SEO Fundamentals Matter in the Age of AI Search
This article was published on October 31, 2025
Categorized in: SEO, AI Marketing
Creating a digital marketing strategy has become increasingly complex and there is a lot that goes into it. We are in an era where we need honor what has already worked, while also making space for the new. SEO is no exception to this. We need to appreciate that the fundamentals still matter, but that we also need to understand that the landscape is changing, thanks to AI search. So how do we navigate these changes effectively for the greater good of our overall digital marketing?
Understand How Search Is Changing
The first point is that we need to understand how AI search is truly changing. As of the time of this writing, search is still under transition. Things are changing, and then they change again. In a time like this, where navigating each change can feel hectic and confusing, it is important to take in the big picture. The takeaway we need right now is that things are changing because of AI search, and we need to have a mindset of being open to these changes.
Fundamentally, AI has changed the way people gather information. It curates information differently from SEO, and it also gathers information differently. With SEO, people used to do a lot of information gathering specifically on the company website. Now, we are seeing that people do some information gathering outside of the website, since they might be getting it from the information churned out from AI generators.
However, despite this, the foundation of how AI gathers information is still the same, or similar, as the foundation that needs to be in place for SEO. This is why traditional SEO best practices, like technical structure, clear hierarchy, and crawlable data, still matter. Many of these items also positively impact the AI search engines, as well.
Quality Content Is Still the Foundation for Both
One of the prime examples of how we should stick to what has always worked lies in how we look at content. Content marketing is a core, foundational piece of digital marketing. It has an impact on everything, and SEO and now AI Search are among these. This means that no matter how things are changing during this new era, content remains at its core. It still helps with SEO and it makes a positive impact on AI search. It gives businesses a chance to control an information source that the AI engines can use to gather information.
AI hasn’t replaced the need for content. In fact, it has actually amplified how important it is. This not only impacts AI engines (like ChatGPT), but it also impacts the search engines. These days, traditional search engines, for the most part, have been integrating with AI. Because of this, search algorithms are more advanced than ever. This means that content needs to be solid, well written, accurate, and comprehensive.
This all means that our typical SEO elements, such as a solid, technically built website, great content, and other on page elements, still matter. They still impact SEO in a positive way, and they also make a positive impact on AI search results. When sticking with the basics, you’ll always win.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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