Keywords, backlinks, and page rankings have been the familiar markers of search engine marketing for years. But that balance might be changing somewhat as Apple are reportedly working on their own AI-driven search engine. This is a real shift that might redefine the future of SEO and the way you win visibility online. The launch of Apple AI search could mean a fresh set of rules, so it’s definitely worth thinking about what that might mean for your strategy and content planning.
What is Apple AI Search?
Well, at the moment, it’s technically nothing. That’s to say, nothing’s been launched yet. That said, there are multiple reports suggesting that Apple is working on a new AI-powered web search tool that could be integrated with Siri and Safari. The term ‘answer engine’ has been bouncing around, which could hint at AI summarising results, interpreting queries and providing results directly, rather than links to other sites.
Put it this way: current search results ask “what page answers this query?” Apple’s AI search could ask, “How can I answer the user’s question right now?”
Marketers Might Raise an Eyebrow
Those of us who spend our time in the weeds of SEO and search engine marketing see the idea of a major player like Apple rewiring the infrastructure as something massive. Currently, SEO optimisation is done for Google, Bing, organic search and paid search, but if Apple flip the switch on an AI-first search tool, then the rules change.
As with all AI search tools, you’re likely to see fewer clicks and more summarised answers. There’ll be less traffic routed through your typical SERPS, and new signals become important.
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You Need to Prep Your Strategy In Time
But how? Well, start by reframing your approach to content. In a world with Apple’s AI search on every iPhone, your content needs to answer questions clearly, and with context and value. It’s not enough to rank a page; your page might need to be the answer.
This means your search engine marketing needs to adjust for zero-click scenarios, structured data, conversational tone, and user intent that goes further than the initial query. Make sure your site, content, and brand are ready to be referenced as the source of truth.
The Changing Parameters of ‘Search’
When Apple’s AI search arrives, ad placements, search results, and featured snippets all might be extended by AI summarisation. That means you need to look beyond the top ten ranking, and need to think about aspects like tailored queries, voice input, long-tail conversational questions, and context-rich prompts. If Apple incorporates images, video, or device-specific data into its AI search, then your content needs to be optimised across those formats too.
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FAQs
When will Apple AI Search launch?
Apple hasn’t actually confirmed a release date yet, but most analysts expect it to arrive within the next year or two, likely tied to new iOS updates.
Will Apple stop using Google as its default search?
It’s definitely possible. Google currently pays Apple to stay the default, but Apple might well favour its own AI search once it’s ready.
How will it differ from tools like ChatGPT?
Unlike standalone AI apps, Apple AI search is expected to be embedded directly into Apple devices, which will make it a standard part of everyday browsing.
Could advertising change in Apple AI Search?
Yes. Instead of traditional ads, you might see sponsored answers or AI-curated product suggestions that have been tailored to users.
