How AI is Changing SEO and What It Means for Your Web Presence
If your business has relied on organic SEO traffic to bring in customers, you may have noticed things aren’t as predictable as they used to be. Artificial intelligence (AI) has rapidly changed how search engines work and how people find information online. These kinds of sudden shifts can be intimidating, but it’s an opportunity to rethink and expand your SEO strategy to stay ahead (that's the optimistic view, it may be more of a necessity).
But don't worry, Hero is here with insights on AI’s SEO impact and important steps your business can take in this new environment.
Search Engines Are Smarter Than Ever
AI tools like Google’s RankBrain and BERT are designed to make search engines better at understanding what people really want when they enter a new search. Instead of focusing solely on keywords, search engines now prioritize things like:
- The intent behind a search (Are they asking a question? Looking for a product?)
- How helpful and clear the content is on YOUR website
- The overall experience of visiting your site (Is it fast? Easy to use on mobile?)
For businesses, this means that simply stuffing your website with keywords is no longer enough (and if you've listened to us since 2001, you know keyword stuffing has NEVER been enough). You need well-written, valuable content that actually answers people’s questions and meets their needs.
Voice Search and Natural Conversations
AI has brought the the rise of voice search—think ChatGPT, Siri, Alexa, or Google Assistant. When people use voice search, they tend to ask longer, more conversational questions. Instead of typing “coffee near me,” someone might say, “Where’s the best coffee shop in Nashville that's open now?”
Your SEO strategy should adapt to this by focusing on natural language and phrases your customers actually use. Creating content that answers specific questions can help your business show up in these searches. So in this example, is important for your website, and Google Maps info to be correct.
Voice Search and Natural Conversations
Here’s where it gets interesting: SEO is no longer just about your website. AI is helping search engines pull information from all over the web, including:
- Google Business Profiles: Having accurate information, positive reviews, and regular updates here can make or break your local SEO.
- Third-Party Sites: Sites like Yelp, TripAdvisor, or even industry-specific directories are becoming more influential. AI can evaluate reviews, ratings, and mentions of your business to help decide where you rank.
- Featured Snippets and Answer Boxes: These are the bite-sized answers that show up at the very top of Google. Optimizing for these can drive traffic and visibility.
- Social Media Content: Search engines increasingly consider your social media presence, including how often you post, the type of content you share, and how engaged your audience is. Platforms like Facebook, Instagram, and LinkedIn can indirectly impact your SEO by boosting brand visibility and authority.

This expanded view of SEO means businesses need to manage their online presence across multiple platforms, not just their website.
The Competition Is Tougher
Because AI makes search engines more effective, businesses are creating more content than ever to compete for those top spots. AI tools can also be used to quickly generate huge amounts of content, and many started taking advantage of this as soon as LLM's became available. Thankfully search engines have evolved and can now also spot low-quality or spammy content with relative ease.
So for now, in order to stand out, your content needs to be genuinely helpful and relevant, reflect your expertise in the topic, and show that you are a trustworthy source. And let's be honest, even if that wasn't what search engines prioritized, it's what you should be doing any way for your audience.
What Your Business Can Do
AI powered SEO isn't just the future, it's also the present, so consider these as foundational points for your SEO efforts. Nail these down and then built on this.
- Expand Your SEO Strategy: Look beyond your website. Keep your Google Business profile updated, encourage reviews, and monitor third-party sites where your business might be mentioned.
- Create Customer-Focused Content: Answer the questions your customers are asking and use the language they use. If your SEO provider is still keyword loading, FIRE THEM NOW.
- Keep It Fresh: Make regular updates to your website and other online profiles with new information, offers, or news about your business.
- Invest in Ongoing SEO Support: SEO isn’t a one-and-done deal. Regular monitoring and updates are essential to keep up with AI’s influence and your competitors.
Ready for the TL;DR?
Adapting to AI’s impact on SEO might feel like a lot of work, but it’s worth the effort. When you optimize your online presence and create high-quality content, you’re not just improving your search rankings—you’re building trust with your audience and making it easier for them to choose your business. That's the goal, right?
If you need help navigating SEO for your business or organization, connect with us! At Hero Agency, we specialize in SEO strategies designed to help you get ahead, not simply keep up. That's why we're one of Nashville's oldest and most trusted website service providers.
If we don't hear from you, we wish you a great journey in 2025!
