How to grow search with AI-first methods: intent modeling, entity SEO, content briefs, and measurement.
Search isn't what it was
The SEO playbook from 2020 is basically useless now. Google's AI updates have fundamentally changed how search works, and most businesses haven't caught up.
Here's the shift: Google no longer just matches keywords. It understands meaning, intent, and context. It can tell if your content actually answers the question or just contains the right words.
This is brilliant news if you create genuinely useful content. And terrible news if you've been keyword-stuffing your way to rankings.
What AI-first SEO actually means
Traditional SEO was mechanical. Find keywords, hit density targets, build links, repeat. You could game the system with enough effort.
AI-first SEO is different. It's about:
Understanding intent, not just keywords. Someone searching "best CRM" might want reviews, comparisons, or a direct purchase. The content that wins depends on matching the actual intent.
Building topical authority. Google's AI looks at whether you have comprehensive coverage of a topic, not just a single page targeting a keyword.
Demonstrating expertise. The E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) matters more than ever.
The intent framework
Every search has an intent. Nail the intent, and rankings follow.
Informational: "How does solar panel financing work?" The searcher wants to learn. Give them genuine education without hard selling.
Commercial investigation: "Best solar panels for UK homes" They're researching options. Comparisons, reviews, and pros/cons work here.
Transactional: "Buy solar panels Manchester" Ready to act. Make it easy to take the next step.
Navigational: "British Gas solar quote" Looking for a specific brand. You can't really compete here unless you're that brand.
Map your content to these intents. A single page trying to serve all intents serves none of them well.
The topical authority approach
Ranking for competitive terms now requires proving you know the whole subject, not just one slice.
The old way: Write a 2000-word post on "CRM software" and build links to it.
The new way: Build a content cluster: - Pillar page on CRM fundamentals - Supporting content on CRM for different industries - Comparison pages against alternatives - Implementation guides - Integration tutorials - FAQ content addressing common questions
Google's AI recognises when a site covers a topic comprehensively versus when it has one orphaned page hoping to rank.
Content that passes the AI test
Here's how to create content that works in the AI era:
Start with genuine expertise. Write about what you actually know. Google's systems are remarkably good at detecting when someone's writing authoritatively versus regurgitating other content.
Answer the actual question. Before writing, ask: what does someone searching this actually want to know? Then answer it directly and completely.
Go deeper than competitors. Pull up the top 5 results for your target term. What questions do they leave unanswered? Cover those gaps.
Include original insights. Share data, case studies, or perspectives that can't be found elsewhere. This is how you stand out when everyone has access to the same research.
Structure for scanning. Clear headings, short paragraphs, bullet points where appropriate. People scan before they read.
Entity SEO: the quiet revolution
Google now thinks in entities, not just keywords. An entity is a distinct concept: a person, company, product, or topic.
When you search for "Apple," Google knows whether you mean the fruit or the company based on context. That's entity understanding.
How to build entity presence:
- 1.Claim your Google Business Profile. Even for non-local businesses, this establishes your entity in Google's knowledge graph.
- 1.Get Wikipedia/Wikidata mentions. Harder than it sounds, but powerful for brand queries.
- 1.Build consistent citations. Your company name, address, and phone should be identical everywhere online.
- 1.Schema markup. Help Google understand exactly what your content is about with structured data.
- 1.Earn editorial mentions. When authoritative sites mention you by name, it reinforces your entity.
The technical checklist
AI-first SEO doesn't eliminate technical requirements. It adds to them.
Crawlability basics: - Clean URL structure - Proper internal linking - XML sitemap submitted to Search Console - No orphaned pages
Speed requirements: - Core Web Vitals passing - Sub-2-second load times - Mobile performance optimised
Structured data: - Organisation schema on homepage - Article schema on blog posts - FAQ schema where relevant - LocalBusiness schema if applicable
Indexation hygiene: - Canonical tags on all pages - Proper handling of parameters - No index bloat from faceted navigation
Measuring AI-era SEO
The metrics have shifted too.
What matters more: - Organic conversions (not just traffic) - Featured snippet ownership - SERP real estate (multiple listings) - Brand search volume - Content engagement metrics
What matters less: - Keyword rankings in isolation - Domain authority scores - Backlink quantity - Page-level traffic without conversion context
Set up Search Console properly. Track conversions in analytics. Build dashboards that show whether SEO is actually contributing to business results.
The link building reality
Links still matter, but the game has changed.
What works now: - Genuine digital PR (newsworthy content that earns coverage) - HARO and journalist queries - Creating genuinely linkable assets (tools, research, original data) - Strategic partnerships with related businesses
What's dying: - Guest post spam - Private blog networks - Link exchanges - Directory submissions beyond core citations
Quality over quantity isn't just a cliché here. One link from a relevant, authoritative site beats a hundred from garbage directories.
The content calendar approach
Instead of sporadic publishing, build a systematic content operation.
Monthly: - 2-4 pieces targeting specific search intents - Updates to existing high-performing content - One piece of linkable asset content
Quarterly: - Content audit and pruning - Competitor content gap analysis - Technical SEO checkup
Annually: - Full content strategy review - Keyword research refresh - Site architecture evaluation
Consistency matters as much as quality. Google notices when a site publishes regularly versus sporadically.
When to bring in experts
DIY SEO works until you hit a ceiling. Signs you need professional help:
- •Traffic plateaued despite consistent effort
- •Competitors consistently outranking you
- •Technical issues you can't diagnose
- •No clear strategy beyond "publish and hope"
- •Resources to execute but not to strategise
Good SEO consultants should be able to show you exactly where opportunities exist and what it takes to capture them. Vague promises are a red flag.
The bottom line
AI-first SEO is less about tricks and more about genuinely being the best answer to a searcher's question.
That sounds simple, but it's genuinely hard. It requires actual expertise, consistent effort, and a willingness to create content that serves users rather than search engines.
The businesses that figure this out will dominate search for years. The ones clinging to 2020 tactics will wonder why their traffic keeps declining.
The choice is pretty clear.
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