Search Engine Optimisation (SEO) has always been essential for digital success. But let’s face it, how we think about SEO is changing fast. AI is no longer just a buzzword, but it is also changing how people search, how search engines respond and how businesses need to show up online.

If you’re a business owner, marketer or someone in charge of digital strategy, this shift can feel overwhelming. But it doesn’t have to be! In this guide, we will unpack what’s happening with AI and SEO and, more importantly, what you can do to stay ahead.

1. Search Engines Are Smarter, Your Content Needs To Be Too!

Search engines like Google has been evolving for years, but AI has taken things to the next level. Algorithms like MUM (Multitask Unified Model) are learning to understand more than just words. They can now interpret videos, images and even the context behind what someone is searching for.

What to do?

• Prioritise problem-solving content: Think beyond keywords. Focus on content that genuinely helps—how-to guides, tutorials, or expert advice are great starting points.

• Answer user questions clearly and completely: Use headings, structured sections, and direct answers to match search intent.

• Mix in different media types: Adding relevant images, videos, or infographics can improve your SEO by meeting different types of search queries.

2. AI Tools Can Help You Create, But They’re Not a Shortcut!

Tools like ChatGPT and Jasper make content creation easier than ever. They can speed up drafts, headlines, even outlines. But here’s the catch: just because AI can write, doesn’t mean it should do all the talking.

What to do?

• Use AI for drafts and research: Let tools like ChatGPT or Jasper help speed up your workflow, but treat their output as a first draft, not the final word.

• Keep a human voice in your content: Add your tone, brand personality, and real-life insights to keep things relatable and authentic.

• Check for quality and accuracy: Always fact-check and edit. AI can be wrong or overly generic.

3. Search is Becoming Hyper-Specific

“Best coffee shop near me” isn’t just about location anymore. Search engines are pulling in data like reviews, pricing, popularity and even sustainability to serve better results! AI is making this possible.

What to do?

• Dig into your audience’s intent: Are people looking to buy, learn, compare, or solve a problem? Tailor your content accordingly.

• Localise your presence: Optimise your Google Business Profile, use local keywords, and gather reviews to show up in local search results.

• Create content with layered value: Answer the immediate question first, then go deeper for those who want more detail.

4. Voice Search is Changing How People Ask for Things

More than half of smartphone users are using voice search regularly. These queries are longer, more casual and expect instant answers.

What to do?

• Use natural, conversational language: Write like you speak—this helps voice assistants pick up your content more easily.

• Target long-tail keywords: These mimic how people phrase spoken questions (e.g., “Where can I find vegan lunch spots near me?”).

• Optimise for featured snippets: Use concise Q&A formats and clear headings to help your content land in “position zero.”

5. UX Matters More Than Ever

Google’s using AI to assess how “friendly” your website is. That includes things like page load speed, mobile usability, and how easy it is to navigate.

What to do?

• Improve loading speed: Use tools like Google PageSpeed Insights to identify what’s slowing your site down.

• Design for mobile first: Most users are browsing on phones—make sure your layout works beautifully on smaller screens.

• Guide users with clear navigation: Think simple menus, clean layouts, and obvious next steps to reduce friction.

6. Personalised Experiences Will Win

AI is making it easier to serve content based on individual user behaviour. That means people expect websites to feel tailored to them, not just a general audience.

What to do?

• Segment your audience: Group users by behaviour, interest, or location to deliver more relevant content and offers.

• Use smart content tools: Platforms like HubSpot or dynamic content plugins can serve different content to different users.

• Predict user needs: Suggest related blog posts, products, or services based on previous behaviour to boost engagement.

Final Thoughts: SEO Is Still SEO, But Smarter

AI isn’t replacing SEO, it’s levelling it up. And businesses that understand that shift will stand out. It’s not about being the loudest, it’s about being the most relevant.

At Rijks Digital, we help future-focused brands make sense of the noise. From AI-enhanced content to smarter search strategies, we’re here to help you show up and stay ahead.

What to find out what AI-powered SEO could look like for your business? Let’s chat.