Even as AI-driven tools help cut down on time and effort needed to drive organic SEO, the traditional fundamentals – content that provides value and matches search intent – remain crucial.
Search engines need to present the best answers otherwise their users go elsewhere to find answers. Getting the right answers delivered comes down to search engine optimisation, or SEO, which is all about providing relevant and authentic content that meets the users requirements in terms of what they are searching for and their intent.
For example if someone searches “how to fix a slow WordPress site,” they are looking for a solution, not a service. A service provider who offers this service needs to provide a well structured page with troubleshooting steps, performance tips, and possibly a guide on speed optimisation. This helps to establish authority while offering expert services if needed.
According to RadiantWeb’s Charles Page, although search engines, competitors and end-users are evolving rapidly, the core truths around SEO still remain valid:
- Unlocking user intent is the key – ranking keywords mean nothing if the content doesn’t match what a user is looking for. Understanding search intent (informational, navigational, transactional) is a cornerstone of SEO optimisation.
- Content quality ensures better ranking – while keywords help search engines understand relevance, there is no comparison in terms of ranking and performance that high-value, well-structured content that answers users’ questions comprehensively delivers.
- Technical SEO ensures a positive user experience (UX) – a fast, mobile-friendly, secure, and well-structured website is essential for both search engines and users. Poor technical SEO can significantly lower rankings of brilliant and useful content.
- Authority and trust drive rankings – user reviews, testimonials, case studies, backlinks from reputable sites, brand mentions, and engagement signals show search engines that your site is credible and valid to other users and organisations.
- SEO is a long-term game – quick fixes and short cuts might offer short-term gains, but sustainable SEO requires ongoing optimisation, fresh content, and adapting to search engine updates and the competitive landscape.
The rise of AI in search and SEO
Even with the advent of artificial intelligence in search results, Page says that these truths remain and are possibly even more important. He adds that AI is redefining how people discover information, while search engines now analyse intent far more deeply, pulling insights from diverse authoritative sources rather than just matching keywords.
This means businesses must optimise for topics and user experience, not just individual search terms. “If a business is not leveraging structured data, optimised content, and strategic keyword placement, it risks being lost in the digital realm, pushed aside by competitors who do,” he says.
While AI-driven search is changing the game, traditional SEO fundamentals remain crucial:
- Technical SEO: ensuring your website is fast, mobile-friendly, and properly structured for search engines.
- Content optimisation: crafting high-quality, informative content that aligns with what your audience is searching for.
- Authority building: securing backlinks from reputable sources, including PR-driven media coverage, which signals credibility to search engines.
- Local & global SEO: whether targeting a specific region or a worldwide audience, location-based optimisation ensures the right people find you.
Being able to use emerging technologies has provided one significant benefit however: “The use of AI in SEO tools has helped to significantly reduce cost of SEO delivery by doing a lot of the background crunching of diverse data streams and being able to prioritise actions that will improve rankings,” Page says.
Is your tech brand looking to build a new website, overhaul an existing one, or extend its online presence through search engine optimisation (SEO) or digital advertising? Contact us today.
Charles Page is co-founder of RadiantWeb, a DUO partner.
