SEO is changing, and this isn’t just a trend — it’s the biggest shakeup in SEO we've seen in at least five years. The future of SEO is no longer just about ranking on Google or gaining traffic through organic search. It’s about visibility, adaptability and understanding how AI is reshaping how people search for information.
At Marketing Essentials, we're already embracing the change. Our team is adapting our SEO strategies to account for AI, placing more emphasis on the rise of social search and expanding our approach to include Large Language Model (LLM) optimization.
Let me explain what this means and how your SEO strategies must evolve to stay competitive in the future.
1) Navigating AI-Driven, No-Click Search Results
One of the most significant changes to SEO is the rise of "no-click" search results. With AI-driven features, like Google’s AI Overview or Bing CoPilot, users can now get direct responses to their queries without ever clicking on a website. This trend is only expected to grow, and we expect businesses will see a decline in organic traffic as more answers are provided directly on the search results page.
However, this doesn’t mean SEO is dead, or your website doesn’t matter — it just means your online strategy needs to adapt. Brands can still gain visibility and relevance in these AI-generated answers, but it will require a shift in how you approach content creation.
How to Respond: Focus on E-E-A-T and Human-Driven Content
Google’s core algorithm updates continue to emphasize Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T), and in the age of AI, this will become even more crucial. Content that’s written from a human perspective, showcasing real-world insights and authoritative knowledge, will be more likely to be referenced by AI-driven answers.
At Marketing Essentials, we advise businesses to focus on creating unique, human-first perspectives. Content that highlights thought leadership, industry forecasts and authentic experiences will be the key to gaining visibility in this new search environment.
Kelly Braun, our director of creative strategy, encourages businesses not to fear a byline. People want to hear from people. Author a blog. Share your voice and expertise. Authentic, perspective-driven content like this will stand out in a sea of AI-generated information.
2) The Rise of Social Search
While Google and other search engines remain dominant, the future of SEO will not solely revolve around traditional search engines. The increasing use of social media platforms as search engines — particularly among younger demographics — is changing how people find information, products and services.
According to recent statistics reported by HubSpot, 31% of consumers use social search when looking for answers to questions online, and 1 in 4 consumers ages 18-54 actually prefer social search over search engines. Platforms like LinkedIn and Instagram are no longer just places for entertainment – they’re becoming search tools.
How to Respond: Diversify Your SEO Strategy
Now more than ever, businesses need to develop a presence on social platforms. Create authentic, sharable content that resonates with your social users on the channel(s) they visit. As more consumers turn to these channels for information, SEO strategies will have to evolve into an integrated approach that includes traditional search and social search.
3) LLM Optimization: The Next Frontier in SEO
Whether it’s Google’s AI Overview or AI chatbots like ChatGPT and Bard, they are rapidly becoming the go-to tools for people seeking information. Whether you like it or not, these Large Language Models are influencing consumer behavior.
Therefore, just as businesses have optimized their websites for traditional search engines, they now need to optimize their brand for mention within AI-driven chatbots and language models.
How to Respond: Optimize for LLMs
LLM optimization is looking very similar to SEO optimization. If you have a strong brand and authoritative content that performs well in traditional search, you likely will also show in LLMs.
What it all boils down to is positioning your brand as a reliable source of information in a way that aligns with AI’s needs. As these AI models grow in prominence, businesses should focus on building authoritative, well-structured content that LLMs will recognize and use as their source. By doing this, your brand can gain visibility in AI-generated answers, similar to how you would appear in a Google search result.
Embrace the Future of SEO
I agree with many SEOs who say this is one of the biggest shifts in SEO we’ve seen. My advice — embrace it.
Businesses that adapt early will be the ones that thrive. It’s time to rethink your approach, stay agile and invest in the strategies that will keep you visible, authoritative and relevant in an increasingly AI-powered world.
