Your SEO Firm Must Pivot for AI Search
This article was published on July 25, 2025
Categorized in: AI Marketing, SEO
AI search has changed the way people behave online. Over the course of its history, SEO, at the end of the day, has always been a reflection of how people search online. Any changes made to SEO have been based on algorithm updates, changing behavior patterns, and have been closely reflected how search engines operate.
Now, our understanding of how search engines are being used is being turned upside down. Thanks to AI, the current shift is more of a reflection of people’s changing behaviors when it comes to gathering information. So, the way we understand SEO needs to change in order to adapt to this new information. Here’s a look on how to give yourself the best chance of pivoting for the new way of doing things.
Understand How Search Has Changed
The first thing that has to change is our understanding of how search has changed. As mentioned above, the way people fundamentally gather information is in flux. Traditional search engines have relied on things like keywords, crawler bots, and formulaic ways of asking for information in the search engines. Search engines have been around for decades, and this mindset is ingrained in our systems.
However, AI, particularly the LLMs, have changed this. People are showing signs of preferring the way information is gathered and delivered using these tools. In fact, this new technology is changing search because of it, to the point where AI is being integrated in classic search results, and everything is changing because of it. Understanding what these changes are is the first step.
Think About How AI Prioritizes Information
A major shift that we have to make when pivoting our SEO away from the old models is to understand how AI prioritizes information. What do the LLMs find the most important? However, much of this overlaps our current understand of the information priorities related to traditional SEO.
It focuses on content that is authoritative, trust-worthy, and well- structured. The content also has to match user intent perfectly. This is similar to SEO, but the focus is on quality content more than it ever was. The goal here is to make sure your content is rich with information and well-structured, and it will poised to perform better in this new era of how gathering information has changed.
Get to Know How Your Brand Matters
In this new way of thinking, branding has become even more important than it already was. Having a strong brand matters, and it’s worth it to take the extra steps needed to ensure that your brand is as strong as it could be. Why does it matter? It’s because AI tends to prioritize information from trusted sources.
Become a trusted source and this will make a big difference. Think of it as building your digital authority. This requires a change in the very eco-system of not only your content, but also your micro-ecosystem online.
Your SEO firm needs to pivot in order to help you stay relevant during this era of AI. These are some things to keep in mind that will help them do that.
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About the Author: B2B Fractional CMO Nick Stamoulis
Nick Stamoulis is a digital marketing expert with over 25 years experience, serving as President of Brick Marketing and a B2B Fractional CMO. He specializes in solving complex marketing challenges through strategic SEO, content marketing, social media, PPC, email marketing, AI search and conversion optimization. Nick Stamoulis also embraces AI-driven marketing solutions to improve efficiency, personalize campaigns, and drive measurable results. His forward-thinking approach and commitment to growth make him a trusted leader in helping businesses solve marketing related challenges and achieve marketing and business goals.
