If you’re new to SEO, this post is for you. We’re kicking off a series that breaks down what is SEO, how it works, and why it still matters—even as AI changes how we search online.
Key Takeaways
- What is SEO? SEO, or Search Engine Optimization, helps your website get understood by search engines and AI tools, enhancing its visibility.
- The concept has evolved into Search Everywhere Optimization, requiring brands to be optimized across multiple platforms, not just Google.
- SEO consists of three core components: On-Page, Off-Page, and Technical SEO, each focusing on different optimization aspects.
- Common SEO myths include the belief that SEO is dead or a one-time setup, which is false since it requires continuous effort and adaptation.
- Despite changes from AI, SEO remains essential for helping people find and trust your content online.
What Is SEO, Really?
At its simplest, SEO (Search Engine Optimization) is the process of improving your website so search engines—and now AI tools—can understand and recommend it.
When you search on Google or ask a question in an AI chatbot like ChatGPT or Perplexity, the results don’t appear by luck. They show up because someone optimized their content so it matched the user’s intent and answered their question better than anyone else.
Traditionally, SEO focused on ranking in Google, which still dominates search. But with AI tools pulling from multiple sources, SEO has evolved into something bigger—Search Everywhere Optimization.
From Search Engine Optimization to Search Everywhere Optimization
AI doesn’t rely on a single search engine. It gathers information from across the web—websites, YouTube, Reddit, and other platforms—to provide conversational answers. That means your brand needs to be optimized everywhere, not just on your website.
Still, everything starts with Google. Most AI tools reference Google’s top results because Google has spent decades refining how it ranks quality information. So if you’re optimized for Google, you’re also setting yourself up for visibility in AI-powered searches.
Think of SEO like a library system:
- Before AI: SEO helped Google know where your “book” (content) was on the shelf.
- Now with AI: The librarian (AI) doesn’t just tell users where to find the book—it gives them the answer directly from your book.
That means less web traffic, but more visibility, authority, and brand recognition—especially if your content is cited as a trusted source.
Does AI Use SEO?
Absolutely. AI can’t function without SEO.
AI models like ChatGPT and Google’s AI Overviews are built on optimized content. They use Google’s rankings to determine what high-quality, relevant information looks like—and then summarize it.
AI looks at:
- What Google ranks highest for a query.
- How credible and well-cited that content is across the web.
In other words, SEO fuels AI. Without it, AI wouldn’t know which content is accurate or trustworthy.
The Three Core Components of SEO
1. On-Page SEO
This covers everything on your website:
- Keyword research: Find high-volume, low-competition keywords that match what people actually search for.
- Content optimization: Write pages that answer both the main question and related sub-questions.
- Query fan-out: AI systems look for content that answers multiple related questions—not just one.
For example, if someone searches “What is SEO?”, they’ll likely follow up with “How does SEO work?” and “Why is SEO important?” Make sure your site answers all those questions.
2. Off-Page SEO
Off-page SEO includes everything that happens beyond your website, such as:
- Mentions: Strategic PR and outreach can help your brand appear in relevant articles or discussions.
- Backlinks: Links from other reputable sites signal to Google (and AI) that your content is credible.
These signals help both search engines and AI determine which sources to trust.
3. Technical SEO
Technical SEO ensures your site runs smoothly and is easy for search engines (and AI crawlers) to read. This includes:
- Mobile responsiveness: Most searches happen on mobile devices—Google penalizes sites that don’t display properly.
- Heading structure (H1, H2, H3): Helps search engines understand your content hierarchy.
- Schema markup: Adds context to your pages—especially useful for FAQs and product details.
Platforms like WordPress make schema implementation easy with plugins.
Common SEO Myths (and the Truth Behind Them)
Myth 1: SEO Is Dead
False. SEO isn’t dying—it’s evolving. AI depends on SEO to find and summarize the best answers.
Myth 2: You Can Trick AI with Keyword Stuffing
Also false. Search engines and AI models now understand natural language and intent. Overusing keywords can hurt your ranking.
Myth 3: SEO Is a One-Time Setup
Nope. SEO is an ongoing process. The web changes daily, competitors keep optimizing, and new AI models keep reshaping how content is found. Regular updates are key to staying visible.
The Bottom Line
SEO still matters—it’s just expanding beyond Google. AI may be changing how people search, but the goal remains the same: help people find and trust your content.
In the next post in this series, we’ll dive deeper into how SEO works in the world of AI search—and what you can do to make sure your content stays visible.
- Why SEO Still Matters in the Age of AI Search - November 4, 2025
- How SEO Works (and How Google & AI Decide What Ranks) - November 4, 2025
- What Is SEO (and Why It Still Matters in the Age of AI) - November 4, 2025
