AI-First SEO - the new approach to SEO?

The SEO industry has no shortage of “the sky is falling” alarmists. Back in 2011, algorithm updates like Panda and Penguin were expected to end SEO. Then came voice search. Now the newest addition is ChatGPT and other generative AI tools.

It has raised some questions, such as: “Is this the end of SEO as we know it?” Here, I discuss that question honestly, drawing on many years in SEO.

We will also cover nine things you need to know about adjusting your content for large language models (LLMs). No pessimism here—just practical insights about how SEO is changing along with AI.

The Shift in SEO

I have seen headlines for years proclaiming the death of SEO, but never quite like this. ChatGPT can produce instant, human-like answers.

It can generate images, code entire websites, and explain quantum physics within seconds. That is likely to change some tasks, for example, writing ordinary content for SEO. But completely replacing SEO? Let’s break down what is different.

Traditional search on Google (or Bing) is mostly about finding and ranking relevant pages from a vast index. Generative AI produces new text or images on the spot based on patterns learned from its training data. That distinction is important:

• Traditional Search: Queries existing pages.
• Generative AI: Creates a new answer immediately.

People use search engines to find helpful websites. With AI tools, you can get an instant, refined answer without a link directing you to another site. So yes, AI shifts the user process for some informational queries.

However, when it comes to searches that involve brand trust, important decisions, or expert insight, users still value the outlook of real experts and established organizations. That is why SEO continues to be relevant.

What’s Really Changing

ChatGPT, Claude, Bard, Llama, Gemini, and others—all these AI chatbots excel at answering questions directly.

They feel similar to having a personal researcher. While typical search engines offer a list of “10 blue links” along with additional features like local listings or shopping results, generative AI attempts to combine everything into one clear answer.

Here is how the user experience changes:

• For quick, simple questions: AI can provide a neat answer that spares you a click. This works well for basic informational queries.
• For more in-depth business needs: People want to see a range of opinions as they would on a standard search results page. They also look for the most current facts from trusted sources—and AI’s limitations like knowledge cutoffs or occasional inaccuracies come into play.

In summary, generative AI is effective at combining existing information when the stakes are low.

Users relying on ChatGPT for minor queries might reduce the number of these low-intent searches.

Still, SEO as a marketing approach has always focused on higher-intent queries, for example, “which manufacturing ERP software is best for a 100-person business?” or “where do I find a reputable cybersecurity partner in Europe?”

The demand to locate up-to-date pages with genuine expertise is here to stay.

For additional concrete examples, see Top 40 ChatGPT Prompts for SEO Professionals and ChatGPT for SEO examples and use cases.

Why SEO Is Not Going Away

AI itself needs trustworthy sources to provide quality answers. If every website were overlooked by AI, new data and insights would stop being shared openly. That would harm the very content that generative AI relies on.

The takeaway is that it is an interdependent relationship. When you offer original insights on your site, both search engines and AI use that material to train or answer questions, and your brand eventually benefits from being recognized for reliability.

Some business owners worry, “If AI gives out the answers, why would searchers ever visit my site?” The simple reasons are:

1. Users want to check the original source for more details or to make a purchase.
2. Search engines highlight the best unique sources because if websites vanished, the entire online ecosystem would suffer.

The Nine Facts about LLM Visibility

Below are nine practical points to consider when creating content that gets used or referenced by AI.

Fact #1: High-Quality, Human Insights Matter More than Ever

Recycled content no longer stands out. Regular posts that simply answer “What is X?” do not offer anything that ChatGPT cannot generate in a more polished way. Instead, focus on offering personal perspective, professional experience, and concrete data. The best content includes:

• Thoughts based on your own experiences
• Unique data or research findings
• Genuine opinions that reflect your expertise

Fact #2: Traditional SEO Fundamentals Still Form the Backbone

You might wonder, “If AI rewrites content, do meta tags, internal links, or page speed still matter?” They do. Language models like ChatGPT still learn from pages that are well-organized and easy to find. Meanwhile, many people rely on search engines, so standard SEO ranking signals remain important:

• Title tags
• A clear URL structure
• Fast-loading pages
• Mobile-friendly designs
• Logical internal linking

Fact #3: In-Depth Analysis and Original Research Outperform Superficial Content

Generative AI can compile common information, but it does not conduct interviews or collect new data. Producing original studies, custom graphs, or detailed case studies gives your content an edge that AI cannot easily duplicate.

Practical tip: Sponsor or conduct an annual study in your area. Sharing those unique insights can reinforce your site’s authority in both traditional SEO and AI recognition.

Fact #4: Structured Data Helps AI “Connect the Dots”

Language models notice information that is organized clearly. Ensure your content is arranged logically and includes structured data or clear HTML elements. This practice improves how search engines index your site and assists AI in understanding your content. For example:

• Use schema.org markup for products, reviews, and events
• Use tables to present comparative data
• Organize your text with paragraphs, bullet points, and subheadings

Fact #5: Domain Authority Remains a Signal for LLM Training Data

When chatbots or search engines browse the web, they consider domain authority and trust signals to decide which pages to include. If your site appears unreliable or is very new with few external links, your content might be excluded from training material. That means an AI might not reference your site as a trusted source.

Fact #6: E-E-A-T Still Reigns (Experience, Expertise, Authoritativeness, Trustworthiness)

Google’s E-E-A-T guidelines, now with two E’s, center around the idea that the best content is created by experts with real-life experience. No matter how advanced generative AI becomes, it cannot mimic actual hands-on expertise or personal insights. Demonstrating this on your site can help you stand apart.

Fact #7: SEO for AI Is About Context, Not Just Keywords

Keywords remain useful, but for language models, the surrounding context is even more important. If your distinctive product name or methodology is not clearly explained on your site, an AI cannot easily link it with relevant queries.

Mention your brand or product name naturally in context. Explain why it matters, the problem it addresses, and how it connects to other topics. That deeper context helps AI understand its significance.

Mentioning your brand helps, but what helps even more, is others mentioning your brand name, which usually is hard, since you normally want links, but in this particular instance, links dont actually matter, as unlinked mentions are enough for LLMs. Here is a quick GEO hack on how you can get more brand mentions:

Fact #8: Consistent Updating and Freshness Boost AI Discoverability

AI models capture snapshots of the web at intervals. The more often your site is updated—with clear “Last Updated” information—the more likely it is that new snapshots will reflect your recent improvements. This is also relevant for real-time AI search experiences in tools like Bing Chat or Google’s new features. Sites that are rarely updated tend to lose visibility.

Fact #9: Real Engagement Metrics Keep You Relevant Over Time

When users interact with your brand by spending time on your page or by viewing more content, these signals matter. Even if language models do not see engagement data directly, search engines do. As search engines start considering these engagement metrics, your site’s authority remains stronger, making it more likely to be referenced in future AI integrations.

Preparing for an AI-Influenced Future

Here is a quick list of ideas for those planning ahead:

• Integrate generative AI as a supportive tool in your content creation process—for research, summarization, and data organization—but do not rely on it entirely.
• Strengthen your content by making sure each piece includes insights or experiences that cannot simply be assembled from existing material.
• Stick to best SEO practices to keep your site relevant, well-linked, and easy for search engines to index.
• Include multimedia components. Models that process images, audio, or video are improving, and your media content can stand out with proper alt tags, transcripts, or meta descriptions.
• Keep up with changes in AI-driven search. New search experiences may alter what works best, so check official guidelines, test your content in different formats, and adjust as needed.

FAQs

What if ChatGPT fully integrated real-time web access?

Even if ChatGPT or another language model gains real-time access, it still depends on websites being easy to index with published information. Plus, not every brand’s content would be available for such access. Content creators offering genuine expertise will continue to have value.

Could generative AI overshadow product pages or eCommerce SEO?

Probably not. Most people look for detailed product information—specs, shipping details, inventory status, user reviews—which are best provided by the brand or marketplace itself. A summary generated by AI cannot replace real-time updates like stock levels or shipping rates.

Should I worry about AI inaccurately summarizing my brand’s information?

That concern is understandable. Currently, some AI chatbots may sometimes produce inaccurate details. The best approach is to keep your site organized, maintain a consistent brand story, and monitor any feedback mechanisms that allow you to request corrections.

What about using AI to quickly create basic content?

If that means making content a little better than before, it might help. However, if the plan is to produce hundreds or thousands of pages without careful review, you risk ending up with generic material that does not perform well.

Will SEO shift toward optimizing content specifically for chatbots?

Some early signs of “prompt engineering” exist, but it is too soon to tell. Marketers who try to tailor content solely for chatbot prompts might see temporary improvements, but the core principle remains: offer valuable content that answers a real question or solves a problem, and your authority will be recognized.

Are there new measures of success beyond Google rankings?

Potentially. In the future, you might track how often your brand or domain appears in AI-driven experiences. For now, though, it is best to focus on organic traffic, brand mentions, and conversion metrics.

Could generative AI change the focus away from broad keywords?

Yes, people might begin asking more specific and nuanced questions. That is not necessarily negative, as those detailed queries often connect directly with potential customers. It highlights the need to cover specialized topics thoroughly.

How do I protect my content from being used by language models?

Some site owners consider restricting access to certain content using meta tags or robots.txt directives to disallow AI training. However, this is an ongoing challenge. Major language model providers may or may not honor these requests. If maintaining control over your content is critical, consider using a login system or paywall.

Is SEO still a worthwhile investment if AI use increases dramatically?

Many believe it is. People will continue to use search when making significant decisions—when money or reputation is on the line. While AI might streamline answers for basic queries, for business-to-business or specialized consumer searches, traditional search remains a key discovery tool.

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