The agency KREAB has published an interesting report entitled «The SEO of the future: position your content for the search with ia»in which it analyzes the takeoff of searches in AI models, and how to adapt to them to continue with organic traffic on your website or online store. A critical issue for many companies to which you have to react quickly not to be left behind.
Table of contents:
The structure is key
One of the fundamental pillars highlighting the report is the importance of Structured contentespecially through Schema.org, The language used by web pages to speak structured with search engines and AI, allowing them to better understand the content and offer a richer and more precise experience to users.
It works as a set of standardized labels that are added to the HTML code of a page. These labels allow to identify and classify specific types of information, such as Products, events, people, places or recipes. When using schema.org, you are telling Google, Bing, Yahoo and other platforms, which really means the content of your website,
This allows search engines and AI not only to read the content, but to understand their context and relationships between the data. When labeling key information such as products, services, events or frequent questions, we are guiding AI about the exact interpretation of our website, increasing the possibilities of using our information to respond directly to user consultations.
Kreab exemplifies this with a page about “Crisis Consulting”: using this type of labeling, an agency like yours can describe types of service (reputation management, emergency communication), service areas (Spain, international) and supplier (KREAB). This clarity is vital for the LLM to extract the precise information and submit that in their answers.
Conversations, not just Keywords
The second key that Kreab underlines is the optimization of natural language and a conversational tone. IA, especially LLMs, are designed to interact similar to a human conversation. That is, the content must be clear, concise and Answer directly to the questions that users could ask an AI, using Keywords Longtail. These phrases, being more specific and, very usually, being asked as questions, are precisely the type of consultation that users would make to a LLM. They are the bridge between the user's intention and the AI ability to provide a precise response.
The report suggests transforming generic holders as “benefits of strategic communication” into direct questions such as “how can strategic communication improve my company's reputation?” or “What role does communication play in the management of a corporate crisis?” The strategy is to answer these questions in a concise manner at the beginning of the content and then expand the information.
IA are designed to interact similarly to a human conversation.
Credibility and authority
The AI prioritize reliable sources. Therefore, the report emphasizes the need to build coherent content and maximize web authority . This is achieved by creating content of high quality, citing reliable sources, keeping updated information And, especially, obtaining relevant websites links that recognize our page as a reference in your niche.
Consistency is especially relevant: it is not just the individual quality of each piece, but about how the entire content of a website is related and presents a consistent and unified vision on a subject.
A practical example could be a case study with measurable results, such as “how the proposed communication strategy improved the public perception of the company X by 20% after a merger.” This type of content not only demonstrates experience, but also reinforces credibility with AI.
Content for voice attendees
The growing popularity of voice assistants imposes a new dimension to optimization. Voice consultations are inherently more conversational and semantic, often longer than written searches. The report highlights that optimizing to voice implies anticipating how people dictates their questions, which reinforces the need for a natural language and direct answers. In the current context, the importance of create content that sounds humananswer specific questions and be structured so that an AI can extract that answer efficiently.
“What communication services does Kreab offer for companies?” It is an example of voice question. For this type of consultations, the content must be ready to offer a concise response. Instead of a simple “public relations services”, an optimized title for voice could be “what is public relations communication and how does it help my business?”
Prominent fragments
Finally, the report highlights the importance of implementing relevant microdates to appear in the «Outstanding fragments» or «Rich Snippets» of the search results. These fragments are highly valued by AI and LLMS, since they provide concise and direct responses, often becoming the source of information chosen for their own answers.
Think that AI and LLMS are designed to provide information efficiently. The outstanding fragments already present the information in a summary and direct format, which makes them An ideal and pre-processed source for AI.
To maximize this visibility, it is recommended, for example, to use Schema article in blog articles. This allows the content to appear with enriched metadata (outstanding image, author, date, etc.), increasing its attractiveness and relevance in the search results and, as we said, its probability of being chosen by AI.
Other key technical aspects
The user experience (UX) is also fundamental, since the rapid, mobile and easy -to -use websites prioritize.
A fast website not only improves user experience, but is also an important classification factor for search engines and, by extension, for AI. Given the predominance of mobile devices, search engines and the AI prioritize the mobile version of our web pages in indexation and classification. So it is more than advisable to ensure that our site is completely responsive and offer excellent experience in mobile devices. A safe site (HTTPS) is a basic requirement for trust and credibility, both for users and AI.
As you can see, the era of redefine classic aspects of SEO. Adapting our content strategy with structure, conversational language, authority and a focus on user experience is no longer an option, but a necessity to ensure visibility ..
Image: Flux Schnell and Chatgpt
