How AI Is Shifting SEO Priorities

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Google’s newly introduced AI Mode was another reminder that organic finability is quickly changing. The ability of search engines to generate detailed answers to search queries often results in no clicks because users don’t need to research further, and most brand mentions in those answers are not even linked (prompting users to search brand names in Google before converting). This results in a few important shifts in SEO priorities:

• Clicks are no longer the main SEO KPI (many buying decisions are going to rely on AI answers without clicking any links)
• Becoming a distinguished brand/entity is key to being included in AI answers: Unless it is a well-defined entity, AI doesn’t know about you and won’t include you in answers
• Branded search management is even more important because consumers often have to search for (and hence research) a brand or product name to convert

Businesses and publishers are concerned by these changes as they don’t know how to change their SEO strategies to align with these shifts. Here’s a quick, practical overview of how AI is changing SEO tactics:

1. Product positioning should be part of SEO

Generative AI engines rely on training data and search engines to provide product and brand recommendations. Unless these engines “know” how your product or your company is unique and which specific problems they are solving, you may not be included in the answer. An AI-focused SEO strategy should include creating and distributing content that clearly explains:

• Your business’s value proposition and key selling points (how you stand out)
• What distinguishes your brand from your competitors (for example, personalized approach, unique bundling, convenient shipping options, unique products or product quality, etc)
• Which audience segments you are targeting (and why)
• Geographic locations you are servicing, etc.

This type of content is referred to as “brand knowledge content,” which provides more information to LLMs about your brand and increases its chances of being included in AI-generated answers when consumers ask specific questions or look for solutions to specific problems your products are solving. Your company’s digital footprint should emphasize your key selling points.

Here’s an example of an answer from AI Mode that compares two popular CRM solutions. AI Mode generated a comparison chart comparing features. The goal of an SEO strategy is to provide AI with enough information about your product or solution, so comparison charts like these can include your business:

2. Backlinks are still important, but so are brand mentions…

… especially those in the right, relevant context. AI search algorithms do not rely on links as ranking factors. They are based on “similarity” indexing and co-occurrence. If your brand name consistently shows up in relevant content, it will be associated with related questions. Backlinks are still key ranking signals for organic search engines (and major gen AI platforms, ChatGPT and Gemini, rely on traditional search engines), so link building is still important for online visibility. So, AI search optimization should include both brand marketing/positioning and link building. Here are some tactics that will likely achieve both, more backlinks and more brand mentions.

• Traditional digital PR (brand mentions and backlinks from well-known publications)
• Co-citation links building (e.g., being mentioned and/or linked to among your competitors in listicles)
• Reddit marketing: Being part of relevant subreddits and creating your own subreddits. Reddit can generate organic links (as journalists use it for ideation). Reddit also has official partnerships with Google and OpenAI, which use Reddit content to build their databases, so brand mentions on Reddit are helpful for brand marketing. Reddit is also one of the top AI data training sources (for both ChatGPT and Google), so being on Reddit means being known by AI.

3. Keyword optimization is replaced by problem-solving

AI search engines use a “query fan-out” technique (the term was introduced by Google, but other LLM-based AI platforms are using similar techniques too). The “fan-out” method goes beyond giving direct answers to queries.

It addresses follow-up questions to give a better and more detailed answer that would include more helpful information to help users make more informed decisions.

While keyword research is still important for understanding customers’ buying journeys, keyword optimization should go beyond using those keywords in text, headings, and title tags. Consider questions and problems behind each keyword to provide additional information on your page to be more helpful to your site users. Prompt ChatGPT or Gemini to get AI insight into each query or a list of queries:

Here’s my keyword list. Using the fan-out technique, generate facets/subqueries/questions related to these topics.

There’s also a custom GPT that can help with this task.

To sum up:

Priority Shift	Description of Shift	Actionable Strategy
Clicks are No Longer the Sole KPI	AI-generated answers reduce direct website clicks, influencing consumer decisions within search results.	Broaden SEO success metrics beyond click-through rates. Focus on brand visibility within AI answers and the subsequent increase in branded searches.
Brand/Entity Distinction is Paramount	AI needs to deeply understand your brand’s unique value proposition, product uniqueness, and target audience to include it in relevant answers.	Develop and distribute “brand knowledge content” that clearly articulates: your unique selling points, how you differentiate from competitors (e.g., personalized service, unique products), your target audience, and geographic service areas. This content directly feeds LLMs.
Branded Search Management is Enhanced	Users are increasingly likely to perform direct branded searches after discovering a brand through AI-generated content, making post-discovery searches critical for conversion.	Invest proactively in strong brand presence and reputation management to ensure positive and informative results for branded searches.
Backlinks & Brand Mentions (Contextual) are Both Vital	AI prioritizes “similarity” and co-occurrence (mentions in relevant contexts), while underlying traditional search engines (used by major AI platforms) still rely on backlinks for ranking signals.	Implement a dual strategy combining: Digital PR: Secure brand mentions and backlinks from authoritative publications. Co-citation Link Building: Aim to be mentioned alongside competitors in relevant industry content and listicles. Reddit Marketing: Actively engage in relevant subreddits; creating your own can also be beneficial as Reddit is a key data training source for AI and a source of organic links.
Problem-Solving Replaces Strict Keyword Optimization	AI uses a “query fan-out” technique to provide comprehensive, multi-faceted answers that address follow-up questions and broader user problems, moving beyond direct keyword matching.	Beyond traditional keyword placement, analyze the underlying questions and problems associated with each keyword. Create content that offers thorough, helpful information addressing these broader user needs. Leverage AI tools (e.g., ChatGPT/Gemini with a “fan-out” prompt) to identify related facets and sub-queries to enrich your content strategy.