Why Classic SEO Principles Still Apply When Optimizing for AI Search

Artificial intelligence (AI) has undoubtedly transformed the way search engines operate, reshaping user expectations and redefining search engine optimization (SEO) as we know it.

Marketers are encouraged to adopt AI for SEO strategies — and for good reason. Emerging technologies promise precision and speed, transforming the way users interact with information online. However, even as search experiences continue to evolve through innovations like Google’s AI Overviews, formerly called Search Generative Experience (SGE) and OpenAI’s ChatGPT, classic SEO principles remain your most reliable allies in the quest for digital visibility.

In the wake of AI search engine optimization, one thing remains true: SEO fundamentals still form the foundation of online search visibility.

Standard search strategies include keyword optimization, well-planned site structures and quality backlinks which form the essential infrastructure upon which AI-driven strategies thrive. Without core SEO practices as a foundation, even the most advanced approach to AI optimization won’t deliver the visibility and discoverability your business needs.

In this blog, we’ll discuss why the basic SEO principles continue to reign supreme, no matter how search technology evolves.

• The Evolution of AI Search Engine Optimization: What’s Changed?
• Why Basic SEO Principles Still Matter in AI Search
  • Effective Crawling and Indexing Ensures AI Discoverability
  • High-Quality, Relevant Content Drives AI Visibility
  • Strategic Keyword Optimization Remains Essential
  • Backlinks Continue to Signal Authority to AI
  • User Experience (UX) Influences AI Rankings
• Secure Your AI Search SEO Success with Thrive

The Evolution of AI Search Engine Optimization: What’s Changed?

Today, search engines leverage AI optimization concepts like machine learning and natural language processing (NLP) to interpret queries more accurately than ever before. Unlike traditional algorithms, which primarily matched keywords to user queries, today’s AI-driven searches examine context, intent and conversational phrasing.

Here’s a snapshot of significant changes introduced by AI for SEO:

• Contextual Understanding: AI interprets searches based on user intent, not just keyword matches.
• Direct Responses: It provides instant answers, reducing the need for users to click through multiple results.
• Personalization: It customizes results based on user history, behaviors and preferences.
• Content Summarization: AI quickly synthesizes information to present concise answers, reducing the need for extensive browsing.

“AI-driven algorithms like Google’s RankBrain and BERT are better at interpreting natural language and semantic meaning. So, the old mindset of focusing on exact-match keywords, such as ‘best dentist Aurora CO,’ has been replaced by the mindset of understanding why someone searches for that phrase,” said Mike Arhangelsky, an SEO consultant at Thrive Internet Marketing Agency.

“Are they looking for reviews, prices, a map or a consultation? The implication is that content should match the user’s underlying intent (informational, navigational, transactional), not just the keyword string.”

Why Basic SEO Principles Still Matter in AI Search

It’s easy to get swept up in excitement about AI for SEO, given all the changes happening that redefine the SEO practice

As you incorporate artificial intelligence search engine optimization into your strategy, proven SEO basics continue to serve as the roadmap that guides AI’s interpretation and ranking of your content.

Here Are Five Reasons Why You Shouldn’t Forget About the SEO Fundamentals

1. Effective Crawling and Indexing Ensures AI Discoverability

Crawling and indexing are two primary methods search engines use to discover, organize and rank online content. Even with the rapid adoption of AI, search engines continue to rely on clearly indexed pages to interpret and respond effectively to user queries.

A well-structured website is essential because AI crawlers, much like traditional search bots, depend on clear navigation and simplicity to properly access your content. Google’s guidelines emphasize that a logical site structure aids in efficient crawling and indexing, enhancing your site’s visibility. Without this clarity, even the most sophisticated AI optimization tools will struggle to parse and interpret your site’s content accurately.

“You can’t expect AI to understand your content if it can’t even find it. Clear architecture and crawlable pages are still the starting line for every SEO effort,” Arhangelsky said.

Ultimately, if AI crawlers can’t effortlessly access your content, your pages won’t appear in results, regardless of how advanced the search algorithms become.

2. High-Quality, Relevant Content Drives AI Visibility

Experience, expertise, authoritativeness and trustworthiness (E-E-A-T) have become crucial quality signals for SEO. Google underscored this by adding “Experience” to its E-A-T guidelines in late 2022, emphasizing first-hand experience and originality in content over superficial, keyword-stuffed articles.

Studies of Google’s August 2023 Core Update indicate that sites with strong E-E-A-T signals benefited significantly in rankings, especially as Google clamped down on low-quality outputs produced by poor AI content optimization practices. This growing emphasis is backed by Google’s own advice: content that is high-quality, accurate and trustworthy is far more likely to perform well in search.

In practice, effective AI content optimization means leveraging AI responsibly to enhance content depth, accuracy and relevance, investing in authoritative content, citing reliable sources and showcasing genuine expertise through case studies, testimonials or personal insights to meet the higher E-E-A-T bar that Google rewards.

“Whether you’re writing for humans or algorithms, authenticity wins. Google’s AI cares about first-hand experience as much as your readers do,” Arhangelsky said. “AI tools can generate incorrect or outdated information (a.k.a. hallucinations).

To avoid damaging credibility:

• Verify claims using trusted sources (e.g., government sites, academic papers, industry authorities).
• Cite credible sources within the content when appropriate.
• Assign a human editor to review every piece of AI-generated content before publishing.”

3. Strategic Keyword Optimization Remains Essential

Keywords are still the bedrock of SEO, even as AI enables search engines to better understand context and semantics.

A recent industry survey revealed that almost 75% of companies set their SEO goals around specific target keywords, highlighting that ranking for the right terms remains a top priority.

Effective keyword optimization is now about covering the full breadth of topics and search intents in your content. In fact, the average top-ranking page ranks in the top 10 results for about 1,000 other relevant keywords beyond its primary keyword. This is because comprehensive, well-optimized content can capture many long-tail queries.

Notably, the average search query for top-ranking content is about 3.2 to 3.5 words long, indicating that longer, more specific phrases (e.g., “best budget smartphone 2024”) drive a lot of high-ranking traffic.

AI-powered Google updates like RankBrain and BERT mean the search engine can interpret synonyms and intent. However, this doesn’t mean that using the right keywords is now irrelevant.

While AI can infer meaning, aligning your content with the exact language users use pays off: If people search “how to train a puppy,” content that explicitly uses that phrase (and related terms like “puppy training tips”) stands a better chance at ranking and even being featured in an AI snippet.

The key is to perform thorough keyword research, including question phrases and natural language queries and weave those terms into high-quality content. This ensures that even as AI refines search, your pages remain highly relevant to the queries that matter in your niche.

4. Backlinks Continue to Signal Authority to AI

Backlinks continue to be among the most influential ranking factors, even as search algorithms get more AI-driven. Google has even confirmed that backlinks are among its top three ranking signals for determining search results.

In fact, there’s a strong positive correlation between the number of unique websites linking to a page and its ranking position in Google. Studies show that pages ranking at the top tend to have significantly more referring domains than lower-ranked pages (all else being equal).

For example, one analysis found that the #1 result on Google has 3.8X more backlinks than the results in positions #2–#10 on average.

Not only do backlinks correlate with higher rankings, but they also drive discoverability. An Ahrefs study in 2023 found that 96.5% of all pages get zero organic traffic from Google and a major reason is that most of those pages have no backlinks pointing to them. Many SEO experts believe that earning quality backlinks remains critical to escape that 96% “invisible” zone.

The consensus is that in the AI era, backlinks still signal to algorithms that your content is authoritative and worth surfacing in AI responses and summaries.

5. User Experience (UX) Influences AI Rankings

Google has pushed for better user experience (UX) to be an SEO ranking factor, as evidenced by its Page Experience Update in 2021, which incorporated Core Web Vitals (loading speed, interactivity and visual stability metrics) into its ranking algorithm.

Fast, easy-to-use sites tend to keep users engaged and Google wants to promote such sites, stating that it’s “highly recommended” for site owners to achieve good Core Web Vitals to achieve success in Search.

However, one large study found that while user experience signals are critical ranking factors, they are actually considered tiebreakers rather than primary drivers. This study by Advanced Web Ranking found that while Core Web Vitals status does influence rankings, it’s “not as important as links, content or search intent” when it comes to determining position.

“User experience (UX) matters immensely — even more now in the age of AI-powered search. As search engines like Google and Bing evolve with AI enhancements (e.g. Search Generative Experience, Bing Chat, AI summaries), UX is increasingly tied to how well content ranks, appears in AI responses and converts users,” Arhangelsky said.

Nevertheless, while the SEO basics like quality content, keywords and backlinks can help you secure a good ranking on search results, a good UX polishes that success. Ensuring your site is mobile-friendly, fast (especially on mobile networks) and pleasant to navigate will maximize your visibility in both standard organic results and AI-powered results.

After all, Google’s AI-driven algorithms aim to satisfy users — and a positive user experience is a key part of satisfying search intent in the long run.

Secure Your AI Search SEO Success With Thrive

Thriving in the world of AI-driven SEO means keeping your fundamentals strong and your strategies adaptive. While advanced technologies and AI optimization reshape the search experience, classic SEO principles remain the cornerstone of lasting visibility.

Ignoring SEO fundamentals, such as keyword optimization, authoritative content or backlinks, could mean losing ground in search rankings, no matter how sophisticated search engines become.

At Thrive, we keep you ahead of the curve by staying current with the latest trends and best practices. Our experts leverage data-driven insights to strengthen your SEO foundation, helping you future-proof your business against ongoing changes.

Our full suite of SEO solutions also includes:

• AI SEO
• Technical SEO
• Local SEO
• SEO audit
• Enterprise SEO
• Franchise SEO

Ready to position your business for long-term SEO success? Get in touch with our experts today!

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