Let’s cut through the noise: there’s a lot of chatter around AI and SEO. But here’s the truth, there really isn’t such a thing as ‘AI SEO’.
Even Google has gone on record to clear up the confusion, stating that SEO works the same as ever, and you don’t need to worry about so-called GEO (Generative Engine Optimisation). That said, with so many tools available, suddenly everyone wants to know about AI SEO services, so let’s break down the top 5 questions we’re being asked, with some myth-busting and plain-speaking advice.
1. How do I get mentioned in an AI Overview?
This is the big one. Google’s AI Overviews are primarily aimed at answering queries, offering guides and providing step-by-step instructions. They have become a core feature of Google Search and everyone wants to know how to be at the very top of the results page. The good news? You’re probably already doing most of what’s needed.
Gary Illyes, an analyst on the Google Search team, confirmed that AI Overviews use the same ranking system as traditional Google Search. In practice that means your content still needs to rank well organically by:
- Being high-quality and helpful
- Loading quickly
- Being relevant to the user’s intent
- Providing content that answers questions, gives advice, etc.
While getting into an AI Overview seems like the golden ticket, it can be a mixed blessing. Yes, it’s brilliant for brand awareness, as you’re front and centre. But it very rarely results in clicks and conversions.
Think about it: if a user gets the answer they need right there in the overview, why would they click through to your website? Hello, zero click conversions – that means your website might get a name drop, but you’re unlikely to see a flood of traffic or conversions from it. So, while it’s nice to appear, it’s not a guaranteed traffic booster.
2. Is AI killing SEO?
No. Absolutely not. SEO is more important than ever. What AI is doing is changing the way we work. It’s a tool, not a replacement. We’re testing a range of AI tools that can assist with analysing vast amounts of data, highlighting trends and identifying opportunities.
AI is fantastic for speeding up time-consuming tasks. But that’s it.
You still need human expertise to interpret that data, craft a strategy that will work for your brand and create genuinely compelling content. AI can’t build relationships, understand a brand’s unique voice, or connect with an audience on an emotional level. The human touch is still the most valuable element in a winning SEO strategy.
3. Can AI do SEO?
The short answer? No. AI can’t do the job on its own. While a number of platforms are popping up claiming to be ‘AI SEO platforms,’ they simply don’t do the whole job. They can generate basic content or automate simple tasks, but they lack the ability to understand context, sentiment or the nuances that define good SEO.
A decent SEO strategy requires a thorough understanding of your business, audience and competitors. It’s about building a complete plan that goes beyond keywords and links. While AI can do a basic job on some tactical elements, most of its output wouldn’t be considered good SEO practice.
4. Does AI-generated content affect SEO?
Yes, but it depends how it’s used. AI-generated content can harm your SEO if it’s simply created to tick search engine boxes rather than provide genuine value. Google has made it clear that its focus is on helpful, people-first content that meets its E-E-A-T framework: Experience, Expertise, Authoritativeness and Trustworthiness. Your content should be written with your audience in mind – not just to impress a search algorithm.
The golden rule? Write for your audience, not just the robots. Relevant, helpful and high-quality content wins every time.
5. Do you offer AI SEO services?
Well, we don’t offer ‘AI SEO services’ because, as we’ve established, AI SEO isn’t a real thing. However, because AI-based SEO services follow the same principles as traditional SEO, you could technically say we do!
In reality, we provide expert SEO services delivered by humans who understand strategy, content, technical SEO and user experience – in other words, everything that makes AI SEO tools tick, but with brains behind it.
The bottom line
If there’s one takeaway: build great content, optimise your site and make sure your audience finds what they need – that’s what will drive results. Don’t get caught up in the AI hype and think you need a whole new approach.
We help businesses develop and execute SEO strategies that actually work. Whether people call it AI SEO services, AI first SEO services, AI-based SEO services or just SEO, the underlying principles are the same. And that’s something we’ve been doing successfully for years. Get in touch if you want a chat.
