SEO & AI in transition: strategies, trends, and best practices

The SEO industry is evolving faster than ever before. With the rise of Google Gemini, ChatGPT, and Perplexity, traditional search engine optimization is no longer enough.

Search behavior is shifting from keywords to conversational, AI-generated answers. New disciplines such as AIO (AI Optimization), GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), and SXO (Search Experience Optimization) are expanding SEO into an integrated ecosystem.

This guide provides in-depth insights into the fundamentals, best practices, challenges, and trends that will be relevant from 2025 onwards.

SEO now means far more than rankings in the Google SERPs. While it originally focused on technical factors like PageRank or updates like BERT, search engine optimization today includes the influence of generative AI. SEO forms the foundation, but it must be expanded.

The classic keyword research has changed significantly. Instead of focusing only on search volume and main keywords, semantic analysis is now at the forefront. Search queries today are more complex, often phrased as questions, and influenced by voice search. Long-tail keywords like “How do I optimize content for ChatGPT?” reflect this shift. They not only better represent user behavior but also increase the chances of appearing in AI-generated answers. For SEO experts, this means leveraging tools like Ahrefs or SEMrush more effectively for semantic clusters and topic fields.

On-page SEO involves more than just title tags and meta descriptions. In the AI era, the structuring of content plays a key role. With schema markup, content can be clearly defined for search engines and AI systems — for example, through FAQ or How-To schemas. At the same time, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is more important than ever since AI engines place strong emphasis on trust signals. Author details, source references, and a clear page structure help ensure that content appears both in traditional SERPs and in AI overviews.

Backlinks remain a key component of any SEO strategy, but the requirements have evolved. Quality now matters more than quantity. Links from thematically relevant, trustworthy sources not only strengthen your Google ranking but also increase the likelihood of being referenced by AI systems as a source. In addition to traditional link-building strategies, building digital reputation is becoming increasingly important — for example, through mentions on Wikidata, industry platforms, or professional portals. This trust-building approach has a lasting impact and protects against the negative effects of spam updates.

Technical SEO is the foundation of a functional online presence. Google and AI systems increasingly evaluate websites based on technical performance. Core Web Vitals such as loading speed, interactivity, and layout stability are crucial for rankings and user experience. Mobile-first indexing ensures that content is displayed optimally across all devices. A new challenge has also emerged: crawlability for AI scrapers. Companies should strategically manage their robots.txt to make content accessible to AI while protecting sensitive data.

Measuring SEO success requires new metrics. In addition to traditional indicators such as organic traffic, bounce rate, or SERP positions, AI-specific data is becoming increasingly relevant. Citation frequency—the rate at which content is cited in AI-generated answers—is emerging as a new KPI. Tools like Google Analytics 4 and the Search Console still provide valuable insights but must be complemented by AI tracking. Those who consistently monitor these metrics can identify early how their content performs in generative search environments and adjust their strategies accordingly.

SEO is therefore the foundation on which AIO, GEO, AEO, and SXO are built.

Only 20 to 30 percent of search queries in 2025 end with a click on a website. Zero-click searches and AI-generated answers dominate. Companies risk losing visibility if they do not consistently adapt their search engine optimization.

Relevance of SEO at a glance:

• Protection against loss of visibility due to zero-click features
• Securing traffic through integration into AI-generated answers.
• Competitive advantage through combined strategies of SEO, AIO, and SXO.
• Foundation for conversions in complex customer journeys.

SEO is no longer isolated but part of a comprehensive search and experience management.

1. Keyword analysis with a semantic focus and inclusion of voice search.

2. Create structured content that works as standalone answers.

3. Technical optimization for loading times, mobile-first, and AI crawlability.

4. Strengthen off-page signals through high-quality collaborations and expert contributions.

5. Update content regularly to counteract AI hallucinations.

6. Integrate UX and conversion optimization so that visibility leads to leads.

• Ahrefs und SEMrush für semantische Keyword-Recherche.
• Perplexity AI and Surfer SEO for AIO tests.
• Yoast or RankMath for AEO.
• Hotjar and Optimizely for SXO analyses.
• GA4 und Search Console zur Messung.

SEO opens up new opportunities to strategically strengthen your online presence and increase your reach. However, it also carries risks if strategies are implemented incorrectly or key factors are overlooked.

Opportunities:

• Visibility in AI overviews.
• Personalized user experiences through SXO.
• Cross-channel strategies with social and search.

Risks:

• Dependence on AI algorithms.
• Content theft through zero-click features.
• Fast-paced updates require constant adaptation.

H3: What is the biggest risk?

The biggest risk lies in the loss of visibility due to zero-click searches and AI takeovers.

H3: Which opportunity is most important?

Integration into AI-generated responses offers long-term reach and trust.

H3: How can the risk be reduced?

Through channel diversification, continuous audits, and clear content strategies.

SEO is evolving into an AI-centered ecosystem by 2030. New trends are emerging:

• Voice search optimization continues to rise
• AI ads in overviews are becoming a reality.
• Agentic AI systems automatically integrate SEO into customer journeys.
• Hybrid teams of SEO experts and data scientists are setting new standards.

Search Engine Optimization will not disappear but merge: Search Everywhere Optimization combines traditional methods with Artificial Intelligence, Social, and Experience strategies.

SEO is undergoing a fundamental transformation. From rankings to AI integrations, it now includes AIO, GEO, AEO, and SXO. Successful companies combine strategies, understand user intent, and leverage AI-powered tools. The next step: act instead of waiting. Secure your competitive advantage by rethinking SEO in the AI era.

Contact us for personalized consulting and discover how we can make your online marketing future-proof.