As the leading SEO agency in Cardiff, we come across it a lot.

You probably do, too – 

“SEO is dead”, 

“AI is everything now”, 

“that won’t work for much longer”. 

Just like every other time something changes in the digital sector, people are tripping over themselves to say it’s the end of the world and everything we know is going out of the window.

But let’s stop and think for a second – SEO has always been about getting content, services and products in front of the potential customers or users that need them.

In that regard, nothing has changed. 

“But isn’t AI a whole new platform and process I have to get my head around?”

Sort of….but not really.

AI isn’t a new marketing method or platform, it’s simply a new way in which users look for information.

It’s a new behaviour from the user, but the types of answer they’re looking for, and the types of answer that will perform well, are the same they’ve ever been – with expertise, authority and trust being the key factors that move the needle.

Search traffic isn’t dying off, it’s just fracturing between those users who click on pages in SERPS like they always have, and those who prefer AI generated responses. 

Luckily for us SEOs, the process that gets us featured in those AI responses is very similar to the SEO ranking process we’re already very experienced with. 

The framework that gives entities authority in AI responses is simple:

• Media mentions across publications that are authoritative and trustworthy
• Research that is not quoted from elsewhere establishes a level of expertise
• Branded citations and quotes from experts
• Schema and structured data

If you’ve worked in SEO for some time, none of this should be new to you.

AI is clearly going to grow in the next few years, both in popularity and capability, and this will translate into new user behaviours. However, it mostly relies on all of the same signals Google has been relying on for years. And even the new ones it can work from are extremely similar.

To avoid losing out as AI’s popularity and functionality develops, and to keep your brands and clients visible in this new age of SEO, you need a combined content and authority strategy that focus on visibility in different areas, such as:

• Short-form social media video content (think TikTok, YouTube Shorts and Reels) with keyword optimised captions and cross-platform threading
• Structured data using both traditional methods and new ones such as LLMs.txt
• Quotes from experts and authority figures in industry publications, citations from research, and brand mentions across sites with authority.
• Indexable content with E-A-T signals just like always worked before, with up to date data driven insights and truthful author bios also being helpful.

Here are some key things to look out for regarding how AI has changed SEO, and what SEOs should be ready for in the near future:

1. New Challenges and Opportunities

It’s not controversial to say AI has introduced both complexity and opportunity into the SEO landscape.

Challenges:

• Zero-click results: Search engines now often answer queries directly on the results page using AI-generated content, leaving fewer clicks for websites.
• AI-generated competition: Tools like Google’s Search Generative Experience (SGE) or Perplexity pull from multiple sources to give instant answers, reducing visibility for traditional listings.
• Greater technical demands: SEO strategies now require schema markup, structured data, and AI-friendly formatting to compete.

Opportunities:

• Deeper content understanding: AI can assess context and nuance better, giving well-written, authoritative content an edge.
• Smarter strategies: AI-driven insights allow for highly targeted optimisation based on real behavioural data.
• Richer SERP features: Sites that embrace structured data can appear in featured snippets, image packs, and answer boxes.

AI has raised the bar, but it has also opened the door to more meaningful and measurable success—if marketers are willing to adapt.

2. The Rise of Generative Search Engines

Traditional search engines returned a list of links. Now, they generate answers.

Google’s SGE, Microsoft’s Copilot (formerly Bing Chat), and even platforms like ChatGPT are changing the experience entirely. When users search, they receive AI-generated overviews—sometimes with cited sources, sometimes without. These experiences are driven by large language models (LLMs), which summarise the web instead of just indexing it.

For marketers, this means optimising content not just for ranking—but for inclusion within AI-generated answers.

3. How User Behaviour Is Shifting

Search users are adapting to this new reality.

Many people now trust AI-generated summaries as their final answer. Studies suggest that 20% to 40% of users don’t click any results after reading these AI-generated snippets. Instead, they get what they need directly on the SERP.

This zero-click behaviour has forced SEO strategies to evolve beyond simply “ranking first”. Brands now need visibility within AI responses, which means thinking about content structure, schema, and topical depth more than ever before.

4. Answer Engine Optimisation (AEO): The New Frontier

AEO is the practice of making your content more accessible and attractive to answer engines—not just traditional search engines.

To optimise for AEO:

• Place clear, concise answers high up on the page.
• Use heading tags (like H2 or H3) for questions and subtopics.
• Incorporate structured data like FAQ or HowTo schema.
• Keep language natural and direct—AI rewards clarity.

The goal is to make your page the best possible candidate to be quoted in an AI summary or featured snippet.

5. Generative Engine Optimisation (GEO): A New Strategy

GEO goes a step further than AEO. It aims to get your content quoted or referenced in the actual outputs of generative tools—like ChatGPT, Claude, or SGE.

Key GEO tactics include:

• Authoritative content: Google and OpenAI favour expert-level sources that show deep knowledge.
• Consistent branding: Ensure your site and name appear across trustworthy content hubs.
• New protocols: Use llms.txt or similar files to guide AI crawlers on how to use your data.

GEO is still emerging, but it’s becoming a crucial piece of the SEO puzzle as generative tools continue to evolve.

6. E-E-A-T and Content Quality

Google’s quality guidelines are still relevant in an AI-driven world—arguably more than ever.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the criteria that both AI and humans use to judge the value of a page.

To enhance E-E-A-T:

• Add author bios that highlight credentials.
• Include citations to high-quality sources.
• Avoid generic, low-effort content. Use original insights or research.

AI tools like SGE use these markers to determine which sources to quote and trust.

7. Creating Rich, Comprehensive Content

Thin content no longer ranks—or gets referenced.

Successful pages in an AI-shaped landscape:

• Cover topics in full, anticipating user intent.
• Use varied formats: tables, lists, definitions, examples.
• Include multimedia like images, videos, and diagrams.

The goal is to become a one-stop source that satisfies user queries fully and efficiently. AI systems favour these pages when crafting responses.

8. Technical SEO for AI-Centric Search

You can’t skip technical SEO. While it’s not going to suddenly be the make or break thing that features you in a ton of answers, neglecting it could be the red flag that prevents that ever occurring.

To make your site AI-friendly:

• Ensure schema markup is thorough and accurate.
• Optimise site speed and mobile usability.
• Use a clear, semantic HTML structure.
• Make sure pages are crawlable and well linked internally.

AI relies on structured data to understand and surface your content. Without it, even great content can easily be overlooked.

9. Using AI for SEO Workflows

AI isn’t just shaping search—it’s shaping how we optimise for it.

Tools like Clearscope, Surfer, MarketMuse, Jasper, and ChatGPT can now:

• Generate outlines or draft blog posts.
• Suggest internal links.
• Analyse competitors.
• Create keyword clusters.

These tools are excellent for scaling your strategy—but the end products still need a human voice. Always edit AI content for tone, clarity, and factual accuracy.

10. Gaining Visibility in AI Interfaces

AI interfaces are the new battleground for brand presence.

To build visibility:

• Regularly monitor whether your brand appears in AI-generated summaries.
• Optimise your digital footprint across forums, directories, social platforms, and trusted publications.
• Publish content that directly answers questions your audience is asking.

When users start asking AI for brand or product advice, you want to be the one it recommends.

11. Staying Ethical and Human in an AI World

While automation is helpful, there are ethical lines worth noting:

• AI tools can hallucinate facts—double-check everything.
• Copy-pasting AI content without editing risks plagiarism or inaccuracy.
• Maintain brand voice and storytelling—don’t let AI flatten your message.
• Always respect content rights, privacy, and consent.

Ultimately, the brands that win in this new era will be those who use AI as an assistant—not a replacement for real expertise.

SEO Future Proofing Checklist

• Blend traditional SEO with AEO and GEO strategies.
• Structure content clearly with questions, answers, and schema.
• Build trust and authority through E-E-A-T principles.
• Create complete, multi-format, intent-focused pages.
• Optimise your technical setup for both crawlers and AI readers.
• Embrace AI tools—but prioritise human judgement and creativity.
• Monitor how your brand appears in generative outputs—and adapt.

SEO in 2025 is no longer just about ranking on page one, although that will always be helpful. It’s about becoming the go-to answer, the quoted source, and the trusted voice across a growing number of AI-powered search experiences. The sooner you adapt, the better your visibility will be—no matter where or how your audience searches.