Futureproof Your Website Rankings In The Age of AI

Artificial intelligence (AI) seemed like a buzzword for many only a few years ago. Now, technology is improving business operations and transforming how users search online.

Users have shifted away from using keywords. Nowadays, they seek direct answers to their search queries. Google's AI Overviews feature provides AI-generated answers to specific queries. This sits at the top of the Search Engine Results Page (SERP).

AI Overviews contain information from a range of sources on the Internet. They aim to answer the user's search query. Below is an example of an AI overview following a Google search for 'How often should I walk my dog?':

Since your content appears above traditional search results, more users will see it. An AI Overview feature increases your online visibility and organic search traffic.

Google has clarified that you can't directly affect your chances of featuring. The AI Overview system chooses the content. Instead, you should follow the best practices to improve your SERP rankings.

This article explores how to futureproof the search engine rankings of your website. It will help you prepare for the age of AI overviews.

Write Content To Answer Specific Queries

AI Overviews give users quick, digestible information that answers their queries. To align with search intent, look at the web pages currently ranking for your target keywords.

Creating content that answers common queries can improve rankings for long-tail keywords. This can also improve your chances of featuring in the AI Overview.

Also, be sure to link to authoritative sources. This increases the chances of content appearing in the AI Overview. This practice shows Google that reputable resources support your data.

Always cite credible sources to allow readers to verify your information. This is especially relevant when content includes:

• Financial or medical advice
• Updates on news and current events
• Legal and government information

Follow Google's E-E-A-T Guidelines When Writing

Google continues to prioritise Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in content. This helps users find credible answers to their queries.

Following Google's E-E-A-T guidelines improves the chance of ranking higher. This makes it more likely to feature in AI Overviews.

Here are some tips for writing content that meets Google's E-E-A-T guidelines:

• Research the topic to ensure factual accuracy.
• Write complete answers to search intent queries.
• Highlighting your professional credentials establishes your credibility. This may include your job title, certifications, and relevant experience.

Also, it's essential not to use AI tools to write your website content. AI can closely imitate human writing, but often lacks emotional intelligence. It may not be able to capture your brand's tone. Additionally, it can produce factual inaccuracies.

Meet Google's Technical SEO Requirements

Technical search engine optimisation (SEO) is the process of optimising a website. It aims to ensure it's accessible, crawlable, and user friendly.

First, you need to check if you meet these three Google conditions:

• Googlebot can crawl your pages. Google only indexes pages which are accessible to the public. They must not block their crawler, Googlebot. If a page is private or requires a login to view it, Googlebot cannot crawl it.
• The page has the HTTP 200 status code. Google only indexes pages that use an HTTP 200 status code, not client and server error pages.
• The page contains indexable content. Google only indexes pages that are compliant with its spam policies. The content on the page needs to be in supported file formats.

Next, you need to optimise your landing pages, as these are an entry point for both users and search engines. You can do this by using clear call-to-actions (CTAs), using relevant keywords, and meeting technical SEO requirements such as:

• Fast page loading times. Ensure your website pages load fast. This can happen through improving the server response time. It will also help to reduce image sizes and avoid overfilling the page. Setting a browser cache policy is also a good practice.
• Mobile-friendly web pages. More than 62% of web traffic comes from mobile devices. Google prioritises mobile-friendly web pages. Your website and its pages should have a responsive design that adapts to mobile.
• No broken links or images. Broken links and missing images can impact credibility. When present, Google will see that your site contains low-quality content.
• Clear navigation. The user experience (UX) is crucial for SEO. Use breadcrumbs to lead users through the website and improve the UX. Breadcrumbs also give search engines a clear picture of the website structure.

Use Plain Language

AI Overviews aim to provide users with quick, digestible information. Your answer to a user's search query should use plain and natural language. This helps Google understand the context of your content. This makes it more likely to appear in AI Overviews.

To achieve a high readability score, you should avoid:

• Slang. Using slang can cause misunderstandings. It is often misinterpreted and can carry unintended meanings.
• Jargon or complex terminology. Website users will lose interest if they feel they don't understand the text or can't keep up. Using unfamiliar words or terms can result in miscommunication.
• Keyword stuffing. Content stuffed with keywords can be unreadable and unhelpful to users. This can harm your website's rankings. Search engines favour pages that create a great user experience.

You can use tools to assess the readability of your website content. Grammarly and Hemingway Editor are popular choices.

Format Your Content

AI Overviews aim to provide users with skimmable information. Nowadays, users now expect to get a quick and digestible answer to their search query.

Short paragraphs and bullet points make it easier for Google to analyse the content. It allows it to summarise the key points relevant to the query.

In fact, in 78% of the cases, AI Overviews contain either one or both types of lists. This is because both ordered and unordered lists are easy to skim. The format is excellent for summarising information.

As well as this, format your content using the correct H2 and H3 subtitles.

Wrapping Up

AI Overviews are still a recent update from Google. They launched to users in May 2024 and later to over 100 countries. But, they already represent a dynamic shift in the future of SERPs.

Proactive businesses and website owners must stay on top of SEO best practices. This helps to maintain a competitive edge in the age of AI search. Being featured in an AI Overview is like a badge of honour for businesses. It means that Google will find your website trustworthy and authoritative.

In Google's footsteps, Microsoft Bing launched Bing Generative Search in October 2024. Like Google's AI Overviews, it uses AI to gather information, links, and sources from the web. The aim is to generate helpful responses to user search queries.

As of now, the easiest way to bring up Microsoft Bing's feature is by searching "Bing Generative Search". Microsoft is set to introduce a more accessible way to trigger it.

About the author

Ricardo Meneses Flores is a data journalist at Hostinger, specialising in visualization and geospatial analysis. Hostinger empowers businesses with fast web hosting, an AI-powered Website Builder, and an intuitive control panel. With 24/7 support and cutting-edge technology, it ensures seamless website management for users of all skill levels.