AI in SEO uses machine learning tools to analyse customer behaviour, predict search trends, generate content drafts, and identify ranking opportunities far faster than humans. It acts like a research and optimisation engine that works 24/7.

How is AI changing search?

Search is becoming conversational and answer-driven. Google AI Overviews summarise answers directly on the results page, while AI-powered engines like Perplexity and ChatGPT deliver personalised, citation-based responses.

What are the 4 key pillars of an AI SEO strategy?

The four pillars are: (1) AI-powered keyword research, (2) AI-assisted content creation with human refinement, (3) Technical SEO with schema and structured data, and (4) AI citations — earning mentions on credible, high-authority platforms.

What are common AI SEO mistakes businesses make?

Common mistakes include: publishing unedited AI content, ignoring technical SEO despite 95% of AI users still Googling, and failing to add human insights, storytelling, and expertise — which AI cannot replicate.

AI in SEO: Guide for Businesses in 2025

What is AI in SEO?

At its core, AI in SEO is the use of artificial intelligence technologies to improve the process of ranking higher in search engine results.

Traditional SEO was often a more reactive process. You'd make changes, wait weeks or months, and hope for the best. AI SEO is proactive and predictive. It helps you understand what your customers will ask tomorrow, not just what they searched for yesterday.

This shift is happening now. Already, more than 70% of businesses are investing in AI SEO, and for good reason.

AI tools can analyse data 100x faster than manual analysis, and find patterns and opportunities much faster than humans. It also allows you to create content much faster and match what both customers and search engines like Google are looking for.

SEO Comparison Table

Feature	Traditional SEO	AI-Powered SEO
Keyword Research	Emphasises high-volume keywords and manual trend analysis.	Focuses on user intent, semantic relevance, and topic clusters.
Content Focus	Optimised primarily for keyword density and search rankings.	Optimised for user questions, contextual relevance, and helpfulness.
Draft Content Creation	Manual and time-intensive, often requiring multiple revisions.	Automated and efficient, enabling fast content ideation and drafts.

What this means is that less marketing muscle can today get more done.

How AI is Changing Search

Google's ten blue links are being replaced by AI Overviews. AI is now creating a new, more conversational and answer-focused search experience.

Google's AI Overviews

This is a significant change to Google's search results.

When a user searches for something, Google's AI often provides a direct, summarised answer at the very top of the page, pulling information from multiple websites. This reduces clicks to individual websites.

With 1 billion users per month already seeing AI Overviews according to Alphabet (who owns Google), and those results are taking away clicks from websites.

Your new goal is not just to be on the first page, but to be the source for these AI-generated answers.

Three mobile phones displaying Google AI Overviews that summarise search results directly on-screen, showing how AI reshapes SEO visibility – Wolf IQ

AI Search Engines Becoming Default

Answer engines like Perplexity and ChatGPT are gaining traction.

ChatGPT Atlas (launched Oct 2025) embeds conversational AI into browsing, letting users ask questions and get summaries without leaving the page.

Google Chrome is still the market leader, but a key feature of Atlas was making it easy to switch.

Comparison of ChatGPT Atlas and Google Chrome logos, representing the rise of AI-driven browsers challenging Google’s dominance in online search – Wolf IQ

For a local business, this means your online presence needs to be optimised not just for Google, but for a future where your content could be surfaced by a variety of AI systems.

The key is to be the most authoritative and clearest source of information in your niche.

4 Key Pillars of an AI SEO Strategy

1. Keyword Research

The old way: High-volume keywords + manual analysis.

The new way: Understanding the entire conversation your customers are having. AI tools can analyse thousands of forum posts, competitor sites, and search trends to identify not just keywords, but the questions, pain points, and topics your audience cares about.

Instead of just targeting "plumber Sydney," AI helps you discover that customers are also asking, "how to fix a leaking tap emergency," "cost of unblocking a drain in Sydney," and "best hot water system for a family of four." This allows you to create content that addresses their exact needs at every stage of their journey.

You can even use ChatGPT for Topic Research. Here is an example prompt you can use in ChatGPT.

You are a keyword research expert. I run a [type of business — e.g., local landscaping company] in [location — e.g., Bondi, Australia]. My target customers are [target audience — e.g., homeowners and property managers].
Find 20 high-intent keywords that:
Have low to medium competition
Are location-specific (for Bondi or nearby suburbs)
Indicate buying intent (e.g., “hire,” “service,” “near me,” “cost”)
Can help generate leads within 30 days.
Include for each keyword:
Monthly search volume
Keyword difficulty
Search intent (commercial, transactional, or informational)
Suggested blog or landing page topic to target it.
Format the results in a table.

2. Content Creation

The old way: Writing thin blog posts stuffed with keywords.

The new way: Creating comprehensive, evidence-based content that establishes you as the expert. This is where AI becomes a powerful assistant, not a replacement for human expertise.

67% of businesses report an improvement in content quality when using AI tools.

You can use AI to generate outlines, synthesise research, and even write first drafts.

But remember - the magic is in the edit. Most successful businesses use AI to handle the heavy lifting, while their human experts add unique insights, personal stories, and real-world experience.

Get the draft, then edit it in your own voice and inject your unique expertise. Your unique knowledge is your most valuable asset.

A single piece of content, if done well, can drive more results than dozens of mediocre blog posts. Here is an example prompt you can use in ChatGPT.

🔧 Example Content-Writing Prompt (For Plumbers)
Prompt:

  Write a practical blog post titled “How Sydney Homeowners Can Avoid Plumbing Disasters (and When to Call a Local Expert).”
Goal:

  Help Sydney plumbers create content that builds trust, educates locals, and drives calls from homeowners looking for reliable plumbing help — especially those searching for quick, local solutions.
Include:
Why educational, local content helps Sydney plumbers attract more customers
Simple writing steps (choose common plumbing issues, mention Sydney suburbs, give quick DIY tips, and offer a clear call-to-action)
A short example table of blog topics that bring in real leads (e.g., “Blocked drain solutions in Bondi,” “Emergency plumber in Paddington,” “Leaking tap fix in the Inner West”)
A clear key takeaway: “Teach first. Sell second.”
Tone:

  Trustworthy, helpful, and conversational — written as if explaining to a homeowner, not another tradie.
Structure:
1-line hook — Catch attention (e.g., “A blocked drain can ruin your weekend — here’s how to stop it before it starts.”)
2–3 short paragraphs of insight — Explain the issue, give simple prevention tips, and mention when to call a pro
Example topic or keyword table — Show Sydney-specific phrases or article ideas that customers actually search
1-line takeaway — “The more you help Sydney homeowners online, the more they’ll call you offline.”

3. AI-Reviewed Websites

The old way: Hoping Google could figure out your website.

The new way: Structuring your website so that AI systems can easily understand and categorise your information.

This involves using structured data (like Schema.org markup), which is like adding labels to your content that tell search engines exactly what it is (e.g., a recipe, a local business address, a product review).

A well-structured site is more likely to be featured in AI Overviews and other rich results. Think of it as creating a clear and organised library of your expertise that any AI can easily read and reference.

Here is an example prompt you can use in ChatGPT.

Review my website to see if it’s structured for AI systems — not just Google search.
URL: https://yourwebsite.com
Check for:
Clear structure: Is the content well organised so AI can tell what each page is about?
Schema markup: Does it use Schema.org (e.g. LocalBusiness, Service, FAQ, Review)?
Entity clarity: Are services, locations, and business details clearly labelled (NAP consistency)?
AI readability: Could an AI easily explain what my business does and who it helps?
Action steps: List the top improvements to make my site more machine-readable and likely to appear in AI Overviews.
My Goal:

  Make my website easy for both humans and AI to understand — so it gets featured, trusted, and ranked higher.

4. AI Citations

The old way: Acquiring as many backlinks as possible, regardless of quality.

The new way: Earning authentic citations and mentions from reputable sources. AI systems are getting smarter at distinguishing between a paid link and a genuine endorsement.

Mentions on reputable industry sites, news articles, and even popular forums like Reddit (which now appears in more than 5% of AI Overviews.

ChatGPT search result showing top Sydney plumbers with AI citations, highlighting how structured data boosts visibility for local Australian businesses – Wolf IQ

AI SEO Mistakes businesses can make

As with any new technology, there's a lot of misinformation out there.

Here are the most common mistakes we see businesses make.

1. Low-Quality Content

This is the fastest way to get penalised by Google.

AI is a tool to enhance quality, not to replace it. Never publish AI-generated content without extensive editing, fact-checking, and adding your own unique insights.

2. Ignoring Traditional SEO

AI is an extension of SEO, not a replacement.

You still need a technically sound website, a good user experience, and a solid backlink profile. 95% of ChatGPT users still use Google, so you can't afford to ignore the fundamentals.

3. Forgetting the Human Touch

People buy from people.

First drafts with generative AI are great, but the magic is in the edit. AI can't replicate your brand's personality, your customer stories, or your passion for your industry.

Use AI for data and efficiency, but use your humanity to connect and build trust.

Your Next Move

Ignoring AI is no longer an option.

The data is clear: your customers are using it, your competitors are investing in it, and Google is rebuilding its entire platform around it.

But you don't have to be a tech expert or have a massive budget to succeed. By focusing on the core principles of quality, authority, and understanding your customer, you can use AI to build a powerful and sustainable competitive advantage.

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