How AI is Rewriting the Rules of SEO

By Callis Team | June 10, 2025
How AI is Rewriting the Rules of SEO

Shifts in Search Behavior

The way people search for information is evolving rapidly. Traditional search engines like Google are no longer the sole starting point. Instead, users are turning to platforms like Reddit, TikTok, Instagram and AI tools such as ChatGPT and Perplexity. At the same time, Google’s introduction of “AI Mode” is transforming the search experience by offering AI-generated overviews instead of simple lists of links. This shift is reshaping how businesses must think about visibility and search.

AI Overviews and Its Impact

AI-generated summaries are reducing the number of clicks to individual websites. Businesses can expect organic traffic declines of 10-60% across industries, creating a new reality for SEO strategies. There is a silver lining, however, as brand impressions are often increasing for websites with proactive, AI-optimized strategies. Businesses must adjust their expectations and understand that while traffic may drop, visibility can still thrive.

To stand out in an AI-driven search, businesses must prioritize:

  • High-quality, insightful content that demonstrates Experience, Expertise, Authoritativeness and Trustworthiness (EEAT)
  • Content that is human-centric and difficult for AI to replicate, such as expert insights, original research, unique experiences and authentic storytelling
  • Clear differentiation from competitors in brand voice and data-backed perspective

The Emergence of Generative Engine Optimization (GEO)

As AI search grows, a new practice known as Generative Engine Optimization (GEO) is gaining traction. Unlike traditional SEO, which focuses on ranking in search results, GEO aims to ensure AI models accurately represent your brand in their generated responses.

Why GEO matters:

  • AI has the audience: Tools like ChatGPT, Perplexity and Gemini are increasingly becoming go-to sources for information.
  • Zero-click answers: Users often get what they need without visiting a site, making it critical to optimize for brand representation in AI responses.
  • AI as new word-of-mouth: Accurate, authoritative representation in AI-generated content can bolster brand credibility.

However, implementing GEO comes with challenges:

  • Unclear AI algorithms make it difficult to predict content interpretation.
  • High content quality standards require clear, authoritative, structured content.
  • Technical optimization for speed, schema markup and mobile friendliness is vital.
  • Continuous adaptation is necessary as AI models evolve.

SEO and GEO Best Practices for the AI Era

SEO is not dead, it’s evolving. As AI tools grow more sophisticated, businesses must adapt to stay competitive by combining smart SEO strategies with a human touch. To remain visible and credible in with AI-driven search, businesses should:

  • Create complex and original content that AI struggles to replicate
  • Monitor brand mentions and impressions, not just clicks
  • Implement GEO strategies alongside traditional SEO practices to ensure brands are accurately represented in AI-generated summaries
  • Ensure that websites are fast-loading, technically sound and optimized for machine and human readability
  • Build trust and credibility by humanizing content
  • Focus on Conversion Rate Optimization (CRO) and user experience (UX) to make the most of the traffic you do receive

This combined approach helps not only with rankings but also builds lasting trust with audiences. Today, SEO is about building a loyal fan base, not just chasing rankings. Authenticity, trust and expert-driven content will lead the way forward.

Humanizing content

Humanizing content remains essential. While AI can process information, it struggles with nuance, emotion and real-world insights. Businesses can stand out by:

  • Fact-checking AI-generated work to ensure accuracy
  • Adjusting writing style to match human preferences, making content more relatable
  • Focusing on original insights and experience-based knowledge

Why UX and CRO Matter

With traditional search traffic decreasing, the focus should shift to what happens after a visitor reaches your site. Conversion rates, lead quality and engagement metrics should now take center stage. Rather than chasing sheer volume, businesses should aim to:

  • Optimize for conversions through clear calls-to-action and building a strong user experience
  • Measure engagement by looking at how users interact with content, not just how many have visited the site
  • Integrate multiple channels by layering organic search, organic social and AI-driven discovery

Referral traffic patterns are also changing. Some organic traffic may now come from AI agents or social shares rather than direct search clicks.

Preparing for the Future of Search

Google’s “AI Mode” and declining market dominance signal a new chapter. Businesses should expect more AI-driven changes and must be proactive rather than reactive. Instead of trying to outsmart algorithms, the focus should be on building a solid foundation of trust and expertise. As AI systems become better at reasoning and summarization, only businesses that prioritize authenticity and meaningful engagement will stand out.

Ready to rethink your SEO strategy? Connect with the Callis team to discuss how you can adapt to the future of search and keep your business thriving.

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