Have you ever just stopped and thought about how hard it is for businesses to get noticed online these days? It used to be that you just had to tweak your website for Google’s algorithm. But now, with AI being such a big part of search, it feels like a whole different world.

It’s kind of overwhelming. Where do you even begin?

As an AI SEO specialist with 14 years of experience in search optimisation and content strategy, I’ve witnessed tremendous changes in how businesses connect with their audiences online. Today, I want to share some insights about navigating this constantly changing world of SEO, especially with AI becoming so important.

How AI is Changing the Search Landscape

The biggest change we’re seeing is AI-powered search features, like Google’s AI Overviews. Search results aren’t just simple lists of links anymore; they’re AI-generated summaries that try to answer your question directly.

This shift has made understanding user intent more crucial than ever. Whether it’s a person looking at search results or an AI trying to summarise information, the basic need is the same:

What’s the user really trying to do? What question are they asking? What problem are they trying to solve?

My approach focuses on creating content that directly addresses these needs, proactively optimising for AI Overviews and traditional search results simultaneously.

What Works in AI-Driven Search?

So what’s important for making sure your content not only ranks well but also gets featured in those AI summaries?

It’s about making information super clear; almost in a Q&A format. Make sure all important facts and figures are easy to find and easy for AI to understand and summarise. You’re essentially writing for a really smart reader who might not understand all the nuances.

Some key strategies that drive results:

• Clear, concise content: Get to the point, don’t be too fluffy
• High-quality, in-depth information: Even though AI is changing how we find information, we still need valuable, trustworthy content
• Strategic structure: Use clear headings, bold text for important information, and well-structured paragraphs
• Address user concerns directly: Focus on what people really care about, like financial implications of changes

Ultimately, it’s about using AI to understand how to please both AI systems and human readers, because the user is who we’re trying to reach.

Case Study: Aptus Utilities and Google AI Overviews

Let me share a recent success that demonstrates these principles in action.

Aptus Utilities needed to position themselves as experts on upcoming infrastructure charging regulation changes (set for March 2025). The challenge was creating content that would rank well in traditional searches while also getting recognised by Google’s AI as trustworthy enough to appear in AI Overviews.

In October 2024, we focused on optimising one specific blog post: “Changes to the Infrastructure Charging Structure.”

The strategy included:

• Using a clear, direct headline aligned with search intent
• Consistently mentioning the March 2025 implementation date throughout
• Focusing on explaining the financial implications of the changes
• Balancing technical accuracy with readability for a wider audience
• Using clear structure with headings and emphasised key points
• Positioning Aptus as a helpful partner through these changes

The results? The blog post was featured in Google AI Overviews for relevant searches, appearing alongside official government sources from Gov.uk. This represents a significant stamp of approval, showing that Google’s AI viewed Aptus as a credible, authoritative source of information.

The key takeaway: When you optimise content strategically, focusing on clarity, answering key questions, and addressing user needs; you can achieve exceptional visibility, especially with new AI features. Google’s AI looks for content that demonstrates expertise, authority, and trustworthiness.

Final Thoughts

To succeed in digital marketing today, you need to blend traditional SEO best practices with a deep understanding of how AI is transforming search.

Yet some principles remain timeless like understanding what users want and creating high-quality content that addresses their questions will always be fundamental. No matter how sophisticated AI becomes, the key will always be connecting with your audience.

As we continue exploring SEO in the age of AI, remember that the only constant is change. But with the right approach, that change represents opportunity.

Want to learn more about how my AI SEO services can help your business thrive in this new landscape? Contact me to discuss your needs.