If you’re still thinking SEO is just about sprinkling keywords like confetti at a parade, you’re about ten years behind. The digital landscape has shifted — and it’s no longer just about ranking for text-based Google searches. Today, your content has to perform across AI-driven search results, traditional organic SEO, and the booming world of voice search.
That’s a tall order, but it’s also where the opportunities are. Let me break down how I approach it when advising clients through PaperBoat.
1. Optimizing for AI Search
AI-driven search tools (think ChatGPT, Perplexity, or even Google’s AI Overviews) don’t pull up ten blue links. They look for structured, trustworthy, and context-rich content to surface as answers.
Here’s how to get in their good graces:
- Structure matters. Headings, bullet points, FAQs, and schema markup give AI clear signals on what your content means and how it should be read.
- Write like a human. AI is trained on natural language. That means ditching the jargon when possible and leaning into conversational tone.
- Context is king. Instead of optimizing for one keyword, optimize for topic depth. If someone asks, “How do I waterproof my home after a hurricane?” your content better go beyond “buy a tarp.”
The bottom line: if AI is looking for the best teacher in the room, your site needs to show up with a clean chalkboard and a well-organized lesson plan.
2. Strengthening Organic SEO
Old-school SEO still matters — Google’s algorithm may have evolved, but it still rewards the fundamentals:
- Keyword strategy: Balance short-tail keywords for visibility with long-tail for intent.
- Technical performance: Page speed, mobile optimization, and clean site architecture are not optional anymore.
- Authority: Backlinks still rule the kingdom, but so does the consistency of publishing content that aligns with user search intent.
Think of this as your digital foundation. Without it, you’re building a mansion on sand.
3. Capturing Voice Search
Voice search is exploding because people love yelling at their phones and smart speakers. (Don’t lie — you’ve asked Alexa to play yacht rock at least once.) Optimizing here means thinking like people talk.
- Questions over keywords. People don’t say “weather Orlando”; they ask, “Hey Siri, is it going to rain in Orlando today?”
- Concise answers win. The sweet spot for voice search results? About 30 words.
- Local is everything. Nearly half of voice searches are for local businesses. If your Google Business Profile isn’t polished and up to date, you’re invisible.
This is where you stop writing for the algorithm and start writing for someone in their kitchen asking a smart speaker if your business is open past 9.
4. Don’t Forget Local Service Ads, Maps, and Business Listings
While AI, organic, and voice optimization are critical, let’s not forget the more traditional digital storefronts:
- Local Service Ads (LSAs): These are pay-per-lead ads that sit above organic results. They’re powerful but require vetting, verification, and ongoing management.
- Google Business Profile (formerly Google My Business): This is often the first impression your company makes in search. Accuracy, reviews, categories, and photos all impact rankings.
- Maps ecosystems (Apple Maps, Bing Places, Waze, etc.): Each platform has its own quirks and ranking signals. Consistency across them builds authority and ensures you’re found no matter where your customers search.
The reality? Statistically, high-quality leads are still often best driven through paid ads. But even paid campaigns come with complexities: audience targeting, creative testing, bidding strategies, and attribution models that can make or break ROI.
The digital ecosystem isn’t one-size-fits-all anymore. It’s a multi-channel, multi-algorithm, constantly shifting puzzle. To win, you need someone who understands not just SEO or ads in isolation, but how it all works together — from AI-driven search to local maps to paid campaigns.
That’s where I come in. If you want a partner who can help you navigate this landscape and tie it all into a strategy that actually drives results, let’s talk.
Robert Urban