“If AI tools now answer users without giving us traffic, why should we bother with SEO?”
“What’s the first step to appear in AI summaries?”
“How do I ensure the traffic is relevant, not just numbers?”

Let’s unpack all that.

The Real State of SEO in 2025

 

AI isn’t killing SEO. It’s simply evolving the rules of how visibility works online.

If you’ve been in SEO long enough, you’ve heard it:
“SEO is dying.”
But what the data—and many in our own network—are showing is the exact opposite. SEO isn’t dying. It’s being redistributed.

Search is now multi-channel. It includes Google AI Overviews, ChatGPT, Perplexity, Gemini, Reddit, YouTube, even LinkedIn. Your job isn’t just to rank on Google. It’s to show up where LLMs are pulling their data from.

“But We’re Not Getting Traffic or Credit…”

This is a valid concern.

AI summaries do often cite sources without always linking. But in our client work at Search Engine Star, we’re seeing up to 73% of referral traffic now coming from AI tools like ChatGPT and Gemini. Some of that traffic comes with direct link credits. Other times, it’s branded mentions that drive curiosity and organic brand searches.

So how do you earn that credit?

Here’s what works:

  • Get cited in forums, blogs, and directories (Reddit, Quora, Medium, ProductHunt, etc.)

  • Include structured data/schema (FAQs, HowTos, etc.)

  • Use internal linking to strengthen page relationships

  • Mention your brand naturally within the content for AI to pick up context

  • Focus on “helpful content” signals—AI models prioritize high-quality information

“Okay… but is the traffic actually relevant?”

A fair challenge—and one that matters more than ever.
Getting AI-generated traffic is great, but what if it doesn’t convert?

At Search Engine Star, we’ve tracked this too.

🔹 On AI referral traffic pages with clear CTAs, bounce rates are 36% lower
🔹 Pages optimized with intent-focused content saw a 28% increase in lead form submissions
🔹 AI-generated traffic spent 37% longer on content designed with semantic structure and schema

Conclusion: AI can send high-quality traffic—but only if your page gives users what they meant to find.

“So How Do I Appear in ChatGPT or AI Overviews?”

This was asked multiple times in your LinkedIn comments—and it’s the golden question.

Here’s a simple AI-SEO checklist we use at Search Engine Star to boost AI visibility:

✅ Technical Setup:

  • Clean, crawlable code

  • Schema (especially FAQs and How-To)

  • Fast-loading, mobile-friendly site

✅ Content Strategy:

  • Human-first content that solves actual problems

  • Clear topic clusters around your niche

  • Use of semantic keywords (LSI and topical relevance)

✅ Authority Signals:

  • Get mentioned on Reddit, Quora, news sites, podcasts, and YouTube

  • Build citations across platforms

  • Prioritize E-E-A-T (Experience, Expertise, Authority, Trust)

“Where Should Businesses Start?”

Many asked: “What’s the first step for businesses adapting to AI Search?”

Our recommendation:

Audit your existing content using an AI SEO lens.

  • Is it helpful?

  • Is it fact-based and up-to-date?

  • Does it answer the question clearly?

  • Is your brand name used in context?

  • Is the page built for both user experience and machine readability?

At Search Engine Star, this is Step 1 in every client onboarding.

“Is This Internal Traffic or Real Growth?”

This question came up too.

To be clear: AI traffic is not internal traffic. It’s external, but looks different in your analytics (often marked as direct or referral from chat.openai.com, bard.google.com, or search aggregators like Perplexity.ai).

We recommend setting up custom UTM tracking or filters to monitor these sources more accurately. It’s real. It’s measurable. And yes—it’s growing.

Final Thoughts: SEO Is Not Dead. It’s Decentralized.

The fundamentals of SEO still matter—but they now need to be executed with AI distribution in mind.

  • Write for people. Optimize for machines.

  • Position your brand everywhere AI “looks.”

  • Build structured, valuable content worth citing.

Search is changing fast. So must your strategy.

Ready to Future-Proof Your SEO?

Don’t wait for AI to pass you by.
👉 Book a free strategy call with Search Engine Star and let’s align your visibility with the new AI-powered search landscape.