Tips to Improve Search Results

I consult businesses for $3K/hour on how to double or triple their organic traffic. Here’s 5 of my best, non-obvious advice for 2025: 1. Start optimising for AI chatbot visibility Over 71.5% of consumers now use LLMs for search to complement Google. • Structure content clearly. Use bullet points, concise intros, and proper H2s so AI can summarize your info easily. • Publish original stats, examples, and expert perspectives. AI prioritizes unique, first-hand insights. • Add schema markup. Use FAQ, How-To, and Product schema to boost AI readability. • Build domain authority with consistent mentions and authoritative backlinks. Chatbots prioritize trustworthy sources. • Monitor citations. Use tools like AlsoAsked, Bing Chat, or Perplexity to see where your brand shows up, and reverse-engineer what works. 2. Create topical clusters Google’s moving from keyword-based indexing to topic-based indexing. That means: • Build pillar pages and surround them with 10–20+ related articles. (depending on topic size) • Cover every question and angle around your niche. (Use ChatGPT or Ahrefs to come up with content ideas) • Link internally in a way that mimics expert knowledge architecture. • Update older pages with new stats, examples, and links to new content to keep your topical coverage fresh. 3. Focus on user-centric SEO Google prioritizes user experience signals now more than ever. • “Last-click satisfaction” tells Google your site ended the search. If users pogo-stick back to the SERP, your rankings are toast. • Format pages to be scannable and easy to read. Use short paragraphs, strong subheadings, and clean layouts that guide the reader's attention. • Prioritize user intent, not just search terms. Understand what the searcher really wants and deliver it fast. 4. Double down on video and visual content 60% of users say they prefer video over text when learning something online. Google knows it. And they’re adjusting the SERPs. To stay competitive: • Embed short-form videos that summarize your content to boost dwell time and increase value for skimmers. • Use VideoObject schema to help search engines index and feature your videos properly. • Add custom visuals, charts, or infographics. They make your content more engaging, reduce bounce, and boost backlinks. • Repurpose blog topics into YouTube videos targeting the same keywords. This doubles your chances of appearing in both search and AI-generated results. 5. Focus on bottom-of-funnel keywords and CRO Informational queries now trigger AIOs 59% of the time. To stay profitable: • Focus on commercial intent keywords like "[product] vs [product]" and "best [product] for [specific need]" (these trigger AIOs only 3-5% of the time) • Maximise revenue from your traffic by testing different headlines, CTAs, and page layouts to improve conversion rates. • Install heat map tools (like Hotjar/Mouseflow) to get invaluable data on user behavior and fix potential friction points.

Forget outdated SEO tricks. They won’t help in an AI-first world. AI-powered search is reshaping how websites get discovered. It understands context. It prioritizes relevance. It rewards user-focused content. Here’s 10 ways to optimize your website for AI-driven search engines: 1/ Semantic Content: Speak the Language of AI → AI search engines prioritize meaning over keywords. → Craft content with clear intent, structured for natural language processing. 💡Pro Tip: Use tools like schema markup to help AI understand your content’s context. 2/ User Intent: Solve Problems, Don’t Just Sell → AI evaluates how well your content matches user needs. → Focus on answering queries with depth and clarity. 💡Pro Tip: Analyze search trends to align content with what users are asking. 3/ Structured Data: Make Your Site AI-Readable → Schema and metadata help AI parse your site’s structure. → Clear data formats boost your visibility in rich results. 💡Pro Tip: Implement JSON-LD schema to enhance AI comprehension. 4/ Content Depth: Go Beyond Surface-Level → AI favors comprehensive, authoritative content. → Long-form guides and detailed answers outperform thin pages. 💡Pro Tip: Use AI content tools to identify gaps in your topics. 5/ Mobile Optimization: Prioritize Seamless Experiences → AI search engines weigh mobile usability heavily. → Fast load times and responsive design are non-negotiable. 💡Pro Tip: Run AI-driven site audits to ensure mobile performance. 6/ Voice Search: Optimize for Conversational Queries → AI powers voice assistants, which demand natural, question-based content. → Users ask full questions, not fragmented keywords. 💡Pro Tip: Create FAQ sections targeting phrases like “How do I…” or “What is…”. 7/ Visual Search: Leverage Images for Discovery → AI can interpret images to deliver search results. → Optimized visuals with descriptive metadata drive traffic. 💡Pro Tip: Use AI image recognition tools to tag and describe visuals. 8/ E-A-T Signals: Build Expertise, Authority, Trust → AI evaluates your site’s credibility through content quality and backlinks. → Showcase expertise with author bios and verified sources. 💡Pro Tip: Monitor your site’s trust signals and address weak areas. 9/ Real-Time Relevance: Stay Updated → AI prioritizes current, relevant content. → Outdated pages lose ranking power fast. 💡Pro Tip: Set up content refresh alerts to keep key pages up to date. 10/ User Experience: Reduce Friction, Boost Engagement → AI tracks dwell time, bounce rates, and navigation patterns. → A seamless UX keeps users on your site longer. 💡Pro Tip: Map user journeys and optimize for smoother interactions. AI-powered search is redefining discoverability by prioritizing meaning, user experience, and trust. Start leveraging these strategies to make your website a magnet for AI-driven traffic and engagement. ♻️ Repost if your network needs to see this. Follow Carolyn Healey for more AI insights.

Dear CEOs and Founders, Seeing Google Search Console impressions up but clicks down? It's a common SEO puzzle! This often means your content is visible, but not compelling enough to click, or Search Engine Results Page (SERP) changes are at play. Key Reasons for this trend: 1. SERP Feature Changes: Google frequently updates the SERP layout with features like video carousels, image packs, featured snippets, People Also Ask boxes, and ads. These can push your organic listing down, reducing visibility and clicks. 2. Featured Snippets and AI Overviews: A featured snippet (position zero) or AI Overview can answer a user's query directly on the SERP, eliminating the need to click through to your site. This leads to higher impressions but fewer clicks. 3. Google Ads: More paid ads above organic results decrease visibility and lower your Click-Through Rate (CTR). 4. Irrelevant Keywords and Content Mismatch: Ranking for irrelevant keywords or having a search snippet that doesn't accurately reflect user intent can deter clicks. 5. Low Ranking Position: While impressions may increase from ranking for more keywords, appearing in lower positions (e.g., on the second page) significantly reduces clicks. 6. Unappealing Titles and Meta Descriptions: Poorly crafted or truncated titles and meta descriptions fail to attract users. 7. Competition: Stronger or more compelling search results from competitors can draw clicks away. 8. Structured Data Issues: Errors can remove rich snippets, reducing visual appeal and CTR. What you can do to improve clicks on your website? 1. Analyze your data: Use Google Search Console's Performance report to identify specific queries and pages with high impressions but low clicks. 2. Optimize titles and descriptions: Craft engaging, keyword-rich meta titles and descriptions that accurately reflect your content and encourage clicks. Consider using numbers or emotional triggers. 3. Improve ranking position: Focus on SEO strategies to achieve higher rankings for relevant keywords, as higher positions generally yield higher CTRs. 4. Use schema markup: Implement schema markup to enable rich snippets, making your search results more visually appealing and informative. 5. Match search intent: Ensure your content aligns with the intent behind your target keywords. Provide comprehensive answers for informational queries or strong product pages for commercial ones. 6. Monitor and adapt: Continuously observe your CTR and other key metrics in Search Console. A/B test different titles, descriptions, and content formats to see what resonates best with your audience. By carefully analyzing your data and implementing strategic changes, you can improve your CTR and drive more qualified traffic to your website! Drop a comment below if you're doing something different to improve clicks on your website from search engines. Thank you!

We all start SEO with good intentions. But somewhere along the way, noise takes over. We chase shiny tools. We copy others’ strategies. We get caught in the trap of over-optimizing or worse, writing for the algorithm instead of the user. I’ve been there too. Until I stepped back and asked a hard question: Am I truly helping the person behind the search? Or am I just checking SEO boxes? That moment changed everything. I began focusing on what actually matters: ✔ Clear, user-first content ✔ Intent-focused optimization ✔ Internal linking that serves readers ✔ Titles and meta descriptions that drive real clicks ✔ Avoiding keyword stuffing at all costs ✔ Creating experiences, not just text ✔ Keeping content updated, relevant, and useful ✔ Cutting out jargon and focusing on solutions ✔ Writing for people, with SEO as the support, not the star When I shifted my mindset, the results followed. More clicks. More engagement. More rankings that actually stick. This post isn’t just another SEO tip thread. It’s a wake-up call for every digital creator who’s lost in the optimization maze. If your content isn’t performing, maybe it’s time to revisit the basics but do them better than everyone else. ✔ Save this post for when you need clarity. ✔ Share it with someone who’s overthinking SEO. ✔ Follow along — I share what actually works.

SEO Tip: Before you optimize a page, check whether your content even matches the type of results Google shows to users. We recently analyzed 4,242 SERPs to see how often Google returned pages that aligned with the specific topic searched vs. when it shifted to a broader parent topic altogether. Here’s what we found: - 2,717 SERPs matched the search topic - 1,525 returned a different, broader topic That’s more than one-third of queries where Google decided the user actually wanted something else than what they entered into the search field. Results may differ for queries that matter most for your business, so investigate how the SERPs are structured for your important queries. Why this matters: - If your page perfectly matches the keyword but not the type of results Google prefers, you won’t rank - Many “low-competition” queries aren’t really low competition — they’re actually topic mismatches - Google often elevates broader, more authoritative pages even when the user’s query is specific - You can’t rely on keyword tools alone to understand intent; the SERP is the source of truth What to do next: - Pull up the SERP for search queries you believe will drive your business or clients revenue. - Look for patterns: Are the results broad? or do they focus on a specific answer to the search query - Match your content format and scope to what’s already being returned - If the SERP leans broad, targeting the narrow version of the topic may never work And since LLMs are using query fan-outs understanding how the SERPs appear for related queries can also help you determine a content strategy that will get you recommended more often and drive more revenue.

Your ranking just dropped? Don't panic. Here's how to climb back up: 1. Check search intent Google sometimes shifts search intent with time, so make sure your content still aligns with what users (and Google) expect to see. If not, then modify your page according to new search intent. 2. Content refresh Update your page with new long-tail keywords and add new subtopics to fill the gap between you and what's ranking right now. Add unique photos and video content (keep it relevant and valuable) 3. Optimize internal linking You can boost the SEO of your most authoritative pages by linking to them from important pages. Link to these pages from relevant blog posts and include them in the main navigation of your site. 4. Strategic republishing Relaunching and prominently featuring it on your homepage and sidebar can give some good SEO boost to it (homepage typically has the most links and will pass some link juice to featured posts; don't forget to share it on social media and via your email list) 5. Complementary/Supportive content Create new, lower-competition articles within the same topic cluster and internally link them to each other for building strong topical authority in that particular topic. 6. Articles consolidation Merging related articles into your main page can boost its authority and comprehensiveness. Select pages which are closely related to your main page but don't bring lots of traffic yet have good relevant backlinks. 7. Proactive updates Don't wait for rankings to drop. Regularly refresh your content, even when it's performing well and make sure your page is providing the best results for that search query and users won't need any other page once they're there. 8. Isolate and measure When implementing changes, try to separate content updates from link-building efforts to better understand their individual impacts. 9. Update existing pages Balance your efforts. A mix of 30% new content and 70% updates to existing pages often works well for sustained growth. Remember SEO is an ongoing process and temporary setback doesn't define your long-term success. What strategies have worked for you in similar situations? Share your experiences in the comments.

Search visibility has expanded beyond Google. AI tools now decide what customers see first. Traditional SEO once controlled how people discovered your business. But now, AI answer tools (ChatGPT, Perplexity, Gemini) influence what users see first. If you want your business to remain competitive… You’ll need to optimize for AI-focused search rankings (AEO, GEO). Here are 3 kinds of search shaping discovery today: [ save 🔖 this post for later ] 📘 SEO: Search Engine Optimization ↳ Improving visibility in traditional search engines. 🛠️ How it works: ↳ Map intent and keywords to key pages ↳ Strengthen internal and external links ↳ Improve structure, speed, and technical health 🟢 Benefits: ↳ Steady, reliable traffic ↳ Builds long-term authority ↳ Supports AEO and GEO performance 🔴 Drawbacks: ↳ Slow to gain rankings ↳ Affected by algorithm changes ↳ Needs ongoing maintenance 📈 How to improve results: ↳ Prioritize high-intent keyword themes ↳ Refresh important pages often ↳ Run site and speed audits 🔍 AEO: Answer Engine Optimization ↳ Optimizing for instant answers across AI and voice search. 🛠️ How it works: ↳ Provide concise, answer-first responses ↳ Add FAQ and How-To schema markup ↳ Format content clearly with short sections and lists 🟢 Benefits: ↳ Strong visibility in AI responses ↳ Great for mobile and voice queries ↳ High CTR when users need details 🔴 Drawbacks: ↳ Some users get answers without clicking ↳ Snippet rankings shift frequently ↳ Needs regular content updates 📈 How to improve results: ↳ Keep answers within 40–60 words ↳ Target “People Also Ask” queries ↳ Add schema to key FAQ + How-To pages 🤖 GEO: Generative Engine Optimization ↳ Structuring content for generative AI systems. 🛠️ How it works: ↳ Publish clean, organized content with citations ↳ Build presence on platforms AI references (Quora, Reddit) ↳ Use AI-readable formatting for easier retrieval 🟢 Benefits: ↳ Early advantage in AI-driven search ↳ Builds trust through cited outputs ↳ Captures emerging generative traffic 🔴 Drawbacks: ↳ Harder to measure without clicks ↳ AI sourcing standards are still developing ↳ Requires visibility beyond your website 📈 How to improve results: ↳ Publish accurate, expert-level content ↳ Reference sources AI pulls from ↳ Use lists, tables, and FAQs for clarity Google, answer engines, and AI models all surface content differently. Winning online now means being discoverable across every layer of search. Which of these three search types are you focusing on right now? Share below! 📌 Get ChatGPT SEO Guide (free): https://bit.ly/3StIB3z 👉 Follow me Andrew Bolis for more and 🔄 Repost this to help others use AI

Did you know that over 50% of Google searches result in no clicks? This is the reality of zero-click searches, where Google answers the query right on the search results page. Here’s how to adapt your SEO strategy for this new challenge: 👉 Own the Featured Snippet: Structure your content with clear, concise answers to common questions. Think lists, FAQs, or step-by-step guides. 👉 Optimize for Local Search: Ensure your Google My Business profile is complete. Local results often appear in zero-click scenarios. 👉 Build Brand Awareness: Focus on visibility, not just clicks. Even if users don’t visit your site, they’ve seen your brand. 👉 Leverage Schema Markup: Add structured data to enhance your content’s visibility with rich snippets or FAQs in the search results. 👉 Add Value Beyond the Click: Ensure that if users do visit your site, they find highly valuable, actionable content. In the age of zero-click searches, SEO is about more than traffic—it’s about impact.

22% of searches return zero results. For every failed search, 80% of potential customers disappear forever. That means one in five of your customer searches delivers nothing. Google's own research shows 85% of searches don't return what users are looking for. And when this happens, another 80% of those frustrated searchers will abandon your site entirely. Yet, search optimization remains one of the most overlooked conversion opportunities. Our work with enterprise clients reveals three key improvements that can dramatically increase revenue: 1️⃣ Add auto-suggestions that anticipate what customers are typing. 2️⃣ Implement spelling correction to catch typos, especially on mobile devices. 3️⃣ Always return results, even for misspelled or unusual searches. One client saw a 15% increase in page views after improving their search algorithm to return product results without requiring exact matches. Another experienced a 4.5% uplift in mobile conversion rate after implementing typo correction. These aren't complex AI innovations. They're fundamental optimizations most companies miss. If you're not actively testing and improving your site search, you're leaving substantial revenue on the table. Is your site search driving away potential customers? Implement just these 3 key improvements and your conversion rates will thank you.