Introduction to AI and SEO
The rise of Artificial Intelligence (AI) has sparked a mixed reaction in the SEO industry. While some believe it will have a catastrophic impact on search and SEO, others think it’s business as usual. Google remains the dominant search engine, but traffic volumes have significantly decreased, especially for news publishers. To better understand this topic, we spoke with Carolyn Shelby, a 30-year veteran of the search industry who has worked with major brands such as Disney, ESPN, and Tribune Publishing.
The Impact of AI on SEO
Carolyn believes that focusing on technical accessibility and not ignoring AI search is crucial. She thinks that Google is purposely throttling its own progression right now. The biggest impact of AI on SEO is the dramatic change in search business models and how people can make money online. The blogging economy is imploding, and the traditional model of creating content for page views and AdSense is no longer viable.
The Blogging Economy Is Imploding
As Carolyn said, "It’s not viable going forward as a sustainable business strategy to spin up garbage content sites and slap AdSense all over them and then make enough money to live." Hobby creators or people who create out of love will continue to create because they’re doing it for themselves, not for the money. However, the amount of money they will make will be enough to maybe buy them coffee every month, but it is not going to be enough to pay their mortgage. The people who are looking for money to pay their mortgage or buy them a Lamborghini are going to go where there is money to be made, which is over to TikTok and over to YouTube and over to the video platforms.
1% Of A Trillion Is Traffic Worth Taking
Carolyn said that less than 1% of traffic comes from AI tools/platforms. On the surface, 1% might seem insignificant, but if you consider that 1% of a trillion is 10 billion, that’s a huge amount of traffic. "If you told me today that if I focused on nothing but ChatGPT and I could guarantee I would monopolize the 1% of traffic, I would jump on that because that is so much traffic." As marketers, we can easily get swept away by the big ‘trillion’ numbers, but if we remember that it can be far easier to gain traction in a smaller niche with less competition than to drown in a crowded space.
Google Is Holding Back As A Strategic Play
Carolyn believes that Google is holding back as a strategic play. During the appeals process, Google needs to prove it’s not a monopoly, which creates an incentive structure. "They need to prove that they don’t hold absolute control over absolutely everything that happens. Which means they’re going to be inclined to allow other people to encroach on their position because that reinforces their point that they’re not a monopoly." Think of it like a driver spotting a speed trap; you slow down until you’re out of range, then floor it again. Google is playing the long game.
AI Mode Is Here To Stay
We moved the conversation on to AI Mode, and Carolyn thinks that Google is not going to roll it back, and it’s here to stay. "I think they’re going to take steps to make sure that we all get used to it and that we all start using it the way they want us to use it to get the best results." Carolyn acknowledged that AI Mode creates friction for users conditioned to traditional keyword searches. Her belief is that adaptation is inevitable. Google’s dominance means it can guide users toward new interaction patterns.
What SEOs Should Focus On Right Now
Carolyn thinks that SEOs should focus on the technical aspects of SEO, not just for search engines but also for LLMs. She emphasized ensuring content accessibility at the machine level. "I think focusing on the technical fundamentals." Carolyn explained, "Can the machines [LLMs] traverse your site and retrieve the content and is the content retrievable in the way you need it to be retrievable?" SEOs should be aware that different LLMs access content differently.
The Future Belongs To Those Who Adapt & Adopt
Rather than dismissing AI search as hype, Carolyn thinks we’re witnessing a fundamental transformation that requires strategic adaptation. Business models are changing, and success demands understanding how machines access and interpret content. "If you ignore these opportunities with the LLMs and with AI, then you’re doing yourself a disservice." The future belongs to those who understand that 1% of a trillion is a huge market, who ensure their content is truly accessible to every machine that matters, and who can adopt real marketing.
Conclusion
In conclusion, the rise of AI has significantly impacted the SEO industry, and it’s essential to adapt to these changes. By focusing on technical accessibility, ensuring content is retrievable by machines, and adopting real marketing strategies, SEOs can thrive in this new environment. As Carolyn said, "The future belongs to those who understand that 1% of a trillion is a huge market, who ensure their content is truly accessible to every machine that matters, and who can adopt real marketing." The professionals who embrace AI will define the next era of SEO.