GoodFirms, a widely recognised B2B ratings and reviews platform, has released a report examining how businesses are evolving their SEO strategies to improve search engine rankings on both Google and AI-powered search engines.
The report, titled “How to Rank Higher on Google & AI Search Engines: An Actionable Framework and Holistic Approach,” offers insights into the tactics companies are using to stay competitive in an increasingly digital landscape.
The research reveals that 83.6% of surveyed businesses have dedicated SEO teams, demonstrating the critical role SEO plays in driving business growth. Respondents identified several key factors that influence search engine results page (SERP) rankings, including the effectiveness of SEO techniques, the quality and frequency of content, and the overall marketing strategy. Additionally, businesses are closely monitoring the impact of their SEO efforts through various metrics while maintaining a strong presence on social media platforms to complement their SEO strategies.
Holistic SEO Strategies on the Rise
One of the key findings of the GoodFirms survey is the increasing adoption of a holistic SEO approach, with 78.6% of businesses reporting that they have integrated this method into their search strategies. This approach focuses on optimising content by applying Google’s E-E-A-T principles—Experience, Expertise, Authoritativeness, and Trustworthiness—allowing companies to improve both the quality and relevance of their content for search engines.
The remaining 21.4% of businesses have yet to adopt a comprehensive SEO strategy, which may put them at a competitive disadvantage. As search algorithms evolve, companies must ensure their content meets the growing expectations of both Google and AI-powered search platforms, positioning themselves for better visibility and engagement.
AI-driven search engines such as SearchGPT are also playing a more prominent role in shaping SEO strategies. According to the survey, 56.8% of respondents highlighted summarised answers as the primary benefit of using AI-powered search engines. Other perceived advantages include the conversational interaction that AI provides (42.2%), personalisation (34.1%), more relevant answers (26.4%), and more precise results (19.3%).
However, participants also acknowledged potential drawbacks to AI search engines. These include limitations in real-time content, risks of inaccuracies, susceptibility to bias, security vulnerabilities, and the high costs associated with implementing AI solutions. Despite these challenges, businesses are watching the development of AI search engines closely, recognising their potential to shape the future of search.
Impact of AI on SEO Dynamics
When asked about the impact AI-powered search engines could have on SEO dynamics, 45.2% of respondents predicted that AI could challenge the dominance of traditional search engines like Google. However, 40.2% of businesses remained uncertain about the future implications of AI search technology on the overall search engine landscape, and 14.3% believed there would be no significant impact at all.
GoodFirms’ report suggests that while Google remains the dominant search engine, businesses need to prepare for changes in SEO dynamics driven by AI advancements. Marketers are encouraged to remain proficient in traditional SEO techniques while also adapting to the requirements of AI-driven platforms.
The report outlined several critical findings that can help businesses understand the current state of SEO and the growing role of AI in search:
- A significant 91.9% of survey participants consider blogs to be the most effective content type for boosting website performance on Google.
- 92% of respondents agreed that adhering to proven SEO techniques is crucial to achieving higher rankings on both Google and AI-powered search engines.
- High-quality content combined with effective keyword optimisation is essential for achieving a comprehensive, or holistic, SEO ranking approach.
- Nearly 79% of businesses have adopted a holistic SEO strategy, focusing on both content quality and technical optimisation to improve search engine performance.
The findings from GoodFirms highlight the growing importance of SEO for businesses aiming to remain visible and competitive online. While traditional SEO methods continue to be essential for success on Google, the rise of AI-powered search engines is prompting businesses to evolve their strategies. By adopting a holistic SEO approach and staying informed about the latest advancements in AI search, companies can enhance their online presence and maintain strong rankings in a shifting digital landscape.
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