6 Content & SEO Strategies for Competing with Google Gemini

Like a proud parent, Google couldn’t be more excited for you to get to know Gemini.

Gemini is Google's latest and most advanced artificial intelligence model, designed to understand and process multiple types of information, including text, images, audio, and video, all at once.

Google has made Gemini available through various of its platforms, but you’re most likely to see it atop your Google SERPs, where Gemini generously offers an AI Overview of your results.

The jury’s out on whether Gemini will be the game-changer Google believes it to be, but there is no question it has already created challenges and opportunities for digital marketers — especially if you’re an organic search marketer.

Google Gemini is Disrupting Search Engine Results Pages

You had once had to earn your place atop SERPs. Today, Gemini has thrust itself into that position, forcing everyone in the results below them to consider their place in the hierarchy.

Here are the key challenges Gemini has created from an organic search standpoint:

• Reduced Website Traffic: Rich snippets and knowledge cards were already stealing the attention of users. Now with Gemini’s AI Overviews feature, users might skip visiting websites altogether, getting the information they need from AI summaries. Not only could this mean fewer clicks and lower revenue for digital publishers, but it also cranks up the competition for limited search visibility.
• Disrupted SEO Strategies: Not all traditional SEO strategies might work as well in a search landscape reshaped by AI. AI-driven SERPs prioritize natural language and user context over specific keyword matches, reducing the impact of traditional keyword research and forcing strategists to explore new tactics and approaches to ensure their content stays visible and relevant.
• Content Differentiation: As Generative AI gets better at churning out basic content, strategists will be challenged to create content that is truly unique and valuable.

6 Strategies for Adapting to Life with Google Gemini

Every challenge is also an opportunity. It’s all about how you approach it.

Here are six ways to level the playing field (or even tilt it in your favor) with Gemini:

1. Leverage Human Expertise and Creativity

While AI can do a lot, it still can’t match the nuance of human creativity and expertise. Focus on developing and publishing content that showcases:

• Unique Insights: Share original thoughts and analyses based on your experience and knowledge. This is where you can truly differentiate your content
• Emotional Connection: When your competition is AI, choose to be human. Create content that resonates emotionally with your audience. Whether it’s storytelling or connecting through shared values, this is your competitive edge.
• Brand Voice: Develop and maintain a distinct brand voice that reflects your company’s personality. Consistency here can make your content memorable and relatable.

2. Optimize for Search Intent

Understanding what your audience is searching for — and why — is more important than ever.

The future of search is Intentional Search Experiences (ISEs), and Featured Snippets and smart results like “People Also Ask” are key areas where you can tailor your content to search intent and capitalize on Google features that are already in place:

• Featured Snippets: Tailor your content to capture those coveted Featured Snippets. Draft concise, informative content that aligns with Google’s guidelines.
• People Also Ask: Identify common related questions and create content that directly answers them. This not only helps with SEO but also positions you as a go-to resource.

3. Enhance Content Quality and Depth

In a sprint to the finish line, AI wins easily. But content development is more a marathon, and where you can gain ground on AI is in the depth and quality of your content:

• Comprehensive Coverage: Write detailed, well-researched articles that leave no stone unturned. The more value you provide, the more your content will stand out.
• Expert Interviews: Bring in industry experts to add credibility and unique insights to your content. This is something AI can’t replicate.
• Case Studies: Citing real-world examples and data make your content more convincing and relatable to your target audience.

4. Focus on Multimedia and Interactive Content

AI-generated text is, well, text. You can go beyond that. AI tools have made inroads in terms of generating photos and videos, but their capabilities are still very limited and often guarded behind a paywall. You can have the opportunity to take advantage of that gap:

• Visual Content: Infographics, videos, and interactive elements can make your content more engaging and shareable.
• User-Generated Content: Encourage your audience to contribute content, which adds authenticity and fosters community engagement.

5. Optimize Your Content for AI-Driven SERPs

Search engines are increasingly prioritizing high-quality content that engages users and is relevant to their queries. AI is only going to help that endeavor, which is why following these best practices is going to help improve your organic traffic and user engagement:

• Content Aligned with User Intent: AI algorithms prioritize content that directly addresses user intent. By understanding the different stages of the buyer’s journey, you can develop content that anticipates and fulfills user needs — whether they’re searching for informational, navigational, or transactional content.
• Natural Language Processing (NLP): As AI improves in processing conversational queries, you can adapt by incorporating natural language into your SEO strategy. This includes adapting content to how people speak, especially in voice searches, and responding to predicted search patterns.
• E-A-T (Expertise, Authority, Trustworthiness): Google’s AI-driven algorithms reward content that demonstrates expertise and authority in its field. To do that means consistently producing high-quality, accurate, and up-to-date content.

6. Step Up Your Technical SEO

The key to surviving in AI-driven SERPs is by helping search engines better understand and contextualize your content, increasing its chances of appearing in rich results and visual search features:

• Structured Data: By tagging key information such as FAQs, reviews, products, and services, you increase the likelihood of appearing in rich results like knowledge panels, carousels, and enhanced search listings, all of which boost visibility.
• Image and Visual Search: AI is already adept at parsing images and visual content. Optimizing images with alt text, relevant keywords, and high-quality visuals will improve the chances of your content being discovered via visual search.

Don’t Shy Away From Challenging Gemini’s Throne

Taking your place atop search engine results has always been an uphill battle. Gemini being air-lifted to the top of the mountain makes it a steeper climb, but not an impossible one. By leveraging the strategies outlined here, you can continue to create competitive content that is going to reach and resonate with your target audience.

If you’re looking for a climbing partner, let’s chat.