What is SEO?
Search engine optimization (SEO) is the process of modifying digital resources to increase organic visibility. In fact, optimizing keywords, links, and content helps your site naturally appear on search engines and rank higher than competitors. Even with the rise of social media, search engines (like Google) drive 300% more traffic and are essential to product and business discovery. Similar to other forms of digital marketing, SEO is continually evolving to align with user behavior and maximize search opportunities. SEO has expanded beyond traditional blue links. With Google’s Search Generative Experience (SGE), AI-generated summaries are now displayed at the top of many search results. This shift introduces a new layer to SEO strategy—earning placement in AI-generated content. Brands must now consider not just search engine ranking, but AI discoverability.
Search Engine Optimization 101
Today, with the hundreds of ever-evolving ranking factors and algorithms that Google uses, matched with AI influences, regularly auditing your SEO is crucial and makes achieving a higher organic search rank tough. While it is crucial to stay up-to-date on ranking factors and the latest changes in SEO, every site can only be optimized so much. Google has revolutionized the internet by considering what other sites link to yours as a key ranking factor – especially rewarding links from websites with genuine authority (i.e., news, universities, and government).
Now, SEO also contributes to your AI Share of Voice—how often your content is included in generative AI outputs. Factors like content structure, clarity, authority, and internal linking impact whether your brand is surfaced in AI-driven search. New best practices also involve structuring answers using headers, lists, and clear language that AI can easily parse, making your site a candidate for featured snippets and SGE callouts.
Quick SEO Stats
- Search engines generate 93% of online experiences
- Over 87% of smartphone owners use a search engine at least once per day
- Over 80% of users still prefer organic results, but now AI summaries often get clicked before any traditional link—making high-ranking AI visibility a competitive edge.
Getting Started with 5 Quick TipS
- Understand user intent – Today, SEO does not only consider keyword meaning but also search intent.
- Monitor keywords and site traffic compared with SEO algorithm and ranking changes – Update your site with relevant keywords.
- Embrace voice and AI-powered search – How can your brand answer user questions quickly and clearly enough to be featured in AI summaries?
- Consider branding as a ranking factor – Mentions, sentiment, and reputation matter. Strong brand signals help with both traditional SEO and AI recognition.
- Optimize mobile-first – Site performance, speed, and user experience on mobile are now baseline expectations for both Google and AI crawlers.
SEO is evolving fast—and it's not just about Google anymore. Understanding how your brand shows up in AI-generated content is the new frontier. Request a free web assessment to evaluate your current SEO and AI Share of Voice, and discover how to position your brand for future search success.