How can your business truly stand out and connect with customers in international markets when the way people search for information is undergoing a monumental shift? The answer lies in strategically adapting your content for the AI era.
The digital content landscape is evolving rapidly as Artificial Intelligence reshapes how users access information. While traditional search and SEO remain essential, Google’s new AI Overviews (formerly Search Generative Experience, SGE) and advanced Large Language Models (LLMs) like Google Gemini and OpenAI’s ChatGPT are fundamentally changing how people search and discover information.
This shift is visible in two key ways: users now use longer, more conversational queries across both search engines and LLMs, while answers are delivered through traditional SERP listings, AI Overviews, and directly by LLMs.
This topic—how to prepare for this new world of SEO, AIO, and LLM optimisation—sparked significant interest and lively discussion when I spoke at the recent Enterprise Ireland event on digital marketing strategies for international markets in Limerick. So, I thought a short, practical guide on navigating this evolving landscape would be helpful.
This article outlines how AI, particularly Google’s AI Overviews and LLMs, is reshaping content and how to optimise your strategy so your brand stands out, attracts quality leads, and builds trust internationally, and in sum, how to prepare for the new world of AI and SEO.
The Foundation Remains: Traditional SEO is Still Paramount
Before diving into AI specifics, remember the foundations of online visibility remain unchanged. As Google highlights, AI Overviews are “rooted in our core Search ranking and quality systems”, making traditional SEO more important than ever. AI optimisation is not a replacement but an enhancement of best practices.
For your business, this means focusing on:
- Exceptional Content Quality: Content must be original, in-depth, accurate, and directly address your audience’s queries, satisfying their intent. Unique content that solves problems is non-negotiable.
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): This remains the benchmark for content credibility. Trustworthiness is paramount, supported by demonstrable experience, expertise, and authority.
- Technical SEO: A fast, mobile-optimised website with clear structure is essential for ensuring search engines efficiently crawl, index, and interpret your content and the markets it is intended for—especially critical for international growth in mobile-first markets.
- Strategic Linking: Internal links guide users and search engines, while reputable external links demonstrate research rigour and build trust—qualities AI systems increasingly prioritise.
Google AI Overviews: A New Visibility Opportunity
Google’s AI Overviews deliver AI-generated summaries directly on search results pages. While they may sometimes reduce direct website clicks, they offer a powerful opportunity for enhanced visibility and attracting more qualified traffic.
To maximise your chances of inclusion:
- Content Structure for AI: Use clear headings (H1, H2, H3), concise paragraphs, bullet points, and lists to aid AI comprehension.
- Direct, Concise Answers: Anticipate and answer user queries clearly and upfront. Consider how, for instance, a German prospect might phrase a question about your service—your content should provide a short, concise answer of 40-50 words immediately before going into further detail.
- First-hand Experience: Google’s systems increasingly favour content reflecting genuine, verifiable expertise. Showcase unique insights, case studies, and original research relevant to your target market.
- Structured Data (Schema Markup): While not a direct ranking factor for AI Overviews, structured data such as FAQPage or HowTo markup helps AI systems better interpret your content and can enhance visibility, particularly for complex offerings.
- Multimedia Integration: AI Overviews frequently feature visuals. High-quality images, videos, and infographics, properly optimised with descriptive alt text, significantly boost your chances of inclusion.
LLMs and Your Content: Powering the Future of Information
LLMs like Google Gemini and OpenAI’s ChatGPT generate answers and content based on their training data. For businesses, LLMs are more than a search tool—they signal a future where information is accessed directly via conversational AI.
To ensure your content is LLM-ready:
- Factual & Verifiable Content: Minimise misinformation risks by ensuring accuracy, strong sourcing, and verifiability.
- Clear, Precise Language: Favour straightforward language. Even for complex products or services, clarity aids both AI systems and human users.
- Structured & Machine-Readable: Well-organised information, including tables and lists, helps LLMs extract and summarise your content accurately.
- Continuously Updated Content: AI tools that provide real-time answers rely on up-to-date, accurate information—ensure your website reflects this.
Your Practical Content Checklist: SEO, AI Overviews, and LLM Optimisation
So, to catch not one, but two birds with the same stone (or, as we would say in German: to kill not one, but two flies with one flap, i.e. to ensure your content performs well in traditional search, appears in AI Overviews, and is effectively understood by LLMs, the key areas to focus on are:
- Content Quality & E-E-A-T:
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- ✔ Unique, in-depth content demonstrating first-hand experience and expertise
- ✔ Clear author bios and original visuals to reinforce credibility
- ✔ Trusted external references and transparent website policies
- ✔ Regular updates to maintain relevance and trustworthiness
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- Technical & Structural Optimisation:
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- ✔ Fast-loading, mobile-first website with intuitive navigation
- ✔ Logical content structure with clear headings, concise paragraphs, and bullet points
- ✔Relevant structured data (FAQ, Article, Product, Organisation schema) to support AI interpretation
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- AI-Specific Optimisation:
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- ✔ Direct, concise answers, positioned prominently
- ✔ Comprehensive content hubs to establish topical authority
- ✔ Optimised visuals with descriptive alt text, alongside relevant videos
- ✔ Regular monitoring of AI visibility, including AI Overview appearances
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Glocafy’s Approach: Supporting Your Digital Success in the AI Era
AI Overviews and LLMs challenge traditional traffic and SEO models but reward brands that demonstrate expertise, authority, and clear, structured content. A strategic, holistic approach—blending SEO, AI optimisation, and trust-building—is essential for sustainable visibility.
Businesses creating high-quality, localised, audience-relevant content, embracing answer-driven formats, and investing in thought leadership can maintain strong brand presence across both classic search and AI-powered platforms.
The AI era isn’t about complex tricks—it’s about refining your content to be more valuable, trustworthy, and adaptable.
Ready to make your content work harder across traditional and AI-powered platforms? Contact me and let’s discuss a AI-ready strategy tailored to your international goals.
