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As AI becomes more utilized in search, many are wondering if SEO still matters. AI-powered tools and generative AI platforms continue to evolve, and businesses must rethink how they approach SEO.
James has invited Gert Mellak, SEO expert from PlatformLeverage.com, to delve into this topic. Together, they explore why building and optimizing a website still plays a crucial role in the world of the generative AI search engine.
Here are the key insights from their discussion on using AI in SEO in a rapidly changing environment.
Table of contents:
1. Why SEO isn’t dead in the age of AI
2. Multiple platforms, one message
3. The importance of domain authority
4. Quality over quantity: the new SEO
5. An adaptable SEO strategy for the future
6. Embracing the AI-powered future
Why SEO isn’t dead in the age of AI
For years, Google has dominated as the primary search engine, but new AI tools are changing the landscape.
James and Gert talk about how AI platforms like OpenAI’s ChatGPT and search engine integrations with Bing are impacting how businesses and brands get discovered.
The tools now scrape and analyze content across websites, social media, and other digital platforms, offering users a variety of search options.
This doesn’t mean Google SEO is obsolete—it’s simply evolving. The key takeaway? Maintaining an SEO-optimized website is still essential. Gert has seen that AI relies heavily on consistent, authoritative sources, and your website is a valuable asset for training AI algorithms on your brand’s expertise.
Multiple platforms, one message
It’s a modern SEO challenge: ensuring consistent messaging across platforms. When businesses fragment their identity across social media sites (e.g., presenting as an SEO expert on LinkedIn, a DIY enthusiast on Pinterest, and a lifestyle brand on Instagram), AI algorithms struggle to identify them as a unified entity.
This lack of consistency affects how well AI recognizes and ranks your brand. By aligning your messaging across channels, you make it easier for AI tools to categorize your content.
James calls this the “Octopus Method,” where a single piece of core content is adapted and distributed across multiple platforms, all tracing back to your website. This strategy keeps messaging consistent while optimizing each platform’s unique strengths.
The importance of domain authority
In an era where AI tools are scraping content from various sources, your website’s authority matters.
Gert says domain age and the relevance of your content can influence visibility, especially on platforms like Bing, which OpenAI’s ChatGPT depends on. While Google still holds the most influence in search, diversifying your strategy to include Bing can strengthen your online presence across AI-powered platforms.
Optimizing for Bing doesn’t mean overhauling your entire strategy. Instead, by ensuring your site’s core topics are consistent and authoritative, you increase the chances of being visible across various AI platforms.
Quality over quantity: the new SEO
A key theme in James and Gert’s conversation is the emphasis on quality content. In the early days of SEO, the goal was to rank for as many keywords as possible. Today, AI tools prioritize high-quality, semantically relevant content over sheer volume.
Gert suggests removing any content that doesn’t closely align with your core message. This focused approach helps AI tools see your site as a reliable source within your niche, increasing the likelihood that your content will surface in search results.
To optimize your content for AI, pay attention to clear, concise descriptions—both for your website and across social platforms. For instance, well-crafted image descriptions, video metadata, and detailed social media captions can enhance your visibility. These simple practices contribute to what Gert calls best practice for ensuring AI picks up your brand accurately.
An adaptable SEO strategy for the future
While Google remains a dominant player, other platforms like Bing and social media sites are emerging as significant in AI-driven search.
James and Gert stress that a multi-platform approach is essential. Tools like Reddit and Quora, for instance, have become valuable assets for SEO and brand visibility, thanks to their strong user engagement and the partnership many have with Google for visibility.
To streamline this process, consider researching where your target audience is most active. Gert suggests tracking mentions and interactions on platforms like ChatGPT to gauge where your brand holds authority and where it needs improvement. By focusing on these metrics, you can tailor your SEO and content strategies to make the most of new AI tools.
Embracing the AI-powered future
The takeaway from this episode is that SEO is far from obsolete. While the landscape is shifting, the fundamentals of good SEO—quality content, consistent branding, and a reliable online presence—are more relevant than ever.
By understanding where your audience is and providing value on multiple platforms, you’re not only optimizing for Google but also training AI models to recognize your brand as an authority in your field.
As AI continues to change how people search and discover information, staying adaptable and focused on consistent quality will set your brand apart. As Gert puts it, brands that establish a clear, unified message across platforms are better positioned to thrive in the era of AI-powered search.
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