AI Content Confidence Analyser

Search and user behaviour is changing in 2025 and that means we need to adjust how we approach search engine optimisation to gain visibility for your website.  I’m considering how to build AI Confidence for my client’s digital assets going forward. At face value (currently) AI search engine optimisation for all digital assets has similar requirements to traditional SEO when it comes to understanding the quality and authority of a web page. Featured snippets and AI Overview have a lot in common. However changes in ranking signals will likely be felt soon. Search is evolving and AI search has quite a different process for understanding relevance.

AI Confidence: Be the truth for citations

I believe that AI Confidence will be a key concept going forward as we look for ways to ‘be the truth’ that garners a citation in an AI Overview (and with the deeper understanding that will come from AI Mode) in Google and elsewhere in generative search engines.

We are told by Google to write and create for people not search engines but of course we have also had to play the Google game to get the visibility needed to get in front of these people.  Now we will be talking to chat bots, generative search engines and voice assistants (but for people of course). Our content needs to deliver clear and direct answers to questions as this is easily read by the models. Keyword research might be out the window as these type of queries are conversational and difficult to track. This means that first party data is going to be super important (at least in the beginning) and you really need to be thinking about how you collect that across your customer journey. Your data has great value.

So how do we build AI Confidence?

E-E-A-T is still relevant. You can read up on those Google quality rater guidelines if you ahven’t already. I will be expanding on this topic but for the moment the advice is to aim for topical authority; find ways to demonstrate first hand experience; create multi-modal content for your web pages and I would also say we need to consider how AI results might factor into our overall digital strategy. It might not even be what we decide to chase at the end of the day. AI Mode is not yet live in Australia but it probably won’t be too long before we see it roll out. Building AI Confidence into your digital assets now is advisable. Notice I’m not just talking about web pages here I mean ALL digital assets need optimisation.  Deals are being made right now and how this technology gets integrated into various apps and platforms will be key to digital marketing strategy in future.