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The rise of Artificial Intelligence (AI) is impacting and reshaping all kinds of industries, and transforming the future of search engine optimization (SEO). As your business works to enhance its visibility on search engine results like Google, it’s also essential to integrate AI into your SEO strategy to stay ahead in a changing digital landscape.
Is AI hurting SEO?
AI will not replace SEO but rather help support content creation. Search engines still need content that is specialized and nuanced (which only humans can offer). It can help writers and marketers strategize their content more efficiently, which saves time in the long run. AI is here to stay and businesses must use it to their advantage or get left behind if they don’t. However, it’s important to remember that AI content needs to be carefully examined and edited as AI results can sometimes be inaccurate while lacking originality.
Content creation is faster with ChatGPT
The emergence of AI tools like ChatGPT makes the writing process even faster, as these tools can create blog posts, social media captions, and website copy in seconds. However, this doesn’t mean you should solely rely on these tools to write your content for you. While Google isn’t flat-out penalizing AI copy, it does penalize low-quality content. Using programs like ChatGPT to write all of your marketing copy is a big mistake. A writer needs to be a part of the process to add a human storytelling element while also editing the copy for any content or grammar mistakes. AI won’t always get things correct 100% of the time, so a writer needs to review any copy produced by a program like ChatGPT.
How to adapt to ChatGPT
Use ChatGPT or other AI tools to organize your thoughts. For instance, write one prompt and let the tool create an outline of how the content might look. You don’t have to stick to the outline given; you can rearrange based on what you believe is best. AI-generated content often has a neutral tone, so make sure you incorporate your brand or business’s tone throughout. Then, implement the correct target keywords and internal links to optimize the content for SEO. You must fact-check any statistics, locations, and other details that the AI tool offers.
AI overviews leading SERP
Now with search queries, Google will provide an AI-generated response at the top of SERP (Search Engine Results Page). Google’s AI systems analyze sources and generate a summary that will answer a general user query in a paragraph or bulleted format.
How to adapt to AI overviews
Google’s AI systems like information that is clear, structured, and accurate. Make sure your business information is correct and up-to-date across all of your online platforms, keep your data across all platforms consistent and uniform, and make sure that you are regularly updating your content so that it stays relevant.
The rise of voice search
Voice assistants like Siri, Alexa, and Google Assistant are gaining popularity. This is drastically changing how people are searching for information. When people are speaking to their devices, they are often using longer, more conversational phrases than the shorter phrases they use when searching on Google.
How to adapt to voice search
In your SEO strategy, start to focus on incorporating long-tail keywords and conversational phrasing. Think about matching how people speak versus focusing on short specific keywords. For example, instead of using the focus keyword “best bagel shop near me,” try the question “What is the best bagel shop near me?” You can also update your business’ Google Business Profile to ensure all information and hours are accurate. This will help optimize your business for voice search, as AI systems try to find the best local results based on their accuracy.
The EEAT model is still king
EEAT, also known as Experience, Expertise, Authoritativeness, and Trustworthiness, is still important for business authority in 2025. As AI helps search engines become more sophisticated, the EEAT model helps determine if Google trusts your business as a source. AI-generated search features favor showing sites that show their experience, expertise, authoritativeness, and trustworthiness in all their content across all platforms.
How to adapt to the EEAT model
For your business to be used in AI-driven answers, you need to produce original research and real-world insights and gain industry-wide recognition. Publish case studies, include author bylines with credentials, and ensure that your content is accurate.
By incorporating AI into your marketing strategy in the correct way, you can develop content that is smart, efficient, and of high value.
