How AI Is Changing SEO
Search engine optimisation (SEO) has always been about helping the right people find your content online. Over the years, it’s shifted from focusing purely on keywords to prioritising helpful, relevant content that genuinely answers a user’s query.
Now, we’re seeing another shift—this time driven by artificial intelligence (AI). From the way search engines rank results to the tools businesses use to improve their online visibility, AI is making a big impact on how SEO works.
So, how exactly is AI changing SEO—and what does that mean for your business?
What Does AI Mean in SEO?
Artificial intelligence, in simple terms, is technology that can “think” and make decisions. In the world of SEO, AI helps both search engines and businesses understand language, spot patterns, and make better choices about what content to show and when.
Search engines like Google use AI to understand what users are really looking for—even if they don’t word their search perfectly. On the other side, marketers and businesses are now using AI-powered tools to help create content, analyse competitors, and identify ranking opportunities faster than ever before.
AI in Search Engines – Smarter Than Ever
Search engines have come a long way. In the past, if someone searched “best café laptop charger,” results might have focused on pages with those exact keywords. Today, thanks to AI-driven algorithms like Google’s RankBrain and BERT, the search engine is more likely to understand the intent behind the query—perhaps that the user is looking for café recommendations with plug sockets and good WiFi.
AI also powers newer features like Google’s Search Generative Experience (SGE), which uses AI to generate direct answers within search results. These changes mean that simply stuffing keywords into content isn’t enough. Your content has to be useful, relevant, and structured in a way that AI can understand and prioritise.
How AI Tools Help Improve SEO Strategy
AI isn’t just being used by Google—it’s also helping businesses optimise their own content. Tools like ChatGPT, Jasper, SurferSEO, and SEMrush now offer AI-powered features that can:
- Suggest keywords and topics based on search trends.
- Help draft blog posts and landing page content.
- Highlight content gaps your competitors have missed.
- Identify areas where your website could be better optimised.
These tools save time and make it easier for small businesses to compete with larger companies who have bigger marketing teams.
AI-Generated Content – A Double-Edged Sword
AI can help you produce content quickly and at scale—but there’s a catch. Not all AI-generated content is created equal.
Done well, it can help you plan and create helpful blog posts, FAQs, or service descriptions. But if used poorly, it can lead to repetitive, low-quality, or even misleading information that harms your rankings.
Search engines are getting better at spotting content that lacks originality or doesn’t offer real value. That’s why it’s important to treat AI as a writing assistant—not a writer. Human input is still essential for keeping content relevant, trustworthy, and on-brand.
SEO Is No Longer Just About Keywords
Thanks to AI, search engines can now understand language in a more natural and nuanced way. That means it’s not enough to include specific keywords—you also need to create content that addresses the wider topic, answers follow-up questions, and aligns with the user’s goals.
This is known as semantic search, and it’s where AI really shines. It looks at the meaning behind the words, not just the words themselves. So rather than trying to rank for individual phrases, businesses should focus on providing complete, useful answers that build trust and authority.
The Rise of Voice Search and AI Assistants
Voice search is becoming more common, with more people turning to smart speakers and phone assistants to ask questions out loud. This means SEO needs to account for more conversational and natural language.
For example, instead of typing “IT support Brighton,” someone might ask, “Where can I get quick IT help near me?” Optimising your content for voice search means using more natural phrasing, including FAQs, and making sure your website loads quickly and is easy to navigate on mobile devices.
What Businesses Can Do to Stay Ahead
The rise of AI might sound overwhelming, but it also opens up exciting opportunities—especially for small and medium-sized businesses.
Here are a few ways to stay ahead:
- Use AI tools wisely – They can speed up research and content creation, but always double-check and edit the output.
- Keep content user-focused – Write for real people, not just algorithms.
- Stay up to date – SEO best practices are evolving. Keep learning and adapting.
- Work with trusted experts – If you’re unsure where to start, partnering with a digital marketing team can help you build a future-proof strategy.
Final Thoughts
AI is changing the way SEO works—but that doesn’t mean businesses should feel intimidated. In fact, when used correctly, AI makes it easier to create better content, understand your audience, and improve your website’s performance in search results.
At Carden Telecoms, we work closely with our digital marketing partners to help businesses make the most of these changes. Whether you’re starting from scratch or want to boost your existing SEO strategy, we can help you adapt and thrive in this AI-driven world.
Need support with your SEO or digital marketing? Get in touch with our team today.
