{"id":10735,"date":"2025-07-06T23:37:34","date_gmt":"2025-07-07T04:37:34","guid":{"rendered":"https:\/\/keyword.com\/?post_type=blog&#038;p=10735"},"modified":"2025-07-17T13:36:41","modified_gmt":"2025-07-17T18:36:41","slug":"ai-impact-on-keyword-strategy","status":"publish","type":"blog","link":"https:\/\/keyword.com\/blog\/ai-impact-on-keyword-strategy\/","title":{"rendered":"When AI Should (And Shouldn\u2019t) Impact Your Keyword Strategy"},"content":{"rendered":"<p>Should you change your SEO strategy for AI search and answer engine optimization? Short answer: it depends.<\/p>\n<p>&nbsp;<\/p>\n<p>You\u2019ve spent years understanding how search works. You can map intent, build topical depth, and increase rankings without chasing trends.<\/p>\n<p>&nbsp;<\/p>\n<p>But lately, it feels like the ground is shifting. <a href=\"https:\/\/keyword.com\/ai-overview-tracker\/\" target=\"_blank\" rel=\"noopener\">AI Overviews<\/a> are eating up SERPs real estate. Clients are asking <a href=\"https:\/\/youtube.com\/shorts\/uxEHJuNEel8\" target=\"_blank\" rel=\"noopener\">how to rank in ChatGPT<\/a>. And now, everyone on LinkedIn is telling you to adjust your keyword strategy to \u201coptimize for AI.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>The real problem isn\u2019t AI. It\u2019s the pressure to react to it without understanding when it actually matters because not every shift in the SERP demands a change in strategy. Some do, but most don\u2019t. Knowing the difference is where you win.<\/p>\n<p>&nbsp;<\/p>\n<p>This article will show you when AI should (and shouldn\u2019t) impact your keyword strategy, with a straight look at SERP elements that matter. We\u2019ll also explain how to adjust your SEO strategy for AI search engines and generative search platforms.<\/p>\n<p>&nbsp;<\/p>\n<h2>TL;DR: To Change or Not to Change Your SEO Strategy<\/h2>\n<p>&nbsp;<\/p>\n<h3>Change your SEO strategy to accommodate LLM platforms if:<\/h3>\n<p>&nbsp;<\/p>\n<ul>\n<li>You want your brand cited in AI-generated answers<\/li>\n<li>You rely heavily on top-of-funnel, informational content<\/li>\n<li>You&#8217;re targeting audiences who actively use AI tools to search<\/li>\n<li>Your content already performs well, but lacks AI visibility<\/li>\n<li>You\u2019re building semantic authority around a niche topic<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Stick with optimizing for Google and other search engines if:<\/h3>\n<p>&nbsp;<\/p>\n<ul>\n<li>Your main goal is driving high-intent, click-through traffic<\/li>\n<li>You work in an industry with low AI search adoption<\/li>\n<li>AI mentions aren\u2019t converting or supporting key business goals<\/li>\n<li>Your SEO fundamentals still need work<\/li>\n<li>You\u2019re optimizing for hyper-local or visual search behavior<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Understanding AI Search Platforms vs. Traditional Search Engines<\/h2>\n<p>&nbsp;<\/p>\n<p>SEO isn\u2019t dead, and AI platforms will remain an alternative search platform to search engines.<\/p>\n<p>&nbsp;<\/p>\n<p>No doubt that AI search platforms have<a href=\"https:\/\/searchengineland.com\/ai-search-gaining-traction-not-replacing-google-survey-451667\" target=\"_blank\" rel=\"noopener\"> gained traction<\/a> in recent years. But search engines will remain relevant.<\/p>\n<p>&nbsp;<\/p>\n<p>Let\u2019s see how both platforms differ from each other:<\/p>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Aspect<\/b><\/td>\n<td><b>AI Search Platforms (LLMs, AEO)<\/b><\/td>\n<td><b>Traditional Search Engines (Google, SEO)<\/b><\/td>\n<\/tr>\n<tr>\n<td><b>User Experience<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Provides simplified answers, often reducing the need to click through to external sites<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Displays a list of links (SERPs) for users to select and visit<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Data Source<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Trained on large datasets (web, books, articles); can use <\/span><a href=\"https:\/\/www.crossingminds.com\/platform\/infra-layer\/real-time-retrieval\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">real-time retrieval<\/span><\/a><span style=\"font-weight: 400;\"> (RAG)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Crawls and indexes live web pages; updates the index regularly<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Query Handling<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Handles complex, conversational, and multi-step queries; focuses on user intent and context<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Matches keywords and <\/span><a href=\"https:\/\/keyword.com\/blog\/understanding-search-intent\/\"><span style=\"font-weight: 400;\">intent<\/span><\/a><span style=\"font-weight: 400;\">; supports lexical and semantic search<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Output Format<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Summaries, direct answers, conversational responses, citations<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Blue links, featured snippets, knowledge panels, ads, and more.<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Citation\/Attribution<\/b><\/td>\n<td><span style=\"font-weight: 400;\">May provide citations or mention sources within generated content<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Links directly to original web pages; source always visible<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Ranking Factors<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Prioritizes authoritative, well-structured, and semantically rich content; entity and context-driven<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Uses hundreds of signals: keywords, backlinks, E-E-A-T, usability, technical SEO<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Personalization<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Can personalize based on prompt context, previous interactions, or user profile<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Personalizes via location, search history, device, and user settings<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Optimization Approach<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Generative Engine Optimization (GEO): focuses on <\/span><a href=\"https:\/\/keyword.com\/blog\/how-to-use-entity-seo-to-rank-higher\/\"><span style=\"font-weight: 400;\">entities<\/span><\/a><span style=\"font-weight: 400;\">, context, structured data, and earning citations<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Search Engine Optimization (SEO): keyword research, on-page, technical, backlinks<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Despite these vast differences, AI platforms don\u2019t function independently. LLMs indirectly use SERP data (snippets, <a href=\"https:\/\/keyword.com\/blog\/knowledge-panels-impact-in-serps\/\" target=\"_blank\" rel=\"noopener\">knowledge graphs<\/a>) as source material.<\/p>\n<p>&nbsp;<\/p>\n<p>Let\u2019s start with Google AI Overviews.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/ai-overviews\" target=\"_blank\" rel=\"noopener\">Google<\/a> mentioned that AI Overviews appear when you want information from various sources, like<strong> Google\u2019s Knowledge Graph<\/strong>. That means AI Overviews pull information from SERP features.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_10748\" aria-describedby=\"caption-attachment-10748\" style=\"width: 628px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-10748 size-full\" src=\"https:\/\/keyword.com\/wp-content\/uploads\/google-ai-overview-knowledge-graph.png\" alt=\"Screenshot highlighting how Google\u2019s AI Overviews use data from the Knowledge Graph and across the web.\" width=\"628\" height=\"107\" srcset=\"https:\/\/keyword.com\/wp-content\/uploads\/google-ai-overview-knowledge-graph.png 628w, https:\/\/keyword.com\/wp-content\/uploads\/google-ai-overview-knowledge-graph-300x51.png 300w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><figcaption id=\"caption-attachment-10748\" class=\"wp-caption-text\">Google AI Overviews documentations<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Perplexity gets <a href=\"https:\/\/www.perplexity.ai\/help-center\/en\/articles\/10352895-how-does-perplexity-work\" target=\"_blank\" rel=\"noopener\">insights from top-tier sites<\/a> on SERPs.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_10750\" aria-describedby=\"caption-attachment-10750\" style=\"width: 628px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-10750\" src=\"https:\/\/keyword.com\/wp-content\/uploads\/how-perplexity-works-ai-answer-summary.png\" alt=\"Perplexity AI explaining its method of aggregating top-tier sources into concise, conversational answers.\" width=\"628\" height=\"324\" srcset=\"https:\/\/keyword.com\/wp-content\/uploads\/how-perplexity-works-ai-answer-summary.png 628w, https:\/\/keyword.com\/wp-content\/uploads\/how-perplexity-works-ai-answer-summary-300x155.png 300w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><figcaption id=\"caption-attachment-10750\" class=\"wp-caption-text\">Excerpt on how Perplexity gets its information<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>ChatGPT has historically <a href=\"https:\/\/openai.com\/index\/introducing-chatgpt-search\/\" target=\"_blank\" rel=\"noopener\">relied on Bing Search<\/a> as an information source. More so, <a href=\"https:\/\/www.seerinteractive.com\/insights\/87-percent-of-searchgpt-citations-match-bings-top-results\" target=\"_blank\" rel=\"noopener\">87% of ChatGPT citations<\/a> match Bing first-page search results.<\/p>\n<p>&nbsp;<\/p>\n<p>Are we downplaying AI platforms?<\/p>\n<p>&nbsp;<\/p>\n<p>Never! If you aren\u2019t optimizing for AI, you\u2019re at the back of the SEO tunnel. In a recent survey of 1500 Americans, <a href=\"https:\/\/www.highervisibility.com\/seo\/learn\/how-people-search\/\" target=\"_blank\" rel=\"noopener\">71.5% reported using AI tools<\/a> for search, and 14% use them daily.<\/p>\n<p>&nbsp;<\/p>\n<p>But AI shouldn\u2019t be the wheel that directs your strategy. You should know where AI counts and when to use your existing strategy.<\/p>\n<p>&nbsp;<\/p>\n<h2>When Should AI Platforms Impact Your Keyword Strategy?<\/h2>\n<p>&nbsp;<\/p>\n<p>AI platforms are changing how people search, but that doesn\u2019t mean your keyword strategy needs to shift. Here\u2019s when to pivot your SEO strategy for AI search platforms like ChatGPT and Perplexity.<\/p>\n<p>&nbsp;<\/p>\n<h3>1. When You\u2019re Optimizing for Brand Visibility in LLMs<\/h3>\n<p>&nbsp;<\/p>\n<p>AI platforms like ChatGPT and Perplexity don\u2019t rely on traditional blue-link rankings. Instead, they generate answers by pulling from a mix of sources, often favoring content that\u2019s entity-rich, well-structured, and cited across the web. If you&#8217;re trying to show up in these answers \u2014 or get your brand mentioned directly \u2014 your keyword strategy needs to evolve.<\/p>\n<p>&nbsp;<\/p>\n<p>Instead of chasing exact-match keywords or long-tail phrases, your focus shifts to:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Topic authority over keyword volume<\/strong>: LLMs care more about whether your site has deep coverage of a topic than whether you\u2019ve perfectly optimized for a single keyword. Think clusters, not silos.<\/li>\n<li><a href=\"https:\/\/keyword.com\/blog\/how-to-use-entity-seo-to-rank-higher\/\" target=\"_blank\" rel=\"noopener\"><strong>Entity optimization<\/strong><\/a><a href=\"https:\/\/keyword.com\/blog\/how-to-use-entity-seo-to-rank-higher\/\">:<\/a> your brand, products, and core topics should be clearly named and consistently referenced. This helps LLMs associate your brand with specific ideas or categories, making it more likely to be cited in generated responses.<\/li>\n<li><strong>Structured content<\/strong>: clear formatting (think FAQs, how-tos, and bullet points) helps LLMs pull cleanly from your site. Well-structured content increases the chances of being used as a snippet or cited source.<\/li>\n<li><strong>High-context content<\/strong>: AI models synthesize information better from content that clearly answers questions in context. This means creating comprehensive but scannable content that anticipates related questions, not just keyword stuffing.<\/li>\n<li><strong>Citations and mentions across the web<\/strong>: LLMs often favor content cited in other sources. A strong off-page presence (like getting referenced in forums, media, or other trusted sites) can make your brand more \u201cvisible\u201d to AI-generated responses.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>If your goal is to appear in ChatGPT or Perplexity answers, your SEO strategy becomes less about individual rankings and more about building semantic visibility. You\u2019re training LLMs to \u201csee\u201d your brand as a trusted source on a given topic.<\/p>\n<p>&nbsp;<\/p>\n<h3>2. When Targeting Informational Search Queries<\/h3>\n<p>&nbsp;<\/p>\n<p>If your SEO strategy relies heavily on top-of-funnel content, like \u201chow-to\u201d articles, explainer posts, or beginner guides, you\u2019re likely competing directly with AI platforms. Why? ChatGPT, Perplexity, and similar tools are <em>really<\/em> good at answering informational queries on the spot.<\/p>\n<p>&nbsp;<\/p>\n<p>This changes the game for informational content in a few key ways:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Zero-click risk<\/strong>: users might never reach your site if AI gives them a satisfying answer first. That makes traditional traffic metrics less reliable for measuring content success.<\/li>\n<li><strong>More emphasis on depth and differentiation<\/strong>: thin content that rehashes basic answers won\u2019t stand out. If an AI can summarize 10 blog posts and give the same advice, you need to offer something it <em>can\u2019t<\/em>\u2014like original data, expert quotes, or unconventional insights.<\/li>\n<li><strong>Question-based structuring<\/strong>: format your content around common questions people ask, and answer each one clearly. This increases your odds of being cited or used as a source for LLMs, especially in platforms like Perplexity that display source links.<\/li>\n<li><strong>Smarter keyword selection<\/strong>:instead of just targeting obvious keywords (e.g., \u201chow to do keyword research\u201d), look for gaps in what AI tools answer poorly or inconsistently. These are opportunities to create content that fills the gaps or ranks in traditional search where AI falls short.<\/li>\n<li><strong>Usefulness over volume<\/strong>: informational content now needs to do more than drive traffic\u2014it should build trust, earn mentions, and support other parts of your funnel (like email capture or retargeting). Your KPIs may shift from clicks to citations or conversions.<\/li>\n<\/ul>\n<p>In short: If you&#8217;re targeting informational queries, your content must now be <em>better than an AI summary<\/em>. That means offering clarity, credibility, and context AI can\u2019t replicate easily.<\/p>\n<p>&nbsp;<\/p>\n<p>Pro tip: use Keyword.com&#8217;s <a href=\"https:\/\/keyword.com\/keyword-research\/\" target=\"_blank\" rel=\"noopener\">Keyword Research tool<\/a> to find conversational search queries you can include in top-of-funnel content to increase your chances of ranking in LLMs.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_10751\" aria-describedby=\"caption-attachment-10751\" style=\"width: 628px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-10751\" src=\"https:\/\/keyword.com\/wp-content\/uploads\/keyword-com-suggested-keywords-ai.png\" alt=\"Keyword.com interface showing AI-generated keyword suggestions for the query &quot;what are running shoes&quot;.\" width=\"628\" height=\"220\" srcset=\"https:\/\/keyword.com\/wp-content\/uploads\/keyword-com-suggested-keywords-ai.png 628w, https:\/\/keyword.com\/wp-content\/uploads\/keyword-com-suggested-keywords-ai-300x105.png 300w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><figcaption id=\"caption-attachment-10751\" class=\"wp-caption-text\">Keyword.com keyword research tool<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>This tool generates a comprehensive list of related conversational keywords to help you find the best opportunities for your site.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Related<\/strong>: <a href=\"https:\/\/youtube.com\/shorts\/xB7LKlPg4_M?si=Jcl9B-m5Zgq5TORK\" target=\"_blank\" rel=\"noopener\">How to do keyword research fast<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>When to Ignore AI in Your Keyword Strategy<\/h2>\n<p>&nbsp;<\/p>\n<p>LLMs might be the hottest thing since sliced bread. Yes, there are instances where it\u2019s not worth pivoting your search engine optimization strategy entirely for AI visibility.<\/p>\n<p>&nbsp;<\/p>\n<h3>1. If Your Goal Is Click Traffic<\/h3>\n<p>&nbsp;<\/p>\n<p>If your primary SEO goal is to drive <em>clicks<\/em> to your site, especially for lead gen, product discovery, or content monetization, chasing AI visibility might not be worth the effort (yet). Why?<\/p>\n<p>&nbsp;<\/p>\n<p>Because most LLMs don\u2019t reliably send traffic. Platforms like ChatGPT and Gemini don\u2019t include clickable links by default. Even when links are cited (like in Perplexity), there\u2019s no guarantee users will actually click through.<\/p>\n<p>&nbsp;<\/p>\n<p>So if your strategy depends on measurable traffic and downstream actions like:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>newsletter signups<\/li>\n<li>demo bookings<\/li>\n<li>purchases<\/li>\n<li>ad revenue<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>\u2026then you\u2019re better off optimizing for traditional search where users still click.<\/p>\n<p>&nbsp;<\/p>\n<p>You can still experiment with AI visibility, but it shouldn\u2019t come at the cost of core SEO efforts that consistently drive traffic and conversions.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>In short<\/strong>: if clicks are your lifeblood, keep focusing on Google, Bing, and other engines where users still <em>visit<\/em> your site, not just read about it.<\/p>\n<p>&nbsp;<\/p>\n<h3>2. If You\u2019re in a Low-AI Engagement Industry<\/h3>\n<p>&nbsp;<\/p>\n<p>Not every industry is a natural fit for AI search right now. If you work in a niche where users aren\u2019t turning to ChatGPT or Perplexity for answers\u2014or where those tools consistently fail to provide useful results\u2014you probably don\u2019t need to overhaul your keyword strategy just yet.<\/p>\n<p>&nbsp;<\/p>\n<p>This includes industries where:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Searchers need visual inspiration or product comparison<\/strong> (e.g. fashion, furniture, consumer electronics)<\/li>\n<li><strong>Decisions are highly localized<\/strong> and depend on maps, listings, or reviews (e.g. restaurants, home services). For instance, traditional search engines are the go-to point for <a href=\"https:\/\/keyword.com\/blog\/how-to-improve-local-search-visibility\/\" target=\"_blank\" rel=\"noopener\">local business searches<\/a> because searchers rely on Google Maps and business profiles.<\/li>\n<li><strong>Regulation or nuance limits AI usefulness<\/strong> (e.g. legal, financial services, healthcare). Searchers in industries like finance, health, local services, and more often rely on <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/12\/google-raters-guidelines-e-e-a-t\" target=\"_blank\" rel=\"noopener\">E-E-A-T<\/a> and SERP fundamentals rather than AI platforms.<\/li>\n<li><strong>Audience behavior still skews traditional<\/strong> (e.g. B2B procurement, legacy enterprise buyers)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>If your audience isn\u2019t consulting AI tools to make decisions\u2014or if the tools can\u2019t answer those queries well\u2014then optimizing for AI visibility might bring little to no ROI.<\/p>\n<p>&nbsp;<\/p>\n<p>That said, keep an eye on how your industry evolves. AI engagement is growing fast, and what\u2019s low-impact now might become relevant sooner than expected. But for today, your best bet may still be good old-fashioned SERPs.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_10752\" aria-describedby=\"caption-attachment-10752\" style=\"width: 628px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-10752\" src=\"https:\/\/keyword.com\/wp-content\/uploads\/ai-exposure-by-industry-chart.png\" alt=\"Bar chart comparing industries by AI human capital, innovation, exposure, and use, across quartiles.\" width=\"628\" height=\"440\" srcset=\"https:\/\/keyword.com\/wp-content\/uploads\/ai-exposure-by-industry-chart.png 628w, https:\/\/keyword.com\/wp-content\/uploads\/ai-exposure-by-industry-chart-300x210.png 300w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><figcaption id=\"caption-attachment-10752\" class=\"wp-caption-text\">Sectoral taxonomy of AI intensity by OECD<\/figcaption><\/figure>\n<h3><\/h3>\n<h3>3. Situations Where AI Referral Traffic Doesn\u2019t Impact Core Business Goals<\/h3>\n<p>&nbsp;<\/p>\n<p>Even if your brand shows up in AI-generated answers or gets cited in tools like Perplexity, that visibility doesn\u2019t always translate into meaningful business outcomes.<\/p>\n<p>&nbsp;<\/p>\n<p>For example:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>You might get <strong>mentions in general-interest answers<\/strong> that attract the wrong audience<\/li>\n<li>AI links may lead to <strong>top-of-funnel blog posts<\/strong> that don\u2019t convert or align with your core offers<\/li>\n<li>Users may <strong>consume the AI summary<\/strong> and never click through, reducing the value of the mention<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>If the traffic you <em>do<\/em> get from AI platforms isn\u2019t helping with <a href=\"https:\/\/www.artisan.co\/blog\/b2b-saas-lead-generation\" target=\"_blank\" rel=\"noopener\">lead generation<\/a>, sales, or brand positioning, then prioritizing AI visibility might just be a vanity metric.<\/p>\n<p>&nbsp;<\/p>\n<p>For example, if you run an SEO agency focused on helping local businesses, showing up in an AI summary for \u201cwhat is technical SEO?\u201d might boost your ego, but it won\u2019t move the needle. The people reading that are likely students or DIY marketers, not the small business owners who\u2019ll actually hire you. Your core goal is ranking for high-intent searches like \u201cSEO agency for plumbers\u201d or \u201clocal SEO services in Chicago,\u201d not being an educational footnote in a generic AI answer.<\/p>\n<p>&nbsp;<\/p>\n<p>In these cases, you\u2019re better off doubling down on search terms and content that serve your bottom line \u2014 whether that\u2019s ranking for bottom-of-funnel queries, owning branded SERPs, or improving conversion paths from organic traffic.<\/p>\n<p>&nbsp;<\/p>\n<p>AI exposure is cool, but if it\u2019s not tied to clear business impact, it doesn\u2019t deserve center stage in your keyword strategy (yet).<\/p>\n<p>&nbsp;<\/p>\n<h2>How to Balance SEO and Answer Engine Optimization<\/h2>\n<p>&nbsp;<\/p>\n<p>Ranking on SERPs and AI search isn\u2019t about gimmicks. It\u2019s about being genuinely discoverable in the ecosystems on which search bots and large language models rely.<\/p>\n<p>&nbsp;<\/p>\n<p>Here are some insights on promoting your brand&#8217;s visibility in SERPs and AI (no hype, just actionable tactics based on results).<\/p>\n<p>&nbsp;<\/p>\n<h3>1. Maximize Mentions and Authority Signals<\/h3>\n<p>&nbsp;<\/p>\n<p>Get your brand cited in high-authority sites (they\u2019re more likely to be quoted by AI platforms). That\u2019s also building <a href=\"https:\/\/keyword.com\/blog\/how-backlinks-impact-keyword-rankings\/\" target=\"_blank\" rel=\"noopener\">backlinks<\/a> in terms of SEO. And backlinks remain a primary ranking factor on SERPs.<\/p>\n<p>&nbsp;<\/p>\n<p>Rand Fishkin, Cofounder of Sparktoro, puts it this way in his <a href=\"https:\/\/sparktoro.com\/blog\/how-can-my-brand-appear-in-answers-from-chatgpt-perplexity-gemini-and-other-ai-llm-tools\/\" target=\"_blank\" rel=\"noopener\">thought-leadership piece<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><em>\u201cThe currency of Google search was links. The way that you ranked in these results was through links, relevant content, smart keyword use, and references to your work from sources the search engines crawled.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><em>The way that you rank in large language models is not that. The currency of large language models is not links. The currency of large language models is mentions across the training data.\u201d<\/em><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>So what should you do?<\/p>\n<p>&nbsp;<\/p>\n<p>Prioritize generating quality mentions across several authoritative platforms, even though you don\u2019t get a link in return. Think about Reddit threads, high-quality blogs, academic citations, Quora, Medium, etc.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Pro tip<\/strong>: Use <a href=\"https:\/\/keyword.com\/ai-search-visibility\/\" target=\"_blank\" rel=\"noopener\">Keyword.com\u2019s AI Visibility Tracker<\/a> to track the sources AI cites frequently for prompts in your niche. Then, reach out to them to mention your brand in their content.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10753\" src=\"https:\/\/keyword.com\/wp-content\/uploads\/keyword-com-brand-citations-dashboard.png\" alt=\"Dashboard showing citations and brand mentions over time, by domain and unique URLs in Keyword.com.\" width=\"624\" height=\"340\" srcset=\"https:\/\/keyword.com\/wp-content\/uploads\/keyword-com-brand-citations-dashboard.png 624w, https:\/\/keyword.com\/wp-content\/uploads\/keyword-com-brand-citations-dashboard-300x163.png 300w\" sizes=\"(max-width: 624px) 100vw, 624px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>2. Create Content That Users Can Find Through Traditional Search And AI Platforms<\/h3>\n<p>&nbsp;<\/p>\n<p>You need a dual strategy that balances SEO structure with semantic clarity. Here&#8217;s how to do it:<\/p>\n<p>&nbsp;<\/p>\n<h4>Answer Questions Clearly and Completely<\/h4>\n<p>&nbsp;<\/p>\n<ul>\n<li>Only include subtopics that match the search intent. Don\u2019t stuff your article with unnecessary subtopics that distract users from finding the answer they need.<\/li>\n<li>Provide direct answers in the first paragraph, then elaborate below.<\/li>\n<li>Use FAQ-style formatting in longer posts for visibility in snippets and AI extractions.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4>Use Structured, Semantic Content<\/h4>\n<p>&nbsp;<\/p>\n<ul>\n<li>Use clear headings for each section.<\/li>\n<li>Organize your content with bullet points, numbered lists, and tables where applicable.<\/li>\n<li>Use schema markup so Google and AI tools can better understand your content.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4>Be Contextually Rich, Not Just Keyword-Stuffed<\/h4>\n<p>&nbsp;<\/p>\n<ul>\n<li>Use natural languages that include related terms, synonyms, and context-specific phrases. Target contextual and simple search queries.<br \/>\n<strong>Simple query<\/strong>:\u00a0 best payroll management software for enterprise businesses<br \/>\n<strong>Contextual query<\/strong>: I\u2019m a payroll specialist at an enterprise company of 2000 employees, and I need a tool that helps with custom documentation for new hires.<\/li>\n<\/ul>\n<ul>\n<li>Focus on topical depth, not just word count.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Bonus tip<\/strong>: Have a holistic content creation approach.<\/p>\n<p>&nbsp;<\/p>\n<p>Create top-of-the-funnel (TOFU), middle-of-the-funnel (MOFU), and bottom-of-the-funnel (BOFU) content. This way, you get clicks on Google search results for your commercial and transactional keywords and get mentioned in AI summaries for informational queries.<\/p>\n<p>&nbsp;<\/p>\n<p>Your <a href=\"https:\/\/keyword.com\/blog\/branded-vs-non-branded-keywords\/\" target=\"_blank\" rel=\"noopener\">branded content <\/a>(BOFU content) makes it easy for LLMs to source your product guide or mention your brand in their summaries for searchers.<\/p>\n<p>&nbsp;<\/p>\n<h3>3. Track Your Keyword Rankings on SERPs and Visility in LLMs<\/h3>\n<p>&nbsp;<\/p>\n<p>Use a keyword rank tracker that tracks traditional SERPs and AI search platforms to see how your brand performs across the board. That way, you can have a holistic view of your brand visibility.<\/p>\n<p>&nbsp;<\/p>\n<p>Keyword.com is a perfect fit for this. If you already use our rank tracker tool for monitoring your SERP performance, you can purchase our <a href=\"https:\/\/keyword.com\/ai-search-visibility\/\" target=\"_blank\" rel=\"noopener\">AI visibility monitoring tool<\/a> as an add-on to let you track which prompts trigger your brand in LLM responses. You can also use our AI brand monitoring tool as your standalone LLM prompt tracker for ChatGPT, Perplexity, Gemini, and more.<\/p>\n<p>&nbsp;<\/p>\n<p>Get a glimpse of our AI brand monitoring features or choose a <a href=\"https:\/\/keyword.com\/pricing\/\" target=\"_blank\" rel=\"noopener\">Keyword.com plan<\/a> that fits your needs.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Is Your Brand in ChatGPT, Perplexity &amp; Google AI? THIS AI Visibility Tracker Will Show You!\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/uRIDkSTeISI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>Final Thoughts: Avoid the Hype, Focus on Impact<\/h2>\n<p>&nbsp;<\/p>\n<p>Your LinkedIn feed can be jam-packed with noise about AI replacing SEO, but these two facts remain about LLMs and search optimization:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Google remains the go-to point for transactional queries and local searches<\/li>\n<li>Users will rely more on LLMs for immediate answers to informational queries<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>You now have two search platforms with slightly different strategies to capture attention where your audience is searching.<\/p>\n<p>&nbsp;<\/p>\n<p>So, focus on your business and clients&#8217; goals and prioritize SEO strategies to achieve them, rather than jumping from pillar to post over the AI hype everywhere.<\/p>\n<p>&nbsp;<\/p>\n<p>We\u2019re not talking about abandoning AI. Instead, tailor your keyword research to your target search platform, create quality content, increase your brand mentions, and track your keyword rankings.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/keyword.com\/blog\/\" target=\"_blank\" rel=\"noopener\">Check out the blog<\/a> for more resources to help you optimize your brand for traditional search engines and generative search platforms.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wondering if AI search changes everything about SEO? It doesn\u2019t. This guide helps you know when to pivot your keyword strategy for AI\u2014and when to double down on traditional SEO that drives clicks and conversions.<\/p>\n","protected":false},"author":1,"featured_media":10747,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":[],"categories":[177],"tags":[],"class_list":["post-10735","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-search"],"_links":{"self":[{"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/blog\/10735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/comments?post=10735"}],"version-history":[{"count":0,"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/blog\/10735\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/media\/10747"}],"wp:attachment":[{"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/media?parent=10735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/categories?post=10735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/keyword.com\/wp-json\/wp\/v2\/tags?post=10735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}