It’s no secret that In the fast-evolving world of digital marketing, particularly within the iGaming industry and other popular sectors, integrating artificial intelligence (AI) into search engines is reshaping how businesses approach their content strategies.
In a recent Peaky Ads podcast episode, Warren Summit, leading SEO initiatives at Catena Media and a co-founder of the SEO Club podcast, and Vasilii Gamov, Peaky Ads CEO, shared valuable insights on how marketers can adapt to these changes effectively.
Below we’ll provide all the insights the experts discussed and explain all about AI influence on search engines, role of brand authority, optimization strategies as well as tools for it, and future trends of AI search.
How Does AI Influence Search Engines?
Undoubtedly, in 2025, AI will revolutionize the way users interact with search engines. Warren connects AI search with voice search, pointing to the importance of natural language processing (NLP). This means ranking websites for conversational searches rather than just keywords.
As AI searches become more common, even Google recently announced that they are actually testing an AI search within Google search engine using Google Labs where they’re basically testing out new features. This way the challenge is in providing for NLP requirements, which affect how content is presented.
While voice search has yet to meet expectations in the past, AI is bridging gaps by providing better, more conversational responses to searches.
Key AI influence on search engines
- AI search engines. Google is testing a full AI search experience, shifting from traditional search methods to AI-driven capabilities.
- Natural Language Processing (NLP). AI prioritizes natural language processing, allowing users to ask more conversational questions and dig deeper into users’ intent rather than just providing blunt info.
- Voice Search Connection. AI search is directly connected to voice search since both use natural language processing. Again, companies need to keep this in mind when optimizing their sites.
What are the Optimization Strategies for Improving the Visibility of AI Searches?
As AI continues to shape search functionalities, businesses must implement effective optimization strategies. Vasilii points out that it’s not enough to optimize your website just with keywords, headings, titles, and so on, it’s crucial to optimize it to be visible on AI search results like within Chat GPT or Deepseek, etc.
Warren and Vasilii have analyzed the AI influence on the search and identified several important strategies to use.
Key optimization strategies include
- Natural Language Processing (NLP) relevance. The better-written something is, the better it will be read. Techniques like semantic triples — positioning keywords and verbs in significant locations—can make it easier for AI to read.
- Schema markup application. Implementing schema markup helps AI better understand your site’s context. This is particularly important for content types like FAQs, which provide clear context even though Google has removed FAQ results from SERPs.
- Content freshness. Freshness of content is a priority. More recent AI models are not just founded on data ingestion often but also perform live crawls of websites to confirm information freshness. Websites updating content and confirming the information on a regular basis stand higher odds of performing well in AI search results.
- User experience and page speed. A swift and well-performing website enhances the crawling ability of AI software. Since web scraping is resource-intensive, a simple website structure makes it easier for AI to extend and index the content.
- Brand authority. A brand’s credibility counts a great deal in the way AI evaluates the quality of information. Well-established brands with positive reputation are less likely to be questioned by AI algorithms, which influence their rank in search results.
- Content similarity. Original content is wonderful, but as important is being in the baseline data set of others in the industry. Repetition of sources is what AI is looking for, and some duplication of current content can be a good thing.
Warren concludes that the game hasn’t completely changed from traditional SEO, it has become a bit more nuanced. You cannot just rely on updating the content once a month or once every two months even if you have evergreen pages, AI is really prioritizing freshness.
Which Other Tools and Resources Can be Used for Optimization?
Businesses can leverage various tools and resources to optimize for AI search effectively. Vasilii and Warren highlighted the most popular and relevant ones, together with some useful tips.
SEO tips
- Thank for user intent awareness. Differentiate between commercial and information-based searches. With AI, searches are more question-oriented; thus, long-tail keywords gain significance. Warren points out that the importance of targeting those long tails is now even greater.
- Develop a content strategy. Having specialized pages that comprehensively answer specific questions can enhance visibility. Instead of answering every question individually, marketers could instead create «Master questions» that answer a few related questions.
- Use keyword research tools. Existing tools like Ahrefs and SEMrush provide valuable information for keyword research, facilitating the identification of long-tail keywords and tracking performance.
- Search for additional resources. «Answer the Public» is recommended for generating ideas on user questions across the web, particularly from websites like Reddit. Engaging in discussions from surrounding subreddits can also yield helpful content for content creation.
Search optimization tools recommended by experts
- Ahrefs. It is a tool that assists in keyword research and performance tracking to make it simpler to identify long-tail keywords.
- SEMrush. It provides advanced features for keyword research, site audits, and competitor analysis, which are essential for content optimization.
- AnswerThePublic. A tool that pools questions from around the web, enabling users to see what individuals are looking for on the web.
- Google Search Console. It is helpful in tracking website performance and learning about search queries that drive your site.
- Reddit. Although not a conventional SEO tool, browsing through applicable subreddits can reveal user search queries that can be used to shape your content strategy.
What are the Current and Future Trends in AI Search?
Vasilii and Warren both confirm that there’s an interesting landscape when it comes to AI search engines and what drives them. All AI algorithms, like Google’s AI, ChatGPT, Deep Seek, and Groq, utilize different algorithms and sets of training that dictate the way they parse requests and generate answers.
Current Observations on AI and SEO
Different AI training models.
Each AI has different training data and methods, which affect their language and contextual knowledge. There may be some models that are excellent at handling structured data or numerical queries, while others are better for natural language processing and conversational contexts.
Various response generation.
The way these engines give responses can also vary extensively. For example, Gro can give more bare responses than ChatGPT, the latter having measures in place to ensure answers are secure and concise. This means that even though all such websites try to respond to users’ questions, how their responses are given will vary based on design ideas and functional limitations.
SEO Implications.
When looking at SEO strategies on all of these platforms, bear in mind that the older techniques of SEO may not translate across the board. Keyword optimization will continue to be crucial, but the variations in how each AI platform consumes content can make strategies differ. Engagement metrics might be a dominant factor on social platforms like TikTok, while more established search engines can be based on backlinks and the quality of the content.
Expert Presence.
Having an identifiable expert presence is crucial, but it’s not solely about the author anymore. Trends now show that affiliate sites are increasingly focusing on social media activity. Companies are now creating official campaigns and strategies for social media marketing, moving beyond accidental presence to actually interacting with the audience.
Social media as search engines.
Social media platforms like TikTok and Reddit are themselves search engines, where users conduct searches directly on such sites. This puts in the limelight the need for brands to establish a presence on social media so that they can enhance their online presence.
Brand presence and trust.
A brand’s trustworthiness is established based on its presence on social media. Customers are less likely to trust brands with no activity on platforms like Twitter (currently X) or Telegram. What’s more, the rise in short-form video viewing on YouTube works to emphasize further the need for brands to incorporate video into the fold of their SEO strategies. A nice social media presence establishes credibility.
In terms of future trends, both Warren and Vasilii agree that if to choose between various AI models Groq tends to provide more acceptable answers compared to other tools like ChatGPT and Gemini. However, the AI scenario is dynamic and may change overnight, and it is necessary for firms to alter their SEO strategy according to the shifting scenario.
Experts highlight that companies should not be rigid about conventional ways but keep themselves open to exploring new ways and innovating according to the shifting digital scenario.
Conclusion
In summary, the future of search is not just about traditional SEO practices, it is about embracing the changes brought by AI and leveraging them to create valuable, user-centric content. As businesses navigate this new terrain, the key to success lies in continuous optimization, learning, and innovation.
If you’re into innovation and growing your business, cooperate with Peaky Ads, we always keep abreast of all the trends and will help you reach the peak of marketing efforts!
