seo content development Adapting to AI and Search Evolution

The Seismic Shift in SEO: 2024-2025

The world of SEO is undergoing massive changes, especially between 2024 and 2025.

Google is facing increased competition from other search platforms; at the end of 2024,
ChatGPT was handling one billion messages daily.

While Google still dominates with 8.5 billion searches per day, the gap is closing.

Additionally, the rise of agentic AI, tools that conduct research and even make purchases, is transforming the SEO landscape. To stay ahead, marketers must adapt to these shifts by understanding how these tools provide answers and ensuring their brands are recommended.

Navigating the Multi-Search Engine World

The emergence of multiple search engines, including Google’s own AI overviews, requires a revised SEO approach.

AI overviews often rank different websites than regular organic results. Generative search engines like
Perplexity and ChatGPT excel at complex searches, potentially reducing Google’s search volume as they provide better answers.

SEO professionals need to optimize for these generative AI search tools, which favor concise language and well-structured content.

Ranking well on Google, Brave, and Bing remains crucial, as these are the primary web indexes used by these tools. Good
technical SEO, fast loading times, high-quality content, and strong link building are foundational elements.

Furthermore, being featured on third-party websites, such as blogs, journals, and high-authority sites, is essential for increased visibility.

Tackling Zero-Click Searches

Zero-click searches are on the rise as Google rolls out AI overviews to over a billion users globally. This means users get comprehensive answers directly on the search results page without clicking through to a website.

This trend impacts informational queries, where users can now find all the necessary information without visiting multiple sites. To succeed, businesses must aim to be the recommended product, service, or business within these AI-generated answers.

Achieving this requires significant coverage on third-party websites and a website packed with extensive content, enabling AI tools to recommend your business.

Quality over Quantity: Content Strategy in the Age of AI

The rise of AI has led to a surge in content production, but much of it is low-quality.

To stand out, avoid generic AI-generated content. Instead, focus on adding original experiences, case studies, statistics, and unique insights.

Transforming content from videos, webinars, and podcasts into articles by using AI to extract key insights can result in high-quality, unique content. This approach leverages your business’s expertise, providing value that generic AI content cannot match.

Content strategy should be informed by keyword research to address the topics your audience is searching for.

The Dawn of Agentic Search

Agentic search represents a significant shift where AI agents conduct searches and make recommendations for customers. These AI agents can ingest vast amounts of information from numerous websites to provide recommendations or make purchases on behalf of users.

To prepare for this future, ensure visibility on Google through traditional SEO practices.

Additionally, focus on comprehensive coverage of your brand and products across both your website and third-party sites. Digital PR becomes crucial in ensuring these AI tools find and recommend your brand.

Your SEO Game Plan for 2025: A Four-Step Approach

To navigate the changing SEO landscape, implement a four-step plan: targeting, website optimization, content development, and promotion.

• Targeting: Identify your audience and the topics they are searching for. Use keyword research tools like Semrush to understand their pain points and the language they use.
• Website: Ensure your website is technically optimized with fast loading times and a crawlable structure for both traditional search engines and AI tools.
• Content: Create detailed, high-quality content with case studies, data, and personal experiences to provide AI tools with ample information to recommend you.
• Promotion: Use digital PR to get featured on third-party websites, building high-quality backlinks and increasing brand visibility.

Also, consider brand building through innovative and memorable campaigns.

Tools and Resources for SEO Success

For those needing assistance with SEO, Exposure Ninja offers website and marketing reviews to assess visibility in both regular and AI search engines.

Semrush is a valuable tool for keyword research, competitor analysis, and tracking your website’s ranking. It helps in understanding customer’s pain points.

By analyzing competitor strategies, you can identify opportunities for improvement and outreach.

Embracing these tools and strategies will help you adapt to the changing SEO landscape and position your business for success.

The Allure of SEO Traffic in iGaming

The iGaming industry presents unique conversion challenges when compared to verticals like e-commerce or nutraceuticals.
SEO traffic is a common solution, as it targets individuals already interested in the product.
The marketing channel is narrow, but the conversion rates are generally acceptable.
Despite its effectiveness, relying solely on SEO traffic presents two significant challenges.

Firstly, the audience reach is limited.
The pool of “hardcore fans” is small relative to the potential global audience.
Data indicates a declining interest in traditional games and sports among younger demographics, further shrinking this pool.
Secondly, the increasing number of brands and products intensifies competition for this limited audience.
In 2021, the number of licenses grew by 7% compared to 2020.

Venturing Beyond: The Media Buying Cake

While optimizing SEO efforts remains an option, exploring new audiences becomes crucial.
Paid advertising, or media buying, offers a way to reach individuals beyond the typical iGaming enthusiast.
Media buying involves utilizing platforms like Facebook, Google, and Bing, or programmatic platforms that aggregate traffic from various networks.
These platforms enable precise targeting, large-volume traffic acquisition, and real-time exposure through real-time bidding.

One significant advantage of media buying is its on-and-off nature, allowing for budget control.
Additionally, it may offer more flexibility with licensing requirements.
Some platforms, particularly programmatic ones, may not require licensing, providing an alternative to Google and Facebook.
Examples of alternative audiences include those interested in gaming, adult content, or crypto/high-risk investments.

The Risks and Rewards of Paid Ads

Expanding beyond the core audience introduces risk.
Conversion rates from paid ads are typically lower than SEO traffic.
The funnel is wider, meaning a smaller proportion of viewers become paying customers.
Paid traffic involves an immediate expense.
Despite these risks, paid advertising offers access to a much larger audience.

The potential reach is significantly greater, increasing the opportunity for new players.
The key lies in optimizing paid ad campaigns to target audience segments that demonstrate a higher propensity to convert.
Rather than launching broad campaigns, focus on identifying and targeting specific publishers, zone IDs, and locations that yield positive results.
This iterative process involves continuous refinement based on performance data.

Optimizing for a Tasty ROI

Effective optimization involves identifying converting publishers and cities, and then blacklisting the rest.
Analyzing browser versions, operating systems, and days/hours with high engagement is also important.
The goal is to identify a “golden rose” – a specific audience segment that responds well to the ads.
One example showed how a customer turned a minus 40% ROI into a positive 30% ROI by eliminating bad publishers and focusing on weekend and Friday evening ads.

Leveraging the right technology is crucial for effective optimization.
This includes platforms like Google Analytics, BI platforms, affiliate systems, and specialized media buying platforms.
The speaker notes that many already use these platforms for SEO or affiliate traffic.
The key is setting them up correctly for this new channel.
Despite skepticism about push, pop, or native traffic, proper optimization can lead to high ROI.

Two Cakes: SEO and Media Buying

The ultimate outcome involves having two cakes: the familiar SEO cake and the new media buying cake.
The SEO cake is tasty but small.
The media buying cake is much larger and, when made with the right ingredients (optimization), can be equally delicious.
This combination leads to more traffic, more first-time depositors (FTDs), and greater gross gaming revenue (GGR).
The presenter encourages the audience to visit their booth for case studies.

This presentation makes a compelling case for iGaming companies to augment their SEO strategies with paid media buying.
By expanding beyond traditional audiences and employing rigorous optimization techniques, iGaming operators can unlock new growth opportunities and achieve a more sustainable and profitable business model.

Understanding Structured Data Markup

To effectively add structured data markup to a website, it’s essential to start with the fundamentals. Begin by exploring the help section of Google Search Central to understand the data types that Google supports.

Given that each website is unique, identifying the required and optional schema markup fields is crucial. This involves examining examples like article markups, which can be implemented using JSON-LD or by hardcoding the website theme.

For content management systems (CMS) like Shopify, theme editing is possible, whereas platforms like Wix may require using JSON-LD for adding markup. Utilizing tools such as the Structured Data Markup Helper can aid in pinpointing areas on a website where schema markup code should be added.

Implementing Breadcrumb Schema

Breadcrumb examples demonstrate the importance of links, as Google uses them for navigation. By using the samples provided, one can determine if a JSON-LD example is suitable for the navigation structure.

The process involves grabbing sample code, testing it to ensure its validity, and then implementing it within the website’s theme. When examining breadcrumb lists, it’s beneficial to consult schema.org to explore additional properties that can enhance the markup.

This approach allows for the extension of breadcrumbs by incorporating properties from ‘thing,’ thereby enriching the structured data. When working with various website types, such as local businesses or e-commerce sites, identify the required fields and explore schema.org for further customization options.

Enhancing Websites with Schema Markup

To enhance a website, consider adding different information depending on the type of product or service offered. Examples such as frequently asked questions (FAQs) can be marked up by copying examples and tailoring them to specific needs.

Before publishing content, always test the structured data to ensure its validity. This is particularly important because Google recognizes various data types, which are reflected in search console enhancement reports.

These reports indicate how well Google understands the content on the website. Different sections of a website may require different schema markup types. E-commerce sites, for example, can mark up product URLs and articles by editing the website’s theme.

Technical Implementation of Schema Markup

The process of adding schema markup starts with HTML, the basic structure of all websites. A typical webpage should be marked up as a webpage, which can then be further specified as an about page, contact page, or search results page.

Contact pages, especially for local businesses, can include additional schema markup related content using meta tags, itemprop, or name. By adding details such as local features, business details, and logos, Google can better understand the local business.

The highest data type is ‘thing,’ which, in object-oriented programming terms, relates to encapsulation. To effectively implement schema markup, one should look at the search Central help section to gain ideas and extend the website’s schema markup.

Advanced Schema Markup Techniques

For advanced techniques, consider how to extend any type of website using specific examples. This often requires advanced skills in HTML and PHP, as most content management systems are built on PHP.

When Google analyzes a URL, it checks the structured data for any issues that need fixing. The type of content, such as a blog post, can be marked up using ‘blog posting’ from feature guides.

It is generally better to avoid using SEO plugins or schema markup plugins because they are often limited in their capabilities. Instead, focus on extending the markup to include elements like social media postings and video markups.

Extending Schema Markup with Specific Properties

Organizations can provide more details about themselves or local businesses through schema markup. Video markup is particularly important for websites embedding YouTube videos.

The key to adding schema markup is to understand the required properties at a minimum and then explore schemas from schema.org to include additional properties. Even if Google doesn’t specifically support a property, using it can still be beneficial, as other search engines might recognize it.

The best approach is to edit the website’s theme to implement these changes. Ultimately, using structured data markup for Google’s Rich results will enhance a website’s performance in Google search.

Future of Structured Data and AI

With the evolving landscape of search, including AI overviews and rich results, leveraging structured data is increasingly important. By using structured data, websites can ensure they are well-understood by search engines, leading to better visibility and performance.

Having a strong SEO content development strategy including schema markup gives Google a better understanding of the website. This will help searchers find what they are looking for.

Implementing schema markup is a forward-thinking approach that aligns with the future of search technology.

Introduction to AI-Powered SEO Content Development

The traditional method of creating blogs can be time-consuming, diverting attention from critical tasks like product or service development.

AI offers a solution by generating optimized, fact-checked, and SEO-friendly blog posts that can improve search engine rankings.

SEObot is an AI agent designed for blog SEO, automating the creation and optimization of blog content.

The platform highlights successful domains and emphasizes its capability to automatically synchronize with website builders and CMS.

Connecting Your Website to SEO Content Development Tools

Starting with SEObot is straightforward: enter your website’s URL to connect.

Once connected, SEObot scans the site, analyzes the audience, and conducts keyword research, automating the SEO process without requiring coding or complex settings.

After connecting, access the settings to review the information SEObot has gathered.

The general settings include the brand name, content type (which can be edited), blog theme, writer details, key features, benefits, and pricing plans.

Customizing Content Generation for SEO

SEObot allows customization of the target audience, including selecting the language for the blog from 50 options.

It also provides a summary of the target audience, their pain points, and how they interact with the product.

The platform allows you to choose the style for images in the blog posts, such as digital art, oil painting, or sketch, and specify the branding and theme of the images.

SEObot provides options to enable or disable CTAs (Call To Action) throughout the posts, with the ability to add multiple banners.

Advanced Settings and Content Strategy

In advanced settings, you can set the number of articles generated per period. SEObot recommends generating no more than five articles daily to avoid impacting SEO.

After configuring the settings, save them to guide the content generated by the AI agent.

With autopilot mode activated, the bot automatically generates articles based on the set limits, developing a strategic content plan and producing high-quality, SEO-optimized articles weekly.

The platform offers options for articles each week and allows you to approve, decline, or edit each post before it goes live.

Content Optimization and Publishing

SEObot optimizes content through internal linking, optimizing for Google’s algorithm, embedding YouTube videos, generating images, and inserting fact-check citations.

Approved articles include a generated feature image, optimized slug, meta description, and keywords.

The AI agent also includes relevant linked YouTube videos, numbered tools with descriptions, summaries, and screenshots, with comparisons between tools.

After approving an article, you can publish it to your blog using various auto-sync options.

Auto-Syncing and Final Thoughts on SEO Content Development

SEObot offers options to auto-sync with platforms like Wix, requiring you to connect your API key and grant permissions.

You can toggle settings to automatically publish new articles to your blog, streamlining the content publishing process.

Connecting to platforms automates the publishing process, requiring only topic approval.

The result is increased traffic, authority, and rankings without manual effort, allowing scaling of content production.