Last Updated on June 26, 2025 by Becky Halls
It’s official: generative AI is gatecrashing the search party, and it’s not leaving. Now is just the start and if don’t change our SEO strategies we will lose out!
Whether it’s ChatGPT spitting out summaries or Google’s AI Overviews stealing the spotlight above the fold, one thing’s clear: the search landscape is shifting fast.
So what do we do and how do we do it?
We need to learn how to adapt SEO for AI search. We adapt Strategically – and Quickly – and we stay ahead.
We’ve written this post to outline how we plan to adapt our SEO for AI search – it’s all easy stuff so follow along and hopefully you can implement some of the changes to help boost your SEO today.
Why SEO Is Changing (And It’s Not Just Algorithm Updates Anymore)
Generative AI is now baked into search tools:
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ChatGPT, Gemini, Perplexity = full answer, zero clicks
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Google AI Overviews = pushed results + fewer SERP clicks
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SearchGPT-style interfaces = inline citations + conversational UX
Translation?
Even if you rank #1, AI might not send you traffic unless you’re optimized for visibility inside the summary box, not just on the results page.
In fact, recent studies show that CTR for top-of-funnel keywords dropped by up to 18% in industries like education, finance, and SaaS since AI Overviews rolled out.
What’s Being Affected Most?
If your traffic relies on:
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Blog content (especially how-to or definitions)
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FAQ-style posts
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Review roundups or listicles
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Informational “what is…” queries
…then AI might be quietly vacuuming up your traffic. No penalty, no warning – just fewer clicks.
But that doesn’t mean SEO is dead. It means the game has changed.
How to Adapt SEO for AI Search (And Still Win)
Here’s what actually works in 2025, and what doesn’t.
1. Rank First or Don’t Get Cited
To show up in AI-generated answers, your content must rank in Google’s top 10. AI Overviews and tools like ChatGPT aren’t giving love to page 3.
How to rank better:
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Optimize for E-E-A-T (Experience, Expertise, Authority, Trust)
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Get backlinks from trusted sources (yes, we’re biased, but…)
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Target long-tail keywords that match natural search queries
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Use structured data to help AI understand your page layout
2. Structure for Summaries, Not Just Spiders
You’re not just writing for humans and Google anymore. You’re writing for models.
How to optimize structure:
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Use clear subheadings (especially for how-to content)
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Add bullet points and numbered steps AI can parse easily
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Include FAQs at the bottom of your post (and use FAQ schema)
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Make your answer to the main query appear early in the content
Our Thought: Think of each blog post like a mini landing page for a single search intent. If AI can’t find the answer fast, it’ll quote someone else.
3. Leverage Brand Mentions Over Just Links
AI doesn’t just look at links anymore – it also looks at who is mentioned and how often.
Our Tips:
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Get your brand mentioned in industry roundups, guest posts, and trusted media
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Encourage conversations about your brand in forums, podcasts, and social threads
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Use tools like 3way.social to build backlinks and drive niche relevance
Stat: According to a Moz study, brand mentions appeared 2x more frequently than backlinks in AI citations during Q1 2025.
4. Create “Hidden Gem” Content AI Can’t Fake
AI regurgitates the average. Your job? Be the exception.
What works now:
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Case studies with real results
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Expert interviews with original takes
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Data from your own users or tests
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Unique frameworks, strategies, or coined terms
Our Thought: If your content could be rewritten by AI in 10 seconds… it probably won’t get cited by AI either. Show that there is a person behind the text by proving your thoughts on relevant subjects and questions.
5. Use AI for Strategy and Planning – Not Final Drafts
Yes, it’s tempting to let AI do the work. But Google’s March 2024 update slapped down AI spam hard.
How to use AI wisely:
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Use it for ideation, outlines, SERP previews
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Fact-check everything (AI still hallucinates)
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Layer on human commentary, opinion, and lived experience
You can’t beat AI at being AI. But you can beat it by being real.
6. Reframe What “Winning” Looks Like
Let’s be honest, your blog post might get fewer clicks in an AI-dominated SERP. But…
- If it’s being cited by AI
- If it’s getting linked from summaries
- If it’s building brand awareness
…you’re still winning. You’re just playing a different game.
Our Thought: Track impressions and citations, not just clicks – you can use Google Console for this, or a new feature due to be released soon by Neil Patel and Ubersuggest. The top-of-funnel metric has shifted and we need to shift with it.
Should You Block AI Bots?
If your content is behind a paywall or heavily licensed, maybe.
But if you want visibility? Don’t block tools like GPTBot.
Because if you block them, they’ll just cite your competitor instead.
Final Thoughts: AI Isn’t Killing SEO, It’s Filtering It
The rise of generative AI in search isn’t the death of SEO. But it is the death of low-effort content, keyword stuffing, and generic advice.
Want to adapt SEO for AI search?
Be real. Be useful. Be link-worthy.
And if you need help building backlinks that actually boost your visibility in AI results, not just under them, 3way.social is built for exactly that.
FAQs: Adapting SEO for AI Search
How is AI search different from traditional search?
AI search uses generative models to provide direct answers and summaries, often reducing the need for users to click through to a website.
How can I adapt my SEO strategy for AI search?
Focus on ranking in Google’s top 10, improving content structure for summarization, earning brand mentions, and building backlinks from authoritative sources.
Do AI search engines still value backlinks?
Yes—but brand mentions and topical authority are also becoming crucial. AI often cites sources based on credibility and clarity, not just link juice.
Should I still invest in blog content?
Absolutely, but prioritize what you know. Make yourself the trusted source – think depth, originality, and content that adds value beyond what AI tools can summarize generically.
Is SEO still worth it in 2025?
More than ever. SEO is evolving, not disappearing. Those who adapt early will continue to dominate search, whether it’s AI-powered or not.
