Rumors of the death of SEO have been greatly exaggerated. Yes, Google’s algorithm has begun its AI era, but that doesn’t mean it’s time to pull the plug on your search strategy. It just means it needs a reboot.
As search engines get smarter, your content needs to do the same. From AI overviews to zero-click results, the way users find information is changing fast. If your brand isn’t evolving with it, you’re handing over your rankings to the competition on a silver platter.
At Raka, we track every algorithm update like it’s our job, well, because it is. And we know what it takes to show up in both the classic organic results and AI results. So if you're wondering how to future-proof your SEO strategy with data-driven SEO strategy adjustments, keep reading.
What’s changed in the search landscape?
We’ve all heard people say, “ChatGPT has killed traditional search,” but that’s not entirely true. AI tools like ChatGPT are changing the way people find information, but they haven’t made search irrelevant.
AI search tools have actually pushed big players like Google to rethink how search works. That’s why you’re now seeing AI-generated overviews showing up at the top of the results page. These quick summaries are becoming a go-to source for users who want fast, straight-to-the-point answers without having to dig through a full blog post (like this one).
And while it might seem like AI is making SEO less important, the opposite is actually true. AI tools and search engines still rely on trusted sources when pulling information. If your content is well-written, helpful, and optimized, it still has a strong chance of being found, featured, and even cited by AI.
That’s why it’s more important than ever to learn the SEO strategies that can get your content discovered, not just by people, but by AI too.
What AI means for SEO (and your content)
Even though the way results are delivered is changing, the core of SEO still matters. AI is pulling content from websites with strong domain authority, clear topical focus, and original, high-quality writing.
This means if you want your content to show up, it has to align with what your business is known for. If you own a restaurant specializing in deep-dish pizza, trying to rank for advanced plumbing solutions is not going to work. AI and search engines will recognize that the content doesn’t reflect your actual expertise.
So instead of trying to be everything to everyone, focus your content on what you actually want to rank for. Build out topic clusters around your core services or products, and make sure your site shows you know what you’re talking about.
How to optimize for AI and traditional search
Now that we’ve talked about what’s changed, let’s look at what you can do about it. At Raka, we’ve found a few data-driven SEO strategy adjustments to help content get discovered faster and more often in both traditional and AI search.
Schema for blog and website content: One of the most overlooked SEO tools
Schema markup is something a lot of people skip over, but it can make a big difference. It’s estimated that 80% of data on the web is unstructured, and Google is processing over 20 petabytes of information a day. That’s a large amount of content to sort through.
Structured data helps search engines find and understand your content faster by giving them clear signals on the back end. Think of it like this: trying to find a needle in a haystack is tough. But if there’s a sign pointing right to it, the job gets way easier. That’s basically what structured data does for search engines.
There are tons of types: video, FAQ, article, product, person, and more. You can even use multiple schema types on a single page, and there’s no such thing as too much. Adding schema for blog and website content helps with visibility in both traditional SERPs and AI search features.
Schema can be added to the head of your content’s code and is relatively easy to manage in CRMs like HubSpot. If you're new to it, consider reaching out to a developer to help you get started.
Use multiple content types on a page
To take advantage of structured data, it helps to have different types of content on the same page. If you’re selling a product, consider adding a how-to video, a short FAQ section, and a few helpful paragraphs explaining the product. The more varied the content, the more opportunities you have to mark it up with schema.
This not only helps you show up in regular search results but can also increase your chances of getting pulled into AI summaries. It’s all about giving search engines and AI tools as much context as possible.
Next steps for smarter search visibility
SEO isn’t what it used to be, but that doesn’t mean it’s over. It’s evolving. AI search is changing how people find information, but the need for useful, high-quality content hasn’t gone away.
If you’re ready to take control of your search visibility, build content that gets found, and stay ahead in both traditional and AI-driven search, let’s connect. Raka has the expertise to help you make it happen.
