So, like everyone we’ve been talking about AI a lot this year, one key reason is to ensure we’re using it to strengthen our approach to SEO and content creation.
If you’ve been keeping up with AI tools like Google’s Gemini, Perplexity, Claude and of course ChatGPT, you’ll know they’re shaking things up when it comes to search, especially for businesses trying to drive people to their websites.
A recent article on Search Engine Watch is worth a read and looks at AI’s impact on SEO – specifically the rise of zero-click searches. It’s something we’re aware of at Macbeth Lankester, especially when it comes to how we draft content for our clients. So, here’s a bit about what’s going on and how we’re adapting.
AI and the rise of zero-click searches
If you’re not familiar with the term, zero-click searches are when users get their answers directly on the search results page, without needing to click through to a website. You’ve probably experienced it yourself already, where tools like Google’s Gemini are serving up AI-generated summaries so comprehensive that you often don’t feel the need to dig any deeper.
Great for convenience. Not so great for driving traffic to your website.
How we’re adapting (and you can too)
We’ve always believed that great content starts with understanding your audience. But now, it’s about understanding two audiences: the people reading your content and the AI summarising it.
Here’s what to bear in mind:
- Writing for humans and AI
AI is only as good as the content it pulls from. That’s why we create content that is clear, structured, and concise – so AI can easily extract the key points – but still engaging enough to make an impact on actual readers. Because no matter how clever AI gets, people still want to connect with meaningful content. - Showcasing thought leadership and authority
AI tools prioritise credible sources, which makes expertise and authority more important than ever. We focus on creating content that demonstrates leadership in our clients’ fields, whether that’s in renewable energy innovations, property market insights, or construction regulations. Regular updates to content that’s time sensitive, trustworthy references, quotes from experts in their field or authored pieces and consistently high quality content ensure their voices are at the forefront. - Answering the big questions
Whether it’s understanding the impact of net-zero policies on housebuilding or the latest advances in solar technology, our content is designed to address the real questions people, and search engines, are asking. By prioritising user intent, we make sure our clients are seen as the go-to source for the answers their audience is searching for.
What this means for your business
The rise of AI doesn’t mean SEO is over. Far from it. It just means we’re entering a new phase. The fundamentals of SEO, clarity, credibility, and relevance, are still essential, but now they need to work harder to meet the demands of AI-driven search.
Here are three ways you can adapt your own strategy:
- Be clear: AI loves well-organised, easy-to-digest content. Use headings, bullet points, and concise answers to make your content stand out.
- Be credible: Position yourself as an authority in your field by creating high-quality, well-researched content with quotes from leaders and experts in the sector and keep it up to date.
- Be relevant: Focus on the questions your audience is asking and provide the answers they’re looking for – before your competitors do.
Looking ahead
If there’s one thing we’ve learned this year, it’s that change is constant. AI is already making waves in how people search, and it’s only going to grow. But with the right approach, this isn’t something to fear, it’s an opportunity to rethink how we connect with our audiences.
For us, adapting our content strategies has been an interesting challenge, and one we’ve genuinely enjoyed tackling. Helping our clients stay ahead of the curve – whether they’re navigating AI, building a brand, or just trying to cut through the noise – is what we love to do.
So, if you’re wondering how to adapt your content for the AI era, drop us a line. We’re here to help.