics (longer dwell times and lower bounce rates). Users who can quickly find direct answers to their questions are more likely to stay on your site, explore further, and have a positive UX.
Questions can naturally incorporate long-tail keywords — specific and detailed phrases users type when they have clear intent. Answering these questions directly targets these valuable, high-intent keywords without having to shoehorn them into your content.
- Schedule regular content refreshes
AI algorithms consider stale content (hasn’t been updated for 6+ months) less reliable or relevant because they’re designed to give users the most up-to-date, accurate information. These systems prioritize refreshed content as it likely reflects the latest best practices, data, or developments.
Search trends and user interests change over time. Refreshing your website copy provides an opportunity to:
- Update keywords
- Address new questions your audience is asking
- Address changes in your services or products
- Refine your messaging based on performance data and evolving user needs
- Keep your content relevant and aligned with current search queries
Continuous improvement also reinforces your authority. AI algorithms recognize and reward authoritative sources that consistently provide valuable, current information. Refresh your listings every 3-4 months. You’ll achieve better results in SERPs, primarily because those refreshes signal to AI engines that your content is recent, relevant, and authoritative.
Are you a commercial real estate investor — or looking for a specific property to meet your company’s needs? We invite you to talk to the professionals at CREA United, an organization of CRE professionals from 92 firms representing all disciplines within the CRE industry, from brokers to subcontractors, financial services to security systems, interior designers to architects, movers to IT, and more
