SEO and The Rise of AI Search

Increasing use of AI search has led to a significant decline in the organic traffic received by many websites, reducing leads and sales. Traditional search delivers multiple results, while artificial intelligence powered search can provide one answer that AI determines is the best available response to a user question or request. Reducing the need for people to visit web pages might be convenient for users, but content creators and SEO professionals are presented with a challenge.
SEO and The Rise of AI Search

This article compares Keyword SEO and AI search, explores the impact of AI on search engines and looks at how AI affects SEO. In addition to a description of schema markup, I have provided a five step AI SEO Plan for a fictional eCommerce SaaS company website. The plan includes schema markup examples that could be used in the home page, product page, testimonials page, FAQ page, about page and blog articles.

Keyword SEO vs AI Search

Websites competing for organic search engine traffic have traditionally used SEO (Search Engine Optimisation) strategies such as keyword optimisation, backlinks and meta data. After entering search terms into a search engine and scrolling through the list of organic and paid results, people can compare them to find the information and content they seek. Effective SEO helps web pages rank higher in SERPs (Search Engine Results Pages), which can increase the probability users will find them.

User intent, context and source authority, is more important to AI than keyword matching. Content ranked low in SERPs can be valued more by AI than content ranked more highly, if the AI determines it is more relevant to a user question or request. AI search is now an important element of a content marketing strategy. Many businesses are taking steps to steps to optimise their website content for AI readers and summarisers, in addition to humans, to attract traffic and sales.

We are drawn to relatable content created by other people, which is founded on their knowledge, skills and experience. Authentic voices sharing their personal journey can inspire us, stand out among the mass of AI generated content and resonate more with its target audience than generic content. A content marketing plan should build upon domain authority, credibility and reputation. It can also use schema markup and structured data for SEO, content formatting, natural language and apply an understanding of user intent and behaviour.

What Is Schema Markup?

In psychology the term schema refers to a framework that organises categories of information and how they relate to each other. Each of us has in our mind a mental schema of the world. We are more likely to be aware of and interested in something that fits into our existing schema. In technology, schema can refer to the organisation of data in a database using tables of data and their relationships.

In relation to SEO, schema markup is structured data that provides explicit data about the contents of a web page. Search engines are designed to provide users with the most relevant results. Websites also benefit by receiving visitors who are looking for what they provide. Schema can provide search engines with precise information about web page content. This can deliver ‘rich snippets’, which are more informative search results, leading to higher SERPs rank and CTR (click through rate).

Founded in 2011 by Google, Bing, Yandex and Yahoo, Schema.org provides a centralised and unified vocabulary for using structured data markup in digital content such as website pages and email messages. Developed by an open community process, the vocabularies are industry standard for schema markup and provide item types and properties. Previously considered to be useful, increasing use of voice search and AI Search, has made schema markup an important element of an effective SEO strategy.

The use of schema markup, conversational formatting, semantic structure and human centred storytelling, enables a business to deliver content that AI search can read and promote. In addition to boosting SERPs ranking, this can help the content become the cited or recommended answer in voice and AI search. This could attract targeted traffic to content and resources that are available on the business website.

AI SEO Plan For a Fictional Business

This SEO plan is for fictional B2B technology company ‘eComUKSales’. They sell eCommerce SaaS solutions to SMEs (small or medium-sized enterprises).

Background

eComUKSales provides cloud-based eCommerce solutions that enable SMEs to build, manage and scale online stores, removing the requirement for them to develop or host their own eCommerce store.

Objective

Develop an AI-optimised content strategy for an eCommerce SaaS platform to grow their long term online visibility, engagement and client sales conversions. This will be applied to existing and new content.

Stage One: Audit and Structure Existing Content

  • Audit content to assess user intent alignment and AI-friendly formatting.
  • Implement schema markup on each of eComUKSales website pages.
  • Restructure long-form content into modular, scannable blocks.

Stage Two: Content Creation and Differentiation

  • Blog posts and customer success stories with real data and outcomes.
  • Embed multi-modal website assets (videos, charts, comparison tables).
  • Long-form conversational keywords aligned with AI search user questions.
  • Signals of E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness):
    • Bios, credentials and contributor data.

Stage Three: AI Optimisation Framework

  • Redesign website pages (including homepage) with:
    • Clear structure (headings, lists, Q&A blocks).
    • Summaries for TL; DRs (too long; didn’t read) and AI extraction.
    • Hidden schema sections for AI consumption.
  • Ensure each page answers primary intent and relevant follow-ups.

Stage Four: Monitoring and Iteration

  • Use tools such as Google Search Console to monitor changes in how website content is featured.
  • Create a monthly feedback loop to identify lost or gained snippets.
  • Adjust content to optimise for visibility in AI-generated summaries.

Stage Five: Repurpose and Strengthen

  • Repurpose content for social media, YouTube videos and podcast interviews to build brand authority..
  • Build a community or learning centre featuring research and insights.
  • Invest in email marketing, newsletters, lead magnets and social distribution.

Schema Markup Examples

Below is a list of priority schema types suitable for fictional eCommerce SaaS business ‘eComUKSales’ website pages. It is best practice to place Schema Markup within the <head> section of an HTML page, although it can placed anywhere within the <body> section, before the closing ‘</body>’ tag. When using WordPress, Schema Markup could be added using a plugin, widget or by editing the code.

Home Page: Organisation and Website Schema


<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "eComUKSales",
  "url": "https://www.eComUKSales.co.uk",
  "logo": "https://www.eComUKSales.co.uk/logo.png",
  "description": "AI-optimised B2B eCommerce platforms for SMEs with a human-first approach.",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+44-000-000-000",
    "contactType": "Customer Service"
  },
  "sameAs": [
    "https://SocialMediaSiteOne.com/eComUKSales",
    "https://SocialMediaSiteTwo.com/eComUKSales"
  ]
}
</script>

 

Product Page: Schema Markup For Product Pages


<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "SmartCheckout Suite",
  "description": "An AI-optimized B2B checkout platform for SMEs to increase conversions and personalize user experience.",
  "brand": "eComUKSales",
  "sku": "SC-028",
  "offers": {
    "@type": "Offer",
    "priceCurrency": "GBP",
    "price": "128.00",
    "availability": "https://schema.org/InStock",
    "url": "https://www.eComUKSales.co.uk/products/smartcheckout"
  }
}
</script>

 

Testimonials Page: Schema Markup For Reviews


<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Review",
  "author": {
    "@type": "Person",
    "name": "Anne Smith"
  },
  "itemReviewed": {
    "@type": "Product",
    "name": "eComUKSales eCommerce Platform"
  },
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "5",
    "bestRating": "5"
  },
  "reviewBody": "We grew online sales by 35% after implementing eComUKSales's platform. The support is excellent."
}
</script>

 

FAQ Page: Schema Markup For FAQs


<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "How does your platform differ from others?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Our platform is backed by real experts, with scalable tools built for long-term SME growth."
    }
  }]
}

 

About Page: Organisation and Person Schema


<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "eComUKSales",
  "founder": {
    "@type": "Person",
    "name": "Eric Jones"
  },
  "foundingDate": "2019-01-01",
  "description": "Founded by a team of experienced eCommerce professionals, helping SMEs thrive through AI-optimized platforms."
}
</script>

 

Blog Article: Schema Markup For Blog Posts


<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "TechArticle",
  "headline": "Using AI for Efficient Order Management Without Losing the Human Touch",
  "author": {
    "@type": "Person",
    "name": "Jennifer Sullivan"
  },
  "datePublished": "2025-02-25",
  "publisher": {
    "@type": "Organization",
    "name": "eComUKSales"
  },
  "description": "Explore how SMEs can leverage AI for order management while maintaining a personalised experience."
}
</script>

 

Future of SEO With Artificial Intelligence

Rather than replace SEO, growing use of AI Search points to a future in which content blends together authentic human stories, verifiable data and authority with a structure that is AI-friendly. Highlighting expertise based on real world knowledge, skills and experience, formatting content to make it AI readable and investing in trust signals, can enable human created content to stand out from the mass of AI generated content. This could attract website visitors who are likely to be engaged by the content and more likely to convert into customer sales.

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