Forget SEO. RAO is the Future

For years, SEO has been the buzzword.

Everyone wanted to rank on Google, optimise keywords, build backlinks, and chase algorithms.

But with AI, things are changing fast.

Search is no longer the only way people discover content.

That’s where RAO: Retrieval-Augmented Optimisation is trending.

Previous article: Emoji SEO: Do Emojis in Meta Titles Actually Work?

What is RAO?

As we know earlier, AI was trained on a fixed set of data.

It could only give answers from that data, not from real-time information.

Now, as it is evolving. It can fetch real-time information from the internet.

This is why content marketing strategies now need to optimise for RAO.

Let’s make it simple

Earlier, the goal was SEO, i.e. to make your website appear on Google’s ranked pages.

So when someone searched, Google would pull your page.

Now, AI models don’t give blue links like Google.

They give direct text answers.

So the goal today is to optimise your content in a way that it appears in AI answers.

This is called Retrieval-Augmented Optimisation (RAO).

How RAO Differs from SEO

The difference between RAO and SEO is basically what they focus on and their intent.

SEO used to focus on keywords, backlinks, and ranking.

The purpose of RAO is to give AI the most accurate and fresh sources to answer users’ questions based on search intent

Let’s say 

You  search for something online: your query is  “Best cafes in London right now”

The purpose of SEO was that Google shows pages in results prioritised with this query keyword.

Now Google algorithms scan all the indexed pages for the search keywords and place them in search based on several factors, obviously.

But the problem with this is that some pages in SERPs could be outdated.

Still, Google place them because they were optimised for SEO purposes:

Google shows pages that were optimised earlier, maybe even outdated.

On the other hand, in retrieval augmentation,

AI fetches real-time data like Deliveroo reviews, Google Maps updates, and the latest blogs, giving you an updated, curated list.

That is why optimisation for retrieval augmentation is the future of brand visibility.

Read also: Optimising For Google’s New Landscape and The Future of Search

So in short:

SEO = Ranking websites
RAO = Feeding AI with correct and fresh data

Why RAO Matters More Than SEO

• Shift in user behaviour – People are moving from “searching” to “asking.”
• No blue links – In AI answers, there’s no second page of Google. Either you’re mentioned, or you’re forgotten.
• Authority & trust – AI pulls from sources it finds reliable. Your content needs to look authentic, expert, and trustworthy for authority building

How to Prepare for RAO

Well, optimising for RAO can go hand in hand with SEO strategies.

As you know, AI models like ChatGPT, Gemini, and DeepSeek give to-the-point answers you need to be more precise and concise with your content.

Some RAO strategies

Be clearer, stronger and factual in your content so that AI can quote it.

For doing so, the key is to keep the content structured and easy to extract.  Here, FAQs, how-tos, and concise guides work best.

Another strategy to become visible in ChatGPT and other AI models’ responses is to focus on brand authority to become a trusted source in your niche.

Related article: The Impact of Generative AI on SEO Strategies

The Bottom Line

SEO is not dead, but it’s no longer the whole game. To be relevant in search results, it’s better you optimise for what AI delivers.

In short, it’s not the time to chase ranking anymore, but to optimise for responses

That’s RAO.