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Artificial intelligence is the buzzword of our era. It has forayed into every sector imaginable, transforming business operations and infusing them with vigor, speed, and autonomy.
A 2025 McKinsey report finds that almost 80% of companies report using Generative AI. More organizations are now utilizing AI in multiple business functions, including product development and software engineering. In SEO and marketing, artificial intelligence is revolutionizing the expected impact and also the required approach to campaigns.
As AI-driven changes gather momentum, here are four areas SEO experts should be mindful of.
1. The Dilemma of Google’s AI Overviews
How often recently have you searched for something online, read the AI overview, and closed the window without opening a single website from the search results?
This is happening to many of us. Those nifty overviews are just too handy.
Several studies indicate that AI overviews have reduced website traffic by at least 30%. Around 60% of Google searches are “zero-click.” In the near future, it seems likely that these trends might continue. As a result, the way users interact with digital content is vastly different from how it used to be.
SEO experts will have to ramp up their efforts in two directions.
- Appearing in the overview
- Encouraging users to click through to the website
The former demands a renewed focus on technical aspects, like indexability and crawlability. It also warrants more structured, high-readability content. The latter is uncharted territory that SEO experts will need to assess as part of omni-channel marketing plans.
2. The Need for On-Page SEO Upgrades
In these AI-driven times, on-page SEO requires upgrades to make your content stand out in a crowd. For example, structured data can be a real algorithm-pleaser at this time. It can improve the chances of your website appearing not only in the overview section but also in users clicking through for easily understandable content. Implementing schema markup can help you achieve this.
Google’s developers section has helpful info on achieving this. The company exemplifies that a recipe page with JSON-LD structured data can be beneficial to search engines. This markup will include key details, such as the recipe’s title or primary ingredients.
Of course, JSON-LD is not the only format you can use. Microdata and RDFa will also work well, although JSON-LD is recommended due to its user-friendliness and easy maintenance.
As a business owner or marketer, you should implement these changes regardless of the technology you employ to build the website. For example, many organizations now utilize AI-driven website development tools to speed up the process. It is also a viable route for businesses with limited resources and capabilities (think startups).
Ensure that the tool you use allows you to control your website’s SEO. According to Hocoos, you should be cautious about core components, like URLs, page structure, and meta descriptions. These parameters may require modifications to create space for AI’s increasing intervention.
3. Search Intent Over Keyword Matching
Conventionally, SEO has kept keyword matching close to its heart. The entire body of research on best practices has unveiled various types of keywords, from seasonal to long-tail, to use for optimal rankings. In today’s AI-driven age, however, this practice has become secondary to matching search intent.
Today, predictive AI can anticipate a user’s intent, sometimes even before the user realizes it themselves. These algorithms analyze behavioral patterns across various digital media to predict what you’re going to do. Some modern tools are so intuitive that they can use mouse speed or hover time to determine intent.
Models like Google Gemini have even begun to employ multimodal reasoning. It allows AI to analyze your intent across multimedia formats.
In this altered reality, SEO experts must prioritize intuitive, pre-intent keywords to get clicks, not only transactional ones. For example, “how to find the right lotion for dry skin” deserves attention, not just “buy XYZ lotion for dry skin.”
Beyond keywords, they must also focus on the content taxonomy, ensuring that it addresses a user’s problem or question. At the same time, the approach must feel nuanced and subtle. It is easy for some AI approaches to tread into surveillance or sneaking territory.
4. Increased Focus on Non-Search Traffic Sources
For a long time, Google and other search engines, such as Bing, have occupied the center stage for SEO strategies. In an AI-dominated world, that needs to change.
A 2024 Datos survey found that informational and navigational queries constitute the highest search intent on Google (51% and 33%). Transactional intent does not seem to be as crucial as some marketers believe.
It builds a strong case for brands to enhance their digital presence beyond search. The goal is to boost discoverability and connect with prospects.
It is hardly a wonder that many leading brands are investing in creating powerful content for social media channels, such as TikTok. Although social media may not directly increase your search rankings, it can invite quality customers to your website.
An impactful approach is to create content with an emotional resonance and shareability. It can turn casual viewers into brand advocates. Whichever method you choose to incorporate social media into SEO, aim to focus on conversation and engagement.
With AI technologies maximizing the potential of marketing efforts, it is worthwhile for SEO experts to get on board. Moreover, since many businesses now consider AI a crucial part of their operations, staying updated with AI-led possibilities will be a necessity.
Continuous monitoring, social listening, and competitor analysis can help marketers stay abreast.
