SEO is undergoing a seismic transformation. With the rise of generative AI, changing search experiences, and evolving AI chatbots, the landscape of search has been disrupted in ways we’ve never seen before. For marketers and business owners, this shift presents both challenges and opportunities.
In a recent discussion with SEO expert Kevin Indig, who has advised fast-growing companies such as Reddit, Dropbox, and Shopify, we explored the profound changes AI is bringing to SEO and how businesses can adapt. This article delves into the key insights from that conversation, including how AI is reshaping search behavior, strategies to gain visibility in AI-driven search, and how to use AI tools to optimize workflows.
The AI Disruption: How Search is Changing
Traffic Trends: A Peak and a Decline
Kevin describes 2024 as the "peak traffic year", suggesting that we’ve reached the zenith of overall web traffic. While impressions are rising due to AI-generated search features, clicks are declining across the board. One reason for the discrepancy is how Google counts impressions in AI overviews. For example, any URL cited within an AI-generated overview automatically receives an impression, even if users don’t engage with it.
Key insight: Businesses are experiencing lower traffic but not necessarily lower revenue. For some companies, revenue is stable or even growing despite the decline in organic clicks. The explanation lies in how users interact with AI overviews and how search intent is evolving.
The Role of AI Overviews in Search
AI overviews in search results, such as Google's AI-driven summaries, are changing how users consume information. These overviews often provide users with answers upfront, reducing the need for clicks. However, studies show that a significant percentage of users still click "load more" within AI overviews to explore deeper.
Two key observations:
- User behavior is shifting. While many users are satisfied with AI answers, most still verify this information on secondary platforms such as Reddit, YouTube, or review sites like Trustpilot and G2.
- The top-third engagement rule persists. Users continue to focus their attention primarily on the top-third of AI overviews, mirroring classic search behavior.
Why SEO Isn't Dead (and What’s Next)
The "SEO is dead" debate resurfaces with every major technological shift, and generative AI is no exception. While classic SEO strategies involving 10 blue links are evolving, the fundamental principles of search optimization remain relevant. The idea that AI will completely replace traditional SEO is an overstatement. Instead, AI is creating new opportunities for brands willing to adapt.
Key Takeaway: SEO Is Not Dead - It’s Adapting
SEO is not "dead"; it’s evolving. Businesses must now optimize for both traditional search and AI-driven platforms like Google’s AI overviews and ChatGPT. This means:
- Focusing on relevance and authority. Your content must answer specific user queries effectively, especially for long-tail and complex prompts.
- Shifting attention to third-party platforms. What others say about your brand matters more than ever. AI models often pull from external sources like Reddit, Wikipedia, and review platforms to generate answers.
How to Gain Visibility in AI-Driven Search
Ranking in Google AI Overviews
Appearing in Google’s AI-generated overviews requires a mix of classic SEO practices and new optimization techniques:
- Content Freshness: Ensure your content is updated regularly to remain relevant.
- Authority and Trust: Build credibility through external mentions, reviews, and links from authoritative sources.
- Relevance: Align your content closely with specific, detailed queries. Long-tail keywords and hyper-specific topics are critical.
Kevin emphasizes the importance of maintaining a strong digital presence outside your own website. AI pulls heavily from third-party sources, so it’s vital to cultivate a positive reputation on platforms like Wikipedia and Reddit.
Visibility in ChatGPT and Other AI Tools
Unlike Google, where SERP ranking is influenced by algorithms and backlinks, ChatGPT and similar AI tools rely on datasets that include web content, conversations, and structured data. To succeed:
- Audit your presence on critical platforms. Ensure your brand is well-represented on sources frequently referenced by AI tools.
- Optimize for specific contexts. For instance, ChatGPT pulls heavily from Wikipedia and other encyclopedic resources. Having accurate, up-to-date entries in such databases can influence your brand's visibility in AI-generated answers.
Using AI to Enhance Marketing Workflows
AI is not just reshaping how users interact with search; it’s also empowering marketers to work smarter. By automating parts of the SEO and content creation process, AI allows teams to focus on higher-value activities. Below are two standout examples of how businesses are using AI to optimize their workflows:
1. AI for Analyzing Customer Conversations
Kevin shared an example from fintech company Ramp. By transcribing and analyzing sales conversations with AI, Ramp identified the specific challenges, objections, and needs of prospects who converted into customers. This data was then used to create highly targeted content that resonated with their audience.
Why it matters: This approach bypasses traditional keyword research to focus on customer pain points and conversion triggers, resulting in content that drives higher engagement and sales.
2. Enhancing Content with Interactive Tools
Interactive tools like calculators, quizzes, and mini apps are becoming essential for engaging users. AI can help marketers quickly design proof-of-concept tools, which can then be refined by developers for production use.
Example use case: A company could create a budget calculator for potential customers, embedded across blog posts and landing pages, to enhance user experience and conversion rates. While marketers may not have all the technical skills to build these tools from scratch, AI tools like Vercel, Webflow, and others can help accelerate development.
The Future of Search: Long-Tail Prompts and Generative Tasks
One major shift Kevin highlights is the rise of long-tail search queries - complex, multi-word prompts that AI tools handle more effectively than traditional search engines. For example, instead of searching for "best project management software", users might ask, "What’s the best project management tool for a team of 10 in the healthcare industry under $100/month?"
These generative tasks often lead users directly to an action - whether it’s creating something like a spreadsheet or finalizing a purchase decision. Businesses must adapt by:
- Creating highly specific content tailored to these longer prompts.
- Focusing on user intent and guiding users toward actionable outcomes.
Key Takeaways
- AI Overviews Are Reshaping Search: Traffic from traditional SERPs is declining, but AI-generated overviews present new visibility opportunities.
- SEO Is Not Dead: While AI is disrupting search, the core principles of SEO - relevance, authority, and trust - remain vital.
- Focus on External Platforms: AI tools rely heavily on third-party sources like Reddit, Wikipedia, and review platforms. Ensure your brand is represented positively in these spaces.
- Leverage AI for Marketing Workflows: Use AI for tasks like analyzing sales conversations and creating interactive tools to enhance content and drive conversions.
- Prepare for Long-Tail Prompts: Create content that addresses hyper-specific user queries to capture traffic and improve engagement.
- AI Traffic Converts Better: While AI-driven traffic is small today, it has a higher conversion rate, signaling significant future potential.
- Think Beyond Your Website: Optimize your presence across multiple platforms to influence how AI tools represent your brand.
Conclusion
The rise of AI in search is less about the death of SEO and more about its transformation. As search behavior evolves, businesses must adapt by refining their strategies to stay visible in AI-driven platforms. By focusing on first principles, leveraging AI tools, and expanding their presence across third-party platforms, marketers can turn this disruption into a competitive advantage.
SEO isn’t dead - it’s just entering its next chapter. The question is: Are you ready to adapt?
Source: "Google Will Kill Your Traffic - Here's How You Adapt | Kevin Indig (Growth Memo)" - Ahrefs Podcast, YouTube, Invalid Date - https://www.youtube.com/watch?v=jQXvbeYF5go
Use: Embedded for reference. Brief quotes used for commentary/review.
