How to adapt SEO to the changes AI is creating

Posted on by Lani Haque

I have been reading, listening, going to workshops, and talking to more people and SEOs about SEO and how it’s adapting to the changes that AI has made to the internet.  There is a lot of ideas and perspectives.  It’s all wonderful.  All seem very excited and also a little bit of trepidation.  Regardless, I have come away with some thoughts, a summary of sorts, of how to view SEO.  It’s not dead, just different, and different can be good!

Table of Contents

  1. What’s Going On with Search?
  2. What’s an “Agentic” AI?
  3. What is a longtail keyword, now?
  4. How People Search Today
  5. Think “Visibility,” Not Just “Ranking”
  6. Getting Seen Everywhere (Not Just Google)
  7. Easy Steps to Update Your SEO
  8. Quick Recap
  9. FAQs

How people are searching is changing fast.

People are using AI tools like ChatGPT, Perplexity, and others to find what they need. These tools are like personal assistants that learn about you as you work with it. They read websites, watch videos, and give answers for the user.

This means your website, blog, or brand needs to work for both people and AI tools.

2. What’s an “Agentic” AI?

“Agentic” means something that acts on its own.

So when we say “agentic AI,” we mean tools that do things for the user. For example:

“I found the best deal. Want me to buy it for you?”

This is different from the old way where the users searched, clicked, and decided everything themselves.

3. What is a long tail keyword, now?

We used to focus on short keywords like:
“barber shop Jersey City.”

Now, with voice search and AI, people ask full questions like:
“Where can I get braids done in Jersey City?”

Also, search is moving from keywords to “entities”.
Instead of just trying to rank for words, think:

“What is this page really about?”

Pick the idea you want to talk about then write content that helps the reader understand that idea, your relation to that idea while keeping the reader’s intent in mind.
Then add helpful and related words and phrases around that idea or entity.

4. How People Search Today

People don’t only use Google anymore.

They search using:

  • Voice (like Siri or Alexa)
  • AI tools (like ChatGPT)
  • Social platforms (like TikTok, Reddit, YouTube)

And guess what? AI tools use or learn from the content on these platforms too.
That’s why Reddit, YouTube, Quora, and even LinkedIn show up more in search results now.

If your content is there, you’re increasing the probability you will be found.

5. Think “Visibility,” Not Just “Ranking”

Ranking on Google is still good, but it’s not enough anymore.

Now, it’s about being seen or your visibility wherever your audience looks.  Where is your audience?

  • On search engines
  • On Reddit and YouTube
  • On social media
  • Inside AI tools like ChatGPT
  • On your Google Business Profile

This is called online visibility or brand visibility.
It means people recognize and trust your brand, no matter where they find it.

👉 So instead of asking, “How can I rank #1?”
Ask: “Where can people find me online, and what will they see?”

6. Getting Seen Everywhere (Not Just Google)

There are 3 kinds of online content:

  • Owned media – things you post (website, blog, social media, forums)
  • Earned media – when others write about you or link to you
  • Paid media – ads (Google Ads, Facebook Ads, social media ads etc.)

Ads are great for people ready to buy. But many won’t come back.

Organic content (blogs, videos, posts) helps people remember you; provides information; it builds trust over time.

And to get the most out of it, your message needs to be the same everywhere:
Website → YouTube → Reddit → Social Media

That is called omni-channel approach to marketing.

7. Easy Steps to Update Your SEO

There are many things you can do and try to start adapting to the changes AI is creating for us.

✅ Set up GA4 + Google Search Console: start gathering data which will be used to learn about your users.
✅ Audit your website: see what’s working (and what’s not) on your website.  SEO best practices are always relevant but now with AI, user intent and varying ways to search kept in mind.
✅ Update old pages: to match how people search today (e.g. with full questions, voice search, etc.)
✅ Get your Google Business Profile (GBP) working for you: post updates, photos, services, and more (For local businesses and Local SEO)
✅ Plan ahead: decide where and how you want to be found
✅ Be everywhere: Don’t just think Google, or one social media channel when trying to find prospects.  Your potential customers could be anywhere!

8. Quick Recap

SEO is changing.

AI agents are helping people search in new ways.
Google is no longer the only place to be seen.

To grow your brand:

  • Think in entities, not just keywords
  • Be visible on Reddit, YouTube, LinkedIn, etc.
  • Refresh your content often
  • Focus on being helpful to both people and AI tools
  • Consider your ideal customer persona and their intent when creating content.
  • And most of all, focus on visibility, not just rankings

Below are just a few references.  Many posts and articles have been read found on LinkedIn by thought leaders in SEO.

References:

  1. How to Refresh for AEO & AI Overviews | AirOps & Kevin Indig, Jun 5, 2025, https://youtu.be/9J8–p2oifs?si=dORzYU2A4ylLTxl3 
  2. Stream: Emerging Content Partnerships on Reddit, LLMs & more, Martech Record, Jun 5, 2025, https://martechrecord.com/past-events/emerging-content-partnerships-newsletters-messaging-apps-toolbars-and-more/ 
  3. Conversation with Amy Aitman, Jun 9, 2025
  4. Conversation with Kirsty Mullet, Jun 3, 2025
  5. SEO in 2025, David Bain, Majestic.com,   https://podcasts.apple.com/ca/podcast/seo-in-2025/id1598137108 

FAQs

What is an “agentic AI”?

It’s an AI tool that acts on its own to help users. It can search, choose, and even buy things for them.

Are keywords still important?

Yes! But they now support a bigger idea, called an entity. Pick a clear idea you want to talk about first, then add helpful words related to that idea in your content.

What is voice search, and why does it matter?

People use voice to ask full questions. Your content should sound natural and answer real questions.

What’s the difference between ranking and visibility?

Ranking means where you show up on Google.
Visibility means how easy it is for people (and AI) to find and trust your brand, anywhere.

Lani Haque
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Lani Haque

I enjoy learning and sharing that knowledge. Sharing has been in many forms over the years, as a teaching assistant, university lecturer, Pilates instructor, math tutor and just sharing with friends and family. Throughout, summarizing what I have learnt in words has always been there and continues to through blog posts, articles, video and the ever growing forms of content out there!

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