How to Grow with SEO: Cultivating Success with Generative AI and the EEAT Principles

Search Engine Optimization (SEO) has evolved dramatically from the days of simple keyword stuffing in meta tags to complex algorithms designed to rank websites more effectively based on user intent, device compatibility, speed, and local search factors.

Enter the biggest disruptor to SEO yet: generative AI.

I recently came across a thought-provoking prediction by a well-respected marketing thought leader, suggesting that in the next five years, Google might diminish in its role as a primary search tool.

While the future impact of generative AI on marketing remains a vast unknown, one certainty remains: Google's relentless pursuit of innovation to meet user needs. This is reflected in their E.E.A.T. criteria—experience, expertise, authoritativeness, and trustworthiness—for evaluating content, which prioritizes creating helpful, people-first content.

As technology continues to evolve in unpredictable ways, the importance of trust remains a constant across all industries. The key for businesses navigating technological changes is to focus on building trust. This is an "inside job" and always will be, rooted in the fundamentals of marketing: understanding who you are, who your ideal prospects are, and how to connect with them in meaningful ways that provide ongoing value.

The methods to attract and cultivate these relationships will change over time, and here, AI can serve as an invaluable tool. It can offer insights into user behavior, content performance, and competitive landscapes, helping refine marketing strategies as the landscape evolves.

Google's ongoing focus on what benefits users suggests that in the realm of SEO, trustworthiness and high-quality content will continue to prevail. AI-driven tools, by automating routine tasks like keyword research and content analysis, allow businesses to focus more on creating unique and contextually relevant content solutions.

In my last edition, I discussed how Google is integrating AI in search results, as noted by Shelley Walsh in Search Engine Journal's "SEO Trends of 2024." She states that "generative AI will be an SEO tool, but not a replacement for expertise," and emphasizes the importance of understanding Search Generative Experience (SGE) to optimize content for evolving search dynamics.

Below is a search result for what is SGE? to see it in action. Walsh points out that SGE is not an entirely AI-generated information panel; it collects the best results in the results page and then uses AI to create a combined summary of those results. Walsh advises: Appearing in the top results in SGE while providing unique and valuable content will be our challenge now.

The growing influence of generative AI underscores a crucial point: in marketing, maintaining a human touch remains the most effective—and interesting—approach. As highlighted in "The State of Marketing: Navigating Business Growth with Technology 2024," leaning into your unique knowledge allows you to curate experiences that address what users don’t yet know they need—content that surprises, delights, and provides fresh insights.

As AI continues to reshape the digital marketing landscape, the only constant will be change, and maintaining human trustworthiness will remain a priority. By adapting SEO strategies to leverage AI's capabilities while adhering to the principle of 'E.E.A.T.ing your vegetables,' businesses will be better positioned to thrive in an increasingly competitive online world.