Andrea Hill

What Does AI Mean for Your SEO Strategy?

Google and other search engines are changing drastically; you may need to as well.

Published

5 months ago

November 24, 2023

Andrea Hill Instore November 2023 Issue

FROM ALL THE hype that ensued after the ChatGPT launch in early 2023, you’d think that a) artificial intelligence (AI) is new, and b) search engines like Google have been taken completely unaware. Neither of those things are true.

Also true is this: You cannot ignore what is happening in search and how it will affect your online visibility in the near future.

Your online visibility matters. Consumers rarely just wander into a store. They visit your website to see store pictures and browse products. They check your store hours. They read reviews to learn how others feel about the experience you offer. If any of those online reference points don’t exist, trust that one of your competitors has scooped you and the consumer’s attention is now theirs.

Those who’ve exploited SEO as a source of website and store traffic have had a competitive edge, but that edge was slipping even before the AI excitement.

Surely you’ve noticed that Google’s results have become increasingly structured. You might see a complete recipe card at the top of your search for banana bread, a bulleted list of answers to your query “key events of 1959,” or a list of places next to a map when you search restaurants near me. Google has more than 20 different types of structured links, and their intention is to make it easy to find answers without ever clicking a link.

The whole reason most companies focus on SEO is to get people to click a link.
So what happens when AI-driven search makes it possible for searchers to simply ask questions, get answers, ask clarifying questions, and get more answers without ever being sent to a website or Google Business page to explore further? How can your business maintain its online visibility in this new search experience?

1. Focus on user experience and intent. Be clear about what prospects and customers want and need from you and create content that clearly addresses those needs. Make sure your website isn’t just another cookie cut from the same cookie cutter as all your competitors’ websites.

2. Optimize for voice search. This means providing blogs or knowledge-based articles on your website that use natural language to provide thoughtful, concise answers to common questions.

3. Local optimization. Maximize your Google My Business presence. Regularly manage your profile, update business hours and holidays, answer questions, add updates, and promote your most popular/evergreen products.

4. Make your website accessible. If your website isn’t fully accessible to people with disabilities (perceivable, operable, understandable, and robust, or POUR), it’s not only illegal, it also will not be indexed or shared by search engines.

We don’t know yet what SEO 4.0 will be, but you can have confidence that these four things will matter. So start working on mastering them now, and watch this space. Because change, it is a comin’.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”