Brisbane-based digital marketing agency BFJ Digital is proactively evolving its SEO strategies to align with the growing impact of artificial intelligence (AI) on online search behaviour. With generative AI tools transforming how users find information, BFJ Digital emphasises Generative Engine Optimisation (GEO) to help businesses maintain visibility and engage meaningfully with their target audiences in this new era.

The Rise of AI and Its Impact on Search

• AI-powered generative engines such as ChatGPT, AI Overviews, Perplexity, and Gemini deliver direct responses and summaries rather than traditional website link lists.

• Traditional SEO, focused on ranking within conventional search engine results pages (SERPs) on Google and Bing, is evolving due to this shift.

• BFJ Digital highlights that adapting SEO to incorporate GEO ensures content remains discoverable even as users increasingly rely on AI for answers.

Understanding User Intent in the AI Era

• AI algorithms now better understand complex queries to provide comprehensive and direct answers.

• Optimising content requires catering not only to traditional search engine algorithms but also to the interpretative capabilities of AI models.

• BFJ Digital emphasises deep user intent analysis to align content with what AI-driven platforms deliver.

Optimising for Voice Search and AI Assistants

• The rising adoption of voice search and AI assistants necessitates a shift from short, keyword-based queries to natural language optimisation.

• BFJ Digital refines SEO strategies to ensure content is easily discoverable and interpretable by AI-powered voice technologies.

• This approach enhances reach to audiences who interact with technology via spoken commands.

Leveraging Data and AI for Strategic Insights

• Integrating data analytics platforms like Google Analytics with AI models such as Gemini offers advanced insights into user behaviour and campaign performance.

• This data-driven approach allows for the continuous optimisation of SEO strategies in real time.

• BFJ Digital uses these insights to tailor marketing efforts that are effective in the AI-enhanced search ecosystem.

BFJ Digital remains dedicated to helping clients navigate the rapidly evolving digital landscape by embracing advanced SEO techniques centered around AI and generative engines. By adopting Generative Engine Optimisation and focusing on user intent, voice search, and data-driven insights, the agency ensures businesses stay visible and relevant in an AI-powered search world.