SEO isn't just about Google anymore. And honestly, it hasn't been for a while.
When AI can sum up your carefully crafted content in seconds and serve personalised answers right in the search results, what's left for us? Well, two things really matter in 2025:
- Getting your brand mentioned in those AI-generated answers
- Building up your branded search traffic
Those keywords we used to obsess over? They're becoming less important as people are typing in whole questions and conversational prompts (about 10 words on average). SEO is now about understanding what people actually want, not just what words they use.
Here's the thing – AI is brilliant at giving quick answers. That means to get people to click through to your site, you've got to offer something deeper that's worth their time.
The Fundamental Shift
Look, I know we've all heard "SEO is dead" a thousand times before. But this time feels different, doesn't it? We're not just dealing with another Google update we can figure out in a few weeks. The entire way people find and consume information is changing beneath our feet.
The Rise of AI-First Search
When ChatGPT and its AI friends can instantly summarise your blog post and serve up answers without anyone ever visiting your site, keeping your brand visible becomes a whole new challenge.
Some will tell you that optimising for AI is totally different from traditional SEO. It both is and isn't. Yes, those perfectly crafted keyword phrases are becoming less relevant, but the core goal hasn't changed – understanding what people want. People are typing in conversational queries focused on solving real problems. AI doesn't just match words; it tries to understand the intention behind them.
The New Rules of AI Optimisation
Right now, some companies are simply mirroring Google's AI overview text in their content. Let's be real – that's a temporary hack, not a proper strategy. It's like the early days of keyword stuffing – it works great until it suddenly doesn't, and then you're left scrambling.Instead, we need to focus on what these AI models are really seeking:
- Proper answers to tricky questions
- Clear signs you know what you're talking about
- Content that connects the dots and gives context
- Real examples from the real world
- Fresh insights that can't be found everywhere else
Pretty much as readers what we've been looking for all along, without perhaps acknowledging it consciously.
The Rise of Branded Search Traffic
The real winners next year will be the brands people search for by name. Why? Because when someone specifically looks for YOUR brand, they're skipping past all those AI summaries. They're coming to you because they already trust you, your voice, and your take on things.
It's not just about being found anymore – it's about being sought out.
Building Brand Authority in an AI World
So how do you build that kind of brand authority when AI is increasingly the gatekeeper of information? Here's what's working right now:
Deep, Thoughtful Content
There's a clear split happening in content effectiveness. Quick, surface-level stuff is being completely eaten up by AI summaries. But the detailed, thoughtful analysis? That's still driving traffic and, more importantly, building authority.
Emotional Connection
AI can spit out facts all day long, but it can't (yet) replicate genuine human experience and emotion. Content that tells stories, shares personal perspectives, and makes you feel something is proving more resilient to AI disruption.
Multi-Format Engagement
Your audience isn't just reading blog posts anymore. They're watching videos, listening to podcasts, and playing with interactive content. Each format is another opportunity to build recognition and loyalty.
Measuring Success in the New Landscape
Here's where things get interesting. While Google Analytics is starting to show AI-driven traffic data, the metrics that really matter are changing:
- Direct traffic is gold dust now. When someone types your URL directly into their browser, that's a sign your brand building is working.
- How many people are specifically searching for your brand name? Branded search volume is becoming crucial.
- Are AI models mentioning your content as a source? Harder to track but increasingly important.
- Time on page and interaction rates tell you if your content is providing value beyond what an AI summary can offer.
Looking Ahead
As we move through 2025, the companies winning at this game are thinking beyond traditional SEO. They're creating content that:
- Tackles questions AI struggles with
- Shares insights based on real experience
- Connects emotionally with their audience
- Shows they really know their stuff
- Gets people to engage directly with their brand
The truth is, AI isn't killing SEO – it's evolving it. Yes, traffic patterns are changing. Yes, some of the old tricks aren't working anymore. But the fundamental goal is still the same: connecting helpful information with the people who need it.
Remember, it's not just about being found anymore – it's about being memorable, being trustworthy, and being the source people choose to come back to, even when AI offers them a quick answer instead.
The winners in this new landscape won't be those who figure out how to game the AI systems (though plenty will try). They'll be the ones who build genuine authority, create real value, and earn the kind of brand recognition that makes people seek them out directly.
Because at the end of the day, while AI can summarise information, it can't replace expertise, experience, and that genuine human touch. That's where your opportunity lies in 2025 and beyond.
As BlueSky PR’s Head of Marketing, with almost 10 years’ prior experience in the recruitment industry, Jennifer writes articles and guest posts to inspire recruitment agencies to build their brands, improve their content, bring in more leads and generally make their lives easier.
