AI is no longer something we talk about as “on the way” or being a future trend – it’s a present reality fully integrated into the world of digital marketing. Getting your business to rank on search engines – aka SEO – now requires more than just keywords and backlinks. It demands high-quality, strategic content that not only attracts human interest, but also earns the trust of AI-driven algorithms. So what does this mean for your business, and how can smart, intentional content give you a real edge?
As search engines evolve using AI to generate their search results, the way content is discovered, ranked, and presented is changing. These advances make AI-driven searches better at interpreting intent, delivering refined results, and even generating direct answers through tools like Google’s AI Overviews or ChatGPT Search. Now, your content isn’t just being read by people or crawled by bots – it’s being evaluated, quoted, and sometimes replaced by AI.
AI-generated content is everywhere. Everywhere. And while AI is pretty cheap to use, and can churn out content quickly, it has a major shortfall. AI lacks authority, originality, and soul. That’s where professional copywriting becomes a key differentiator.
Content written by real experts – people who understand your business, your audience, and your voice – has a distinct advantage. Search engines and AI systems are trained on web content, and they prefer citing trusted, well-crafted sources. If your blog post answers a common user question in a unique, high-quality way, AI is more likely to reference your content – and that can boost visibility and traffic.
But if your site is filled with the same templated content everyone else is getting from AI tools? You’re just another drop in the content ocean and will be passed right over.
What’s sort of hilarious to me is that AI is determining it isn’t good enough – so why can’t we?!
One of the biggest changes we’ve seen since searches have gone to using AI generated results is in how AI presents information directly in search results. Where we used to get a snippet, often from a blog post on a website, we now get a whole summary written by AI. This summary is cited so the searcher can find out more, but for most of us, the summary is enough. Users aren’t required to click through for all the information they need anymore. This all means that for content-heavy sites – especially those relying on blog traffic or affiliate clicks – this can lead to fewer direct visits.
That’s why it’s more important than ever to produce content that offers clear topic context, depth, and value – things that AI can’t easily summarize in a few lines. When your content is clear, well-structured, and written with both humans and machines in mind, it increases the chances of being cited, or ranked.
And by the way, this stuff isn’t totally new to professional copywriters. We’ve been tailoring copy and content for SEO as well as human readers for years (there have always been tricks). It’s just that the latest changes have been wrecking-ball style, completely changing what we need to do to make your content stand out. I honestly think it shouldn’t have caught us so much by surprise, but because we were all in denial that AI was really going to be mainstream, like now, we weren’t proactive. Now it’s here, and we are having to react instead.
Luckily, our 25 years in the industry is good for something! We’re very used to pivoting – this isn’t the first shakeup, and it won’t be the last. Our longevity is a testament to both the ability to adapt, right along with our clients, and the necessary fascination with what will be thrown at us next!
We’ve established that SEO success today depends on more than just stuffing your website or a blog post with a bunch of keywords. Instead, AI-powered search engines are making their search results based on:
In other words, it’s not enough to check the SEO boxes – you need content that’s actually good.
Here’s the thing – AI can’t do all of this within its “copywriting” functions. AI is very good at summarizing – it can pull from what already exists and generate passable content. What it can’t do is create with true insight, voice, and strategy. AI can’t understand any nuances about your business or your audience. It can’t speak in your brand voice. AI doesn’t know your business’ personality or what makes your business different. It doesn’t know how to structure messaging for conversion, or how to build trust with your readers over time. AI doesn’t care about your business.
That’s where an experienced, professional copywriter makes all the difference. We don’t just write – we listen, shape, and sharpen your message with intention. Intention is something AI can’t give you, but is one of the special powers human beings possess in order to be clear, connected, and purposed. Intention is knowing the “WHY”. The first step of talking to a client, listening to what they say, understanding their “why” – that is what allows us to create content that reflects your particular expertise, and connects with your particular audience. It’s how we can make you stand out in an AI-crowded internet.
Gone are the days when you could launch a website, write a few pages, and forget about it. SEO has never liked that much, and now AI has really raised the bar. Search engines now expect active, updated websites with fresh, relevant content. That’s where a consistent content strategy – like a regularly updated blog, Tip or FAQ – becomes essential.
Think of your website the way you think about your business’ social media. If someone visits your homepage, will they know your business is active, current, and informed? Are you answering real questions your audience is asking? Are you publishing new insights or tips regularly?
Even small content updates, when written with purpose, show both search engines and site visitors that your business is alive and well.
While AI is undoubtedly reshaping online search, one thing hasn’t changed: businesses that invest in thoughtful, well-written content still win. In fact, with more AI in the mix, authentic content created by real experts stands out even more.
If the idea of maintaining an active, consistent content schedule feels overwhelming – or if you’re unsure how to adapt your copy for this new SEO era – we’re here to help! We’re happy to do a Content Review to give you some feedback about your website, edit and improve your current content, or craft new copy for your website, blog or other marketing efforts.
Whether it’s website copy that connects or a content plan built for long-term growth, we craft content that not only sounds good but works hard for your business.