"It is now clear that the rules of search have changed. Traditional SEO tactics focused on ranking high for a set of core keywords. But today, generative AI and large language models (LLMs) are shaping results in ways that bypass those listings entirely. Conversational queries, zero-click answers, and AI-powered summaries now dominate the search experience. These often surface brands based on context, relevance, and authority, not keyword volume alone."
"How do you go from classic keywords to conversational topics? Traditional SEO focused on ranking well for core terms identified via search‑volume tools. While those tools still matter, they miss the nuances of how people talk to AI assistants. LLM‑powered search cares about context, intent, and the relationships between topics. Instead of optimizing for one high‑volume phrase, you need to build semantic clusters - groups of questions, subtopics, and use cases that reflect how your audience thinks."
AI-generated overviews now appear for nearly half of Google searches while clicks fall to around 1%, fundamentally changing how people discover and choose brands. Generative AI and LLMs produce conversational, zero-click answers that surface brands based on context, relevance, and authority rather than keyword volume. Brands risk losing search visibility unless they create content serving human intent and machine understanding. Optimization must shift from single keywords to semantic clusters of questions, subtopics, and use cases that mirror audience language. Define business goals and service pillars first, and expand data sources beyond historical search and PPC metrics to capture conversational intent.
Read at The Drum
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