Mobilising Your Digital Content Strategy for the Gen AI Era

AI Search Has Changed the Rules – Is Your Website Ready?

Generative AI is fundamentally transforming how people search, discover, and engage with information online. Our research reveals that 76% of communications professionals believe this technology will disrupt or even make traditional SEO obsolete1.

Search is no longer about keywords and blue links – it’s about being recognised as a trusted source in an AI-powered landscape.

This report explains what these seismic changes mean for your digital strategy and why adapting now is critical for future visibility and authority.

From Content Overload to Scarce Authority

The explosion of generic AI-generated content is flooding the digital marketplace, making it harder than ever for brands to stand out1. Search engines and users alike are shifting their focus to original insights, research, and expert perspectives.

Google’s algorithm now rewards substance over volume, prioritising content that demonstrates genuine expertise and trustworthiness.

Our report offers practical guidance on how to move beyond commodity content and create assets that AI and human audiences both value.

Your Roadmap for the Gen AI Era

Inside, you’ll find a clear, actionable framework for thriving in this new environment. Learn how to optimise your content for AI search engines, embed your brand in generative AI results, and lead the conversation with research-driven thought leadership. Whether you’re a marketing leader or business owner, this report gives you the tools to build authority, boost visibility, and future-proof your digital presence as AI continues to reshape the search landscape

The report cover of Mobilising your SEO Content Strategy for the Gen AI Era

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AI Search: Frequently Asked Questions

What is AI search, and how is it different from traditional SEO?

AI search uses advanced language models and entity recognition to understand user intent and context, not just keywords. Unlike traditional SEO, which focuses on ranking for specific phrases, AI search rewards brands that demonstrate expertise, authority, and trustworthiness across topics and entities.

How can my business become more visible in AI-powered search results?

Focus on creating original, evidence-based E-E-A-T content. Architect your site for AI understanding and use schema markup to define your services and expertise, and signal relevant entities to AI-powered search engines. Earning citations from trusted sources and adopting GEO strategies will position your business as a credible source in AI answer engines like Google’s incoming AI Mode, and ChatGPT, AI Overviews, and Perplexity.

What is Generative Engine Optimisation (GEO)?

GEO is the next evolution of SEO, optimising your digital presence for generative AI platforms like ChatGPT, Google Gemini, and Perplexity. It involves creating content and digital assets that AI can easily interpret, cite, and recommend in zero-click search environments.

Why is entity optimisation important for my brand?

Entity optimisation ensures that AI search engines recognise your business, expertise, and content as distinct, authoritative ‘things’ in their knowledge graphs. This increases your chances of being surfaced and cited in AI-generated answers.

How do I know if my content meets E-E-A-T standards?

High E-E-A-T content demonstrates real Experience, Expertise, Authority, and Trustworthiness. This includes original research, expert commentary, transparent authorship, and citations from reputable sources-signals that both users and AI value.

How does Media Collateral help brands achieve results in the AI search era?

We help brands succeed through end-to-end AI search strategies, including entity-first web builds, GEO, E-E-A-T content, and Digital PR. This approach leads to results like improved visibility in AI/zero-click search, greater domain authority, and recognition as a trusted, cited source – moving beyond chasing clicks.