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How can I obtain an overview of AI and the latest developments in Google AI Mode that mention my brand, and how can I enhance my AI brand search strategy?

By Sharma Loh  May 7 2025

How to Get Mentioned in Google's AI Search Results
 

SEO isn’t just about rankings anymore—getting cited in AI Overviews is the next big opportunity. With Google shaking up the search results page and click-through rates dropping, traditional strategies won’t cut it.

Maintain Search Visibility & Traffic

Keep your brand top of mind and top of Google as AI-generated answers keep pushing traditional links down the page and reducing click-through rates.
 

AIO-Optimize Your Content

Understand how AI Overviews gather and format information and identify patterns within your industry to tailor your content for better inclusion.
 

Crack the AIO Ranking Code

Get actionable tips how to tweak your SEO strategy to increase your chances of getting mentioned in AI Overviews.

Unlocking SEO Insights: 7 Ways to Supercharge Your Research with Google NotebookLM's Discover Source Feature. Using NotebookLM AI for SEO Optimization

To make your brand stand out in search results, focus on creating high-quality, engaging content, optimizing it for relevant keywords (SEO), and developing a consistent brand strategy across all platforms. This includes ensuring your content is valuable, informative, and solves user problems while maintaining a consistent brand voice and visual identity. 

Google AI Overviews reaches 1.5 billion monthly users with Alphabet's Q1 earnings showing 10% search revenue growth.

In an era where Google’s AI overviews have reached an impressive 1.5 billion monthly users, brands face the challenge of distinguishing themselves in a saturated digital landscape. As sales revenue continues to grow in Q1 2025, understanding how to effectively navigate the interplay between content, SEO, and strategy is crucial for brands aiming to be seen and heard. This document explores the essential tactics and considerations for brands to thrive in this competitive environment. (Refer to Google Q1 2025 financial report)

Key issues : 

In March 2025 (Q1 2025), nearly 2 billion potential website visits were funnelled to AI Overviews instead of websites, drastically reducing traffic.

The changes happening are not minor; they pose a significant risk to being seen, achieving success, & expanding. This situation could severely impact visibility performance, and growth potential.

Declining Traffic Trends

Recent reports indicate a significant decline in click-through rates (CTRs), particularly in response to AI-generated overviews in search results.

Historical data shows that organic traffic peaked several years ago, with a gradual decrease attributed to changes in search result formats.

The phenomenon of "creeping normalcy" suggests that users may not notice these gradual changes in search result visibility and structure.

Changes in Search Result Features

The structure of search results has evolved, with AI overviews, featured snippets, and various SERP features pushing traditional organic listings further down the page.

A comparative analysis of search results from previous years shows a decrease in the prominence of listed websites, affecting user engagement and click rates.

Including multiple information sources (ads, videos, forums) in search results has led to competition for visibility, further impacting organic traffic.

 

Sundar Pichai CEO of Google  said in the earnings report: (Q1 2025)

“We’re pleased with our strong Q1 results, which reflect healthy growth and momentum across the business. Underpinning this growth is our unique full stack approach to AI. This quarter was super exciting as we rolled out Gemini 2.5, our most intelligent AI model, which is achieving breakthroughs in performance and is an extraordinary foundation for our future innovation.

Search saw continued strong growth, boosted by the engagement we’re seeing with features like AI Overviews, which now has 1.5 billion users per month. Driven by YouTube and Google One, we surpassed 270 million paid subscriptions. And Cloud grew rapidly with significant demand for our solutions.”

Reference from Search Engine Journal 

History of AI developments from past years

AI has seen rapid advancements from Bing Chat (now Copilot) to today. Key milestones include Chatgpt's launch in 2022, which provided a more human-like conversational experience. Developing the Transformer architecture and the GPT series enabled efficient and scalable language models. By 2025, AI is projected to continue its growth, with advancements in multimodal models, open-source models, and specialised applications like image generation and video creation including agentic ai , ai agent and mcp (model context protocol)  

Credit source from Neil Patel "How to Get Mentioned in Google's AI Search Results" - from Bing AI Chat (Microsoft Co-Pilot) February 2023 to Google AI Mode March 2025

Bing Ai Chat (Microsoft Co-Pilot) February 2023, SGE Google Search Generative Experience in Beta May 2023,  Google AI Overivews May 2024, ChatGpt Search October 2024 and Google AI mode March 2025.

Whole time-line of AI rolling out since year 2022 till year 2025 and beyond : click here

Google SERP Search Result Page changes over the period from year 2019, when it focused on Ads and People Also Ask, to year 2025, when it focused on AI Overview, Featured Snippet, Ad, People Also Ask, What People are Saying, discussion and forums, and videos.

Note: "Visit-website-intent" keyphrases. The key is to focus on the phrases for which there are still clicks. In the past, every keyphrase was a potential visitor. Today, only specific keyphrases lead to clicks. 

The appearance of the AI Overview makes queries for longer, more detailed answers into no-click keyphrases.

Credit source from Andy Crestodina "SEO in the AI Era" 3 Ways to adapt your strategy

Artificial intelligence (AI) technology is transforming the way people search for information on the Internet. Businesses and content creators may lose website traffic and visibility if they do not adapt to these changes. AI-powered search engines like Chatgpt and Perplexity are changing how users discover and consume online content. The key question is: How can you ensure your content remains visible and accessible to users? Just two years ago, AI-generated content was considered a novelty or rarity.

However, this is no longer the case. Today, AI-generated content has become mainstream and widely used. Tools like Chatgpt, Gemini, and Perplexity have made AI technology a standard part of everyday internet usage. Search engines now integrate AI-generated summaries, known as AI Overviews, which push traditional search results further down the page.

Is AI stealing your traffic with zero click ? 

The short answer is that it depends on the situation. Artificial Intelligence (AI) powered search is not replacing traditional search engines yet, but it is taking away some of the traffic. You are at a higher risk if your content is informational, such as how-to guides, definitions, or frequently asked questions (FAQS). Users can get answers directly from AI without clicking through to your website. This results in fewer clicks, but a similar or even higher number of impressions.

The industries seeing the most impact include:


Google Expands AIO Coverage In Select Industries as at May 1st 2025
(reference to : SEJ Search Engine Journal)

AI Overview Expansion: As of April 25th, AI Overviews have expanded significantly on Google Search, especially in entertainment, travel, B2B technology, insurance, and education sectors.

Entertainment Sector: The largest growth is in actor filmographies, with a 76.34% increase in AI Overview coverage, leading to a 175% overall expansion in the sector.

Travel Queries: Geographic-specific travel searches saw a coverage increase of approximately 108%, catering to complex queries about activities at specific destinations and times.

B2B Technology and Insurance: These sectors experienced steady growth, 7% for B2B technology and nearly 8% for insurance queries. Publishers are encouraged to build mindshare rather than rely solely on keyword search results.

Technical Queries: Search queries related to containerization (Docker) and data management technologies are significantly rising.

Education Sector: Experienced nearly 5% growth in AI Overview coverage. 32% of this growth is from online learning, especially in specialised degree programs and professional certifications.

Visibility and Intent Patterns: The expansion rates affect search visibility, and understanding the intent patterns is essential for success across different industry verticals.

Understanding Current Impacts on Organic Traffic


Artificial intelligence that can generate text, images, and other content is already changing how people search for information online and the websites they visit. The biggest impact so far is on searches for definitions, quick answers or general knowledge. Instead of clicking through to websites users now get their answers directly from AI tools. For brands, this could mean a major change in how they measure success at the top of the marketing funnel. Getting their brand and information included in AI-generated answers may become as important as getting clicks to their low-converting blog posts used to be.

Key Observations:
 


SEO, AEO, and GEO are three critical terms in digital marketing and search engine optimisation (SEO). They all help make a website more visible in search results, but each has a different focus & goal.


SEO (Search Engine Optimisation) is the traditional way of optimising a website to rank higher in search engine results pages (SERPS) for specific keywords and phrases. It involves techniques like researching keywords, optimising content on the website (like titles and descriptions), building backlinks (links from other websites to your website), and making sure the website is fast and mobile-friendly.
AEO (Answer Engine Optimisation) is a newer approach that focuses on getting a website's content to appear in featured snippets, answer boxes, and voice search results. It involves optimizing content to provide direct answers to user queries often using a conversational tone and structured data (schema markup).

GEO (Generative Engine Optimisation): GEO is the most recent term, referring to optimising content for AI-powered generative search platforms and AI assistants. It involves creating content that is clear authoritative, and structured in a way that AI engines can easily understand & cite.

In summary:

Why are all three essential?

By understanding and implementing all three strategies, businesses can maximize their visibility in the evolving search landscape.

Importance of AI Overviews in SEO

Shifts in SEO Strategy

Modern SEO focuses on topics rather than just keywords, requiring a well-organised structure similar to a library system where related content is grouped.

Emphasising comprehensive coverage of topics can enhance a website's performance in AI overviews, as Google prioritises informative content that effectively addresses user queries.

Long-tail and conversational queries are becoming increasingly crucial for visibility in AI overviews, as they often trigger featured snippets.

Importance of AI Overviews in SEO

AI overviews significantly impact visibility in search results, often taking up a substantial portion of the screen, which can push organic results further down.

With over 5 trillion searches annually on Google, ensuring brand mentions in AI overviews is crucial for capturing user attention and clicks.

Companies not appearing in these AI-generated summaries risk losing potential traffic to competitors who do.

Role of Quality Content

High-quality, authoritative content aligns with user intent and is favoured by Google's AI, making depth and clarity essential for inclusion in AI overviews.

Recent studies indicate that traditional SEO metrics, such as backlinks, are less impactful compared to content readability and relevance for AI rankings.

Utilising structured formats, such as bullet points and clear headings, enhances content scanability, which is crucial for AI-generated summaries.

 

High Quality Content including EEAT 

Quality content, especially content that demonstrates E-E-A-T (Experience, Expertise, Authority, and Trustworthiness), plays a crucial role in search engine optimisation (SEO) and user experience. By creating high-quality, relevant, and trustworthy content, websites can improve their ranking in search results, build user trust, and enhance their overall online presence. 

Relevance and Topic Domination

Relevance is crucial for online visibility; focusing on one specific topic can significantly enhance a brand’s authority across multiple platforms.

Creating a robust content strategy around specific topics not only benefits SEO but also establishes a brand’s expertise and trustworthiness.

The concept of "topic domination" encourages marketers to produce content consistently across various channels, including owned, rented, and earned media.

 

Strategies for Optimising Content for AI Overviews

Content should be concise, authoritative, and organised to align with how AI overviews present information to users.

Long-tail, conversational queries are essential to target, as they are more likely to trigger AI overviews and are often less competitive.

Regularly updating content to ensure freshness and relevance is crucial for maintaining visibility in AI-driven search environments.

 

 

Impact of AI on Search Behaviour

Google processes over 5 trillion searches annually, a significant portion involving AI overviews that influence user behaviour and search outcomes.

AI tools are increasingly used for informational queries, while Google remains a reliable source for transactional searches, indicating differing user intentions across platforms.

Despite a decrease in direct clicks to websites, user engagement on Google continues to rise, driven by the efficiency of AI-generated responses.

 

Omni-Channel SEO Strategy

Emphasising the need for omnichannel SEO, businesses should expand content strategies beyond their websites to include platforms like YouTube and LinkedIn.

Capturing more spots in search engine results pages (SERPS) increases the likelihood of attracting clicks and potential customers.

An example of an effective omnichannel strategy includes using a combination of videos, blog posts, and social media content to dominate relevant search queries.

 

Leveraging Video Content

Video content, particularly from platforms like YouTube, is increasingly cited in AI overviews, making it essential for brands to invest in video production.

Engaging visual content, such as how-to tutorials or product demonstrations, aligns well with AI’s preference for clarity and effectiveness in answering user queries.

Businesses should consider creating and optimising videos across various platforms to enhance their visibility in search results.

 

Customer Awareness Stages

Understanding the five stages of customer awareness (unaware, problem aware, solution aware, product aware, most aware) is vital for tailoring content effectively.

Businesses should start content creation at the bottom of the funnel (most aware) and work their way up, focusing on high-intent keywords that drive conversions.

Creating actionable lead magnets can help capture emails and build trust, encouraging potential customers to engage further with the brand.

 

 

Building Brand Authority

Establishing brand authority through high-quality content and consistent mentions across reputable sites is vital for gaining visibility in AI overviews.

Engaging in digital PR, guest posting, and influencer partnerships can amplify a brand’s presence and enhance its credibility.

Local businesses must optimise their Google Business Profiles to take advantage of the increased emphasis on local results in AI searches.

Monitoring and Measuring Success

Tracking branded search visibility and citation frequency in AI overviews helps businesses understand their performance and identify areas for improvement.

Tools like Google Trends and keyword tracking platforms assist in analysing brand awareness and the effectiveness of AI strategies.

Emphasising user engagement and interactions with the brand can lead to higher conversion rates, as repeated exposure builds trust and familiarity. 

Using Google Analytics 4 (GA4) new google measurement tool launched in July 2024. GA4 primarily focused on measuring and understanding user engagement. It goes beyond traditional metrics like page views and sessions to provide insights into the depth and quality of user interactions. GA4 uses event-based data to track user actions and interactions, offering metrics like engaged sessions, engagement rate, and engagement time. 

 

Future Considerations for SEO

As AI tools evolve, SEO strategies must adapt, incorporating both traditional and AI-focused practices to maintain competitiveness.

The integration of schema markup and structured data is recommended for improving Google’s understanding of content, aiding in visibility.

Collaboration across marketing departments—SEO, PR, and paid media—can enhance overall marketing efforts and improve outcomes in AI-driven search environments

Google AI Mode (launched in March 2025) - its impact on website SEO in 2025 and beyond

Overview of Google AI Mode

Google AI Mode is a significant advancement in search technology, potentially transforming search engine result pages (SERPs) by integrating AI more comprehensively.

This mode is still in the experimental phase, accessible via Google Labs, requiring users to allow Google access to their search history.

The AI mode enhances user experience by providing direct answers and pulling information from various sources, resembling the functionalities of emerging competitors like Chatgpt and Perplexity.

Note: Since March 2025, Deep Research has become the table stake for every AI tool, such as Perplexity, ChatGpt, Google Gemini 2.5 Pro, and Google Notebooklm, similarly to Google AI mode. 

Tips for using deep research : (for Chatgpt deep research)

  • Keep research areas focused and narrow - the broader your research topic or the more research areas included in the prompt, the longer your report will be and the more likely it will get truncated due to the output context window limits.

  • Specify word count in your prompt - to avoid output truncation and reduce generation time, e.g. specify word count for each report section with priority. On average, Gemini and Chatgpt can generate a deep research report around 8000 to 16,000 words  (*note if there are too many research focuses specified, it might get ignored, but still will be much better than not including) 

 

  • Use a structured output format - request information in "bullet points" or "numbered sections" to keep responses concise.

 

  • Be specific about source types. To ensure balanced source diversity, include diverse sources from academic journals, industry reports, and forums.

 

  • Recency focus: Add "focus on reports published within the last 1 year" for fast-changing topics

 

  • Data visualisation request: Add "include numerical data in table format where applicable" for easier analysis later. It will generate a table summary whenever possible.

  • Bonus: save any deep research insights to Notion with one click using the "Chat to Notion " Chrome extension (works for Chatgpt Deep Research)

 

Functionality and User Experience

When enabled, Google AI Mode processes queries and presents a consolidated answer, often accompanied by relevant source links on the right side of the results page.

It can take time to generate responses, sometimes up to 30 seconds, indicating its complexity and the depth of analysis involved.

Users can enjoy a context-aware experience where previous searches can inform current queries, allowing for more tailored responses.

 

Implications for SEO and Website Visibility

The shift towards AI-driven search means that traditional SEO strategies may need to adapt, focusing on high-quality, original content that directly addresses user queries.

Websites should prioritise creating comprehensive and clear content, including structured headings (H1, H2) to improve readability and SEO effectiveness.

Integration of multimedia, such as YouTube videos, and proper schema markup can enhance visibility and compatibility with AI platforms, making it easier for AI to interpret and display content.

 

Strategies for Success in the AI-Driven Landscape

Marketers and content creators must focus on producing unique, valuable content that satisfies user intent, rather than solely promoting products or services.

Leveraging schema code on websites can streamline the way AI recognises and categorises content, improving the likelihood of appearing in AI-enhanced search results.

Regularly updating content and ensuring it aligns with user interests and questions will be crucial as AI becomes a more dominant force in search.

 

 

Content Optimization & Strategy

Content Optimisation Structure : 

1)Own Assets: 3 components: a) your own website, b) own email list, c)own customer list (most precious assets)

2) Rented Assets: You don't own it on social media platforms such as Facebook, Instagram, X , LinkedIn, etc . When branded search on those platforms will eventually channel back to their own assets (website and email list)

3)Earned:  monetisation channels such as blogs, digital PR, podcasts, email newsletters, YouTubers, influencers and communities

4)Paid:  advertisement, paid media and retargeting. The most effective paid advertisement is using SLO. A Self-Liquidating Offer (SLO) is a marketing strategy where a business sells a low-priced product or service to cover the cost of acquiring a new customer through advertising. It's designed to "liquidate" or offset the Customer Acquisition Cost (CAC) by generating revenue from the initial sale that matches or exceeds the ad spend. While the initial offer itself may not be highly profitable, the goal is to build an email list or gain a customer's trust to then offer higher-priced products later in the sales funnel. 

3 Layers of Content Marketing

Many brands start with the goal of "going viral" without considering the essential strategic tasks.

They often overlook three crucial elements:
1. A well-defined business strategy that aligns their offering with the market's needs (offer-market fit). 2. A clear positioning strategy with consistent messaging.
3. A roadmap to translate the business and positioning strategies into compelling content.
 

Without these foundations, they struggle to identify their target audience, understand the problems they solve, and determine what to communicate through their content.

They lack the necessary groundwork for effective content creation. Instead of addressing these fundamental issues, they often get caught up in minor details,
such as: - Debating the colour of a banner - Attributing poor performance to the call-to-action (CTA)

While content execution in 2025 will undoubtedly involve:

- Engaging hooks and easily scannable content
- High-quality graphics and professional video editing
- Seamless integration of various formats, types, & channels. Content marketing, like any other marketing tactic, relies on solid foundations.

Here are three examples of how these foundations support effective content:

- Well-defined content pillars based on consistent messaging 
(Check out why the core message is essential.)
- Compelling storytelling based on a clear value proposition
- Engaging narratives based on a deep understanding of the target audience

Therefore, it is crucial to prioritise
The development of a robust business strategy (1)
and a clear positioning strategy (2) before embarking on a content strategy (3).
Laying these foundations will enable the creation of impactful and resonant content.

The three layers of content marketing will guide you.

Here are 10 practical tips to use this framework:

1. Start from the centre with your target audience.

2. Work on your differentiation with a positioning strategy.

3. Turn your messaging strategy and narrative into content pillars.

4. Think about distribution (and repurposing) before creating.

5. Add proprietary insights to your content plan (e.g. case study).

6. Allocate budget to top notch creation (copy, design, editing).

7. Mix formats and channels to multiply touch points.

8. Spend time on research and psychology before writing.

9. Invest in content styling (formatting, design, skimmability).

10. Iterate on your content with audience feedback.

7 Ways to Supercharge Your SEO Research with Google Notebooklm's Discover Source Feature (SEO Research Tool)

Overview of Notebooklm for SEO

Notebooklm is a powerful tool for SEO content research that integrates various web search features, enhancing the speed and efficiency of the research process.

The tool allows users to input specific queries and extracts relevant results from authoritative sources such as reputable media, academic institutions, and high-traffic YouTube videos.

Its functionality includes filtering results using search operators, enabling granular control over the types of sources retrieved.

Notebook LM is a free tool introduced by Google as of February 19, 2025, designed to assist users in optimizing their local SEO strategies.

Users can access Notebook LM by visiting the specific URL or searching for it on Google.

The tool aims to analyze websites and provide actionable insights tailored for improving rankings in Google Maps.

Enter NotebookLM. Feed it

✔️ The top 10 URLs (or more) for the main term
✔️ Some YouTube videos
✔️ Some PDFS on the topic

Discover Source Features

The Discover Source feature enables users to describe topics in detail, returning up to 10 relevant results that can be easily imported into Notebooklm.

Users can make their queries more specific by including parameters like timeframes and content types, improving the relevance of the results.

It is essential to review the returned sources for relevance, as some irrelevant results may still appear despite the filtering capabilities.

Competitor Content Gap Analysis

Notebooklm facilitates competitor analysis by allowing users to compare content strategies and identify content gaps quickly.

Users can input competitor URLS and utilise specific search operators to refine results to relevant blog content within designated timeframes.

This function helps estimate content opportunities by breaking down competitor performance across various customer journey stages.

 

FAQ Generation

The tool supports FAQ generation, which is beneficial for SEO as it aligns with AI search engine preferences for question-and-answer formats.

By utilizing the Discover Source feature, users can pull common questions from popular forums, enhancing the depth and specificity of the FAQs generated.

Users can combine insights from their own research data, leading to more comprehensive FAQ sections that can be directly used in content.

 

Authority Signals Extraction

Notebooklm can extract authority signals, which are critical in determining the trustworthiness of content sources in AI search algorithms.

Users can compile lists of top-ranked pages and analyse the authority signals these pages exhibit, such as authorship credentials and inclusion of research data.

This insight helps users understand what elements to incorporate into their content to enhance its credibility.

 

Semantic Keyword Clustering

The tool aids in semantic keyword clustering, vital for optimising content for AI search engines that understand context beyond mere keyword matching.

Users can discover and organise subtopics and keywords related to their main topic, helping to build topical authority and structure content effectively.

The mind mapping feature allows users to visualise relationships between topics, enhancing content planning.

 

Keyword Gap Analysis

Notebooklm supports identifying missing keywords in user content compared to competitors, enhancing content relevance and depth.

By analysing top-ranking pages associated with a topic, users can discover important keywords and associated search intents that may be missing from their articles.

This feature prompts users to improve their content by addressing gaps in keyword coverage and search intent alignment.

 

YouTube Content Research

Notebooklm allows users to import YouTube videos in bulk, providing insights to enhance content planning and research.

This feature is handy for SEO professionals looking to gather data, claims, and supporting insights from video content.

Integrating YouTube research into the content strategy process aids in developing comprehensive and engaging content.

 

Steps to Use a Notebooklm for Local SEO (in Google Maps)

Keyword Input: Users start by entering the target keyword they want to rank for in Google Maps.

Website Selection: After identifying a competitor's website (e.g. Adidas), users should copy the site’s URL for analysis.

Source Addition: Users can add the selected website as a source in Notebook LM, allowing it to analyse and compare information.

 

Creating Effective Prompts

Users must provide Notebook LM with a detailed prompt, which guides the analysis based on the specific website and target area.

The prompt can be customised by replacing placeholder text with relevant information pertaining to the user’s website.

Clear prompts enhance Notebook LM's ability to generate useful reports and insights for local SEO.

 

Generating Reports and Outputs

Once sources and prompts are set, users can initiate the analysis, which takes a few minutes to complete.

Notebook LM compiles the information and generates a report with actionable recommendations for improving local SEO.

The tool also offers the capability to create supplementary materials, such as podcasts, FAQS, and study guides, based on the analysis performed.

 

Insights and Recommendations Found

The generated report provides detailed observations, including inconsistencies in the business's online presence (e.g., NAP consistency).

Users receive tailored advice on keyword utilisation and optimisation strategies necessary for improving search rankings.

The platform's ability to summarise complex information into digestible formats aids users in understanding the steps needed for effective local SEO.

 

Google Notebook lm  special feature :  "Discover Source"

Google's Notebook lm has a feature called "Discover Sources" that can help streamline your research process. Instead of typing a generic topic, try using these simple prompting strategies to improve your research:

• Use targeted queries with clear parameters, for example, "Reputable sources about work-life balance strategies for remote employees."

• Request specific formats, such as videos or PDF reports, for example, "YouTube tutorials about Canva design."


• Target high-authority sources, for example, "Research papers from MIT about organisational change management."

• Specify timeframes for better recency, for example, "Find sources about hybrid workplace strategies published in the past 3 months."

• Use comparative prompts to evaluate options for example "Find sources comparing different AI models released in 2025."

 

Additional tips:
 

  •  Enhance your search precision using search operators like [Site:], [Before:] [After:] [Filetype:], just like on Google search, to narrow results by source and timeframe.
     

  • Use more specific terms when researching niche topics or explicitly specify the target domain, as NotebookLM favors high-authority domains in Google search results.
     

  • Some major forums, social media sites like Quora, LinkedIn, X, The New York Times, and The Guardian block NotebookLM access, so you might need alternative research approaches for these sources.

 

SEO Strategies for Visibility

With the rise of AI-driven search algorithms, SEO has evolved significantly. Brands must adapt their strategies to ensure visibility in search results. Key SEO tactics for 2025 include:
 

Semantic Search Optimisation: Focusing on user intent and context rather than just keywords to improve search rankings.

Voice Search Optimisation: Adapting content for voice search queries, which are often longer and more conversational.

Local SEO: Enhancing local search presence by optimising Google My Business listings and gathering positive reviews.

 

Why Strategic Thinking Doubles Your SEO Value

By shifting your mindset from SEO technical details to business acumen: 
1) Think Beyond Traffic: Ask "How does this SEO task contribute to the business's bottom line?" instead of "How does this improve rankings?"
2) Connect Actions to Outcomes (Sales Conversion)
3) Use the ROI Framework

Example : 

  • Technical Focus: "We need to optimise Core Web Vitals."

  • Strategic Focus: "By improving Core Web Vitals (technical issue), we enhance page load speed (user experience factor), which typically increases conversion rates (business metric) by 5-10% (potential impact)."

 

Summary & Key Takeaway: 

The future might bring new tools and methods to better control AI outputs, but for now, the most important thing is simple: have a presence wherever your customers are searching.

 

Steps to Help Your Brand Appear in AI Results:

  • Research where your target audience spends time online and what platforms are frequently used in AI training data.

  • Develop a PR and content marketing strategy to mention your brand in high-authority publications.

  • Monitor your online mentions using tools like BuzzSumo to ensure your brand is part of the right conversations.

  • Leverage AI insights by asking Chatgpt or other models how likely certain websites are to contribute to training data.

  • Stay consistent with your efforts. AI answers might not mention your brand every time, but your chances will increase with enough mentions.

  • Focus on "Topic domination" and "topical clustering", which are related concepts in SEO, but "topical clustering" is the more accurate and widely used term. Topical clustering involves creating a group of interlinked pages on a website covering a broad topic and its related subtopics. This strategy helps build authority for a specific topic and improves SEO by demonstrating expertise to search engines and users. 

  • Using Google Notebooklm to do SEO research

12 future essential skills on SEO beyond technical SEO (beyond 2025)

  •  Strategic Thinking - beyond technical SEO, such as developing search strategies, supporting broader business goals (sales conversion, revenue and ROI) 

  • AI and machine learning literacy: Understand the basics of machine learning models

  • Content Design & storytelling: Experience-driven (designed around user journeys) , content hub

  • UX & CRO: User experience and conversion of optimisation. 

  1. SEO ≠ is just about rankings anymore. 

  2. SEO = satisfying user intent.

  • Data interpretation and analytics (using Google Analytics 4 GA4) & Skills in behavioural analysis

  • Advanced Technical SEO, such as schema mark-up, AI-driven search technology, and understanding of the database

  • Multimedia and visual search optimisation, such as podcasts and YouTube, start thinking visually. Every webpage, blog post, and landing page must be designed not just for readers but also for search engines that “see.”

  • Expertise in brand SEO and reputation management.  Managing branded SERPs (controlling what shows for brand queries). With generative search summaries pulling information from multiple sources, controlling brand narrative in search will be a key leadership role for SEO pros.

  • First-party data strategies. Privacy laws. Trust = currency

  • Agile project management. Rapid prototyping and testing of ideas. Clear stakeholder communication and documentation

  •  AI prompt engineering - Mastering how to communicate with AI tools will multiply your productivity, acting as a strategist instead of an executor. 

  • Emotional intelligence and empathy - Understanding what users feel, fear, aspire to, and value will be the foundation of every successful SEO strategy.

    Empathy in keyword research (beyond words to user mindset).

    Empathy in content creation (addressing real needs).

    Empathy in UX design (reducing anxiety, building confidence).

    Summary: The future belongs to the adaptable

    One needs a multidisciplinary skillset:

    • Analytical yet creative.

    • Technical yet empathetic.

    • Strategic yet agile.

STB - B2B Content Marketing Services (some highlights for above info)

Level Up Customer Engagement and Sales Conversion

1)B2B Content Marketing 
2)Digital PR for SEO
3)Consulting & AI Agent Consulting
4) Core Message (Dominant Differentiation - Unique Marketing)
5) Small businesses AI SEO GEO for Brand Visibility in AI Era Master Class (Training)