AI ate my SEO strategy: it’s time to market for machines (and humans)

SEO isn’t dying, but it’s being rewritten in real time. AI is reshaping search behavior, and if it can’t find your content, neither can your audience. AI is rapidly becoming a critical and increasingly central way people, especially in the B2B world, explore and gather information online. Instead of scrolling through links, they’re turning to AI tools like Google’s AI Overviews, Perplexity, OpenAI's SearchGPT, and Google’s Deep Research for fast, direct answers.

A recent Gartner study predicts that by 2026, there will be a 25% decrease in traditional search engine volume. But, this shift isn’t coming—it’s already here. AI-powered platforms don’t just display search results; they rewrite them (not entirely unlike Google’s controversial Featured Snippet/Answer Box from 2015). Google’s AI Overviews, Perplexity, and SearchGPT generate synthesized answers with key recommendations, pricing comparisons, and user sentiment—before you even click a link. Beyond this, they provide a citation framework, aggregating information while linking back to sources and subtly shaping how information is presented.

The old SEO playbook—stuffing keywords and gaming rankings—is becoming obsolete. While SEO pros accepted this reality years ago, content marketers (and overbearing executives) are still hanging onto this practice. To stay visible, marketers need a new approach: create content that engages real people while ensuring AI can easily process and source it.

How AI is changing search

Imagine a software architect searching for “best cloud-based development environments for microservices.” Just a few months ago, they would have seen pages of blog posts, vendor websites, and comparison articles. Today, Google’s AI Overviews provide a direct summary of top options—features, pricing, and reviews—without requiring a single click.

SearchGPT and Perplexity go even further, refining queries and delivering detailed responses instead of just matching keywords. Google’s Deep Research pushes AI-driven search to the next level, making traditional search engine results less important.

This means ranking first on Google isn’t enough. If AI doesn’t pull from your content, your visibility drops—regardless of where you rank. Marketers who rely on old SEO tactics will find themselves disappearing in AI-driven search. It’s time to rethink strategy.

The new approach: optimizing for humans and AI

As search behavior shifts, content needs to serve two different audiences—people and AI.

Writing for people

AI may be changing search, but human-focused marketing still matters. Quality content builds trust and drives action.

• Create content that solves real problems. Write in-depth guides like How to Choose a Development Environment for Agile Teams. Compare options (VS Code vs. IntelliJ vs. Eclipse), cover key use cases, include first-party data, interview experts, and highlight collaboration features.

• Speak directly to your audience. Address the specific concerns your audience has. Developers may care about onboarding speed, while CTOs focus on scalability and cost. Tailor your content accordingly.

Writing for AI

To be a trusted source for AI-driven search, your content must be structured for easy processing by these systems. While SEO teams have had this skill, content marketers will need to get a crash course to ensure your content appeals to this new audience.

• Use structured data. Your main company and product pages likely include schema markup (e.g., “product name,” “features,” “pricing”). But do your blogs? Adding scheme markup to blogs, case studies, and other content-heavy pages (e.g., how-to guides, FAQs) will help AI categorize content correctly.

• Organize content logically. Use clear headings (H1, H2, H3) and keep paragraphs short. A strong title like Choosing the Right Development Environment: A Guide makes it easier for AI to understand your content. And ensure meta titles and descriptions summarize the page’s content accurately.

• Answer direct questions. Write content that responds to searches like What are the benefits of a cloud IDE? or How does a cloud IDE improve teamwork?

• Target long-tail keywords. Optimize for detailed queries like best cloud IDE for Python development instead of broad, generic terms.

• Write naturally. Avoid keyword stuffing. AI prioritizes clarity, structure, and relevance over outdated SEO tricks. Use bullet points, headings, and short paragraphs for scannability.

• Leverage statistics and quotations. Include relevant, up-to-date statistics and data points to reinforce content authority. If possible, always use primary data, such as product or customer data, reports, white papers, and peer-reviewed articles.

How to adapt your content strategy for AI-first search

Here’s how to stay ahead:

1. Build authority with expert content. Publish case studies, industry reports, and in-depth guides to establish credibility. Ensure that all content is clearly attributed to subject matter experts with detailed author bios that highlight their qualifications and experience.

2. Audit and optimize existing content. Expand short articles into comprehensive guides, update formatting, and add structured data. Where possible, incorporate diverse perspectives—both pro and con—on industry trends and solutions. AI models value balanced viewpoints, which can increase the likelihood of your content being sourced.

3. Monitor AI search trends. Track how AI summarizes industry topics and set alerts for brand mentions.

4. Diversify content formats. Convert blog posts into videos, interactive infographics, and podcasts to increase reach.

5. Answer common questions directly. Create FAQ pages and blog posts that address real customer searches.

6. Think beyond your website. AI gathers information from multiple sources, including press releases, media mentions, research papers, and community discussions. Ensure key announcements and industry reports are picked up by reputable outlets, as AI models prioritize widely cited information. Additionally, AI scrapes structured databases like Wikipedia and Wikidata, so keep your company’s presence updated. Finally, AI actively incorporates insights from community discussions—Google, for example, signed a licensing deal with Reddit last year to use its content for training its AI model. Engaging in industry discussions can enhance your content’s visibility in AI-driven search results.

The future of marketing: adapting to AI

Marketing is shifting fast. Traditional SEO isn’t dead, but it’s evolving. To stay ahead, marketers need to create content that works for both people and AI. By making your content authoritative, well-structured, and AI-friendly, and by actively educating AI about your brand and key messaging through both on-page and off-page channels, you ensure that your business remains visible—no matter how search evolves.

This article includes SEO and editorial contributions from Jessie Lambert, an expert in search optimization, UX, and content strategy.