{"id":690821,"date":"2025-09-19T06:00:44","date_gmt":"2025-09-19T03:00:44","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/"},"modified":"2025-09-19T06:00:44","modified_gmt":"2025-09-19T03:00:44","slug":"seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/","title":{"rendered":"SEO at a crossroads: 9 experts on how AI is changing everything"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a326c964f2fc\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a326c964f2fc\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#AI_is_forcing_SEOs_to_rethink_roles_and_tackle_new_challenges_Heres_what_nine_leaders_say_SEOs_must_do_to_thrive_in_the_new_era_of_search\" >AI is forcing SEOs to rethink roles and tackle new challenges. Here\u2019s what nine leaders say SEOs must do to thrive in the new era of search.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#The_SEO_community_risks_falling_behind_reality\" >The SEO community risks falling behind reality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#The_rise_of_AI_visibility_leaders_in_SEO\" >The rise of AI visibility leaders in SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#The_missing_%E2%80%98AI_search_console_leaves_big_gaps\" >The missing \u2018AI search console\u2019 leaves big gaps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#Attribution_and_influence_are_tougher_than_ever\" >Attribution and influence are tougher than ever<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#Dont_lose_sight_of_real_consumers_in_the_AI_hype\" >Don\u2019t lose sight of real consumers in the AI hype<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/seo-at-a-crossroads-9-experts-on-how-ai-is-changing-everything-2\/#AI_is_accelerating_SEOs_transformation\" >AI is accelerating SEO\u2019s transformation<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"AI_is_forcing_SEOs_to_rethink_roles_and_tackle_new_challenges_Heres_what_nine_leaders_say_SEOs_must_do_to_thrive_in_the_new_era_of_search\"><\/span>AI is forcing SEOs to rethink roles and tackle new challenges. Here\u2019s what nine leaders say SEOs must do to thrive in the new era of search.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Nine SEO practitioners gathered in Miami on Sept. 13 for an AI SEO roundtable, where they debated how artificial intelligence is reshaping search optimization. <\/p>\n<p>The discussion revealed consensus on one thing: <\/p>\n<p><strong>AI is pushing SEOs to expand their roles, rethink strategies, and brace for uncertainty.<\/strong><\/p>\n<p>Here\u2019s a recap.<\/p>\n<h2 id=\"the-seo-community-risks-falling-behind-reality\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_SEO_community_risks_falling_behind_reality\"><\/span>The SEO community risks falling behind reality<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Mike King, founder and CEO of iPullRank, argued that too many SEOs are downplaying the transformation already underway:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cEnterprise organizations especially are bought into the idea of this being an evolution of SEO with their checkbooks and resources at the ready, yet the SEO community is still trying to make it smaller than it is.\u201d<\/li>\n<\/ul>\n<p>While his firm is advancing with \u201cRelevance Engineering,\u201d King acknowledged challenges around attribution and projection modeling. Executives want clarity, but the space is still underdeveloped.<\/p>\n<h2 id=\"the-rise-of-ai-visibility-leaders-in-seo\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_rise_of_AI_visibility_leaders_in_SEO\"><\/span>The rise of AI visibility leaders in SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Several panelists stressed that AI demands a broader, cross-functional <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to search.<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/lmckenzie16\/\">Leigh McKenzie<\/a>, head of growth at Backlinko, said:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cThis is the moment for SEOs to reposition themselves as AI visibility leaders. We need to rethink how SEO interacts with the rest of the org.\u201d<\/li>\n<\/ul>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jencornwell\/\" target=\"_blank\" rel=\"noopener\">Jennifer Cornwell<\/a>, senior director AI SEO, innovation and growth at Tinuiti agreed, adding that SEOs can\u2019t afford to stay siloed:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIt\u2019s more important than ever that we\u2019re not siloed as a channel because we need the buy-in and resources to create a complete brand strategy that helps feed our SEO campaigns on these other platforms.\u201d<\/li>\n<\/ul>\n<p>SEO <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/matthewgkay\/\">Matthew Kay<\/a> put it more bluntly:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cAI search has made it impossible for SEO professionals to stay in a silo and still expect to find success\u2026 It\u2019s time to evolve into a complete marketer or become irrelevant.\u201d<\/li>\n<\/ul>\n<h2 id=\"the-missing-ai-search-console-leaves-big-gaps\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_missing_%E2%80%98AI_search_console_leaves_big_gaps\"><\/span>The missing \u2018AI search console\u2019 leaves big gaps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the biggest frustrations: SEOs still lack visibility into how people are using AI systems.<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/deveshkhanal\/\" target=\"_blank\" rel=\"noopener\">Devesh Khanal<\/a>, co-founder of Grow and Convert, pointed to the absence of \u201cAI search console\u201d-like data:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cReal users are having deeply personal discussions with ChatGPT. Long conversations. Specific details of their situation. And that\u2019s fundamentally not known or knowable barring OpenAI coming out with their version of GSC. So we\u2019re all flying a bit blind.\u201d<\/li>\n<\/ul>\n<p>Ryan Jones, owner of SERPrecon, noted that the uncertainty should be met with flexibility, not panic:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cNo agency or tool has this fully solved yet. We\u2019re all evolving together, so there\u2019s no need to panic \u2013 unless you\u2019re still holding onto the old ways and not changing.\u201d<\/li>\n<\/ul>\n<h2 id=\"attribution-and-influence-are-tougher-than-ever\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Attribution_and_influence_are_tougher_than_ever\"><\/span>Attribution and influence are tougher than ever<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Measurement and executive expectations loomed large in the discussion.<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nickeubanks\/\" target=\"_blank\" rel=\"noopener\">Nick Eubanks<\/a>, VP of owned <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> at Semrush, explained:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cAttribution [is] at perhaps the most challenging place it\u2019s ever been for organic search. Yes, as a \u2018good SEO\u2019 you should have been thinking about these off-site channels all along, but the truth is, they were never yours to control. Brand, Product, PR, they were the final bosses, and all we could do as SEOs was influence.\u201d<\/li>\n<\/ul>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/matthew-mellinger-471437169\/\" target=\"_blank\" rel=\"noopener\">Matthew Melinger<\/a>, cofounder of SEO Gets, added a human element:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWe need to be marketing therapists to ease the anxiety of execs in an ever-changing industry.\u201d<\/li>\n<\/ul>\n<h2 id=\"dont-lose-sight-of-real-consumers-in-the-ai-hype\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dont_lose_sight_of_real_consumers_in_the_AI_hype\"><\/span>Don\u2019t lose sight of real consumers in the AI hype<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/officialg\/\" target=\"_blank\" rel=\"noopener\">Gaetano DiNardi<\/a>, principal consultant at Marketing Advice, reminded the group not to lose sight of consumer behavior in the AI hype.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWe often default to the male viewpoint on AI search behavior but forget women are shopping\/spending more and are now using ChatGPT just as much as men. It reinforces the importance of good ol\u2019 fashioned product marketing.\u201d<\/li>\n<\/ul>\n<h2 id=\"ai-is-accelerating-seos-transformation\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_is_accelerating_SEOs_transformation\"><\/span><strong>AI is accelerating SEO\u2019s transformation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The industry is at a crossroads \u2013\u00a0and AI is accelerating changes that were already pushing SEO out of its narrow lane. As McKenzie put it:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cThe SEOs who lean into this shift will be best positioned to drive growth.\u201d<\/li>\n<\/ul>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ai-search-optimization-seo-crossroads-462229\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI is forcing SEOs to rethink roles and tackle new challenges. Here\u2019s what nine leaders say SEOs must do to thrive in the new era of search. Nine SEO practitioners gathered in Miami on Sept. 13 for an AI SEO roundtable, where they debated how artificial intelligence is reshaping search optimization. The discussion revealed consensus&#8230;<\/p>\n","protected":false},"author":1,"featured_media":690822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/ai-search-new-era.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-690821","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/690821","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=690821"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/690821\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/690822"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=690821"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=690821"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=690821"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}