27 Feb 2025
AI isn’t replacing SEO, but it is changing how it works. Businesses that use AI-driven insights while keeping content thoughtful and well-written will be in the best position to succeed.
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SEO is changing fast with artificial intelligence (AI) and big data. The old tricks of stuffing pages with keywords and chasing backlinks don’t work anymore. Search engines are smarter, and if you want to stay visible, you need to adapt. The best approach is to focus on quality content and a good user experience rather than trying to outsmart the system.
Google has been using AI in its algorithms for years, but now it plays a much bigger role. Instead of just matching keywords, Google’s updates are designed to understand what people actually mean when they search. RankBrain, Google’s first AI-driven algorithm, focused on search intent based on user behaviour. Then came BERT, which improved how Google understands conversational and complex queries. MUM took this further by processing text, images, and video while also translating across languages to deliver better results.
For websites, this means valuable, well-structured content matters more than ever. The days of ranking with quick SEO tricks are over.
Search engines no longer just match keywords—they try to understand the meaning behind a search. If content is going to rank well, it needs to provide real answers, not just include the right words.
It helps to write in a way that matches how people naturally search. The focus should be on clear, useful content that is easy to read and genuinely answers questions.
AI-powered tools are making SEO less of a guessing game. Platforms like SEMrush, Clearscope, and MarketMuse help fine-tune content by analysing competitor strategies, search trends, and readability. They highlight content gaps, suggest improvements, and predict search trends.
Using these insights can save time and provide a clearer picture of what is working and what needs improvement.
At Google’s 2024 I/O Conference, they introduced Google Overviews, previously called Search Generative Experience. This feature provides AI-generated summaries in search results, giving people quick answers without needing to visit a website.
For businesses, this means adjusting SEO strategies to stay visible. Optimising for featured snippets, writing clear and structured content, and building authority can help counter the impact of AI-generated responses.
Keyword research has changed. AI-driven tools now focus on related terms that align with broader topics instead of just specific words. With more people using voice search, optimising for natural, question-based queries has become even more important.
The best approach is to use keywords naturally within high-quality content. Instead of focusing on individual phrases, creating content clusters can help establish expertise on a subject.
SEO expert Rand Fishkin has pointed out that large language models (LLMs) like ChatGPT are reshaping how brands appear in search. These AI models generate responses based on huge amounts of online content. If a brand or website isn’t widely mentioned in credible sources, it is less likely to be referenced by AI-generated search results.
The best way to improve visibility is to focus on publishing well-researched content, taking part in industry discussions, and earning mentions on reputable websites. These strategies have always mattered in SEO, but they are now even more important.
How the $%#@ did I miss this?!
— Rand Fishkin (follow @randderuiter on Threads) (@randfish) February 25, 2025
Last month @LiveDatos answered a bunch of Qs about search & AI:
1) Is Google losing searchers to AI?
2) How do Claude, Perplexity, ChatGPT, and Gemini stack up?
3) What % of users visit major AI tools each month? Is it growing? pic.twitter.com/oRSUuToDVW
AI can help with research and content structure, but it can’t replace original ideas, storytelling, or the ability to connect with people.
The best approach is to use AI as a tool while keeping the content human. Well-written, thoughtful content will always stand out.
To stay ahead as AI changes search, it helps to:
Rand Fishkin has highlighted a major shift in how search works. He points out that AI-generated responses are reducing the number of searches that result in clicks. This means businesses can no longer rely purely on traditional organic traffic. Instead, he suggests focusing on building a strong brand presence across multiple platforms, not just search engines. Engaging with audiences through social media, email marketing, and industry collaborations will help maintain visibility, even as AI continues shaping how people find information.
He also emphasises that the best way to improve visibility is to focus on publishing well-researched content, taking part in industry discussions, and earning mentions on reputable websites. These strategies have always mattered in SEO, but they are now even more important.
SEO strategies will need to keep evolving, but staying flexible and adapting to new tools will help maintain strong search rankings.
AI isn’t replacing SEO, but it is changing how it works. Businesses that use AI-driven insights while keeping content thoughtful and well-written will be in the best position to succeed.
SEO today relies on high-quality content, data-driven insights, and a good user experience. AI can help, but originality and expertise will always set content apart.
Need help in improving and growing your SEO? Browse our top SEO Specialists available to hire through Cemoh.
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