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 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.
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. 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.
Do AI Overviews 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. 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?
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.
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.
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. Too much content, even thousands of posts, can actually confuse Google. That's why focused brands tend to win—they send strong signals that are easier to rank and reference.
The key 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.
Business owners often chase shiny new things like AI, while neglecting foundational channels like SEO. The advice: balance 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.
Invest in SEO and AI Optimization
Even with AI and zero-click searches changing the game, fundamental SEO work is still paying off with solid results.
If you're thinking about leveling up your SEO or AI strategy, the key is smart strategy, clear results, and knowing what works. Strong fundamentals still win, even with AI and zero-click searches.