For nearly two decades, doing SEO meant ranking on Google through keyword targeting, structured headers, optimized images, and backlinks. Today, in the age of AI, tools like ChatGPT, Perplexity, Gemini, and Bing Copilot, the very way we search online is shifting.
In this new landscape, traditional SEO is no longer enough. To stay competitive, businesses must understand how search behavior is evolving, also to know better how SEO has changed. So, before diving into the new rules of organic positioning, let’s look at what’s changing in user behavior.
Is conversational AI replacing traditional search engines?
Google still dominates, driving 94,91% of global organic search traffic. However, its monopoly is no longer unchallenged: Bing is growing (+3,51%), and user attention is now far more fragmented (SeRanking, 2024).
Tools like ChatGPT and Perplexity are reshaping how people ask questions and receive answers. ChatGPT alone handles over 37.5 million interactions daily, though only 30% are actual “searches.” This isn’t just a tech shift, it’s a cultural one. Users now prefer interfaces that understand context, tone, and intent leading them to choose conversational AI over traditional search engines.
Generational shifts are accelerating this change. Gen Z users are turning to generative AI 2,3 times more than last year as their main source of information, according to a Factory study from 2024.
However, it’s important to note that most AI tool searches happen on desktops, while Google remains dominant on mobile. That’s why optimizing for both environments is essential.
What’s changing in SEO in the AI era?
AI isn’t killing SEO: it’s rewriting the rules in the age of AI.
As we can see, tools like ChatGPT, Perplexity, and Bing Copilot aren’t just offering answers; they’re curating them, often without users clicking through to a website.
Being “ranked” is no longer just about appearing on the first page of Google results, it now includes being summarized, cited, or even paraphrased by an AI assistant, or at least, mentioned as a source in the automatic snippet Google generates in its SERP.
To stay relevant, your SEO efforts need to align with how AI systems understand and include content:
- Intention: Understanding user intent is now more important than matching exact phrases. Content should answer questions clearly and directly.
- Trust: AI models are trained to prioritize authoritative, high-quality sources. Earning trust (through clear authorship, expertise, and source credibility) increases the chances of being surfaced in AI-generated answers.
- Multichannel strategy: Visibility now spans across multiple platforms (AI tools, search engines, social platforms or voice assistants).
- Structure: AI systems prefer well-organized information. FAQs, tables, headings, schema markup, and concise summaries help your content get picked up and reused.
What still matters in SEO strategies in 2025?
Many foundational SEO principles still apply, but clarity, relevance, and intent are now prioritized. It’s not just what you say, but how you say it and who says it. Brand authority and high-quality backlinks continue to add value. Technical optimization also remains key: fast loading speeds, mobile responsiveness, and easy indexing are non-negotiables.
But what’s no longer relevant? Certain traditional SEO tactics are losing impact this age of AI. Generic content that doesn’t answer a specific need quickly fades into the background. It’s no longer about publishing for the sake of visibility because users and AI both demand real value.
Keyword stuffing is also obsolete. Natural language and meaningful content now win over keyword density. Instead of repeating keywords unnaturally, it’s more effective to create content that flows naturally, addresses user intent, and offers comprehensive and relevant information.
Another big shift? Analytics. Many AI tools don’t yet provide direct performance data, so indirect sources like Google Alerts or Mention are essential for monitoring visibility.
Lastly, slow sites with poor UX—especially on mobile—are penalized. If you only look at how much traffic your website gets, but not whether visitors are actually interested or engaging with your content, you’re missing what really matters: whether your content is delivering real results.
SEO Then vs. SEO Now
| Then | Now |
|---|---|
| Focused on keywords | Focused on search intent |
| Text-heavy content | Conversational, structured, and more visual content |
| One main search engine (Google) | Multiple AI-powered search interfaces |
SEO tips for nowadays
As mentioned before, SEO in the age of AI is no longer just about search engine rankings, it’s about user experience, visibility in AI-generated answers, and staying relevant in a generative search landscape. To adapt, businesses need to embrace three key evolutions:
- SXO (Search Experience Optimization): Focuses on optimizing the full user journey from search to interaction. It’s not just about getting the click, but ensuring the experience is relevant and engaging.
- AEO (Answer Engine Optimization): Prepares your content to be picked up, understood, and cited by answer engines like Google SGE, Perplexity, or ChatGPT. Structure, clarity, and authority are essential here.
- GEO (Generative Engine Optimization): A rising discipline focused on increasing visibility within generative AI platforms. This means creating content that AI systems can easily interpret, summarize, or cite when generating responses.
These new forms of optimization are no longer optional. They’re becoming essential pillars of any effective digital strategy in a search landscape increasingly shaped by AI.
To sum up, SEO, in the age of AI, is no longer just about being found—it’s about being chosen, understood, and trusted in a landscape where algorithms and users seem to think more like humans. Your focus should be on understanding user intent, creating helpful content, and optimizing for visibility even in environments without clicks (like AI-generated summaries). So, remember:
- Use question-and-answer structures
- Include clear data and visuals
- Add lists, FAQs, or tables for clarity
- Combine organic content with paid campaigns to expand reach
- Prioritize engagement metrics like time on site and content interaction
- Monitor brand presence in AI-generated results
If an article contains useful, clear, and well-structured information, AI tools may include, mention, or paraphrase it without the user ever visiting the website where it was posted.
At Kimia we are always staying ahead by closely following the latest trends and innovations in marketing technology and strategy. We continuously adapt to changes in the digital landscape to offer clients forward-thinking, data-driven solutions that make a real impact.
