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The Future of SEO with AI: Our Insights on The Impact of AI in SEO
As an SEO Specialist here at Corkboard Concepts in Pittsburgh, I've been watching how SEO and search have changed over the last few years. If you've been wondering why your website traffic seems different lately or why your traditional SEO strategies aren't hitting the same marks they used to, you're not alone! The future of SEO with AI is reshaping how we approach search optimization. Let me share what we've learned about navigating this new terrain and how you can adapt your strategy to thrive in this AI-driven search world. 
Here's something that might surprise you: if your website traffic has been fluctuating recently, it's not necessarily a sign that your SEO efforts are failing. The search landscape is experiencing a huge shift, and understanding these changes is crucial for any business looking to maintain their online visibility. 
We're also seeing a significant increase in longer, more conversational queries. Think six words or more with phrases like "how do I" or "what's the best way to." This shift toward natural language queries is directly influenced by users' comfort with AI assistants and voice search. Different generations are embracing these changes at varying rates, with Gen Z and Millennials showing a strong preference for AI-powered search experiences. Many are even turning to ChatGPT for information that they might have previously searched for on Google. 
Understanding what prompts AI overviews is key to optimizing your content for it. Here’s what AI overviews are most commonly triggered by: 
Based on our experience working with clients and the latest industry insights, Corkboard Concepts has developed a complete strategy for SEO with AI.
Why Search Traffic Patterns Are Shifting
Here's something that might surprise you: if your website traffic has been fluctuating recently, it's not necessarily a sign that your SEO efforts are failing. The search landscape is experiencing a huge shift, and understanding these changes is crucial for any business looking to maintain their online visibility. The Rise of Zero-Click Searches
We're witnessing a rise in what we call "zero-click searches.” These are searches where users find their answers directly on the search results page without clicking through to any website. Google's AI overviews, knowledge panels, featured snippets, and local map packs are providing instant answers that satisfy user queries right on the SERP. Currently, AI overviews appear in almost half of all search results, and AI search already represents about 20% of Google's entire user base!The Evolution of Search Behavior
We're also seeing a significant increase in longer, more conversational queries. Think six words or more with phrases like "how do I" or "what's the best way to." This shift toward natural language queries is directly influenced by users' comfort with AI assistants and voice search. Different generations are embracing these changes at varying rates, with Gen Z and Millennials showing a strong preference for AI-powered search experiences. Many are even turning to ChatGPT for information that they might have previously searched for on Google. Understanding the Zero-Click Challenge and Opportunity
Now, before you panic about zero-click searches, let me reframe this for you: no clicks doesn't equal no value. This is probably the most important mindset shift we need to make when thinking about SEO with AI.Impressions Still Matter
Every impression on the SERP is an opportunity to promote your brand and establish authority. When your content appears in AI overviews or knowledge panels, you're building brand recognition and credibility, even if users don't click through to your site! Think of it as digital billboards…not everyone who sees a billboard drives to that business immediately, but brand awareness is being built.A Longer Customer Journey
In 2024, customers typically had 8 touchpoints before making a purchase decision. Now, in 2025, we're expecting that number to increase to 11 touchpoints. This means your SEO efforts are playing a crucial role in the early stages of the customer journey, even if the final conversion happens through a different channel. People often learn about your brand through search but make their purchase decisions via email, social media, or even in-store visits. This is why maintaining strong SEO visibility remains absolutely critical. Essentially, you're planting seeds that will grow into conversions down the line.What Triggers AI Overviews and How to Optimize for Them
Understanding what prompts AI overviews is key to optimizing your content for it. Here’s what AI overviews are most commonly triggered by: - Longer queries with 6+ words
- Informational searches that begin with how, why, or what
- Content that clearly answers specific questions
Our SEO Strategy For Success in the AI Era
Based on our experience working with clients and the latest industry insights, Corkboard Concepts has developed a complete strategy for SEO with AI.1. Invest Heavily in Your Brand
The first step is to invest in your brand by creating new, quality content on a regular basis. The brands that are winning in AI search are those that consistently produce high-quality, original content. This isn't about posting blog posts for the sake of it. Rather, it's about creating content that genuinely serves your audience's needs and showcases your expertise! It’s also important to optimize your website and content. Users might discover you through an AI overview, but when they do click, your website needs to have a good user experience. Finally, you need to build authority through thought leadership. This means establishing yourself and your company as a subject matter expert in your industry. Here are some of the things you can do:- Publish original research and insights
- Contribute to industry discussions
- Speak at conferences and webinars
- Guest post on authoritative sites
2. Earn Clicks with Value
Next, you want to earn clicks with value that AI cannot simply replicate or summarize. How do you do this? Provide context and a deeper analysis of your topic, beyond surface-level information. Try things like offering unique perspectives, show detailed case studies, and list takeaways that can only come from a real-life, human experience. You’ll also want to use quotes, interviews, and insights from real experts in your field or people in your company. Original commentary is something AI cannot generate authentically and will add significant value to your content! Also, make sure to include rich media content like video, infographics, interactive tools, and visual content that is difficult for AI to replicate in text form. 3. Learn How to Do Generative Engine Optimization (GEO)
This is where SEO with AI gets really interesting. Generative Engine Optimization, or GEO, is the practice of optimizing content specifically for AI-powered search engines and language models. To do this, you want to create content once, then strategically distribute across multiple platforms such as:- Blog posts on your website
- Contributions to relevant forums like Reddit and Quora
- Discussions on LinkedIn
- Q&A sessions and webinars
- Industry publications and news outlets
4. Prioritize First-Party Data and Audience Ownership
Fourth, and finally, owning your audience is more crucial than ever! Offer value in exchange for some data. Create compelling newsletters or exclusive content that encourages users to share their contact information. This allows you to maintain a direct relationship with your audience regardless of how search behaviors evolve. Combine SEO with email and SMS marketing buy building a marketing strategy that uses SEO to attract new audiences and then nurtures relationships through email and SMS communications. Last, integrate SEO and paid search to maximize your visibility as much as possible.What’s the Bottom Line When it Comes to the Impact of AI in SEO? Visibility is the New Currency
Here's the truth: SEO still matters, and visibility is the new “currency.” The fundamental goal remains the same, however. That is, being visible when your potential customers are looking for solutions you provide. The integration of AI in SEO is an opportunity to be more strategic, more focused, and more valuable to your audience.Don’t Want To Miss Anything? Sign Up For Our Newsletter!
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Next Steps With the Future of SEO
The future of SEO with AI is happening now. Here's what I recommend you do starting today: - Audit your current content to identify opportunities for AI optimization.
- Invest in creating genuinely valuable, expert-driven content that AI can't replicate.
- Diversify your digital marketing strategy beyond just organic search.
- Start building first-party data collection systems.
- Monitor your brand's presence in AI-generated search results.
Anna is our cheerful and ambitious SEO Specialist. With her degree in Design and Innovation, Marketing, and Digital Entrepreneurship from Grove City College, she brings her knowledge of conducting detailed keyword research, writing and optimizing blogs, and performing comprehensive on-site and off-site optimizations.
Anna is our cheerful and ambitious SEO Specialist. With her degree in Design and Innovation, Marketing, and Digital Entrepreneurship from Grove City College, she brings her knowledge of conducting detailed keyword research, writing and optimizing blogs, and performing comprehensive on-site and off-site optimizations.
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