How Are Brands Preparing for AI SEO?

We are living in a time where AI-powered search dominates, and marketers are concerned about the future of SEO.

With organic traffic declining as more “zero click” answers are featured in the search results, everyone is talking about how to adapt in this new era.

In this article, we’ll explore some of the challenges and opportunities of AI SEO.

• Businesses Are Worried
• Marketers Feel Unprepared
• Traditional SEO Matters
• Final Thoughts
• Quick Solutions
• FAQ: How Do I Integrate AI Tools into Our SEO Strategy for Better Results?
• About Us

Businesses Are Worried

According to research from Smarty Marketing, 90% of businesses are worried about the future of SEO and online findability.

The top three concerns businesses cite include:

1. Not being able to get their business found online. 
2. Total loss of organic search. 
3. Loss of traffic and click attribution.

Related: How Do I Ensure My Business Remains Visible in Search Results with Evolving AI Technologies?

Marketers Feel Unprepared

And while marketers want to address these concerns for their employers and clients, many feel unprepared. 

According to survey data from digital marketing firm Centerfield, shared exclusively with Search Engine Land, 93% of marketers say they are facing barriers to GEO (AI SEO) implementation. 

Sixty-three percent of marketers say their company isn’t investing the time, budget or staff in GEO, with only 9% of marketing resources allocated to GEO on average. 

Among the marketers surveyed, only 33% say they have a “good” or “expert” understanding of GEO.

The good news for many is that 41% expect their company to dedicate more GEO resources in the next year, according to the Centerfield study.

This is somewhat consistent with data shared in the Smarty Marketing study, where data showed that about 61% of companies are planning to increase their SEO budget because of AI.

Still, about 35% of companies do not plan to change their SEO budget for AI at all.

Related: How Do I Overcome Barriers to Implementing AI SEO and Secure the Necessary Resources?

Traditional SEO Matters 

Upskilling staff and investing more resources into understanding how AI is impacting SEO is a smart move.

When you understand that SEO in the age of AI is much about applying the same best practices — just in new ways — you begin to worry less.

And, when you understand the impact of inclusion in things like AI Overviews versus the “blue links” results, you begin to see how protecting traditional SEO matters. To that point, research published by Adam Gruse at Search Engine Land found that ranking first in an AI Overview is equivalent to roughly Position 6 clicks (in the blue links area of the SERP).

Adam highlights the fact that this is “far from the golden ticket many assume,” and data shows that the top three blue links still perform best.

This is why he recommends optimizing for AI Overviews, but not overvaluing them. 

In other words, protecting valuable positions in the blue links matters, and when it comes to AI Overviews, it’s simply another chance for visibility (even without a click).  

The Smarty Marketing research (linked earlier) found that about 76% of respondents tend to agree, stating they will prioritize their brand being included in an answer as the recommended solution even without a click. 

Just 14.29% are interested in their site being cited as the resource for an answer to generate clicks.

Related: How Do I Balance Optimizing for AI Overviews While Maintaining Strong Blue Link Rankings?

Final Thoughts

Brands absolutely need to invest in understanding and performing AI SEO. 

With AI Overviews dominating the top area of the SERPs, and more people consuming the answers without ever clicking through to a site, it’s important to understand how to be included and why you’d want to be.

But that’s only part of the whole picture. 

Blue links are still a top performer for brands, and on top of that, there are numerous other opportunities to be visible in the SERP. 

Brands should prepare for this new age by thinking in terms of total SERP dominance — how they can be visible across the many areas of the SERP for their target queries. 

We call this the Search Visibility Framework. (For a more in-depth look at this, you can read more in my article on Search Engine Land.)

So instead of worrying about AI-driven search, view it as just one piece of the puzzle to help a brand surface in the moments that matter.

Ready to transform your SEO into an advanced presence in the digital age? 

Contact Us Today to Maximize Your Brand’s Potential in Search!

Quick Solutions

• How Do I Ensure My Business Remains Visible in Search Results with Evolving AI Technologies?
• How Do I Overcome Barriers to Implementing AI SEO and Secure the Necessary Resources?
• How Do I Balance Optimizing for AI Overviews While Maintaining Strong Blue Link Rankings?

FAQ: How Do I Integrate AI Tools into Our Existing SEO Strategy for Better Results?

Integrating AI tools into your SEO can boost your efficiency and effectiveness.  

Begin by identifying the specific objectives in your SEO efforts, and the tasks associated with them. 

Then you can research and select AI tools that align with these objectives, and focus on the features that support key aspects of the SEO process such as keyword research, content optimization and technical SEO analysis. 

Next, training is key to integrating the tool(s) and maximizing benefits. 

You want to be sure that everyone knows how to get the most out of AI-powered tools. Ask for open communication and feedback so you can continuously improve the integration of AI technologies into the SEO process. 

This approach helps the SEO strategy to evolve with technological advancements.

Finally, regularly evaluate the performance of the AI tools. Stay informed about updates and new features, and be willing to experiment with different tools to find the best fit for your strategy. 

When you take a flexible approach to integrating AI, you can use the tools needed to stay ahead in the fast-moving world of search. 

A 9-Step Action Plan for Integrating AI Tools into SEO Workflows

Here are nine steps to get you started with AI integration: 

1. Define your SEO goals and desired outcomes, then research the available AI tools and their capabilities. Select AI tools that align with your goals.
2. Be sure to fully understand the features and functions of the chosen tools.
3. Establish a timeline for tool integration and train your team on how to use the AI tools effectively.
4. Develop workflows to incorporate AI output into strategies.
5. Continuously monitor the performance metrics provided by the tools and adjust your SEO strategies based on AI-driven analytics.
6. Facilitate team collaboration to refine the tool’s usage and effectiveness.
7. Stay informed about AI advancements so you can experiment with new capabilities.
8. Maintain documentation of AI tool applications for the team, and conduct regular training sessions to update team skills.
9. Review SEO results to ensure the tools are aligned with objectives.

About Us

Since 1996, Bruce Clay Inc. has helped brands navigate every major shift in search. As AI transforms the digital landscape, we help businesses overcome “zero-click” challenges by balancing traditional SEO excellence with advanced Generative Engine Optimization (GEO). Our team of experts, averaging over a decade of experience, provides the technical consulting and training needed to secure visibility in both AI Overviews and traditional search results. When you cannot afford to lose organic findability, we provide the strategy and tools to ensure your brand dominates the modern SERP.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.