Navigating Generative SEO: Your Guide to Winning the AI-Powered Search Game
The SEO world is buzzing about generative AI. Everywhere you look, people are talking about new "AI Overviews" and the dramatic shifts in search. It's easy to get caught up in the noise and start thinking there's a brand-new silver bullet you're missing out on.
But here’s the truth: for all the talk about change, the core principles of great SEO haven't changed at all.
Google’s answer on how to optimise for AI
Think about it this way: for years, we've been telling clients to create content that provides real value, answers user questions effectively, and demonstrates expertise. We've focused on building a great site experience with clean navigation and fast load times. We've told you to create content for people, not just for algorithms.
Generative SEO isn't some complex new magic trick. It's simply a new layer on top of those same fundamental principles.
The Old Rules Still Apply (and They're More Important Than Ever)
Before you jump into the hype, ask yourself this: have you really mastered the basics?
Is your content genuinely helpful? Does it thoroughly answer the user's question, or does it just skim the surface?
Is your site technically sound? Is it fast, mobile-friendly, and easy for Google to crawl?
Are you building a site people want to visit? Is the user experience intuitive and trustworthy?
If you haven’t tackled these foundational elements, focusing on new AI-driven tactics is like trying to build a house by painting the windows first. The "silver bullets" from the last five years are still out there waiting to be used effectively.
The reality is that generative AI models like Google's AI Overviews, are trained on the vast amount of quality information already on the web. The best way to get your content featured is to be the authoritative, trustworthy source. AI can summarise information, but it can't invent expertise.
So, what should you do?
Our pragmatic advice is simple: double down on the fundamentals. Focus on creating the best content you possibly can. Build a user experience that's second to none. Answer questions so well that an AI would be foolish not to reference your site. When you do the hard work of building a great site with great content, the rest, including getting featured in generative search results, will naturally follow.
There are no shortcuts here. Just a renewed emphasis on doing what we've always known works.
