5 SEO Mistakes Killing Your Rankings in the Age of AI and How to Fix Them

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Unlocking How AI Effects SEO

Search engines are constantly learning, and Google is at the forefront of this evolution. With advancements in Artificial Intelligence (AI), Google's understanding of search queries has become more nuanced and sophisticated.

The first powerful AI model to effect SEO was introduced in 2019 by Google. This model, named BERT was a major leap forward. But Google's quest to deliver the most relevant results continues with its latest AI model, Gemini.

From BERT to Gemini: A Stepping Stone to a More Powerful Search

To understand where we're heading with AI guiding search, let's unpack the capabilities of the earlier Google model, BERT. BERT, an acronym for Bidirectional Encoder Representations from Transformers, revolutionized how search engines interpret user intent.

It analyzed the context of surrounding words in a search query, leading to a more human-like understanding. This set up a foundation for AI to guide algorithms and paved the way for Gemini, Google's next-generation AI model built upon the foundation of BERT.

How Gemini Works and Impacts Search

Gemini takes search comprehension to the next level. It inherits BERT's strengths in understanding context and user intent, but with additional capabilities. Gemini can process not just text, but also visual information like images and videos. This allows the AI technology to grasp the nuances of complex searches that might involve multiple modalities.

For instance, imagine searching for "best places to hike near me." While BERT excelled at understanding this query, Gemini can also analyze pictures you've uploaded showcasing your preferred hiking terrain. This allows it to deliver even more relevant results tailored to your specific preferences.

Optimizing Your Content for Search Powered by AI - SEO Mistakes to Avoid

The rise of AI search engines like BERT and Gemini demands a shift in SEO best practices. Focusing on well-written, informative content with clear structures remains crucial.

But the emphasis has evolved towards creating a richer user experience. Here are 5 common mistakes to avoid and key SEO practices to embrace for the age of AI search:

Mistake #1: Keyword Stuffing: Focus on user intent instead of just cramming keywords. Craft content that directly addresses user needs and search queries.
Mistake #2: Thin Content: Avoid shallow content. Provide in-depth information that resonates with your audience and offers valuable insights.
Mistake #3: Ignoring User Context: Don't just target keywords, understand the context behind searches. Gemini considers factors like user preferences to deliver relevant results. For instance, if someone searches for "best running shoes," their search history might indicate a preference for trail running, influencing the results Gemini surfaces.
Actionable Tip #1: Embrace Structured Data: Schema markup helps AI like Gemini efficiently navigate and comprehend your website's content structure.
Actionable Tip #2: Strengthen Internal Linking: Strategic internal linking improves user experience and helps AI grasp the connections between your pages.
Actionable Tip #3: Go Multimodal: Incorporate relevant visuals (images, videos) alongside text to cater to users searching with various information formats. Gemini's ability to process different modalities means you can enhance the user experience by providing a richer variety of content.

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The Future of AI and SEO

As AI continues to evolve, SEO strategies will need to adapt. Google AI is constantly learning and improving. To get ahead, prepare now by tracking developments underway.

Google has mentioned working on AI algorithms that will potentially leading to even more targeted search results and that would be able to consider multiple information formats.

Businesses that embrace these ongoing changes and prioritize high-quality, user-focused content with a multimodal approach will be well-positioned to thrive in the future of search.

Be Future Ready and Prepare for the Always On™ World of AI Agents Guiding Us to Information

Optimizing for Google Search in the age of AI requires a focus on clarity, user intent, and in-depth, value based content.

By understanding how AI integrations like Google Gemini works and keeping pace with AI advancements, you can ensure your website stays relevant and grabs attention in the ever-changing world of search.

Written by Mary Ellen Schrock for Floh Creative.

Mary Ellen is the Chief Disruptor of Floh Creative. A bright, intuitive creative she has a passion for solving complex design and business challenges, and brand storytelling. Mary Ellen’s 20+ years of business strategy and creative problem-solving experience working with Corporate, Fortune 50 and Entertainment giants has created household name and recognizable identities for Coca-Cola, BMW, Nike, Oprah Winfrey, and Disney. She's been the creative force behind the successful brand launch campaigns for Lotus Cars, Disney - The Lion King Broadway, and Warner Bros. Entertainment.

Floh Creative partners with brands and businesses to build tools and deploy strategies to produce measurable results and grow business.

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