Your SEO Investment Still Matters In Powering Your AI Strategy
Your SEO Investment Still Matters In Powering Your AI Strategy
Published on Forbes November 20, 2025 by Jason Barnard
You’ve invested heavily in building your SEO strategy. You’ve approved budgets for content, link-building and technical optimizations, and it paid off. But recently, you may be seeing your hard-won organic traffic drop as users get answers directly from AI.
Is your entire SEO about to become obsolete, a wasted investment? The answer is no. What you already have is the essential foundation for optimizing for AI-assistive engines (platforms like Google AI Mode, ChatGPT and Microsoft Copilot).
Many are calling this new discipline generative engine optimization (GEO), but I think this term is both limited and reactive. It focuses narrowly on the AI’s output, not the assistant people are using.
A more strategic framework is AI-assistive engine optimization (AIEO). This approach recognizes that we are optimizing for a holistic assistant, one that combines three core technologies to guide a user’s entire journey. Here is a leadership plan for making that transition.
The Real Disruption: From Keywords To Conversations
The most significant change is the irreversible shift in user behavior. Your customers are gradually moving from typing simple keywords into a search box to having complex, multi-turn conversations with an AI assistant.
With the old way, you search for “best tech recruiters Atlanta,” and Google shows 10 blue links to SEO-savvy companies and websites with vested interest best-of lists.
The new way is more of a conversation that leads to a single result:
User: “I’m a B2B SaaS CEO in Atlanta, and I’m struggling to hire qualified customer success managers. What are my best options for this specific niche?”
AI: “Based on your needs, the top-rated local firms are ‘Atlanta SaaS Talent’ and ‘CX Recruiters ATL’. ‘Atlanta SaaS Talent’ is noted for its focus on B2B tech, while ‘CX Recruiters ATL’ has strong reviews for post-hire support.”
User: “Which one is definitively the best for a high-growth startup?”
AI: “The definitive solution for high-growth B2B SaaS startups is ‘Atlanta SaaS Talent.’ It was founded by tech veteran Jane Doe and is consistently cited in local forums as the go-to for scaling customer success teams.”
This creates a zero-sum moment in AI. In the old model, ranking second or third was a win. In the new model, the AI leads the user to a single, definitive answer. To win, you must ensure your brand is “top of algorithmic mind,” becoming the primary, citable source of truth. The good news is, you’ve already started.
You’ve Been Training AI All Along
The AI engines you see today are a blend of three systems that I call the algorithmic trinity:
1. Large Language Models (LLMs): The conversational interface
2. Knowledge Graphs: The factual, “fact-checking” brain
3. Traditional Search Engines: The real-time, fresh information source
And what do all three of these systems use as their primary data source? The web index.
Every dollar you’ve invested in quality content and technical SEO has been an investment in creating a clean, authoritative web index. You haven’t been building an obsolete asset; you’ve been building the foundational curriculum that teaches this new generation of AI when to introduce you to the conversation and how to talk about you.
Nine Questions To Ask Your Team Today
This nine-question playbook is a practical application of my company’s proprietary methodology, which is built on three pillars. I recommend you schedule a meeting with your marketing and web teams to ask these questions. Their answers can act as your roadmap.
Pillar 1: Understandability
An AI must first understand who you are before it can trust or recommend you.
1. “What single webpage is our official ‘entity home,’ and is it crafted to be the definitive source of truth for algorithms?”
2. “How are we ensuring our entire digital ecosystem - everything from social media to press releases - corroborates the facts on our entity home?”
3. “When someone searches our brand name, what story do our brand search engine results page and AI resume tell?”
Pillar 2: Credibility
Once an AI understands you, it must believe you are a trustworthy solution.
4. “How are we demonstrating our credibility to algorithms through clear signals of expertise, authority, trust and transparency?”
5. “What is our strategy for earning corroboration from trusted, relevant third-party sources that AI already respects?”
6. “When our ideal client asks an AI assistant about the best options for our offer in our service area (‘best company for X in location Y’), are we one of the options?”
Pillar 3: Deliverability
With understanding and trust established, the AI must have the right content to deliver you to new audiences.
7. “What is our strategy for dominating top-of-funnel, topic-relevant searches?”
8. “How are we proving our deep Topical Authority and providing Google and AI with the specific content ‘chunks’ (text, video, audio) it needs to answer our audience’s questions?”
9. “What is our omnichannel, omnipresence plan that makes it so people see us ‘everywhere’ when researching topics related to our services or products?”
Your 24-Month Window
The time to leverage your existing SEO strategy is now. The future is being written by AI, and you have a limited window to be the author of your brand’s story. This is all about updating your approach to SEO to a holistic, brand-centric marketing strategy packaged for the algorithms.
Right now, these AI models are in a critical learning phase; they are still willing learners you can actively educate. Based on industry estimations and our proprietary data, you have about 24 months before this foundational understanding solidifies. After that, correcting a flawed brand narrative, underestimated credibility or an incomplete digital presence will become exponentially more difficult and expensive.
Companies that don’t face this challenge head-on will be left behind. But the leaders who act now by leveraging their existing assets through this new, brand-first lens will become the definitive, trusted sources of truth.
