How AI Is Rewriting SEO: Adapting to the New Era of Search and Content

Talk:

AI is not just changing how content is created—it’s transforming how people search and how Google responds. In this session, Miikka from WP SEO AI explores how AI is reshaping the entire SEO landscape, from conversational queries and AI Overviews to the rise of topical authority and content clusters. Backed by learnings from over 5,000 AI-generated and optimised articles, this talk offers practical insights into how companies can stay visible in a world where ranking isn’t just about keywords anymore.

Key takeaways:

• How AI is changing search behaviour—and what that means for content strategy

• What Google now expects: authority, originality, and intent-matching at scale

• From keywords to questions: creating content for AI-driven search interfaces

• How to structure content clusters to build topical authority and stay competitive

• The evolving role of AI in content creation, optimisation, and measurement