Is SEO still worth it in the age of AI search? The answer is a resounding yes, but doing SEO the same old way will get you nowhere. Here, I share with you the latest in AI search based on what marketers have learned to date.
A quick note: I’m writing this article in late June 2025. The experts I work with at technology companies all tell me that AI is changing so rapidly that it is hard even for them to keep up with the latest advances. I’ll try to update this article over time, but keep the date in mind when you read it just in case some of the advice turns stale (like tomorrow!)
AI search is a type of search driven by artificial intelligence (AI). It uses natural language processing to develop a more comprehensive response than traditional keyword-based search. The goal is to understand user intent and create responses based on perceived user intent.
How Does AI Search Differ from Traditional Search Engine Optimization?
If that definition sounds similar to the traditional definition of search engine optimization (SEO) that’s because for years Google has been telling us that the purpose of search engines is to match user queries with content that answers those queries. Traditional keyword search was based on the phrases people typed in and how page content was optimized for such phrases. Now, however, AI search promises to take it a step further and look beyond keyword phrases.
AI search uses what is called a fan technique or fanning technique. It takes the starting question and fans it out based on what it has learned from its large language model about the query. Then, its response is based not just on a simple keyword phrase but on multiple possible related queries.
Is SEO Still Relevant in the Age of AI?
Search engines still need a starting point to scan and index your content. That starting point is your words on screen, infused with keywords in the traditional manner.
However, your job as a modern SEO specialist is to expand beyond that and think like an AI search engine.
Consider the keyword phrases you’ve chosen not as the single phrase to optimize in your content, but as the starting point. Next, think about all the other things related to the original phrase that people may need to know.
Let’s take as an example a company that sells bridal gowns. Perhaps they are writing an article about attractive styles for the plus-size bride. Starting with that topic, what else might their customer want to know? Perhaps shoes and veils that match the gown, or tailoring and styling tips to help the bride look beautiful on her special day.
A simple keyword search tool reveals multiple branching queries from the phrase “plus size bridal gown” including terms like tea-length plus size bridal gowns, short sleeve plus size bridal gowns, and dozens more. I would work these phrases in naturally into the article to attract the AI engines to it.
Keep in mind that you don’t have to be as literal with this kind of search as with traditional search. As far as I can tell, the platforms are smart enough to recognize similar phrases without having to hit the exact phrase a certain number of times, as in the past.
My Personal Exploration of This Topic
I am actively exploring and testing these ideas in my gardening blog, Home Garden Joy. It’s more than a blog. It’s my sandbox for SEO. Follow it if you want to grow and preserve your own food (I teach you how to grow fruit, vegetables, and herbs, my hobby). And I’ll share here what my SEO experiments yield.
Keep Up to Date: Who To Follow on Modern SEO Practices
Well, yes, follow me on LinkedIn and follow Seven Oaks Consulting. That’s a given.
But here are some of the top minds who I follow to learn all I can about modern search engine optimization:
Google’s Blog: Need I say more?
Ann Smarty, who writes a brilliant weekly Substack on AI and search.
Jeannie Hill, who taught me a lot about retail shopping search.
Jeanne Grunert is the heart and soul behind Seven Oaks Consulting and a passionate storyteller with over 30 years of experience in writing, marketing, and business. As an award-winning writer and content marketing pro, Jeanne loves helping others shine through smart, authentic communication. She’s a frequent speaker, teacher, and writer on topics like content strategy and personal branding—and she does it all with a deep love for words and people. Jeanne also serves as the Branding and Marketing Expert for the National Association of Independent Writers and Editors (NAIWE). She holds an M.A. in Writing and an M.S. in Direct and Digital Marketing (awarded with distinction) from NYU. Jeanne’s also the author of eight books, including the beloved Majek Family Mysteries and the practical favorite Pricing Your Services: 21 Tips for More Profit.