The digital marketing landscape is undergoing a seismic shift as artificial intelligence (AI) continues to transform search engine optimization (SEO) and advertising. Mykola Lukashuk, CEO of Marketing Link, shares his perspective on how businesses can future-proof their SEO strategies and maintain visibility in an increasingly AI-driven world.
The Changing Face of SEO
SEO is no longer just about backlinks and keyword density. AI-powered search engines are prioritizing intent, context, and user engagement. Google’s algorithms have advanced significantly, using machine learning to understand queries in a more human-like way.
“Today’s SEO strategies must align with how AI interprets search intent rather than relying on keyword stuffing,” Lukashuk explains. “If a business still optimizes for exact-match keywords without considering user intent, it risks becoming invisible in search results.”
AI-Powered Search: The Key to Staying Visible
Search engines now use AI models like BERT and MUM to deliver more relevant search results based on context. These technologies analyze how users phrase queries, prioritize natural language, and focus on topic relevance rather than just individual keywords.
“Businesses must optimize content not only for search engines but for real conversations. Structuring pages with clear answers, FAQs, and conversational tone improves visibility in AI-powered search engines,” Lukashuk notes.
Additionally, AI-driven content moderation is playing a larger role. Search engines can now distinguish between high-quality, informative content and low-value, AI-generated text. This reinforces the importance of human oversight in content creation.
The Role of Voice Search in SEO Strategy
With the rise of smart assistants like Google Assistant, Alexa, and Siri, voice search is influencing how people search for information. These queries are typically longer and more conversational, requiring businesses to rethink how they structure content.
“Instead of optimizing for short, transactional keywords, businesses need to focus on long-tail, question-based queries. Voice search users expect direct and clear answers, which means structuring content in a way that fits natural speech patterns,” Lukashuk advises.
Local SEO is also being impacted by voice search, as many queries are location-based. Businesses must optimize their Google My Business profiles and include structured data to improve voice search rankings.
AI-Driven Content Creation: A Double-Edged Sword
While AI tools can assist with content generation, relying entirely on AI can lead to problems. Google’s ranking factors still favor unique, high-quality content produced by experts rather than mass-generated text.
“AI can assist in structuring content and generating ideas, but human insight remains irreplaceable. Businesses that balance AI-generated insights with human creativity will see the best results,” Lukashuk emphasizes.
Moreover, recent Google updates confirm that factors such as user engagement, dwell time, and content originality play a crucial role in rankings. Press releases and guest posts remain relevant, but only when published on reputable platforms with strong editorial oversight.
The Evolution of Meta Tags and Structured Data
Meta tags continue to be a fundamental aspect of SEO, but their role has evolved. Google now emphasizes concise, user-friendly meta descriptions and titles that are optimized for mobile and voice search.
“If a business hasn’t updated its meta tags in years, it’s time to adapt. Google prioritizes clear, structured metadata that helps users quickly find relevant information,” Lukashuk advises.
Structured data is also gaining importance. AI-powered search engines rely on schema markup to better understand website content, which can significantly improve click-through rates and search visibility.
SEO and Advertising: The AI Connection
AI is revolutionizing not just organic search but also paid advertising. Google and Meta have introduced AI-driven ad solutions that enhance targeting, optimize budgets, and predict user behavior.
“AI-powered advertising isn’t just about automation; it’s about leveraging predictive analytics to reach the right audience at the right time. Businesses must use AI strategically while keeping human oversight in the decision-making process,” Lukashuk notes.
How Businesses Can Stay Ahead
To maintain a competitive edge in SEO and advertising, businesses must:
- Optimize content for voice search and conversational queries
- Focus on intent-based SEO rather than exact-match keywords
- Leverage AI for competitive analysis and predictive insights
- Prioritize high-quality, human-reviewed content over mass AI-generated text
- Adapt metadata and structured data for AI-driven search engines
- Integrate AI in advertising while ensuring strategic human input
“AI is shaping the future of SEO, but businesses that maintain a balance between automation and human expertise will be the real winners,” concludes Lukashuk.
