If you run a small business, the words “SEO in the age of AI” probably sound like a particularly lame sci-fi sequel.
There’s no denying that search engine results have shifted dramatically and it looks like there’s a whole lot more change to come. AI-generated content (and an avalanche of em dashes) is absolutely everywhere. I don’t know about you, but sometimes it really does feel like the robots are taking over.
And, breathe… SEO as we know it isn’t obsolete, but it has changed. And the good news is that small businesses still have a real edge: originality, human connection, and a story worth telling. So don’t panic, let’s strip it all back and focus on what you need to know and what to do next.
How AI has changed SEO
SERPs (search engine results pages) are more crowded than ever and the prized number 1 slot has been well and truly usurped by paid placement advertising and AI generated answers. That means some of the clicks you used to get from quick, factual blog posts may not come your way anymore. If you keep on top of your data, you might well have noticed a drop in your search traffic.
AI is also cranking out a lot of machine-made content. And there are good reasons to use AI to support your content generation: it’s fast and it’s cheap. There’s no way that’s not going to be tempting!
Unfortunately, AI generated content is rarely insightful or memorable. It lacks the colour and imagination that comes from human creativity. So the web is filling up with articles that sound fine but feel, quite frankly, like the regurgitated, recycled content that they really are.
Are you content with “sounds fine”? Does “OK” sum up your brand? Thought not.
What hasn’t changed
Despite the intense increase in white noise, search engines still value the same core principles:
In short, there’s no denying that robots are doing more and more of the heavy lifting in the background. But search engines are still rewarding the same human-led qualities: expertise, clarity, and creativity.
What this means for your marketing
The bad news: if you’ve been relying on filler blog posts stuffed with keywords, you’ll definitely struggle in this new landscape. Realistically, this was never a great strategy anyway so throw it out of the window and focus on something more interesting.
On the other hand, if you’ve already spent time making sure your your marketing is clearly rooted in your own voice, expertise, and customer connection.. kudos to you! You’re well and truly on the right track.
But it’s not always easy to know where you are on this scale. There’s certainly no clear boundary line between “good” and “bad” content in my experience. So, what can you do?
3 questions to focus your content for SEO in the age of AI
As a small business or solopreneur, pinning down your unique voice can be daunting. It feels very personal. The phrase “ideal client” might even fill you with dread. So, let’s start with three simple questions you can ask yourself to make sure your content is still SEO-relevant:
A really simple SEO strategy in the age of AI
All very interesting, but what does this mean for your SEO strategy right now? As ever, let’s keep it simple. I don’t have time for over-complications so stick to:
Summing up SEO in the age of AI
Well, this article has ended up being a lot longer than I’d intended and the short story is that there’s nothing new! SEO in the age of AI is still about the same thing it always was: content that’s useful, human, and genuinely worth reading. Stay real, stay creative, stay human.
Cut through the noise, keep it human
AI might be rewriting search, but it can’t replace your perspective, creativity, or story. If you want an SEO strategy that works with AI without losing the human spark, let’s talk.
Book a free call and let’s map out your next move in this brave new world.
