The Rise of AI in SEO
Artificial intelligence is reshaping search engine optimisation at an unprecedented pace. From Google’s Search Generative Experience (SGE) to AI-driven ranking factors, websites must adapt to an evolving digital landscape where traditional SEO tactics alone may not be enough.
This article explores the impact of AI on SEO, and provides actionable insights on how you can optimise your website for AI-powered search results.
How AI Is Changing SEO
Search engines have always aimed to provide the best possible answers to users' queries. With AI, they’re getting better at understanding search intent, context, and user behaviour. Here’s how AI is revolutionising SEO:
1. AI-Driven Search Algorithms
Google’s AI-powered updates, such as RankBrain and BERT, have made search results more contextual and intent-driven. Unlike traditional keyword matching, these algorithms understand how words relate to each other and interpret search queries with greater accuracy.
2. Search Generative Experience (SGE)
Google’s SGE is a major shift, using AI to generate summarised answers at the top of search results. This impacts organic traffic because users may get the necessary information without clicking on a website. We must adapt by providing unique value beyond what AI-generated summaries can offer.
3. Voice Search & Conversational Queries
AI-powered voice assistants like Siri, Alexa, and Google Assistant have changed how people search. Instead of typing “best Italian restaurant London,” a user might ask, “Where’s a good Italian restaurant near me?” Optimising for conversational queries is now essential.
4. Personalised Search Results
AI tailors search results based on user history, location, and preferences. This means SEO is no longer just about ranking high universally but also about appearing for the right audience.
AI SEO & the Equestrian Industry: Why It Matters
In the equine world, where niche audiences search for highly specific services, locations, or advice, understanding AI-powered SEO is critical. Whether you're an equestrian brand, barn owner, trainer, or service provider, optimising your online presence can be the difference between being discovered or buried beneath generic search results.
Equestrian consumers are increasingly searching for answers like:
“Best farrier near me”
“Dressage saddle fit tips”
“Horse supplements for ulcers”
“Positive reinforcement horse training”
These search queries may seem straightforward, but they reflect a growing demand for tailored, expert content. AI-driven SEO tools can help identify exactly what your target audience is looking for, uncovering patterns and popular phrases that can guide the structure and wording of your content. This is especially important in equestrianism, where trust, credibility, and local relevance carry significant weight.
For instance, someone searching for a farrier is likely looking for a local professional with proven expertise, meaning your website should be optimised not just for "farrier", but for "farrier in [your area]" and related keywords. Similarly, content around saddle fit or equine health must answer specific concerns, often informed by discipline (like dressage or eventing), breed, or even seasonality.
AI SEO helps you move beyond basic keyword stuffing. It enables you to craft content that resonates with what your audience is genuinely asking, whether it’s long-tail keywords, FAQs, or location-specific services. By aligning your content strategy with AI insights, you improve visibility in organic search results and position yourself as a knowledgeable, trusted voice in a highly specialised field.
These are long-tail, intent-rich queries that AI understands exceptionally well, making content strategy and SEO a vital investment. In fact, we’re now seeing tangible results from this approach, with several of our clients actively receiving business enquiries that can be traced back to platforms like ChatGPT. This is the result of a carefully curated marketing strategy, where SEO plays a central role not just in visibility but in guiding potential customers through the sales funnel. By ensuring that their content is optimised, accessible, and aligned with what users are actually asking - whether via search engines or conversational AI - these businesses are converting digital interest into real-world enquiries and sales.
Equestrian SEO Services: Adapting for AI-First Search
At EQuerry Co., we’ve adapted our equestrian marketing services to meet the evolving demands of AI-powered search. Here’s how we support equine brands in staying competitive:
1. Equine-Focused Keyword Research
We identify not just high-volume terms, but the rich, conversational queries horse owners and riders use. This often includes regional language (“turnout rugs UK” vs. “blankets for horses USA”) and discipline-specific phrases.
2. On-Page SEO for Equine Businesses
We structure your service pages and blog content to appeal to AI-driven algorithms, emphasising E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) within your niche.
3. Local SEO for Trainers, Yards & Retailers
Local optimisation is essential for physical businesses in the equestrian sector. We ensure your Google Business Profile is optimised, gather location-based reviews, and use schema markup so AI can easily understand what you offer and where.
4. Blog Strategy Tailored to the Equestrian Community
We help clients publish educational, SEO-optimised content that positions them as thought leaders, whether it's explaining hoof care, tack selection, or regulatory changes in competition formats.
5. AI-Friendly Site Architecture
From improving technical SEO to reducing load times on rural WiFi connections, we ensure your site isn’t just visible to AI but friendly to human users too.
Key AI-Driven Ranking Factors
To stay competitive in AI-powered search, it’s crucial to understand the ranking factors that AI considers:
1. Content Quality & Relevance
AI evaluates content based on depth, clarity, and engagement. Google’s Helpful Content Update prioritises original, insightful, and user-first content.
Optimisation Tips:
· Focus on expertise, authority, and trustworthiness (E-A-T).
· Use structured data (schema markup) to help AI understand content context.
· Answer user questions comprehensively with FAQs and long-form content.
2. User Experience (UX) Signals
AI tracks how users interact with your site. Key metrics include:
· Dwell time (how long users stay on a page).
· Bounce rate (if users leave quickly).
· Click-through rate (CTR) (how many people click on your result).
Optimisation Tips:
· Improve page load speed and mobile responsiveness.
· Enhance UX with intuitive navigation and clear CTAs.
· Ensure a smooth, accessible design for all users.
3. Semantic Search & Natural Language Processing (NLP)
AI understands context rather than just matching keywords. It recognises synonyms, related terms, and entity relationships.
Optimisation Tips:
· Write naturally and conversationally.
· Use topic clusters and internal linking to create content relationships.
· Optimise for long-tail and question-based keywords.
4. AI-Generated Search Features
Google’s AI generates People Also Ask (PAA), featured snippets, and knowledge panels. If your content appears in these sections, visibility increases dramatically.
Optimisation Tips:
· Format content in structured lists, tables, and Q&A sections.
· Use concise, well-formatted answers that AI can extract easily.
How to Optimise Your Website for AI Search
Now that we understand AI’s role in search, let’s explore actionable SEO strategies:
1. Create AI-Friendly, High-Quality Content
AI rewards content that is informative, engaging, and useful. Follow these best practices:
· Write with a clear structure: use headings, bullet points, and short paragraphs.
· Incorporate multimedia like videos, infographics, and images.
· Regularly update content to maintain relevance.
2. Optimise for Featured Snippets & AI Summaries
To increase your chances of being featured in AI-generated summaries:
· Answer questions directly within the first 100 words.
· Use bolded subheadings and numbered lists.
· Provide clear definitions, comparisons, and step-by-step instructions.
3. Leverage AI-Powered SEO Tools
Several AI-driven tools can help with keyword research, content creation, and technical SEO:
Surfer SEO & Clearscope – AI-driven content optimisation.
ChatGPT & Jasper – AI-assisted content generation.
Google Search Console & Ahrefs – AI-powered analytics and keyword tracking.
4. Improve Technical SEO & Website Performance
AI values technically sound websites. Ensure:
Fast loading times with optimised images and caching.
Mobile friendliness with responsive design.
Proper indexing with XML sitemaps and canonical tags.
5. Enhance Local SEO for AI-Powered Search
AI prioritises hyperlocal results. Optimise for local search by:
Creating a Google Business Profile with updated details.
Encouraging customer reviews and engagement.
Using local keywords like “best bakery in Manchester”
6. Wikipedia Dead Link Building
A smart, underused SEO tactic, especially valuable in the context of AI-driven ranking factors, is Wikipedia dead link building. Wikipedia is one of the most authoritative sites on the web, and earning a backlink from it can significantly boost your site's credibility and visibility. Over time, many of Wikipedia’s external references become outdated or broken. By using tools like WikiGrabber to find these dead links, then creating or optimising relevant, high-quality content to replace them, you can suggest your page as a new citation. While Wikipedia backlinks are no-follow, they carry unique authority and trust signals that search engines (and AI algorithms) increasingly value, making this an ideal long-term strategy to support your site’s expertise and relevance.
How EQuerry/Co is winning with AI-Driven SEO
EQuerry/Co x Via Nova Training
We worked with Via Nova Training, a forward-thinking equestrian coaching business, to launch a bespoke digital platform that captures the essence of the brand while being strategically built for visibility and growth.
Key elements of the project included:
Strategic Website Architecture
We designed the site to reflect the client’s values of clarity and forward momentum – with structured user journeys and intuitive navigation to ensure effortless access to services and content.Brand-Led Visual Identity
A clean, elegant visual style grounded in natural tones and strong typography. Photography and layout were chosen to reflect confidence, approachability, and professionalism.SEO Foundations & Content Strategy
Every page was optimised for discoverability – from meta content to purposeful headlines – supported by a scalable structure that accommodates future content clusters and growth in organic reach.
The result? A distinctive, user-friendly website that now serves as a strong brand touchpoint and strategic asset, laying the groundwork for AI-powered SEO growth and content expansion.
The Future of AI & SEO
As AI continues evolving, we can expect:
More personalised search experiences based on user intent.
Greater reliance on AI-generated content (but human creativity will remain crucial).
Advanced AI assistants & chat-based searches replace traditional search queries.
Reflections from my SEO journey
Over the past few years, as I’ve worked on developing our website, I’ve seen firsthand how AI has changed the SEO game. What used to work, publishing frequent blog posts packed with keywords or chasing backlinks, now feels outdated unless paired with strategy and substance.
One thing I’ve found invaluable is focusing on user experience above all else. That means designing pages that load quickly, making navigation feel effortless, and ensuring content is genuinely useful to the reader. I’ve also started using AI tools, not to replace creativity, but to enhance it. Whether it’s surfacing the right topics, generating content ideas, or spotting technical issues, the right tools can save time and improve results.
Perhaps most importantly, I’ve realised the value of combining human insight with machine intelligence. AI can guide and accelerate the process, but it’s still our job to create meaningful, well-crafted experiences for real people.
Final Thoughts
AI is transforming SEO, and businesses must adapt to remain visible in search results. This is especially true in niche industries like equestrianism, where targeted, value-driven content and local optimisation are key.
For equestrian brands ready to future-proof their marketing, combining deep industry knowledge with modern AI-powered SEO techniques is a powerful path forward.
If you’re ready to improve your online visibility and build sustainable growth in the equestrian world, our team at Equerry Co. can help you optimise for the future of search. Book a call today to make sure the next time someone Googles “best equestrian service near me”, it’s you they find!
