The Great Diversification: How 8 Companies Are Evolving Their SEO Strategies

Posted on August 11, 2025
Source: General SEO – SEO Blog by Ahrefs by Louise Linehan. Read the original article

TL;DR Summary of How Brands Are Diversifying SEO Strategies Amid AI Search Changes

As AI-driven search features reduce organic traffic, brands are rapidly diversifying beyond traditional SEO. Strategies include thought leadership content, gated content models, programmatic transactional pages, and expanding presence across multiple platforms. Companies are focusing on building direct audience relationships through owned media like email lists, social channels, and communities rather than relying solely on Google. This adaptive approach balances SEO’s continued value with new channels to sustain traffic and conversions.

Optimixed’s Overview: Navigating SEO’s New Landscape with Multi-Channel Diversification

The Shift from Sole SEO Dependence to Strategic Diversification

With the rise of AI-powered search summaries and reduced click-through rates on organic results, many brands are experiencing significant traffic declines. This has led to what’s been called “the great diversification,” where businesses are reconsidering their marketing mix to reclaim lost traffic and revenue.

Key Diversification Strategies Employed by Leading Brands

  • Thought Leadership and Organic Social Focus: Agencies like Seer Interactive are prioritizing high-value thought leadership content and organic social channels such as LinkedIn to attract quality leads and build trust over time.
  • Content Gating and Controlled Indexation: Brands like GetLatka are selectively blocking AI and scraper bots from accessing premium content while still allowing major search engines to index core information. This model uses subscription paywalls and login requirements to capture and nurture an owned audience.
  • Programmatic Transactional Content: Companies such as Single Grain and Nerdwallet focus on creating templated, conversion-focused pages at scale to maximize remaining SEO value and increase visibility across AI-driven search results.
  • Channel Expansion – Search Everywhere Optimization: Successful startups like Tally optimize their presence not only on Google but also across platforms like Reddit, YouTube, TikTok, and AI assistants, reaching customers wherever they engage online.
  • Pulling Back from SEO When Necessary: Some, including Customers.ai, have reduced SEO investments due to low conversion rates on informational queries and shifted focus to paid campaigns, outbound emails, and direct conversion tracking.

Why Audience Ownership is Now Paramount

As AI search results increasingly answer user queries without clicks, brands are losing direct access to their audiences. The solution lies in owning the audience relationship by building email lists, nurturing social followings, and fostering branded communities. This direct engagement reduces reliance on third-party platforms vulnerable to algorithmic shifts.

SEO’s Evolving Role in a Multi-Channel World

Despite traffic drops, SEO remains a predictable and scalable marketing channel that compounds value over time. However, no single channel can guarantee growth in isolation. Diversification across owned, earned, and paid media, combined with new AI-aware content tactics, ensures resilience and broader reach.

Conclusion

Brands adapting to the AI search era are embracing a holistic approach that balances SEO with innovative content strategies and multi-platform engagement. By focusing on quality, exclusivity, and direct audience connections, marketers can navigate the changing landscape and secure sustainable growth.