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The Post-Traffic SEO Shift

Posted on June 2, 2025

Adapting SEO Strategies for the AI-Driven Shift in Organic Search

Understanding the Impact of AI on Search Traffic

AI-powered search answers reduce the need for users to click through to websites, causing a significant shift in how ecommerce performance is measured. Traditional metrics like traffic are less relevant, as many shoppers make purchase decisions directly from AI responses without visiting a site.

Focusing on Brand-Name Search and Brand Knowledge Content

Since AI answers rarely link to brand sites, optimizing for brand-name searches is increasingly crucial. Creating detailed brand knowledge content helps generative AI platforms understand and recommend your products by highlighting:

  • The brand’s unique value proposition
  • Differences from competitors (price, quality, service)
  • Target audience and geographic focus

Leveraging Brand Mentions and Backlinks

Both brand mentions and backlinks remain vital. AI platforms rely on brand co-occurrence in relevant contexts, while traditional search engines still factor in backlinks for rankings. Effective tactics include:

  • Co-citation link building (e.g., appearing alongside competitors in listicles)
  • Media outreach to generate reputable links and mentions
  • Engaging on Reddit to boost visibility among communities, journalists, and AI algorithms

Solving User Problems Beyond Keywords

Generative AI search uses a query fan-out approach, addressing related and follow-up user questions to provide comprehensive answers. SEO should move beyond simple keyword placement by:

  • Understanding the problems behind search queries
  • Providing additional relevant information and context on pages
  • Using tools like GPT-based query analyzers to uncover follow-up questions and content opportunities

Source: SEO – Practical Ecommerce by Ann Smarty. Read original.

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