How Can Artificial Intelligence Be Used with SEO?

Artificial intelligence is virtually everywhere, on your shopping platforms, online stores, social media, and search engines. With Google, Meta, and other big digital platforms adjusting their strategy to compensate for artificial intelligence, it’s important that businesses understand how to leverage this technology into everything from their website development and search engine optimization to PPC marketing and social media marketing. As a trusted digital marketing agency, the Xi Digital team monitors changes in technology and artificial intelligence and can help you guide what that means for your marketing efforts. 

Search Engine Optimization and Artificial Intelligence 

The search engine results page on Google has changed in 2025 to incorporate an AI Overview which uses its Gemini technology to summarize answers to informational questions using top ranking results from the web. The search engine results page has always been dynamic on Google and other leading search engines. 

This shift builds upon past SERP enhancements like:

• The 3-Pack Maps: Local business listings.
• Structured Snippets: Quick, factual answers.
• People Also Ask: Related questions for deeper insights.

Google’s AI Overview offers a preview of a topic or query based on a variety of sources, including web sources. In this blurb, Google will cite the sources it uses to generate this response in the search.

The search page is both a reaction to changes in how search is happening online and a leader in changing search behaviour on Google, reducing the number of clicks and direction for searchers. To improve rankings online and drive high-quality website traffic, digital marketing agencies must focus on search intent..

The searches that are triggering the AI overview that Google is rolling out are informational searches where users are not looking to buy a product or book a service. Informational searches give searchers insight, guidance, and information to support their interests or research. 

For example:

• A user searching “What are the best marketing strategies for 2025?” might see an AI-generated summary rather than visiting individual blogs.
• A user searching “Hire a digital marketing agency near me” is still likely to click on a website.

Working with an experienced search engine optimization specialist, you can choose meaningful keywords to centre your optimization efforts around. At Xi Digital, we take the time to understand the nuances of your business and select alongside you the best keywords for your business with a variety of intent to establish your brand as an authority and as a source for the products and services you’re in search of. 

Is ChatGPT a Viable Replacement for Businesses Search 

When ChatGPT skyrocketed in popularity in early 2024, there was concern over where search would take place in the near future. Many digital marketing agencies and businesses investing in search engine optimization were asking whether Google would still dominate search, and where would it be instead. While other search engines have entered the market, Google still dominates search ending 2024 with approximately 80% of the market share with over 23 million searches daily. Still, around 10 million searches are estimated to happen daily on ChatGPT, but research shows that those are not the searches that generate business. 

The searches that happen on ChatGPT differ greatly from commercial or transactional intent. On ChatGPT the top queries revolve around science, fact checking, technology, historical research, philosophies, and cooking. While some of these searches can cover businesses and services, it’s mostly a source of information before a purchase is made or a lead is generated. For example, on ChatGPT a searcher would like to explore “how to find the perfect running shoes for marathon runners” and move to a traditional search engine like Google to search “buy running shoes for marathon” – a search that would pull up high-ranking e-commerce websites that sell shoes online or local brick and mortar stores where relevant shoes are being sold. 

The AI overview brings all of these search-types back to Google, which persists as the king of search – at least for now. 

How to Get Your Business to Show Up On ChatGPT

While they don’t make up the majority of searches, the question is how can businesses leverage search engine optimization to rank on AI search platforms like ChatGPT. Experienced digital marketing agencies leveraging sound SEO strategies can help you improve your rankings across the web. From smart content and authoritative web presences to strategic local listings, and robust backlink profiles you can increase your likelihood that you will search for business-oriented searches on ChatGPT. However, this will always depend on the context of your chat at the unique parameters of the Artificial Intelligence tool. 

Can AI Be Integrated into Your Keyword Strategy

One of the most popular ways to use AI for search engine optimization on traditional platforms is for keyword research. While AI can jump-start your research, keyword strategy involves more than just sourcing related terms. To maximize your SEO efforts, digital marketing agencies like Xi Digital use user intent, keyword difficulty, and competition in your research to come up with terms that will generate relevant traffic to your site.

Navigating Content Marketing with Artificial Intelligence 

Artificial intelligence is often used as a replacement for traditional human-written website content. While this can streamline the rate at which content marketing can happen, without the proper oversight it can lead to more generic content that is not well-rewarded by search algorithms. Though search algorithms constantly evolve, Google currently rewards authoritative and unique informational content. Signals like time spent on a page and engagement with content are some of which will convey relevance and authority to crawlers. When writing content for your website or marketing, you can kickstart it with topic research or content outlines, but it’s always recommended to use a human touch to make your content distinct and relatable. 

The Importance of Humanizing Your Message

As it continues to be pervasive, more people will be looking for a break from artificial intelligence for a genuine voice in the crowd. Positioning your brand as an authentic voice in an AI-saturated industry will ensure long-term success.

Invest in the Future of Search Engine Marketing with Xi Digital

SEO remains one of the most effective ways to drive long-term traffic and business growth. Even in the face of AI and innovations within the industry, the Xi Digital team stays on top of developments and strategically incorporates relevant changes into strategies to maintain your presence online. To learn more about how our search engine optimization and digital marketing team can support your business goals, book your consultation.