Search Engine Optimisation (SEO) has been the cornerstone of digital marketing for over two decades. Businesses rely on SEO to improve their visibility in search engines like Google and Bing. However, the way people search for information is evolving rapidly, thanks to Artificial Intelligence (AI) and tools like ChatGPT, Claude, and Google Gemini. This shift has given rise to AI SEO, a new frontier in search optimisation.

In this article, we’ll explore what traditional SEO is, what AI SEO means, and how businesses can prepare for the future of search.

So, What is Traditional SEO?

Traditional SEO is the practice of optimising websites to rank higher in search engine results pages (SERPs). It focuses on several key components:

✔ Keyword Research: Identifying terms your target audience searches for.
✔ On-Page SEO: Optimising titles, headings, meta descriptions, and content.
✔ Technical SEO: Ensuring your website loads fast, is mobile-friendly, and structured properly.
✔ Content Marketing: Publishing valuable content that aligns with search intent.
✔ Link Building: Acquiring backlinks from reputable sources to improve authority.

The goal? To rank higher on Google and other search engines, bringing in more organic traffic.

Then What is AI SEO?

AI SEO (Artificial Intelligence Search Engine Optimisation) is the process of optimising your content and digital presence not only for traditional search engines but also for AI-driven platforms such as:

• ChatGPT and Claude (conversational AI models)
• Google Bard / Gemini
• Microsoft Copilot (Bing Chat)
• Voice assistants like Alexa and Siri

Unlike traditional search, AI search engines don’t just show a list of links—they provide direct answers. That means businesses need to adapt their content to be AI-friendly so that these tools can recommend their brand or include it in generated responses.

Why AI SEO Matters Now More Than Ever

✔ Changing Search Behaviour: People are asking ChatGPT or Gemini instead of Googling everything.
✔ AI-Powered Snippets: AI tools rely on structured, conversational, and credible content.
✔ Voice Search & Conversational Queries: “How do I improve leadership skills?” is replacing “Leadership coaching South Africa.”

Businesses that ignore AI SEO risk losing visibility in future search ecosystems.

Key Strategies for AI SEO

To optimise for AI-driven search, businesses need to go beyond traditional SEO techniques:

1. Create Conversational, Answer-Based Content

AI systems like ChatGPT prefer content that directly answers questions. Instead of generic blog posts, create:
• FAQs on every relevant page.
• How-to guides and step-by-step tutorials.
• Structured answers with clear context.

2. Use Structured Data & Schema Markup

Schema markup helps AI tools understand your content contextually. Implement:
• FAQ Schema
• Product Schema
• Local Business Schema

3. Optimise for Entity-Based Search

AI uses entities (people, places, brands) rather than just keywords.
✔ Mention your brand, services, and related concepts consistently.
✔ Build authority by linking to credible sources.

4. Build Trust and Authority

AI tools prioritise credible sources. To achieve this:
• Acquire backlinks from authoritative sites.
• Maintain updated, accurate content.
• Display credentials and expertise in your niche.

5. Focus on Voice Search and Long-Tail Queries

AI-driven platforms mimic natural language.
✔ Use long-tail keywords like:
“What is the best executive coaching service in South Africa?”
✔ Incorporate conversational tone in blogs and web copy.

SEO vs AI SEO: What’s the Difference?

How to Prepare Your Business

✔ Continue investing in traditional SEO, it’s still vital.
✔ Start implementing AI SEO strategies today to future-proof your brand.
✔ Work with an expert who understands both worlds—Google algorithms and AI-driven search engines.

Conclusion

SEO is no longer just about ranking on Google, it’s about being present wherever your audience searches for answers, including AI platforms. Businesses that embrace AI SEO early will have a competitive advantage as AI-driven search continues to grow.

Get in touch with Bizco Technologies South Africa for assistance with your SEO programmes today! +27828870812 | info@bizco.co.za