Search has always been about visibility. But in 2025, visibility requires more than just keywords and backlinks. With AI tools reshaping how we research, write, and optimize content, many businesses are tempted to rely solely on automation.
But here’s the truth: AI isn’t a replacement for SEO. It’s a layer on top of it. Without a strong SEO foundation, AI-generated strategies collapse. The smart businesses know this, and they’re winning by combining the structure of SEO with the speed and scale of AI.
Table of Contents
- Why Smart Brands Aren’t Abandoning SEO in the Age of AI
- The 70/30 Rule
- What AI Overviews Mean for Your Brand
- Zero-Click Doesn’t Mean Zero Value
- Start Building a Stronger Brand
- Two Frameworks for Smarter Digital Growth
- AI Bubble Fears vs. Solid SEO Foundations
- Managing Multiple Brands Without Confusing Google
- Getting the Honest Truth from AI and Experts
- Invest in SEO and AI Optimization
Why Smart Brands Aren’t Abandoning SEO in the Age of AI
AI is a hot topic right now, but it’s important to zoom out before shifting all your focus. Many businesses worry they’ve “missed the boat” on SEO and think AI is the only future. But the reality is more nuanced.
For many small businesses, AI tools like ChatGPT or Claude aren’t part of their daily workflow. Some aren’t using them at all, not even to draft an email. That means the size of the AI optimization market really depends on your audience.
Are they using ChatGPT for discovery? Or are they still relying heavily on Google search?
Research shows most users still mix behaviors. For example, someone might use ChatGPT to learn about sneaker brands or sizing, but still go to Google when it’s time to buy. Even ChatGPT relies on Google for deeper research. So if you’ve invested in SEO, you’re already gaining visibility inside AI platforms.
The same applies here: balance your resources. SEO remains the foundation, while AI is a growing opportunity worth exploring strategically.
The 70/30 Rule
Should you put your budget into SEO or AI?
Some brands are tempted to eliminate SEO entirely and shift everything to AI. But the reality is, you can’t really separate them. SEO is still the foundation. AI tools like Google’s Gemini, ChatGPT and Perplexity — and even Google’s new AI Overviews — often rely on SEO-optimized content as their source material.
In fact, about 70% of the work you’d do for SEO also helps with AI visibility. The other 30% is platform-specific—tactics tailored to where your audience actually is. For example, optimizing for ChatGPT isn’t the same as optimizing for Perplexity. Each tool pulls from different sources and has different training methods, so it’s critical to reverse-engineer how they deliver results before building your strategy.
At the same time, platform adoption is shifting. Tech-savvy audiences may lean toward Perplexity, while mainstream users are more likely to use Google or ChatGPT. As Google rolls out AI features across search, Photos, and other products, it’s clearly trying to stay ahead of user behavior.
The bottom line is that businesses shouldn’t treat SEO and AI as either/or. Smart strategies layer AI on top of solid SEO foundations.
What AI Overviews Mean for Your Brand
Sam Altman recently mentioned the “dead internet theory,” the idea that a big chunk of online activity isn’t real people, it’s bots. James pointed out that it feels a lot like the mid-2000s when sites churned out hundreds of thousands of junk pages to game search traffic.
Gert agreed, saying we might be seeing a repeat. Across industries, impressions and clicks are dropping, but it’s unclear how much of that traffic ever came from humans versus bots or AI tools hitting Google. That brings us to AI Overviews.
Do they cite sources or just scrape?
The answer: it changes constantly. Sometimes, Google links out; sometimes, it points back to its properties, such as YouTube or Google Business Profiles. Short, helpful videos still perform well, but overall, the system keeps shifting week by week.
The challenge is that AI queries aren’t like traditional keyword searches. They’re unique conversations, so platforms can’t rely on massive volumes of repeat data. For now, businesses need to stay flexible, test what resonates, and adapt fast as AI search keeps evolving.
Zero-Click Doesn’t Mean Zero Value
We’re living in a zero-click world. People search on Google, but instead of clicking through, they get answers right there in the AI overview or featured snippet. For businesses investing in SEO, that can feel frustrating. Your content gets scraped, but the traffic doesn’t always reach your site.
So how do you protect yourself?
The first step is to accept that marketing ROI isn’t always perfectly trackable. Paid ads, social media, SEO, it’s all moving in that direction. With zero-click searches, you often lose out on direct visits, whether that’s ad revenue or product sales.
That’s why the shift is toward branding. Instead of focusing only on clicks, ask: Where can people see my brand? How do I stay visible to my ideal audience? Even if they don’t click right away, exposure matters.
Not all keywords lead to zero-click results; complex, in-depth queries still drive traffic. However, for straightforward, database-style answers, Google and AI tools will likely just serve them directly.
Your best move? Show up, build recognition, and then retarget. If someone searches for “best CRM tools,” they might not click in the moment, but you can reach them later through ads, remarketing, and consistent branding.
Start Building a Stronger Brand
These days, relying only on SEO isn’t enough. You’ve got to think bigger when it comes to branding. Search is still important, but decision-making happens across many platforms, not just Google.
Take Reddit, for example. It’s become a powerful space for discussions and even shapes what shows up in search results. If your competitors are active there and you’re not, you’re missing out.
It’s not just about ranking your own website anymore. You should also aim to be part of conversations happening elsewhere—whether in a Reddit thread, a listicle on another site, or an industry article. The more your brand shows up in these spaces, the more likely people (and even AI systems pulling data) will recognize you.
Let’s say you launch a new AI brand. Sure, you’ll do the basics: create a website, add backlinks, and connect it to your personal brand. But you also need to post on other platforms, answer questions, and show up where your audience hangs out.
Done right, this builds visibility and sparks branded searches.
Two Frameworks for Smarter Digital Growth
Have you heard of GEO (Generative Engine Optimization) or AEO (Answer Engine Optimization)? They're the new buzzwords. But let's be real: It's all still a form of search.
That’s why Gert’s team uses their ERICA framework. Every two weeks, they reassess, prioritize, and adjust, like personal training for your marketing strategy. Instead of locking into long-term contracts or chasing every shiny object, they double down on the 20% of actions that drive 80% of the results.
James relates to his own SCHRAMKO Framework™, which starts with simplifying. Both agree that businesses often overcomplicate SEO. You don’t need to rank for everything, but sometimes three key contexts for one product move the needle.
AI Bubble Fears vs. Solid SEO Foundations
Is there going to be an AI bubble burst? Honestly, it’s possible. If general AI doesn’t arrive on the timeline people expect, investors may get tired of pouring billions into something “better” but not revolutionary.
We’ve seen hype cycles before, like Amazon and Twitter, which both lost money for years before turning things around. The truth? AI probably won’t take over in six months or even six years. But a lot of folks are overhyping it, chasing big gains without even knowing if the tools are being used the way they think.
What actually works right now is sticking to solid SEO foundations. SEO pros have been doing structured content, context-rich intros, and clear layouts for years, and they are now fueling AI visibility. Search engines and AI tools rely on knowledge graphs, so consistency matters. Brands need to show who they are and what they do, and stay relevant in the right context.
Managing Multiple Brands Without Confusing Google
Managing multiple brands is a balancing act. James shared how surprising it was to learn that too much content, even thousands of posts, can actually confuse Google. Gert explained that’s why his businesses run under different “entry points,” like SEOLeverage, PlatformLeverage, and his personal brand. Each has its own audience and purpose, much like different products in an e-commerce store.
The key, Gert says, is clarity. If you blur your brand’s positioning by mixing too many messages, search engines, and now AI tools, they won’t know what to do with you. Focused brands tend to win because they send strong signals that are easier to rank and reference.
At the same time, business owners often chase shiny new things like AI, while neglecting foundational channels like SEO. Gert advises balancing both: protect what’s already working while experimenting with new opportunities. In the end, it’s about pruning distractions and doubling down on what truly moves the needle.
Getting the Honest Truth from AI and Experts
Here’s the lesson he keeps learning when working with clients:
- Don’t just tweak what's broken. Step back and ask, “If we were starting fresh, what would we build?”
- Rebuilding beats patching. Almost always, the solution is simpler, clearer, and more effective.
For example, one client's VSL (video sales letter) was cluttered. A clean analysis suggested a shorter, punchier VSL that would convert better.
Other key insights:
- Cross-checking matters. Compare AI outputs, platforms, and human opinions to get the full picture.
- Let go of sunk costs. Delete low-performing content, like old YouTube videos with fewer than 30 views.
- Experience scales learning. Agencies with multiple projects can cross-pollinate insights, spotting patterns that single projects can’t.
Bottom line: don’t assume you’re on the right path. Analyze, strip back, rebuild, and focus on what truly moves the needle.
Invest in SEO and AI Optimization
Even with AI and zero-click searches changing the game, their fundamental SEO work is still paying off with solid results.
If you’re thinking about leveling up your SEO or AI strategy, SEOLeverage is your go-to. You can book a free call to assess your current situation and get guidance on the next steps.
With Gert’s expertise, his own sites are proof that strong fundamentals still win, even with AI and zero-click searches. It’s all about smart strategy, clear results, and knowing what works.
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