SEO (Search Engine Optimisation), which was previously just a process of selecting keywords or generating inbound links in order to achieve a specific rank in the search engines, has now become a way to find out the "why" behind people using the specific terms in their searches and to structure that search intent in a manner that is both intelligent (machine) and human.
PowerCMS considers ourselves experts in the Drupal CMS world and have watched the evolution of search in the past few years. While we realize that AI will not replace SEO, AI will now influence how we develop SEO. Smarter SEO is now based on 3 pillars: Technical Strength of the Web site, Structured Content, and Intelligent Tools Based on AI (Artificial Intelligence), which allows businesses to better understand their customers, provide them with the most relevant content and create a better overall digital experience.
The shift in the way that SEO should be approached has impacted the way that we optimise the websites of our customers using the Drupal CMS in London and across the UK.
Why traditional SEO alone is no longer enough
For years, SEO followed a predictable pattern:
-
Research keywords
-
Optimise meta titles and descriptions
-
Improve page speed
-
Build backlinks
-
Publish regular blog content
We still believe these elements matter, and they always will. But search itself has changed.
Users are no longer just typing short phrases into Google. Customers are asking increasingly complicated questions, using voice-activated devices, and seeking simple and straightforward answers through spoken word.
With artificial intelligence (AI) technology supporting search engines and content creation tools, we are now able to summarise multiple resource materials, compare them to each other, and create results in conversational format.
Because of this, our focus is no longer solely to rank number one on Google, but rather to enable our clients to be perceived as trusted by AI systems, structured and authoritative sources that can be accurately interpreted and cited by AI. This is where Drupal becomes a powerful advantage.
Why Drupal makes websites naturally AI-ready
Drupal is our preferred platform of choice due to one of its greatest strengths Structured Content Architecture. While most other platforms offer only Pages and Posts for organisation of their content, Drupal organises content within Fields, Entities, Taxonomies and Relationships, allowing for clearer understanding of the information being presented by both humans and computers. From an SEO and AI perspective, this structure is invaluable.
With Drupal, we can:
-
Design clear and logical content models
-
Implement structured data using schema.org
-
Create meaningful content hierarchies
-
Maintain consistency across large, complex websites
-
Make content reusable and interconnected
When AI tools scan a Drupal website, they don’t just read text, they understand relationships, context, and meaning. This significantly improves the chances of being recognised as authoritative and relevant.
At PowerCMS, we design Drupal sites with this intelligence built in from the very beginning.
The intelligent use of AI allows us to work smarter rather than harder
Artificial Intelligence (AI) is now an integral component of our SEO work process. Rather than manually creating hundreds of Meta Descriptions, Alt Texts, Tags, etc., we now rely on Intelligent-Assisted Tools to help us streamline the repetitive processes, while still ensuring oversight and maintaining Quality Control by a human.
With the right AI integrations in Drupal, we can:
-
Generate SEO-friendly metadata at scale
-
Suggest accurate and meaningful image alt text
-
Improve readability and clarity of content
-
Identify content gaps and opportunities
-
Analyse performance patterns more efficiently
By utilising AI, we have improved our team's ability to develop strategies, tell stories, and create great user experiences, and therefore drive the greatest impact in their areas of expertise. AI is a co-pilot, not a substitute for skilled professionals.
Smarter on-site search: from keywords to intent
One of the biggest shifts we are seeing is how internal site search functions.
Traditional site search relies heavily on exact keywords. If a user phrases something differently, results can be poor or irrelevant.
AI-powered search changes this completely.
With semantic search capabilities in Drupal, we can help websites understand:
-
User intent
-
Synonyms
-
Context
-
Related topics
-
Natural language queries
For example, when a user searches for the best CMS for Large Business, our AI can connect them with the right information through relevant case studies, guides, and solutions that exist on our website, even though the user may not use those words.
This delivers a better user experience, decreases user frustration, and increases user engagement, all of which lead to better digital performance.
User Experience with AI
AI will also change how users interact with websites. We will begin to develop websites for our customers using conversational AI technologies, i.e., chatbots that provide instant assistance by answering questions, directing users, and showing users where they can find the appropriate content. A user does not have to dig through menus or browse through hundreds of links; they can just ask their question.
-
Can you explain your Drupal services?
-
Do you work with enterprise businesses?
-
What industries do you serve?
The system can then securely pull structured information from the Drupal backend and respond accurately.
This creates a more human, helpful, and accessible experience, one that aligns perfectly with how digital behaviour is evolving.
Why strong foundations still matter more than ever
Despite all the excitement around AI, one truth remains unchanged:
No amount of AI can fix a poorly built website.
At PowerCMS, we always begin with solid technical foundations:
-
Fast website performance
-
Mobile optimisation
-
Clean, maintainable code
-
Logical site architecture
-
Secure hosting
-
Proper indexing
-
Clear and intuitive navigation
These elements remain the backbone of strong SEO. AI simply enhances what is already built well.
Our new mindset for Drupal SEO
For us, smarter SEO today means thinking beyond rankings and focusing on:
-
Authority over popularity
-
Structure over randomness
-
Clarity over clutter
-
Value over volume
-
Experience over shortcuts
For businesses in London looking to grow digitally, this approach delivers real, measurable results.
Instead of chasing trends, we build Drupal websites that are intelligent, adaptable, and future-proof, capable of evolving alongside AI and search technology.
How PowerCMS supports businesses in this new era
At PowerCMS, we combine deep Drupal expertise with modern AI-driven strategies to deliver smarter SEO solutions for our clients.
We help businesses:
-
Design AI-ready content structures
-
Implement advanced Drupal SEO tools
-
Improve internal search experiences
-
Integrate conversational AI where it adds value
-
Optimise for both traditional and AI-driven search
Our mission is to assist customers in becoming more visible, more trustworthy, and more valuable in the ever-changing world of digital business.
Looking ahead
AI is transforming the way we consider content, digital experiences, and websites. It is revolutionizing the way we view SEO. This transformation provides a significant opportunity rather than an obstacle for all businesses using Drupal. Adopting an intelligent SEO approach with the appropriate strategy, platform, and partners promises to deliver increased user involvement, enhanced trust, and a foundation for sustainable growth over time.
We are happy to be part of helping to guide London’s Drupal businesses through the evolving landscape of smarter SEO, as we approach this opportunity in a manner that is thoughtful, confident, and innovative.
