Is AI and SEO Reshaping Digital Marketing?

With Google making yet another update relating to AI in the SERPs, understanding how to shape your content for users and crawlers is invaluable. But what does no click content mean? Why would you want to create?

Google’s Ask Maps and the Future of Local Search

Finding a local business is no longer as simple as typing in “best coffee shop near me.” AI is making searches more intuitive and tailoring results based on personal preferences, past searches, and real-time context. Google’s Ask Maps takes local search to the next level by acting like a personal assistant, guiding users to the best choices based on what matters to them.

How Ask Maps Works

Instead of showing a generic list of businesses, Ask Maps interprets search intent and delivers personalised recommendations. It does this through:

• Natural language understanding – If someone searches for “vegan pizza near me with outdoor seating,” Ask Maps doesn’t just find pizza places. It considers outdoor seating, vegan options, and past preferences before making a suggestion.
• Context-aware personalisation – If you regularly look for vegan food, Ask Maps remembers that preference and prioritises vegan-friendly options in future searches.
• Rich media integration – High-quality photos, short videos, and customer reviews help users explore their options without having to visit multiple websites.

Why Ask Maps is Important for Businesses

If your business depends on local customers, Ask Maps is a game-changer. Businesses that optimise for this new search experience will stand out, while those that ignore it risk losing visibility.

Here’s how to stay ahead:

• Optimise your Google Business Profile (GBP) – Keep your details accurate, add engaging photos, and highlight unique selling points.
• Use targeted local keywords – Instead of just saying “vegan pizza,” include specific, intent-based phrases like “best vegan pizza with gluten-free options in London.”
• Encourage customer reviews – Ask happy customers to leave feedback, and respond promptly to build trust and improve rankings.

Making Local Search Smarter

AI is changing how people interact with search engines. Instead of scrolling through endless lists, users now get instant, personalised results. Features like voice search and hyperlocal targeting are helping businesses connect with customers more efficiently.

How AI is Enhancing Local Search

• Voice search integration – Many people now search using voice assistants like Google Assistant. If your business is optimised for voice search, you’re more likely to appear in those results.
• Hyperlocal targeting – AI allows businesses to fine-tune their ads to specific streets or neighbourhoods, ensuring that ads only reach the most relevant customers.
• Better intent-matching – AI understands what people really mean when they search, ensuring that users find the most relevant businesses, not just the ones with the right keywords.

How Businesses Can Optimise for AI-Driven Search

• Keep business listings accurate – Update contact details, operating hours, and services regularly.
• Use engaging visuals – Geotagged photos and videos make your business more appealing in search results.
• Encourage and manage reviews – Replying to reviews shows that you value customer feedback and helps build credibility.

No-Click Content: Why It’s Changing SEO

Google is increasingly answering users’ questions directly on the search results page, meaning people don’t always need to click through to a website. While this might sound bad for businesses, it actually presents new opportunities to get your brand seen.

What is No-Click Content?

No-click content refers to information that appears directly in Google’s search results, without requiring the user to visit another website. Common examples include:

• Featured Snippets – Quick, structured answers shown at the top of search results.
• Knowledge Panels – Information boxes that summarise key details from trusted sources.
• AI-Generated Summaries – Google’s AI extracts key details from web pages to answer user queries instantly.

How to Optimise for No-Click Content

• Answer common customer questions – Use tools like AnswerThePublic to find frequently asked questions in your industry.
• Structure content clearly – Use headings, bullet points, and direct answers to make it easy for Google to pull key information.
• Use conversational keywords – Optimise for natural, voice-search-friendly phrases, like “How do I get my business to rank on Google?”
• Build credibility – Google prioritises authoritative content, so include expert insights, testimonials, and verified data.

How to Future-Proof Your SEO Strategy

AI is changing how search works, but that doesn’t mean traditional SEO is dead. Businesses still need to focus on high-quality content, mobile optimisation, and authority-building.

What Works in SEO Today?

• Content quality matters more than ever – Google rewards in-depth, useful content that answers real questions.
• Mobile optimisation is essential – If your site isn’t mobile-friendly, it won’t rank well.
• E-E-A-T is still a priority – Expertise, Experience, Authority, and Trustworthiness determine how credible your content appears to Google.

Emerging SEO Trends to Watch

• AI-generated content – Tools like Jasper.ai can assist with content creation, but human oversight is crucial to ensure quality.
• Multimedia SEO – Including videos, infographics, and interactive content makes your site more engaging.
• Search intent clustering – Covering related topics comprehensively improves search visibility and user experience.

Steps to Stay Ahead

• Use data-driven insights – Leverage tools like Google Analytics 4 to track performance and refine strategies.
• Refresh older content – Keeping pages updated helps maintain rankings.
• Optimise for voice search – Ensure your content answers questions in a conversational way.
• Experiment with AI tools – Test AI-driven SEO tools for keyword research, content creation, and performance tracking.

Conclusion: The Time to Adapt is Now

AI is reshaping SEO, and businesses that embrace AI-powered search tools, optimise for no-click content, and focus on audience-first SEO will stay ahead. Now is the time to audit your digital strategy, experiment with AI tools, and adopt a data-driven approach to SEO.

Would you like help with an SEO audit? Are you looking for AI-driven keyword research tools? Speak to roar and we can help you take your SEO strategy to the next level.