Rethinking SEO in the Era of Google's LLM-Based AI Search
This week, Google launched 'AI Mode', a major shift in how search is delivered. It's not just a new feature. It's a new philosophy. And for anyone working in SEO, content or digital marketing, it's a wake-up-call.
There's no doubt about it: AI has completely transformed the way that people search. With the rise of Large Language Models (LLMs), we're entering an entirely new era; one where search engines are becoming less like directories and more like companions. They're understanding us on a deeper level, not just interpreting the words we type but the intention, the emotion, and even the person behind the query.
The Evolution of the Search Query
Let's be real. People aren't searching for "top cameras to buy" anymore. They're searching things like:
"How can I take great photos of myself for social media that look professional but casual and effortless at the same time?"
That's not just a product search. It's personal. It's nuanced. It's emotional. And that's exactly what traditional SEO hasn't always been able to answer effectively.
What we're seeing now is the search bar becoming less of a tool and more of a conversation. People want to talk to their tech like it's a trusted friend. They want to feel understood, not just informed. That's a big shift, and it means our approach to SEO needs to shift too.
So, does that mean we should throw our existing SEO strategies out the window? Absolutely not. While the impact of LLMs has been undeniable, SERPs (search engine results pages) still account for the vast majority of website traffic referrals, far more than LLM-based answers do at this point.
But here's the thing: That balance is shifting. And fast. We can't afford to be complacent while the way people search and what they expect from their results evolves. This is our moment to rethink SEO. Not to abandon it. Not to panic. But to adapt.
In this blog, we will explore how businesses can prepare for this shift and how we at it'seeze are adapting our approach to SEO for our clients.
Understanding Users on a Human Level
So, how do we adapt? By getting radically clear on who we're talking to.
This goes beyond the basic demographics. It's not just "Men aged 25 to 45." It's: "Men in their late 30s, buying their first home, juggling full-time jobs, navigating DIY home improvement while raising kids and trying not to lose their minds in the process." That level of specificity is where modern SEO starts to thrive.
At it'seeze, we make sure that we engage in conversations with our clients to understand what their target market is. We use this information to guide our SEO strategies, making sure that every step we take, keeps in mind the needs of the audience.
Search queries are becoming ultra-specific because people want answers that are tailor-made to them. This means your audience research needs to go beyond the surface. You need to understand what's stressing your clients out, their dream business goals, and what they're Googling at 11pm on a Tuesday night.
It's about empathy. Real, grounded empathy. And it needs to show up in your content.
Focus on the Experience, Not the Features
Too many websites focus on listing what they do. But people don't connect with services. They connect with stories. They connect with feelings. They connect with the outcome.
Stop talking about your services like a spec sheet. Start talking about what those services mean to people who use them. How they solve problems. How they make life easier, calmer, better.
Content that truly resonates is content that says:
We see you. We understand what you're dealing with. And we're here to help in a way that feels right for you.
Digital PR and the Power of Connection
Here's another reality: with Google's AI Mode making search more competitive, getting to the top of the SERPs is going to get harder, especially for new or smaller businesses.
That's why backlinks are more important than ever. Not just for SEO value, but for what they represent: real connections. If you can earn a backlink from a trusted high-authority site, you're borrowing their credibility and reaching their audience.
At it'seeze, we focus a lot on this. Building strong, genuine relationships with professionals and publishers so we can create backlink opportunities that actually matter. Not just for rankings, but for trust.
In the new era of search, trust is everything.
Local SEO: Now Even More Local
Google's AI Mode doesn't just understand what people are searching. It's starting to understand where they are, what issues matter in their area, and even the type of content that resonates in different regions.
So if you've been neglecting your local SEO, now is the time to fix that.
Make sure your Google Business Profile is fully optimised. Add local keywords. Share content that speaks to your community. Google is paying attention to details and so are your customers.
One of the most interesting new features tied into Google's AI-powered search experience is the new 'Disscussions Tab'. This feature pulls in real conversations from forums like Reddit, Quora, and specialist communities and it's showing us something important: people trust real voices.
This is a big shift, and it's especially relevant to local businesses. Customers aren't just looking for your website anymore. They're looking for proof that real people are talking about you. They're seeking authentic, community-driven conversations.
What does that mean for your strategy? It means you should be part of the conversation. Engage in local forums. Join Facebook groups. Answer questions on Reddit and Quora. Offer your valuable expertise.
The goal here isn't just visibility, it's credibility. When people see your business actively helping others and showing up in real discussions, it builds trust. And now that Google is pulling those conversations right into the SERP, that trust also boosts your visibility.
So yes, optimise your listings. Yes, polish your website. But also? Start talking. Your next best customer might already be in the middle of a thread, waiting for your input.
It All Comes Back to Connection
These shifts in search are bigger than rankings and algorithms.
People are craving connection. Not just in search, but in life. In a world that's increasingly automated, digitalised, and impersonal, we're all just trying to find things, and people, that truly understand us.
AI is evolving to meet that need. So our content, websites, and our marketing need to evolve too.
This isn't just about SEO strategy. It's about creating digital experiences that feel human. That feel real. That make people feel seen and heard.
That's what good SEO is going to look like in the age of AI.
Want help adapting your SEO for Google's new AI Mode? Let's chat. Whether you're a small business trying to get found locally, or you just want your content to actually mean something to the people reading it, we've got you.
About the author
Sophie Fisher is an SEO Executive at it'seeze. She holds a Master's degree in Publishing (Distinction) and is passionate about marketing that not only performs but has a genuine impact.
Through smart, strategic content, Sophie helps businesses boost their online visibility and communicate their messages effectively.
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