How AI is Reshaping SEO: Challenges, Opportunities, and Brand Strategies for 2025
Kelsey Libert examines the evolving search landscape, noting that while AI is changing how consumers search, core SEO fundamentals such as authority, structured data, and expert citations remain essential. The article highlights a study from SMX Advanced 2025, which found that although two-thirds of consumers believe AI will replace traditional search within five years, chatbots currently account for less than 3% of search traffic. The shift is towards a fractured discovery model, where brands must optimise for both traditional search engines and AI-driven platforms.
Read the full article – Kelsey Libert, Search Engine Land
The Future of SEO is Now: Growth & Visibility
Zoe Ashbridge outlines how the role of SEO is expanding beyond traditional search engines. With Google’s market share dipping below 90% and AI-driven search platforms growing, the article argues that SEO professionals need to focus on multi-channel visibility. The piece draws on Semrush’s research, projecting that AI search could surpass traditional search by 2028. Ashbridge advises brands to prioritise discoverability across platforms, including social, marketplaces, and AI tools, rather than relying solely on Google rankings.
Read the full article – Zoe Ashbridge, Search Engine Land
James Brockbank on Vanity vs. Sanity SEO Metrics, the Shifting SEO Landscape, and Link Relevance
James Brockbank discusses the need for SEO professionals to move beyond vanity metrics like rankings and traffic, and instead focus on business outcomes such as conversions and revenue. He notes that the industry’s reliance on mass content production is no longer sustainable, especially following Google’s recent algorithm updates. Brockbank stresses the importance of link relevance in the age of large language models and AI overviews, and encourages SEOs to set realistic stakeholder expectations.
Read the full interview – Interview by Danny Goodwin, Search Engine Land
Citations
Libert, K. (2025) ‘How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025’, Search Engine Land. Available at: https://searchengineland.com/how-ai-is-reshaping-seo-challenges-opportunities-and-brand-strategies-for-2025-456926
Ashbridge, Z. (2025) ‘The future of SEO is now: Growth & visibility’, Search Engine Land. Available at: https://searchengineland.com/guide/future-of-seo
Goodwin, D. (2025) ‘James Brockbank on vanity vs. sanity SEO metrics, the shifting SEO landscape, and link relevance’, Search Engine Land. Available at: https://searchengineland.com/james-brockbank-interview-smx-advanced-2025-456714
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