Winning SEO in the Age of AI
The only constant in life is change.”
Heraclitus, Greek Philosopher
We know that Heraclitus wasn’t referencing SEO, digital marketing, web development or artificial intelligence when he uttered this profound and provocative thought many years ago, but he might as well have been.
Like many aspects of the digital and marketing worlds, AI has turned all things SEO upside down.
What was once considered important:
- Appearing first in search results
- Click-through rates ruling the day
- More keywords to the rescue!
Has now been replaced by:
- Showing up in ChatGPT queries
- Getting cited in AI Overviews
- Optimizing your website for both humans and AI agents
While this shift may seem seismic, it’s only reinforcing the basics and bedrock of what SEO was founded on: expertise, strong content, a well-performing website and establishing trust.
We’re still trying to achieve all of these goals; we’re just taking a different path to get there. So while some are busy declaring the death of SEO, we here at Estland’s Harrisonburg, VA office know that it is alive and well — and evolving.
Let’s see what that evolution looks like, shall we?
Traditional SEO Simply Isn’t Enough Anymore
So much is being said about the impact AI has on search results, but a primary driver of that change is the way people actually conduct searches now. It wasn’t too long ago that we would search for things like “best email marketing software.” But now in 2025, our searches look more like, “What’s the best email marketing software for a nonprofit with a small team?”
How Searches Appear in AI Mode
Since AI crashed the party, search is no longer a command, but rather a conversation. We search like we speak—in full, content-rich sentences. As a result, Google’s AI Mode provides information and valuable context instead of merely directing you to a site to gather them yourself. In fact, according to Semrush, 92%–94% of Google AI searches don’t even result in a click anymore!
That’s much higher than what’s found when compared with Google Search. According to Semrush’s study of Google Search and AI Overviews from earlier in 2025, the percentage of zero-click searches was between 35%–46%.
Beyond Google: How AI Is Rewriting the Rules of Search
Remember when “Googling it” was the final word in finding an answer? Those days are fading fast. When people want quick and trustworthy answers now, they’re not typing into a search bar; they’re having a conversation with ChatGPT, Claude, Grok or Perplexity instead.
Unlike search engines, large language models (LLMs) don’t just measure the strength of your website or keyword placement. They look everywhere: Reddit threads, Quora answers, customer reviews and social media sentiment. It’s a much bigger playing field.
The implication? Your website is no longer the sole “home base” for building authority.
LLMs want to see a brand that’s consistent, trusted and present across the digital ecosystem. If you’ve been relying on rankings alone, it’s time to think bigger.
The New SEO Strategies You Need to Start Embracing Today
SEO is not just keywords, blog posts and backlinks anymore. It’s strategy, structure and a lot of science! It’s ever evolving.”
Kaitlin Pomerleau, Estland’s Content Marketing Director
In addition to improved places to search, there are new players that help frame SEO strategy as well. They are:
Answer Engine Optimization (AEO): Helps You Show Up In AI Overviews
Generative Engine Optimization (GEO): Gets You Cited by AI
AI Integration Optimization (AIO): Helps You Scale with AI
Search Experience Optimization (SXO): Leads to More Conversions Through Better User Experiences
Together, these approaches create the new layers of SEO your brand needs to stay visible in both traditional and AI-driven search ecosystems. Each plays a distinct role, but they work best as part of an integrated strategy built for the age of AI.
Like we said from the onset, this is SEO evolving, not going away. Streaming services like Hulu, Netflix and Disney+ didn’t kill television—they just changed and improved the way we watch.
Brands that adapt to this brave new SEO world will find themselves not just keeping pace with AI, but thriving within a search ecosystem that’s faster, smarter and more competitive than ever.
So how do you do that? We’ve got you covered.
SEO Game Plan for Victory: Focus Content on the Middle of the Funnel
In the battle of SEO helping to win hearts and minds during the customer journey, it’s become a race to the middle. It may seem counterintuitive to shy away from the beginning or end of said journey, but the reasoning is sound.
As growth advisor Kevin Indig explains it:
“Top of funnel content is now fighting with AI itself. The real competition—and opportunity—is in helping users decide. The mid-funnel is where the real competition is, and where the focus should be. This stage is less about discovery and more about decision-making.”
Here’s a quick step-by-step approach to win the middle of the funnel:
1. Create Content That Helps People Choose
- Product pages that go deep into features & benefits
- Case studies showing real results
- Comparison guides between you and your competitors
- FAQ pages that directly answer common doubts
Bottom Line: This is where trust is earned. The clearer you make the choice, the more likely customers are to flock to your brand.
2. Support SEO Beyond the Channel
- Employ retargeting ads
- Create lead magnets like videos, checklists and gated content
- Be diligent with email auto-responders and drip campaigns
Bottom Line: You need to find the customers where they are. That requires ads, emails and content across the digital landscape that keep you top of mind.
3. Make Your Site Technically Sound
- Ensure AI crawlers aren’t blocked (robots.txt)
- Keep your site fast and mobile-friendly
- Run rich results tests
Bottom Line: If your site isn’t accessible, fast and mobile-friendly, even the best content won’t be seen.
It’s Time to Reimagine Your SEO Approach. Estland Is Here to Help.
At the end of the day, SEO isn’t going away; it’s just getting more precise, and it requires brands to be more intentional with their strategies and tactics. If you’re ready to win SEO in the Age of AI, Estland’s always here to help.
Sources:
-Courtney Couch, Digital Marketer
-Ahmad N., eCommerce Specialist
-Connor Gillivan, SEO Expert
-Madhav Mistry, Full Stack Marketer
