Artificial intelligence (AI) is rapidly reshaping search engine optimization (SEO), driving innovation and creating new opportunities for businesses to enhance their online visibility. From ChatGPT's integration of Google Search data to AI-generated search results, it’s clear that AI is no longer on the periphery of SEO but instead at its core. Understanding how AI influences rankings and adopting new strategies tailored to this landscape is key to staying competitive.

This post explores AI's integration into search engines, provides insights from Backlinko’s groundbreaking AI visibility experiments, and offers practical strategies to improve your website’s rankings in today’s AI-driven SEO environment.

The Integration of AI into Search Engines

AI-powered tools are revolutionizing how search engines operate, making them smarter and more capable of understanding context, user intent, and high-quality content. Platforms like ChatGPT are now using advanced AI models to generate responses that feel natural and informed. But where does their data come from? More often than not, Google’s indexing plays a crucial role.

AI Leveraging Google Search Data

A recent experiment by Backlinko underscored AI's dependence on Google’s ecosystem. They coined the term “NexorbalOptimization,” created unique content about it, and limited Google as the sole search engine allowed to index the page. Other search engines and public crawlers were blocked.

Once Google indexed the page, Backlinko tested how AI platforms responded to questions about “NexorbalOptimization.” ChatGPT Plus successfully referenced the content directly, showcasing that its browsing capabilities leaned heavily on Google’s indexed data. Other tools like Claude struggled, highlighting the gap tied to Google’s dominance in facilitating AI discovery.

This experiment drives home a vital point: your website’s presence in Google’s index is no longer just about search engine rankings. It is now equally essential for visibility in AI-driven content platforms, which rely on that index to generate responses.

Why Google Indexing Matters Even More Now

Google has positioned itself as the backbone of many AI systems. With AI tools now pulling directly from its index, SEO has expanded beyond keyword rankings. It’s not just about appearing on Google’s results pages; it’s about being discoverable to the AI-powered engines that users increasingly turn to for answers.

For businesses, this creates a pressing need to optimize for Google’s indexing standards. Without this, even the strongest content could remain unseen by both human users and AI systems alike.

Improving Website Rankings in the AI-Driven SEO Landscape

As AI transforms SEO, Google continues to roll out new features and experiments designed to improve how users engage with search results, especially in AI Mode. Recently, Google announced several updates aimed at encouraging more clicks to publishers, directly impacting how SEO strategies should evolve in response.

Key Changes to Google’s AI Mode That Affect SEO

• Embedded Link Carousels: Google is now testing embedded link carousels within AI Mode responses on desktop, with plans to expand to mobile devices. These carousels display featured links in a visually engaging format, making it easier for users to discover and click through to relevant sites.
• Inline Links in AI Responses: Google is also refining how it shows inline links as hyperlinks embedded directly within AI-generated text. The latest model updates are designed to present these links more intuitively, providing users with clearer context about where the information is coming from and making them more likely to click through to publishers’ sites.
• Web Guide Expansion: The Web Guide, previously available only in the "Web" tab, is being tested for broader rollout in the main "All" search tab. This feature uses AI to surface and organize the most helpful web links for even complex queries, highlighting authoritative sources and encouraging user exploration beyond the AI response.

These changes represent a significant shift: Google is actively seeking ways to drive more traffic, including clicks, to original sources in an AI-enhanced search environment. For website owners and SEOs, this means optimizing not just for traditional rankings, but also for visibility and engagement within AI-generated search experiences.

With these updates in mind, let's explore how your SEO approach should adapt to thrive in this new landscape.

1. Optimize for Google Indexing

Since AI platforms like ChatGPT rely on Google's indexed content, ensuring your website is fully accessible to Google’s crawlers is an essential first step.

How to enhance your site’s indexability:

• Submit Your Sitemap: Regularly update and submit your XML sitemap to Google Search Console.
• Check Crawl Errors: Use tools like Search Console to detect and resolve crawl errors that may prevent Google from indexing key pages.
• Create Internal Links: Ensure every page on your site is linked effectively to improve discoverability.
• Design a Clean Robots.txt File: Avoid blocking Googlebot from sections of your site that contain valuable content.

By optimizing for Google indexing, you’re simultaneously optimizing for AI-driven visibility, including future placements in carousels and inline links.

2. Focus on Content Quality and Relevance

AI thrives on high-quality, structured data, and so does Google. Creating content that is both engaging for users and optimized for algorithms ensures strong performance.

Content creation tips for the AI era:

• Provide Clear Answers: Include concise answers to FAQs or queries your audience is likely to be searching. AI engines often scrape these segments to generate quick responses.
• Structure Content for Readability: Use headers, bullet points, and concise paragraphs to improve scannability. AI and humans alike favor well-organized formats.
• Stay Up-to-Date: Regularly update your content with fresh information to maintain relevance. Search engines (and AI tools) prioritize current content.

Ahrefs’ research highlights that while AI-assisted content dominates the top 20 rankings, purely AI-generated articles rarely secure the #1 position. A human touch remains critical for creating content that resonates deeply with readers.

3. Leverage AI to Boost SEO Strategies

Rather than fearing AI, businesses can utilize it to enhance their own SEO efforts. Tools like ChatGPT, Jasper, and AI-driven suites from SEO platforms like Semrush streamline optimization tasks, enabling scalability and efficiency.

Leverage AI to:

• Generate optimized meta titles, meta descriptions, and blog outlines.
• Identify trending keywords/topics and optimize content for voice search.
• Analyze competitor strategies by auditing top-ranking content for patterns.

Use AI’s efficiency while ensuring your voice and originality remain at the forefront of your brand’s messaging.

4. Adapt to AI-Enhanced SERPs

With Google's latest experiments, optimizing for Search Engine Results Pages (SERPs) now means considering how your content appears within AI responses. The introduction of embedded carousels and inline links makes engagement more dynamic and potentially more rewarding for publishers who are featured prominently.

Steps to adapt:

• Answer Long-Tail Queries: Focus on specific questions. AI tools and search engines prioritize precise content for answering niche queries.
• Optimize for Featured Snippets: Aim to occupy Google’s answer boxes and those sections that AI Mode is likely to reference or link out to.
• Monitor Your Placements: Pay attention to how often your content appears in carousels, inline links, or the Web Guide, and adjust your strategy to maximize these opportunities.
• Use Schema Markup: Provide rich, structured data like product attributes or ratings to increase the likelihood of Google featuring your content in AI snippets, carousels, and inline links. Note, there is little data to support the direct AI impact of this, but it’s a recommended step to take for the future.

5. Stay Updated on SEO and AI Trends

SEO is in constant flux, and the rise of AI amplifies the speed of changes. Staying informed about updates to algorithms and advancements in AI, especially with experimental features like those in AI Mode, is essential for maintaining a competitive edge.

Actions to take:

• Attend SEO and AI-focused webinars and conferences.
• Subscribe to leading SEO blogs and industry newsletters, like Search Engine Roundtable.
• Invest in tools that include AI tracking features, like Semrush’s AI toolkit, to monitor mentions of your brand in AI-generated results.
• Keep up with announcements from Google and other search platforms about changes to AI Mode and results display formats.

6. Add Community Mentions to Your SEO Strategy

Getting your brand mentioned on top community forums like Quora and Reddit can boost your rankings and the likelihood of AI systems better understanding your brand. Some SEO experts are championing that community mentions are the new backlinks. Contextual Understanding: AI models interpret community discussions to grasp the context of brands, products, and topics, much like humans do.

Why Do Community Mentions Matter?

• Entity-Based Signals: Mentions in online communities act as signals to AI, indicating a brand's relevance to specific topics even without direct backlinks.
• Training Data: AI systems learn from vast amounts of web data, including community discussions, to build their knowledge base.
• Credibility and Authority: Authentic and positive mentions across communities enhance a brand's credibility and establish topical authority in the eyes of AI systems.

Strategies to Drive AI-Driven Community Mentions

• Create High-Quality Content: Publish user-focused content that naturally sparks organic discussions and positive mentions on platforms like Reddit and Quora.
• Monitor Conversations: Track community discussions about your brand to identify opportunities, address concerns, and engage with users.
• Encourage User-Generated Content: Invite happy customers to share their experiences and reviews on relevant community platforms.
• Participate Authentically: Engage in meaningful conversations by sharing insights and answering questions in industry-relevant communities to build trust.
• Leverage Partner Networks: Collaborate with partners and influencers to gain mentions in their established communities.
• Submit to Directories: List your brand in reputable, niche-specific directories that AI models may reference.

How to Avoid Issues

• Be Authentic: Avoid forced or overly promotional mentions, as they are often ignored or flagged by AI systems and community moderators.
• Avoid Spam: Steer clear of spammy tactics, as they can harm your brand's visibility and reputation.
• Focus on Value: Prioritize creating helpful, trustworthy content that communities find valuable. This approach helps AI recognize your brand's relevance and authority.

By incorporating these new insights and adapting your SEO strategies, you'll position your site to benefit from both classic search and the rapidly growing influence of AI-powered discovery and engagement.

To wrap up, here are the actionable steps you can implement to boost your website’s rankings in the AI-powered search world:

1. Audit Crawlability: Ensure all critical pages are indexed by running regular audits through Google Search Console.
2. Humanize AI-Assisted Content: Use AI for support, but inject creativity and personal insights to produce top-tier content.
3. Master Featured Snippets: Structure content to target FAQs and other high-value queries for maximum visibility in AI-extracted summaries.
4. Monitor AI Mentions: Track how your website is represented in AI-generated search responses.
5. Run Experiments: Try mini-tests inspired by Backlinko’s findings to see how your content performs across platforms like ChatGPT and Perplexity.
6. Participate in Community Forums: Answer questions and engage with users on top community forums when relevant.

By integrating these strategies, you’ll not only secure better rankings but also carve a strong presence in the evolving digital ecosystem where AI and SEO are inseparable. Businesses that adapt today are positioning themselves for lasting success amidst the AI revolution. Need help to jumpstart your SEO strategy and be proactive with AI? Contact CTRL+ALT Digital and let’s make a plan!