Google puts the SEO legs up: how to remain visible on the Internet and not die in the attempt

The introduction of the “AI Overview” function in the Google search engine (which last week also released the seas the revolutionary “ai mode” mode) It is bringing first order changes in the arm in the user’s behavior in the search engine of the Internet giant. The frank entry into the “AI Overview” functionality means that the Google search engine is in a position to facilitate direct answers to their consultations without necessarily clicking on any link (which can be reduced in a more than ostensible way to visibility the visibility of brands and “publishers” in the network of networks).

Many companies are already victims of a more than remarkable decrease in organic traffic harvested by Google. And even websites that scrupulously fulfill all the precepts of the SEO (both at the technical and from the point of view of the quality of the contents) are witnessing how their reach is unfortunately diluted as a sugar in Google.

What contents results most affected by the entry into the “AI Overview” function

The usual SEO techniques no longer work as they did oncesince visibility is no longer only and exclusively at the mercy of positioning in the search engines, but rather depends on relevance harvested through the responses propelled by the in functions such as “ai overView.”

This affects the highly standardized or deficit content in depth for now such as generic descriptions of products, glossaries or more or less simple lists of advice. This type of content results in general terms very easy to summarize for AI systems and information appears directly displayed in the “AI Overview” function without the user having to necessarily click on any website.

In view of absolutely seismic changes caused by “ai overView”, it is evident that Brands must necessarily give a twist to their strategy on Google to maintain thus (more or less) unalterable their visibility on the Internet.

One of the keys to strengthening the visibility of marks on Google in the new AI era are structured datathat allow search engines to interpret the content housed in the web pages and capture the information that opens up there in a more or less automated way (which is essential for functions such as “ai overView”). Even when structured data does not necessarily guarantee visibility, they increase (and in a very remarkable way) the possibility that Google recognizes and processing the content housed on a particular web page as a reliable source, says ULI Zimmermann, founder and director of EMINDED, in an article for horizon.

Experience, “expertise”, authority and trust: the keys to remain visible in the era of AI

Structured data anchors on the open source standard schema.org, which is compatible with most search engines. Companies that are now working with structured data should review and expand them to meet Google’s needswhich currently provides particular relevance to FAQ questions, product data, “reviews” and information about the authors of the contents.

In the new AI era, the content that makes its way on the network of networks should be governed by four principles: experience, “expertise”, authority and trust. In this sense, the content should support a truly genuine “expertise”, be structured absolutely pristine and inspire trust. It is important that, when generating online content, brands never lose sight of these three factors:

• Clearly visible authors.
• Clearly structured content With precise subtitles.
• Regular update of content.

Those Ribetened contents of sufficient depth, relevance and quality Not only have they likely to break through the first positions in the search engines, but also in the responses generated by the AI ​​of Google and company.

To prosper in the new AI era, SEO must display a totally new approach that amalgame excellence in the technical plane and editorial qualityl. And for this it is necessary that editorial teams and those consecrated to web development and analysis work to the alimon to increase or at least maintain the visibility of brands and “publishers” on the Internet. It is absolutely crucial, for example, that organizations regularly analyze their own visibility and that processes and contents can adapt as easily as flexible to new search patterns.

SEO techniques that were once proved efficacy such as individual “Keywords” density or systematic use of “backlinks” are becoming increasingly irrelevant. When approaching SEO, companies must learn to understand how generative models capture and process information. After all, an absolutely decisive factor from the point of visibility is to what extent the content is adjusted to the logic by which AI models govern when compiling and summarizing information.

Thus the SEO changes in the AI ​​era

So that the SEO strategies of the companies of the AI ​​do not be stuck in the new AI era, it is essential to implement the following actions according to Zimmermann:

• Check content: The objective is to identify those websites that remain visible and those that, on the contrary, are losing reach.
• Add structured data: It is about prioritizing data on products, FAQ questions, “reviews” and information authors.
• Optimize content: It is necessary to design an editorial content plan that offers true added value to the reader and takes root in the author’s “expertise.”
• Below silos: It is vital to advocate collaboration between editorial, web and analysis departments to contribute to the forge of a truly holistic strategy.
• Regularly analyze visibility: Brands should have the look leveraged in Google Search Console and not take an eye from the new functions of AI to constantly optimize their SEO strategies.

The entry of the new “AI Overview” function of Google is great -enjundia changes in organic searches. And the content that in the past was anointed with sufficient reach is losing visibility, since SEO in its most classic aspect is not enough to prosper in the new AI era.

This does not mean, however, that SEO is impeccably condemned to die, but rather implies a primary change in the way of approaching this discipline. It is no longer, after all, individual “keywords” that ultimately decide the visibility of the content, but the ability to generate content really aligned with the needs of the generative AI systems.