Keeping up with AI advancements can feel like a full-time job. With new tools, updates, and strategies emerging constantly, it’s easy to get lost in the noise. At Versantus, we stay ahead of the curve so you don’t have to. That’s why our Managing Director, Matt Gilbert, recently hosted a Versantus Presents session, diving into how AI is reshaping SEO, search behaviour, and content marketing—and, more importantly, how businesses can make the most of these changes.
If you missed it, don’t worry, we’ve wrapped up the key takeaways so you can stay ahead of the game.
SEO is evolving, and AI is leading the charge
For years, SEO has been about keywords, backlinks, and technical tweaks, but the rise of AI-driven search means the rules are shifting. AI tools are no longer just influencing search results—they’re rewriting how people search entirely.
This shift has given rise to a new concept: GEO (Generative Engine Optimisation). Instead of focusing purely on Google rankings, businesses now need to optimise for AI-generated results, ensuring their content appears in AI-powered overviews, chatbots, and voice assistants.
So, how do you make AI work for your SEO strategy rather than against it?
How to use AI for your content strategy
AI isn’t here to replace your content team—it’s here to take the grunt work out of content creation so you can focus on strategy and creativity. Used right, AI can speed up research, streamline workflows, and enhance your content without sacrificing quality. Start by using AI tools like ChatGPT to generate content ideas, outlines, and keyword suggestions based on your industry trends. But AI isn’t perfect—always fact-check, refine, and inject human insight into AI-generated drafts.
The best strategy is AI-assisted, human-led.
AI Overviews: Stealing traffic or driving it?
If you’ve searched for something recently and seen a neatly packaged AI-generated answer right at the top of the page, you’ve encountered an AI overview. These summaries pull in content from multiple sources, sometimes crediting and linking back to them, sometimes not.
Is AI a threat or an opportunity?
✅ Opportunity: If your content is featured in an AI overview, you’re getting prime visibility without paying for ads.
❌ Challenge: Users may get their answers without ever clicking through to your site.
How to get featured in AI Overviews
- Create AI-friendly content – Lists, guides, and FAQs are more likely to be pulled into AI-generated answers.
- Use structured data – Schema markup helps AI understand and categorise your content.
- Keep it clear and concise – AI prefers short, direct answers rather than lengthy blocks of text.
- Optimise for conversational search – More people are searching in a Q&A style rather than just using keywords.
What about all the other AI tools?
AI overviews are just one part of the puzzle—there’s a whole ecosystem of AI tools changing how people search, interact with content, and make decisions. Platforms like ChatGPT, Copilot, and Gemini are becoming alternative search engines, answering questions directly without sending users to external websites. Some AI tools cite their sources and provide links, while others simply generate responses with no credit to the original content.
So, how do you optimise for AI beyond traditional search engines? The good news is the same principles apply—structured data, conversational content, and clear, well-researched information increase the chances of AI tools referencing your brand. Even Apple’s Siri and Spotlight search rely on structured data from sources like Apple Maps, Yelp, and Booking.com, meaning your business needs to be visible across multiple platforms to stay ahead.
Tips for optimising content for AI search engines
- Use a conversational tone
- Use short punchy sentences
- Remove passiveness
- Anticipate follow-up questions
Learn more: AI SEO and content: How to adapt to conversational search
AI-powered tools YOU should know about
- ChatGPT & Custom GPTs – For keyword research, brainstorming, and structuring content.
- HeyGen – AI-powered video creation for engaging, dynamic content.
- DALL-E & Midjourney – For generating high-quality AI images.
- Smartwriter AI – Helps with backlink outreach and SEO audits.
- SocialBee – AI-powered social media posts.
Here’s what your business should focus on:
✅ Think beyond Google – Bing, TikTok, and AI chat platforms are shaping search behaviour.
✅ Create genuinely helpful content – AI rewards quality, research, and expertise.
✅ Use structured data – Schema markup makes it easier for AI to understand your content.
✅ Optimise for conversational search – AI searches are more natural and question-based.
✅ Leverage AI tools – AI can help streamline research and content creation if used correctly.
Conclusion
SEO is no longer just about Google rankings—it’s about making sure AI platforms recognise and use your content. Businesses that understand this shift will thrive, while those who don’t will fade into the background.
That’s why we run Versantus Presents—so you can stay informed, stay competitive, and stay ahead.
Join us on Monday 31st March at 11am for our next session. We’d love to see you there!