AI Search Isn’t The End - You Just Need To Blog Smarter
Unless you’re off-grid or a time traveller from the 90s, chances are you’ve seen AI Overviews at the top of Google search results. And while it may feel like AI is taking over, the good news is that you can still influence what shows up, as long as your content delivers what matters.
How Does AI Choose Content To Show In Search Results?
AI-powered search is changing how people find and consume information online. AI Overviews and Bing AI still crawl and index web pages like previous search engines, so your traditional SEO efforts aren’t wasted. However, how our data is analysed has changed forever.
Now, going beyond keywords, artificial intelligence employs large language models (LLMs) to understand user intent more deeply. It delivers answers by consolidating information from trusted sources. And your goal is to be one of them.
You see, the technology has been trained on huge volumes of text compiled from various places, including:
books
websites
articles
public domain research pages
and content providers
These LLMs can understand natural language, allowing them to comprehend context, synonyms, slang, and how words, phrases, and sentences are used in conjunction. They can even adapt, anticipate unasked questions, identify relationships between topics and prioritise content. That's where your opportunities lie—creating content that's deemed worthy.
But What Does This Mean For Your Content Strategy?
Is blogging still worth it? The short answer: absolutely!
It’s not enough to simply stuff your website with keywords or publish blogs whose sole purpose is to fill space.
With Google processing around 14 billion searches a day, it's proof your customers are thirsty for answers. And AI technology now helps deliver those answers more quickly and accurately.
But customers (or AI) don’t want outdated material; they expect fresh, relevant, well-structured, and well-written information that:
answers today’s hot topics
solves common problems
addresses frequently asked questions
satisfies general search intent
For example, as a benchtop manufacturer, you might showcase the latest silica-free products, or a builder could write about how changes to the building code impact the cost of new builds in New Zealand.
A Real-Life Example
True story.
One of my client’s highest-ranking pages is a blog about a beeping security alarm.
It shows up in over twelve different keyword searches and continues to generate website traffic and customer enquiries because it is a surprisingly common problem.
This highlights another benefit of choosing good blog topics: they continue to deliver new leads for as long as they remain on your website (making them a cost-effective investment). What issues could you address in a blog?
Good Content Is Still The Driving Force Behind AI
The rise of AI-powered search doesn’t diminish the importance of blogging on your website—it amplifies it.
Blogging today isn't just about ranking in organic listings—it's about feeding the AI models that power these smart, summarised search results.
Essentially, with any content, whether it’s your social media, Google Business Profile updates, or monthly blog, as I've mentioned, you want to be seen as a credible and trustworthy source (by AI and potential customers).
One way to do that is by publishing fresh content on your website.
You know your business, so you know the problems your customers face and what’s important to them.
So, even if you have to use AI to write your blog, just make sure it’s:
relevant
something you’d want to read
has the human touch
If you’re struggling for ideas, look at your competitors and what’s going on around you.
Even one blog per month could build momentum, especially if your SEO strategy focuses on relevant, well-optimised content and search intent.
Maximising Your SEO & AI Search Opportunities
While blogging still matters for SEO, showing up in AI-enhanced searches is never a given—all you can do is use a range of tactics to improve your chances. Besides blogs, maintain your Google Business Profile (for local SEO) and, where possible, work on your on-page, off-page and technical SEO aspects.
Remember, although AI results appear first, there are still many other unpaid opportunities for you to rank, including;
traditional organic listings
featured snippets
People Also Ask
rich results
news carousels
Videos & YouTube carousels
images
local pack/map pack
So, how will you make the most of these opportunities?
Need Help Creating AI-Friendly Content?
Are you short on time or unsure what to say? I can help you turn your ideas into authentic, helpful content that aligns with what search engines (and your customers) are looking for. If you’ve got a spare 30 minutes, let’s chat and see if we’re a good fit. What have you got to lose?
Other blog topics you may find helpful (a short 4-5 min read):
Local SEO - for service-based or brick-and-mortar stores relying on local customers.
Content Marketing - how blogs work to grow your bottom line.
