The future of SEO: How AI, voice search and cross-platform content are redefining digital visibility

Introduction

Over the years, the SEO (Search Engine Optimization) landscape has undergone many transformations. Contrary to some preconceived notions that SEO is in decline, it's crucial to recognize that the discipline is constantly evolving. Technological advances, particularly those linked to artificial intelligence (AI) and voice search, as well as changes in user behavior, are redefining digital visibility strategies. Indeed, AI is playing a decisive role in optimizing the way search engines analyze and rank content. Algorithms are becoming more sophisticated, enabling a deeper understanding of user queries.

At the same time, the rise of voice search is transforming user expectations. Searches performed via voice assistants such as Siri, Alexa, and Google Assistant are introducing a new dynamic. These users are looking more for direct, concise answers, prompting SEO specialists to adapt their content to optimize visibility. This requires an acute understanding of search intent and a user experience-centric approach, which has become fundamental to capturing the attention of a modern audience.

User behavior is also changing, thanks to the explosion of multiplatform content. Individuals now consume information across different devices and applications, requiring an integrated, omnichannel content strategy. For SEO professionals, it's vital to adapt to these emerging trends by rethinking some traditional practices. In short, far from being in decline, SEO is transforming itself to meet new challenges, underlining the importance for players in the digital stay informed and flexible in this era of perpetual change.

Transition of search results

The dynamics of search results have changed dramatically in recent years, marking the end of the traditional ten classic blue links that have long dominated the digital landscape. With the evolution of user expectations and Google's algorithm, it has become essential to explore how these changes influence not only website visibility, but SEO as a whole. Today, it's not only vital to rank well in search results, but also to grasp the growing importance of other platforms that complement the search ecosystem.

Services such as Reddit, Quora and YouTube now play a crucial role in presenting information to users. For example, a recent study revealed that 82 % of search results include content from Reddit, underlining the growing importance of this platform as a reliable and interactive source of information. Similarly, Quora, with its engaged community, offers direct answers to web users' questions, increasing its visibility in SERPs.

What's more, the introduction of AI-generated previews has also transformed the way content is presented. Another striking statistic indicates that 64 % of results display previews that leverage artificial intelligence to synthesize and present information in a more engaging and relevant way. This clearly illustrates that traditional blue-link formats can no longer meet the demands of a modern audience, increasingly impatient and hungry for quick and efficient solutions. Consequently, adapting to these new forms of search results is becoming a necessity for SEO professionals.

Part 2: The rise of AI-driven search engines

With the rapid evolution of technology, we are seeing the emergence of innovative search engines such as Perplexity, ChatGPT and You.com. These tools use advanced language models to provide direct, conversational answers to users. Unlike traditional search engines, which focus primarily on ranking pages according to keywords, these new players focus on contextual understanding and user-friendly interaction. This marks a significant turning point in the way users find information online.

In this context, it becomes crucial for content creators to rethink their approach to SEO optimization. The focus should be on optimizing for language models (LLMs), which are increasingly used by these artificial intelligence-powered search engines. When adapting content for these platforms, it is essential to use a rich and varied vocabulary, favoring a natural and fluid interaction with users. This means considering content structures that respond directly to users' questions and anticipate their information needs.

Another effective strategy for optimizing visibility is to use files such as llms.txt. These files act as a guide for LLMs, helping to orientate models in content processing and improve the way information is presented. By integrating elements such as semantic tags, relevant subheadings and the response formats expected by users, content creators can enhance the relevance of their work in the face of AI-driven search engines. So it's vital to adapt to this new era of SEO, where artificial intelligence plays a predominant role in determining digital visibility.

Source selection with AI previews

Artificial Intelligence (AI)-generated insights rely on complex algorithms that evaluate, rank and select relevant sources to present information to users. At present, it appears that insights extracted from search results often focus on a limited number of references, usually limited to a maximum of three links from the first page of Google search results. This trend underlines the growing importance of quality, rather than quantity, in content selection.

Recent studies have revealed that 69 % of the sources cited by these overviews had a domain rating below 40. This figure highlights an interesting dynamic: despite the low ranking of these sites in the digital chessboard, their content can be deemed relevant enough to be used by AI algorithms. This raises questions about the validation process behind source selection, and challenges the traditional idea that a higher domain rating is synonymous with credibility.

What's more, it's interesting to note that 65 % of AI previews refer to YouTube videos. This fact highlights the evolution of content preferences and reflects the rise of visual media consumption in information seeking. Videos can offer a more interactive and engaging form of learning, which could explain their frequent inclusion in previews. Therefore, for content creators looking to optimize their visibility in an increasingly automated digital landscape, investing in video content seems a wise strategy.

New content strategy for AI

With the rapid evolution of artificial intelligence (AI) and its applications in SEO, it has become imperative for content creators to rethink their strategies. Content creation that is easily cited and recognized by AI systems is based on straightforward, accessible principles, drawing inspiration from authentic conversations found on forums, YouTube comment threads, and customer chat interactions.

Priority should be given to clarity and relevance. Writing catchy headlines and clear subheadings, while using simple, direct language, improves the possibility of citation by AI models. Furthermore, structuring content into lists, bullet points or questions and answers can facilitate rapid comprehension. These formats are not only appreciated by human readers, but also optimized for AI-enabled search engines.

It's also essential to encourage user interaction. Agency comments and reviews, for example, are rich sources of inspiration for aligning content with users' expectations and interests. Incorporating frequently asked questions (FAQs) about products, services or themes addressed in content can help capture the attention of AI systems, favoring their positioning in search results.

What's more, integrating clear calls to action is fundamental. Whether encouraging users to download tools, try products or join communities, action-oriented content will translate into better engagement. Ultimately, taking user feedback on board and incorporating it into content creation can not only boost relevance but also increase visibility in an ecosystem increasingly dominated by AI.

Optimization for visual and voice search

As the digital landscape continues to evolve, optimizing for visual and voice search has become essential to ensuring increased visibility. Voice search, powered by advanced technologies such as Google Lens, enables users to search for information with verbal descriptions or images. As a result, it's crucial to optimize visual content for these new search modalities.

One of the first steps in optimizing visuals is to pay attention to image size. Large images can slow down page loading times, which can have a detrimental effect on the user experience. It is therefore advisable to compress images while maintaining high visual quality. Furthermore, the use of appropriate alt tags is essential not only to improve SEO, but also to ensure content accessibility for visually impaired users and search engines. A well-written alt tag should accurately describe the image while incorporating relevant keywords.

Another unavoidable aspect is the adaptation of local SEO. With the rise of voice search, queries tend to be more contextualized. For example, users may ask questions such as "Where is the best coffee shop near me?". As a result, businesses need to ensure that their information, including name, address and phone number, is properly updated and easily accessible. Listing on platforms such as Google My Business can greatly improve local visibility in voice search results.

By applying these optimization techniques for visual and voice search, companies can not only improve their rankings in search results, but also engage their audiences more effectively, responding to the growing demand for intuitive, visually enriched searches.

Omnichannel presence essential

In today's digital landscape, an omnichannel presence has become essential for companies looking to improve their visibility and effectively reach their target audience. This approach involves using multiple platforms and channels to engage customers, recognizing that customers interact with brands in a variety of ways. With the emergence of platforms like TikTok, Instagram and YouTube Shorts, it's crucial to adapt content strategies to capture users' attention on these increasingly popular social media channels.

In response to this trend, Google has begun indexing not only blog posts and websites, but also short videos from platforms such as TikTok, Instagram and YouTube Shorts. This means that such content can now appear in search results, increasing the visibility of brands that invest in it. Companies that neglect to exploit these channels risk missing out on valuable opportunities to attract new customers and retain existing ones.

To maximize the impact of this omnichannel presence, we recommend using aggregated extracts such as "What are people saying?", which extract conversations around brands or products. By integrating this information directly into content strategies, companies can better understand the needs and concerns of their potential customers. These insights can then guide the development of relevant, engaging content, distributed on the right platforms at the right time.

In conclusion, building a strong omnichannel presence is essential today for any company wishing to stand out in an ever-changing digital landscape. The strategic use of short videos and relevant excerpts can significantly enrich visibility and customer engagement, making brands more accessible and relevant on the channels where their customers are.

Traditional SEO remains fundamental

In an ever-changing digital world, it's imperative to remember that the fundamentals of traditional SEO remain crucial to online visibility. Although significant advances have been made with the introduction of artificial intelligence, voice search and cross-platform content, the basic principles of SEO continue to play a central role in the success of a digital strategy.

Large Language Models (LLMs) and other advanced technologies still rely heavily on the results of traditional SEO. Indeed, while these technologies can analyze and generate content, they rely on data from established search engines to provide relevant and accurate information. This means that understanding the fundamentals of SEO, such as keywords, meta-description and indexing, remains just as important as ever.

At the same time, the effectiveness of a modern SEO strategy cannot be dissociated from the five well-known pillars: experience, expertise, authority and reliability (EEAT). These criteria are essential for establishing and maintaining a website's credibility in the eyes of users and search engines alike. A user-centered approach, combined with demonstrable expertise in a specific field, is essential to gain the trust of web users, which translates into better visibility in search results.

Finally, the importance of a solid site structure cannot be underestimated. A well-architected site promotes fluid navigation and enables search engines to crawl content efficiently, all of which contribute to successful SEO optimization. In short, although the SEO landscape is evolving, traditional principles remain a fundamental pillar of any digital visibility strategy.

AI and human supervision: a winning duo

At a time when technology is advancing at breakneck speed, it's essential to recognize the role of artificial intelligence (AI) in the SEO landscape. Indeed, many professionals claim that AI has radically transformed the way they approach content creation and search engine optimization. According to recent studies, some 71 % of marketing are using AI tools to improve their productivity, making this technology a must-have in today's digital world.

AI tools such as Jasper, Content at Scale and Hostinger AI Writer have become valuable allies for content creators and marketers. Jasper, for example, uses advanced algorithms to generate fluid, engaging text, saving users valuable time. Content at Scale, meanwhile, excels at automating large-scale content creation, while maintaining consistency in the messages conveyed. Hostinger AI Writer, on the other hand, focuses primarily on editorial support and SEO optimization, making the user experience more rewarding.

However, it is imperative to stress that, despite the undeniable advantages offered by AI, human intervention remains essential. Human originality and the ability to understand cultural, emotional and contextual nuances remain irreplaceable qualities. Collaboration between AI and content creators maximizes efficiency while preserving a personal, authentic touch. This partnership, which combines the best of both worlds, could well be the key to redefining digital visibility in the years to come.

Conclusion

The SEO perspective is constantly evolving, influenced by advances such as artificial intelligence (AI), voice search and the proliferation of content across various platforms. In this influential context, it's imperative to recognize that, despite these transformations, SEO remains a fundamental pillar for establishing and maintaining effective digital visibility. The changes underway present exciting opportunities for companies and content creators alike, enabling them to reassess and optimize their approaches to adapting to a dynamic digital environment.

While traditional SEO techniques may seem obsolete in the age of AI and voice search, the need for relevant, quality content remains essential. A regular audit of your content can reveal overlooked aspects of your SEO strategy, while highlighting new opportunities for engagement with your target audience. By exploring new content formats, whether videos, podcasts or interactive articles, you can not only meet current search engine requirements, but also offer added value to your audience.

It's crucial to keep an open and adaptable mind in the face of evolving SEO best practice. Incorporating modern elements into your strategy while building on proven principles will position your brand for success in today's digital world. We urge you to consider and experiment with these new directions, updating and diversifying your approach to SEO. By doing so, you can face tomorrow's challenges while capitalizing on the power of enhanced digital visibility.