SEO (Search Engine Optimization) is the process of making your website easier for both search engines and AI systems to understand, trust, and recommend—so the right people can find your business at the right time.
Today, SEO is no longer just about ranking on Google Search. It’s about visibility across AI-driven tools, voice search, and zero-click results, where users often get answers without ever leaving the search page.
Your website is still one of your most powerful marketing tools, and bad SEO is like hitching a pair of cowpony hobbles on it. It’s just not going to make it past the backyard. Upping your game with strategic SEO will make you more competitive, help you sell more products and make more money.
Why SEO Now Matters More in an AI-Driven Search Landscape
Search behavior has changed dramatically in the past year. Users now regularly:
- Ask full questions instead of typing keywords
- Expect immediate answers (zero-click searches)
- Rely on AI tools to summarize and recommend sources
To stay visible, your content must keep E-E-A-T in mind
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, a framework used by Google to evaluate the quality and credibility of content.
It’s not a direct ranking factor, but it strongly influences how content is assessed for visibility, especially in competitive or high-stakes topics.
- Be clear and direct
- Answer questions quickly
- Use structured formatting (headers, lists, tables)
- Demonstrate real expertise
What SEO Actually Does for Your Business
- Increases discoverability — helps customers find you when they’re actively searching
- Builds credibility — strong rankings signal authority and trust
- Drives qualified traffic — attracts users with real intent, not passive scrolling
- Supports long-term growth — compounds over time vs. paid ads
- Improves AI visibility — structured, clear content is more likely to be cited in AI-generated answers
Firstly, SEO = Search Engine Optimization. LLMs = Large Language Model. Don’t let the acronyms intimidate you. There. Now you know.
Why bother with this? Google is a robot and has no idea how to discern one site from another without refining all of the many, many data points that your website offers to build a complete picture – URLs, images, tags, and content, among other things. Doing a comb through of how things are named, H1 and Alt tags, and other low hanging fruit will be a significant first step in the right direction. (see Keywords below for ideas on what to name things).
Get rid of garbage URLS
Internal pages that have http://yoursite.com/2c9mf/ or some other made up name ding your rankings. These mean nothing to you, your customer, or Google. If you are using a CMS tool or web builder that doesn’t offer a solution to correct this, start shopping. Take a hard look at all of your pages and be sure your information is in alignment with the page topic. It should be in plain English so that man and machine can both understand immediately. Are you selling breeches? http://yoursite.com/ladiesbreeches/ See the difference?
Unrelated, bad or missing content can kill your site
Meaning – if you are writing about things that actually don’t pertain to what you offer, or you are missing information about what you sell, you have a missed opportunity to be found by someone. Search for your site and see what comes up. If you only see random information in the returns that doesn’t support what you offer, then get creating some new content. Look for ways to create more information that is helpful to your customers.
Posting fresh, original content is best
Google likes sites that continue to grow and add relevant and unique information. Posting the same article on multiple sites only confuses things. Google doesn’t know and can’t guess which one is the original, so it ignores both. Save yourself the hassle and don’t go there in the first place.
Site speed is a must in this day and age
You can be blissfully unaware that your site is slower than, well, molasses in sweet feed in January. Don’t get dinged for this easy-to-fix issue and be sure that your website images aren’t 4 MB each. You don’t need to be a Photoshop expert to downsize even large banner images to an appropriate fast-loading size. Canva offers image control without the monthly fee and is even tablet and smartphone user-friendly.
Know if the site is being found and referenced by AI/ LLM tools
Set up GA4 and your SEO management tools to track where and when your site is tagged as the resource for these types of search answers before.
Your site is not listed #10 or better
When somebody searches for what you offer, they mainly surf the first page of returns and no further. You don’t need to be listed #1, but you do need to be ranked in the top 10, or on the first page. If you are a giant in your industry and you aren’t in the top 3, you are already having a chat with your web team.
Not using or knowing your keywords
Having an accurate and up to date list of the words and search terms that people most commonly use to find your product is essential. Why should you care? You thread them into your sparkling new content where it makes sense. Be sure things still read well when your writing is complete. It shouldn’t feel clunky or awkward when done well.
Be the queen (or king) of backlinks
Links from other sites that have a direct link to your website in context are less critical today for good SEO ranking. These take time to create and list, so don’t expect to get these to happen all at once. Look for opportunities to get listed and keep track of where you are included. The bigger (and more highly ranked) sites that link to yours, the better. You borrow a teaspoonful of that site’s domain authority with every link you add.
Know your meta tags
For a while, metadata diminished in importance, but with LLMs now scanning everything on the page, meta has come back as an important data point. It clarifies what kind of information is on that specific page.
Marketing equestrian products and services are so much easier when you follow the above basics for building a healthy SEO program for your company. Working with your programmer or SEO professional will save you time, get you found more frequently, and bring you more business in the long run.
If the thought of monkeying about on the back-end of your website makes you nervous, get some help. Get a baseline of where you are starting and check it monthly. Data is power, so own yours. Using a service such as either MOZ or Semrush is an excellent place to start.
Like this topic and want more detail? Read this additional post on current SEO for LLMs.
Ready to get a handle on your website’s SEO? Contact Amanda for a Website SEO Assessment today.
