Originally posted Feb 3, 2025. Updated May 3, 2025.
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With the rapid development of AI tools comes a shift in how users search—and how businesses need to show up. AI-powered search engines like Google’s AI Overviews, ChatGPT search, and tools like Perplexity are changing the rules of SEO. While most websites currently receive only a small fraction of traffic from AI tools, that number is rising. It’s no longer enough to just optimize for traditional search. It’s time to optimize for AI SEO.
What is AI, Really?
According to AI itself (yes, we asked ChatGPT), Artificial Intelligence refers to computer systems designed to perform tasks typically requiring human intelligence—like reasoning, learning, and language processing. AI has existed since the 1950s, but it’s recently exploded into everyday use, powering tools that go far beyond chatbots and voice assistants. And now, it’s reshaping search.
What Are AI Search Engines?
AI search engines combine natural language processing (NLP), machine learning, and entity recognition to analyze not just keywords, but context and intent. Unlike traditional search, which retrieves and ranks websites, AI search tools synthesize answers, summarize content, and often present the result directly—sometimes without users needing to click.
This creates a new search behavior: clickless search. Users are increasingly getting the answers they need without visiting websites, which means traditional web traffic could shrink.
So how do you stay relevant and visible in this AI-driven world?
How AI Search Is Changing SEO
AI search isn’t replacing SEO—it’s evolving it. To show up in AI-generated answers, websites need to:
- Build trust and authority online
- Create semantically clear and well-structured content
- Embrace long-form, intent-driven topics over keyword-stuffing
- Maintain a cohesive presence across all digital channels
SEO now works in tandem with brand awareness, schema markup, content strategy, and integrated marketing efforts. That means your brand’s online reputation and touchpoints are becoming more important than ever for SEO and increased visibility. Building relationships with authoritative sources increases the likelihood of AI models referencing your content. This is where digital PR, backlinks, and a solid content strategy can come into play.
Will AI Replace SEO?
Let’s get this out of the way—no, AI will not replace SEO, but it is changing how we do it.
What’s really happening is this: AI is reshaping how search engines deliver information, and that means the way we optimize for those results has to evolve. Traditional SEO (like on-page optimization, backlinks, and keyword research) still matters. But now, context, authority, and brand presence play a much bigger role, because AI search tools prioritize trusted, structured, and entity-based information.
So instead of thinking “Will AI replace SEO?” think: How is AI changing the way SEO works? And how can we show up better because of it?
SEO professionals are now becoming strategists who understand not only Google’s algorithm but also how AI interprets content, how brands are represented in knowledge graphs, and how user behavior is changing with clickless search.
In short:
- SEO isn’t dead.
- AI isn’t replacing it.
- AI is changing the game—and we’re learning the new rules.
Optimizing for AI SEO: What Actually Matters Right Now
To improve chances of showing up in AI search, there are steps you can take. First, it’s essential to focus on topical authority by creating comprehensive, well-researched content that covers entire topics rather than just targeting isolated keywords. Make sure you have the authority to cover the topics on your website! E-E-A-T (expertise, experience, authority, and trust) are still extremely important. If the content on your blog or website isn’t relevant to your brand or expertise, get rid of it.
Focus on enhancing user experience through improved readability, site speed, and overall UX, use structured data to ensure your website content can be understood by search engines and AI, and craft content that’s easy to digest, with clear and concise answers, well-structured headers, and bullet points. Finally, increasing brand mentions and citations from credible sources strengthens brand authority and improves visibility, as AI models often pull from established, trustworthy references.
In other words, keep doing what’s best for users and optimizing for SEO – for now. Citing sources, adding statistics, and adding credible quotes to your website can help add authority, trust, and credibility to your site and improve chances of showing up on AI search, according to a study performed by researchers at Princeton University, Georgia Tech, Allen Institute for AI and IIT Delhi.
Let’s break all of this down step by step:
1. Build Brand Recognition with Digital PR
AI models use recognized entities to generate responses. That means if your brand is cited across the web—from news articles to high-authority blogs—it’s more likely to show up in AI-generated answers.
Digital PR, backlinks, and brand mentions are now more than SEO tactics—they’re AI visibility drivers.
Use digital PR to get featured on podcasts, guest blogs, local media, or any reputable outlet that aligns with your expertise.
2. Implement Schema Markup & Join the Knowledge Graph
Structured data is foundational to AI SEO. Schema markup tells search engines exactly what your content means—not just what it says. It’s also how you get into Google’s Knowledge Graph, a critical data source for AI-generated answers.
If your brand, authors, or products aren’t linked to structured knowledge, you’re harder to identify and cite.
3. Establish Topical Authority + Demonstrate E-E-A-T
AI values depth but also likes easily-digestible content. To rank well, your site should cover topics thoroughly and clearly, with content that reflects your experience, expertise, authority, and trust (E-E-A-T).
That includes:
- High-quality, long-form content clusters
- Clear author bios with credentials
- An About page that explains why you’re qualified
- Citations, studies, and credible sourcing
If your blog or site covers content outside your expertise—cut it. Focus on what you actually know and want to be known for. Be sure to update and audit your content regularly.
Citing sources, adding statistics, and adding credible quotes to your website can help add authority, trust, and credibility to your site and improve chances of showing up on AI search, according to a study performed by researchers at Princeton University, Georgia Tech, Allen Institute for AI and IIT Delhi.
4. Use Semantic HTML and Clear, Structured Pages for Clarity and Context
Semantic HTML—like <article>, <section>, <aside>, and <header>—helps machines understand the structure and importance of your content. This improves accessibility and clarity, making it easier for AI to process your site accurately.
Clear HTML headers and structure on your page help users and AI understand your content. According to an article in Search Engine Journal, AI is “looking for semantic clarity: Does this content express a clear idea? Is it coherent? Does it answer a question directly?”
5. Integrate SEO with Other Marketing Channels
AI doesn’t just look at your website—it evaluates your entire digital footprint. If your brand is consistent across your social, email, PR, and even paid ads, AI is more likely to see you as credible.
Integrating SEO with other marketing channels helps distribute content, drive more traffic to your site, enhances brand signals, increases trust, and nurtures your audience.
Should You Track AI Search Traffic?
Yes—especially if you want to know how and where your content is showing up. Set up custom reports in Google Analytics to track traffic from sources like:
- Perplexity.ai
- ChatGPT
- Claude
- Other AI browser tools
Pro tip: In GA4, AI traffic will first show up under referral traffic. You can segment it out by creating a new source or channel group. If you need help with this, schedule a call as we offer this to all of our monthly SEO clients.
Stay Ahead with These AI SEO Priorities:
✅ Increase brand authority with digital PR & backlinks
✅ Add schema markup to your pages where appropriate
✅ Build topical authority with well-researched content clusters
✅ Demonstrate E-E-A-T on pages
✅ Use semantic HTML for clarity
✅ Align your SEO with social, email, PR, and other marketing channels
✅ Track your traffic from AI search sources
Will AI Replace SEO? Final Thoughts
AI SEO isn’t just a trend—it’s the new foundation of search visibility. While traditional SEO tactics still matter, they now work best when combined with brand trust, structured data, topical authority, and multi-channel integration.
