AI is Changing SEO – 6 Opportunities for Brands in 2025
AI isn't killing SEO—it's redefining it. After 16 years in SEO, I’m convinced we’re facing the largest shift and opportunity yet. Keywords are becoming less crucial, while clearly identifiable entities like businesses, individuals, and products are gaining significant importance.
Those who understand how AI systems like ChatGPT or Google's Gemini select and serve content have a real edge right now. Here are six tactics worth using to build visibility across AI platforms in 2025:
1. Entity Optimization: From Keywords to Trusted Brands
AI platforms recognize trusted entities, not just keywords. Businesses must ensure their entities are clearly identifiable:
- Claim listings on Google Business, Bing Places, and Apple Maps.
- Secure placements on directories like Yellow Pages and BBB.
- Add structured data (schema markup) to provide detailed business info.
- Syndicate content on platforms heavily crawled by AI like Medium, LinkedIn, and Reddit.
- Target mentions in authoritative “Best of” lists that AI references frequently.
2. Create AI-Friendly Content
Content must align more closely with how people use AI to search:
- Answer specific conversational questions ("What's the best way to…" rather than "best way").
- Clearly structured H1, H2, and H3 headings as guideposts.
- Start articles with concise TL;DR summaries.
- Directly address questions from Google's "People Also Ask".
- Write clear, concise explanations optimized for NLP understanding.
3. Boost Brand Searches
AI assesses brand trust based on how frequently users search your brand name. Quick ways to boost these searches include:
- Posting job listings (applicants always Google the company).
- Securing placements in influential “Best of” articles.
- Running low-cost engagement campaigns to spark curiosity.
- Creating YouTube content to rapidly build brand awareness.
4. Traditional SEO Signals Remain Essential
Backlinks, reviews, and E-E-A-T signals remain fundamental to how AI selects content:
- Build quality backlinks from authoritative websites.
- Actively gather and display Google reviews.
- Prominently showcase industry certifications and awards.
- Ensure consistent and accurate business information across platforms.
5. Video Content Gains Importance
AI Overviews from Google and Perplexity frequently cite YouTube videos, particularly tutorials, demos, and comparisons:
- Embed videos in blog posts to extend dwell time.
- Upload structured and context-rich videos to YouTube.
- Include clear timestamps and detailed descriptions, which AI can interpret.
6. Solid Technical Foundation
Before adopting advanced AI strategies, ensure your website's technical foundation is solid:
- Install SSL certificates.
- Ensure mobile-friendly design.
- Implement clear navigation.
- Fix broken links and 404 errors.
- Maintain thorough 'About Us' and contact pages.
AI isn't an SEO threat — it's a redistribution of advantage. Brands that optimize for AI visibility now will be ahead of those still optimizing for the 2019 web.