Google's integration of AI into search is reshaping how businesses approach SEO. With the rollout of Gemini and Search Generative Experience (SGE), the search landscape has fundamentally changed. As AI becomes the primary interface for queries, traditional SEO tactics are becoming less effective.
At Marmot Marketing, we've been watching these developments closely and adjusting our strategies accordingly. Here's what you need to know.
What's Actually Changed?
First, AI-powered search doesn't just retrieve links—it synthesizes information to provide direct answers. This means your content needs to be authoritative enough to be used as a source in these AI-generated responses. Quality has never mattered more.
Second, search is becoming conversational. People aren't just typing "best restaurants Edmonton" anymore. They're asking "Where can I get great Italian food in Edmonton that's good for a date night?" The AI needs to understand context and intent.
How This Affects Your Content
Your content strategy needs to shift from keyword optimization to topic authority. Instead of creating thin content around individual keywords, you need comprehensive pieces that demonstrate deep knowledge on subjects.
For example, rather than writing separate pages for "Edmonton pizza," "best pizza Edmonton," and "pizza delivery Edmonton," create one comprehensive guide to pizza in Edmonton that naturally covers all these angles.
Technical Considerations
Your website's technical foundation matters more than ever. Page speed, mobile responsiveness, and core web vitals directly impact whether AI will pull information from your site. A slow site with poor UX won't rank—not because Google penalizes it, but because it doesn't provide good answers to users.
The Human Element
Here's the interesting part: AI is getting better at recognizing what humans actually find valuable. Fluff content that exists solely for SEO purposes is getting filtered out. The focus is now on genuinely helpful content that solves real problems.
At Marmot Marketing, we've always believed that good SEO is just good user experience. The rise of AI in search has validated this approach. We help Edmonton and Alberta businesses create content that serves their audience first—and in doing so, ranks better in AI-driven search results.
Want to discuss how AI-powered search affects your business? Let's talk.
