SEO and AI in 2025 present both opportunities and threats. AI-powered tools streamline SEO tasks like keyword research, clustering, content creation, and on-page optimization, enabling faster, cheaper, and often better work. For instance, instead of manually brainstorming keywords, AI like ChatGPT can instantly provide relevant topic ideas, simplifying efforts. AI also automates complex tasks such as keyword clustering and content outlining, making ranking easier with less effort. However, AI also poses an existential risk to SEO. As more users turn from traditional search engines like Google to large language models (LLMs) such as ChatGPT and Claude, organic traffic from Google may shrink. Surveys show a rapid increase in AI-driven search engine usage already, especially among tech-savvy audiences, and LLM search could dominate by 2028. This threatens the value of organic rankings if fewer people search on Google. Further, AI Overviews (formerly SGE) on search engine results pages (SERPs) provide AI-generated answers directly, reducing clicks to websites. Studies indicate organic click-through rates (CTR) can drop significantly with AI Overviews present. Although being cited as a source in AI results can boost CTR, many users rarely click through. Should Google prioritize AI answers more heavily, traditional ranking positions may lose influence, diminishing the effectiveness of even the best SEO. To navigate this evolving landscape, optimize for Google now but prepare for an AI-driven future. Traditional SEO remains effective—trusted brands like Backlinko and Exploding Topics continue to experience organic growth. The key is to maximize current SEO value while future-proofing strategies. Key recommended tactics include: 1. **Build Brand and Link Authority:** Backlinks, brand searches, and trust signals remain crucial. Both Google and AI models rely on authority indicators to prioritize sources. Focus on earning high-quality backlinks, cultivating a recognizable brand through consistent value (e. g. , newsletters), creating original research and unique insights, and gaining mentions in reputable publications. These steps enhance credibility, increasing chances of being cited by AI-generated answers. 2.

**Prioritize Practical Technical SEO:** Avoid obsessing over minor technical errors that don’t impact rankings. Focus on essentials like crawlability, indexability, mobile usability, site speed (to a reasonable extent), and delivering excellent user experience. Google and AI models have improved in handling imperfect sites, so invest time in content, authority, and audience research rather than endless technical tweaks. 3. **Shift Focus from Keywords to Topics and Audiences:** With AI-driven search, queries are longer and more conversational, emphasizing intent over exact-match keywords. Traditional keyword-based SEO is giving way to deeper understanding of audience needs. Conduct customer interviews, survey your audience, mine community discussions, analyze support data, and use AI tools for brainstorming relevant topics. Create authoritative, in-depth content that AI chatbots are likely to cite. 4. **Scale Back Purely Informational Content:** Basic informational posts are losing clicks due to AI Overviews providing instant answers. Instead, produce content with original insights, deep analysis, firsthand experiences, and real-world data that AI cannot easily replicate. Focus on mid- and bottom-funnel topics that AI-generated content struggles to deliver authentically. 5. **Diversify Traffic Sources Beyond Google:** Relying solely on Google search is risky as organic visibility declines and AI reshapes user behavior. Expand channels through free tools, growing email lists, leveraging YouTube and social platforms (X/Twitter, LinkedIn, TikTok, etc. ) depending on your audience. Building multiple traffic sources reduces vulnerability to any one platform’s changes. In conclusion, AI represents a short-term opportunity to enhance SEO work but a long-term threat to its traditional value. SEO professionals must adapt by strengthening authority, focusing on meaningful content and user intent, keeping technical SEO pragmatic, and diversifying traffic sources. Those who evolve will thrive as search continues to transform in the AI era.