AI SEO vs Traditional SEO – What Actually Matters Now?
There’s a lot of noise lately around “AI SEO” like it’s some brand-new discipline separate from what we’ve always done. Truth is, a lot of it is just SEO done properly, but with a few new signals AI systems pay more attention to. I’ve spent a lot of time thinking this through and here’s my take.
SEO Isn’t Dead – It’s Just Evolving
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Some folks are saying things like backlinks or keywords are done. That’s nonsense. Backlinks, content structure, titles, they still matter. AI Overviews are built off traditional search results. So if your site is performing well organically, there’s a good chance you’ll get surfaced in AI responses too. What has changed is where AI places more weight.
Which search factors correspond with higher brand visibility in AI Overviews
Image Source: Ahrefs
AI Is Picking Up on Context, Not Just Ranking
One big shift is that AI looks beyond the link. It’s analysing how your brand is talked about across the web, in blogs, forums, Reddit, YouTube, and more. This includes brand mentions (even without a backlink), sentiment (are people speaking positively?), and context (are you being mentioned in the right way, like “best CRM for freelancers”?). You’re not just trying to rank anymore, you’re trying to influence how your brand is positioned across the web.
Bottom-of-Funnel Content is Where the AI Traffic Is
Most AI search interactions are happening when people are close to making a decision. The classic example is asking for recommendations: “What’s the best CRM for small businesses?” AI tools like ChatGPT won’t give 10 blue links, they’ll give 3–5 tailored suggestions based on relevance and clarity. That’s why it’s essential to build bottom-of-funnel content that clearly explains what your product is, who it’s for, and why it’s better than others in that space. Help docs, FAQs, and specific use-case pages also play a role in feeding AI the right context.
It’s Not Just SEO, It’s Reputation Management
AI SEO has made brand reputation a core ranking signal. It’s not enough to build links, you also need reviews and listicles that mention you with the right context, forums and community threads that speak positively about you, and influencer mentions, even without links. This goes beyond traditional SEO and into broader marketing and trust-building.
Where to Focus in 2025
If you want to rank in AI systems and future-proof your organic traffic, here’s where I recommend putting your effort:
- Nail your entity setup: schema, About page, sameAs links, Google and Bing verified
- Build content with clear USPs and audience targeting
- Get mentioned in the right places: bloggers, Reddit, forums
- Secure contextual links :not just any backlinks, but ones with meaning
- Track sentiment: use tools to see how your brand is being talked about
Conclusion
AI SEO isn’t a brand-new game. It’s just exposing what’s always worked: trust, relevance, and clarity. If you’ve been doing SEO the right way, you’re already in a good position. At Riordan SEO, we’re already building these principles into every campaign. If you’re ready to adapt, now’s the time.
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Director of Thrive Digital & Riordan SEO, Fintan is a digital marketing expert with over a decade of experience. He holds a Level 8 Higher Diploma in Web Technologies from the National College of Ireland and has a proven track record of delivering innovative SEO strategies for clients ranging from global organisations to local businesses.
