While traditional SEO (Search Engine Optimization) remains important, local businesses must now also focus on “AI signals” to ensure visibility. With the rise of AI tools like ChatGPT, customers are increasingly seeking recommendations directly from AI, which scrapes data from various online sources beyond just a business’s website. To be recommended by AI, businesses need to strengthen these signals through consistent information across all local listings, actively encouraging and responding to reviews, publishing diverse content, implementing structured data (schema) on their websites, and demonstrating community involvement both online and offline. Ultimately, a holistic digital strategy that builds a trustworthy and consistent online presence is crucial for local businesses to thrive in the evolving landscape of AI-powered search.

The evolution of Search Engine Optimization (SEO)

For the past decade, I’ve specialized in Search Engine Optimization (SEO)—and I’ll admit, I loved it. I found my niche in building strong website architectures, crafting clean page layouts, and writing optimized copy that aligned perfectly with both UX and SEO best practices. Over time, I became an expert in hyperlocal SEO, helping mid-enterprise businesses dominate regional search results on Google.

The formula worked: targeted keywords, proper schema markup, sticky content, and high-quality copy led users to my clients’ websites, kept them engaged, and ultimately guided them into a conversion funnel. I was good at my craft—and the results proved it.

But the rules are changing.

SEO in the Age of AI:

Why Brands Must Rethink Their Content Strategy

The fundamentals of SEO still matter, but the landscape looks very different today. With large language models (LLMs) powering new forms of search, AI scrapes every detail across the internet to provide users with instant “AI overviews.” While this makes it easier for users to find information quickly, it creates a major challenge for brands:

➡️ Instead of leading your own brand narrative, you’re now at the mercy of generative AI.

AI doesn’t just look at your website—it looks at credible third-party sources like Wikipedia, Quora, Reddit, Hacker News, and social platforms to shape its answers. Hyperlocal AI search results trust regional sites like Chamber of Commerce, news media outlets, and regional influencers. If your brand message isn’t present in those ecosystems, you risk being left out of the conversation entirely.

So what’s the solution?

Brands need to bolster and extend their message far beyond their owned assets. That means:

• Continuing to use structured data, schema markup, and smart keyword placement on your site.

• Actively placing content in external platforms where AI is pulling context.

• Adopting a holistic brand strategy that ensures your narrative shows up wherever people—and algorithms—are looking.

We often say words are cheap. But in today’s landscape, words aren’t just important—they’re currency. Content is king again, not only for human readers but for the algorithms deciding what information gets surfaced and cited.

This blog series will explore how to:

• Prepare content that boosts AI signals,

• Position your brand for expanded visibility, and

• Regain control of your brand narrative in the era of generative AI.

The rules have shifted. The challenge is real. But for those who adapt, the opportunities are bigger than ever.