Keeping ahead of the AI component of search is essential – and I am actively managing this for my clients.
I have been discussing for some time the growing role of AI in search results – both how users interact with it and the best practices for optimising for these new formats.
We have now reached a stage where many users are engaging with AI-generated search results directly. In fact, for most people, these AI-powered summaries are appearing prominently at the top of their usual search results pages.
The underlying principles remain largely the same. AI systems select the most reliable websites to recommend using very similar criteria to traditional search rankings. However, there are subtle differences in how certain elements of SEO are prioritised. In other words, some of the same technical and content signals I manage for you carry slightly different weight in AI-driven results compared to standard search.
I expect significant changes in this area over the coming years. Keeping ahead of the AI element of search is crucial – and this remains a core focus of my work for you.
Content Creation for AI Search
When creating or editing content for your site, it helps to keep AI and voice search strategies in mind.
In particular, AI-powered search tools often prefer content written in a way that poses and answers a questions. Where possible, structure your articles accordingly.
Here’s my updated guidance for crafting blog posts and articles:
- Title – ideally framed as a question.
- Length – aim for 360–520 words in paragraph form.
- Images – at least one image, 1200 × 600 pixels or larger.
- Subheadings – use two H2 headings, with at least one phrased as a question.
- Opening sentence – summarise the main point of the article and, where relevant, link a few words to a primary page on your site.
Note: Longer posts are fine, but once you exceed around 800 words it’s usually better to split the content into two shorter, focused posts.
I’ve slightly increased my recommended word count based on the latest research from Google and Bing. If possible, consider repurposing your existing blog posts to align with these updated recommendations – it is often much faster than starting from scratch.
