{"id":6989,"date":"2026-03-16T13:15:55","date_gmt":"2026-03-16T11:15:55","guid":{"rendered":"https:\/\/www.fortismedia.com\/en\/?p=6989"},"modified":"2026-03-18T15:51:05","modified_gmt":"2026-03-18T13:51:05","slug":"ai-seo-strategy","status":"publish","type":"post","link":"https:\/\/www.fortismedia.com\/en\/articles\/ai-seo-strategy\/","title":{"rendered":"AI SEO Strategy: How To Use It For Updating Your Marketing Processes"},"content":{"rendered":"<p>Search is changing faster than at any point since Google launched. Traditional search engines are now evolving into AI-powered search engines capable of delivering AI-generated answers, summaries, and contextual results directly on the search results page.<\/p>\n<p>Google\u2019s AI Overviews, generative search experiences, and other AI-driven search systems are reshaping how users interact with information online. Instead of clicking through ten links, users increasingly rely on AI-generated summaries and answers that appear directly in search results.<\/p>\n<p>For marketing teams and SEO professionals, this shift creates a new challenge: how do you design an AI SEO strategy that works in the AI era? How do you <a href=\"https:\/\/www.fortismedia.com\/en\/articles\/how-to-stop-ai-slop\/\">avoid AI slop<\/a> while doing that?<\/p>\n<p>The answer isn\u2019t simply using new tools. It requires updating your marketing processes, from keyword research and content creation to structured data implementation and internal linking.<\/p>\n<p>Research from Harvard Business Review shows that companies achieve the best results with artificial intelligence when they redesign the processes behind it. As <a href=\"https:\/\/hbr.org\/2025\/01\/how-to-marry-process-management-and-ai\">Thomas Davenport and Thomas Redman<\/a> explain:<\/p>\n<p>\u201cIt\u2019s much easier to deploy and get value from an AI algorithm when the process it supports is well-defined and well-managed.\u201d<\/p>\n<p>In other words, successful AI SEO strategies are not about replacing traditional SEO with automation. They are about integrating AI into structured marketing workflows.<\/p>\n<p>This guide explores how to build an AI SEO strategy that improves search visibility, adapts to AI-powered search, and transforms your marketing processes.<\/p>\n\n    <div class=\"post-banner-cta\">\n        <div class=\"post-banner-cta__inner\">\n            <div class=\"post-banner-cta__content flex-block\">\n                <div class=\"post-banner-cta__title title-s\">Build a Search Strategy for SEO and GEO<\/div>                <div class=\"post-banner-cta__text text\">AI-driven search is changing how brands earn visibility. Discover how Fortis Media helps you combine strong SEO foundations with GEO-focused strategies to stay visible across both traditional and generative search.<\/div>\n                                    <a class=\"post-banner-cta__btn btn btn_white\" href=\"https:\/\/www.fortismedia.com\/en\/contact\/\" target=\"_self\">\n                        Get a Proposal                    <\/a>\n                            <\/div>\n            <div class=\"post-banner-cta__figure\"><img  class=\"ofcn\" src=\"https:\/\/www.fortismedia.com\/wp-content\/themes\/fortis-media\/src\/img\/banner-figure.svg\" width=\"100\" height=\"100\" decoding=\"async\" loading=\"lazy\" alt=\"banner-figure\" \/><\/div>\n        <\/div>\n    <\/div>\n\n<h2>Why SEO Is Entering the AI Era<\/h2>\n<p>For more than two decades, search engine optimization focused on ranking web pages on traditional search engines like Google. Marketers optimized content using keywords, backlinks, and technical SEO signals.<\/p>\n<p>But modern search is evolving toward AI-powered search experiences.<\/p>\n<p>Today, search results increasingly include:<\/p>\n<ul>\n<li>AI Overviews<\/li>\n<li>AI-generated summaries<\/li>\n<li>Conversational answers<\/li>\n<li>AI-driven search recommendations<\/li>\n<\/ul>\n<p>Instead of presenting a list of links, AI systems, like <a href=\"https:\/\/www.fortismedia.com\/en\/services\/chatgpt-ads\/\">ChatGPT<\/a> or Gemini, synthesize information from multiple authoritative sources and present it directly to the user.<\/p>\n<p>This shift creates several new challenges for SEO teams:<\/p>\n<table>\n<tbody>\n<tr>\n<td>Traditional Search<\/td>\n<td>AI-Driven Search<\/td>\n<\/tr>\n<tr>\n<td>Users click links<\/td>\n<td>Users read AI-generated answers<\/td>\n<\/tr>\n<tr>\n<td>Keyword matching<\/td>\n<td>Semantic understanding<\/td>\n<\/tr>\n<tr>\n<td>Page rankings<\/td>\n<td>Information extraction<\/td>\n<\/tr>\n<tr>\n<td>Website traffic<\/td>\n<td>AI visibility<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>One of the biggest implications is the rise of zero-click searches, where users get the information they need directly from AI-generated summaries.<\/p>\n<p>According to several industry studies, over 50% of searches now end without a click, largely due to featured snippets, AI summaries, and knowledge panels.<\/p>\n<p>This means modern SEO strategies must optimize for <a href=\"https:\/\/www.fortismedia.com\/en\/articles\/how-to-rank-in-chatgpt-search\/\">AI visibility<\/a>, not just rankings.<\/p>\n<h2>The Role of AI SEO Strategy in Modern Marketing<\/h2>\n<p>An effective AI SEO strategy helps brands ensure that their content is used by AI-powered search engines when generating answers and summaries.<\/p>\n<p>Instead of optimizing solely for traditional search engines, marketers must also optimize for:<\/p>\n<ul>\n<li>AI search results<\/li>\n<li>AI-generated answers<\/li>\n<li>Conversational queries<\/li>\n<li>AI-generated summaries<\/li>\n<li>Semantic search<\/li>\n<\/ul>\n<p>This requires a stronger focus on user intent, topical authority, and structured data.<\/p>\n<p>AI-powered search engines rely heavily on large language models, which analyze enormous datasets and identify patterns across content.<\/p>\n<p>Due to this, surface-level content or generic content is unlikely to perform well in AI-driven search environments.<\/p>\n<p>Instead, AI systems prioritize:<\/p>\n<ul>\n<li>Authoritative sources<\/li>\n<li>Structured content<\/li>\n<li>Original research<\/li>\n<li>Comprehensive answers<\/li>\n<\/ul>\n<p>This shift is why many SEO experts believe AI SEO will define the next generation of digital marketing.<\/p>\n<h2>How AI Changes the Marketing Process<\/h2>\n<p>Many companies assume AI tools will automatically improve marketing performance. However, research suggests otherwise.<\/p>\n<p>Organizations often fail to generate value from artificial intelligence because they focus on tools rather than processes.<\/p>\n<p>As Davenport and Redman explain, companies must connect AI capabilities with structured workflows:<\/p>\n<p>\u201cAI supports narrow tasks or subprocesses rather than entire processes. Organizations, therefore, need to string together multiple AI use cases to improve an entire process.\u201d<\/p>\n<p>For marketing teams, this means redesigning the entire SEO workflow.<\/p>\n<p>A typical SEO workflow includes several interconnected stages:<\/p>\n<table>\n<tbody>\n<tr>\n<td>Stage<\/td>\n<td>Example Tasks<\/td>\n<\/tr>\n<tr>\n<td>Keyword research<\/td>\n<td>Identify long tail keywords and search queries<\/td>\n<\/tr>\n<tr>\n<td>Content planning<\/td>\n<td>Analyze search intent<\/td>\n<\/tr>\n<tr>\n<td>Content creation<\/td>\n<td>Produce helpful content<\/td>\n<\/tr>\n<tr>\n<td>Technical optimization<\/td>\n<td>Structured data and schema markup<\/td>\n<\/tr>\n<tr>\n<td>Internal linking<\/td>\n<td>Connect key pages<\/td>\n<\/tr>\n<tr>\n<td>Performance analysis<\/td>\n<td>Track organic traffic<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>AI tools can assist in each stage, but they work best when integrated into a structured marketing process.<\/p>\n<h2>Building an AI SEO Strategy<\/h2>\n<p>An effective AI SEO strategy combines artificial intelligence with modern search engine optimization principles.<\/p>\n<p>Below is a simplified framework.<\/p>\n<h3>1. Map Your SEO Workflow<\/h3>\n<p>Before adopting AI tools, organizations should first map their SEO processes.<\/p>\n<p>This includes identifying:<\/p>\n<ul>\n<li>Repetitive tasks<\/li>\n<li>Content gaps<\/li>\n<li>Data analysis needs<\/li>\n<li>Opportunities for automation<\/li>\n<\/ul>\n<p>This approach mirrors the process redesign strategies described in management research.<\/p>\n<p>As another Harvard Business Review article, \u2018<a href=\"https:\/\/hbr.org\/2025\/01\/the-secret-to-successful-ai-driven-process-redesign\">The secret to successful AI-driven process redesign\u2019<\/a>, explains, successful AI transformation often relies on continuous improvement processes inspired by kaizen, where employees constantly refine workflows using data and new technologies.<\/p>\n<p>For SEO teams, this might include redesigning the workflow for keyword research, content creation, and content updates.<\/p>\n<h3>2. Use AI Tools for Data Analysis and Keyword Research<\/h3>\n<p>Keyword research remains a core part of search engine optimization, but AI tools now allow marketers to analyze search patterns more effectively.<\/p>\n<p>AI systems can:<\/p>\n<ul>\n<li>Identify patterns in search queries<\/li>\n<li>Cluster-related long tail queries<\/li>\n<li>Analyze user behavior<\/li>\n<li>Detect content gaps<\/li>\n<\/ul>\n<p>These insights help SEO teams create more informative content aligned with user intent.<\/p>\n<p>For example, tools like <a href=\"https:\/\/surferseo.com\/\">SurferSEO<\/a> help marketers structure content around semantic relationships rather than isolated keywords.<\/p>\n<p>This improves performance in AI-driven search environments, where search engines analyze context rather than simple keyword density.<\/p>\n<p>You can read the <a href=\"https:\/\/www.fortismedia.com\/en\/articles\/michal-suski-surferseo-interview\/\">interview with the co-creator of SurferSEO<\/a> here.<\/p>\n<h3>3. Optimize Content for AI Overviews<\/h3>\n<p>Google\u2019s AI Overviews represent one of the most significant changes to the search experience.<\/p>\n<p>These AI-generated summaries pull information from multiple authoritative sites and present a synthesized answer directly in search results.<\/p>\n<p>To appear in AI overviews, marketers should focus on:<\/p>\n<ul>\n<li>Clear headings<\/li>\n<li>Structured content<\/li>\n<li>Concise explanations<\/li>\n<li>Authoritative sources<\/li>\n<li>Natural language<\/li>\n<\/ul>\n<p>Well-structured content helps AI systems extract key insights when generating answers.<\/p>\n<p>This is where structured data and schema markup become particularly valuable.<\/p>\n<h3>4. Structure Content for AI Visibility<\/h3>\n<p>Content structure plays a crucial role in modern SEO.<\/p>\n<p>Search engines increasingly rely on semantic analysis and natural language understanding.<\/p>\n<p>Well-structured content typically includes:<\/p>\n<ul>\n<li>Clear section headings<\/li>\n<li>Contextual explanations<\/li>\n<li>Internal linking<\/li>\n<li>Structured data<\/li>\n<li>Natural language phrasing<\/li>\n<\/ul>\n<p>These elements help search engines understand relationships between topics and improve AI visibility in search results.<\/p>\n<h3>5. Strengthen Topical Authority<\/h3>\n<p>In AI search environments, authority matters more than ever.<\/p>\n<p>Large language models analyze patterns across authoritative sites when generating answers.<\/p>\n<p>This means brands should focus on developing topical authority within a specific subject area.<\/p>\n<p>A strong topical strategy often includes:<\/p>\n<ul>\n<li>Pillar pages<\/li>\n<li>Cluster content<\/li>\n<li>Internal linking between key pages<\/li>\n<li>Original research<\/li>\n<li>Digital PR campaigns<\/li>\n<\/ul>\n<p>When search engines detect consistent expertise across multiple pages, they are more likely to reference the site in AI-generated answers.<\/p>\n\n    <div class=\"post-banner-cta\">\n        <div class=\"post-banner-cta__inner\">\n            <div class=\"post-banner-cta__content flex-block\">\n                <div class=\"post-banner-cta__title title-s\">Future-Proof Your Search Visibility<\/div>                <div class=\"post-banner-cta__text text\">SEO still matters, but AI-generated answers are reshaping discovery. Work with Fortis Media to strengthen your rankings, improve authority, and increase visibility across modern search experiences.<\/div>\n                                    <a class=\"post-banner-cta__btn btn btn_white\" href=\"https:\/\/www.fortismedia.com\/en\/contact\/\" target=\"_self\">\n                        Get a Proposal                    <\/a>\n                            <\/div>\n            <div class=\"post-banner-cta__figure\"><img  class=\"ofcn\" src=\"https:\/\/www.fortismedia.com\/wp-content\/themes\/fortis-media\/src\/img\/banner-figure.svg\" width=\"100\" height=\"100\" decoding=\"async\" loading=\"lazy\" alt=\"banner-figure\" \/><\/div>\n        <\/div>\n    <\/div>\n\n<h2>Why Many SEO Teams Resist AI<\/h2>\n<p>Despite the benefits of artificial intelligence, adoption remains slower than expected.<\/p>\n<p>Research shows that psychological barriers play a major role.<\/p>\n<p>Another study from HBR, \u2018<a href=\"https:\/\/hbr.org\/2025\/01\/why-people-resist-embracing-ai\">Why People Resist Embracing AI\u2019<\/a>, found that although 79% of strategists consider AI critical to their future success, only about 20% actually use it regularly in their work.<\/p>\n<p>The study identified several common concerns:<\/p>\n<table>\n<tbody>\n<tr>\n<td>Barrier<\/td>\n<td>Explanation<\/td>\n<\/tr>\n<tr>\n<td>AI opacity<\/td>\n<td>algorithms feel like \u201cblack boxes\u201d<\/td>\n<\/tr>\n<tr>\n<td>perceived inflexibility<\/td>\n<td>people believe AI cannot adapt<\/td>\n<\/tr>\n<tr>\n<td>autonomy concerns<\/td>\n<td>fear of losing control<\/td>\n<\/tr>\n<tr>\n<td>preference for human interaction<\/td>\n<td>people trust humans more<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>These concerns can also appear in marketing teams, where content creators worry that AI-generated content will replace human expertise.<\/p>\n<p>In reality, successful SEO strategies combine human expertise with AI-powered systems.<\/p>\n<h2>The Future of AI SEO<\/h2>\n<p>AI-powered search engines will continue to evolve as generative AI becomes more advanced.<\/p>\n<p>Future search experiences will likely include:<\/p>\n<ul>\n<li>Conversational search interfaces<\/li>\n<li>AI search platforms that personalize results<\/li>\n<li>Deeper integration of search history and user behavior<\/li>\n<li>More contextual search results<\/li>\n<\/ul>\n<p>In this environment, SEO will focus less on individual keywords and more on information architecture and content quality.<\/p>\n<p>Brands that produce authoritative, well-structured, and informative content will gain visibility across both traditional search engines and AI-powered search systems.<\/p>\n<h2>Conclusion<\/h2>\n<p>The rise of AI search marks a turning point for digital marketing.<\/p>\n<p>Rather than simply optimizing for rankings, SEO teams must now design strategies that help their content appear in AI-generated answers, summaries, and AI overviews. Nonetheless, technology alone is not enough.<\/p>\n<p>Successful AI SEO strategies require organizations to redesign their marketing processes, integrate artificial intelligence into structured workflows, and continuously refine their approach.<\/p>\n<p>As management researchers emphasize, the real value of AI emerges when organizations combine technology with well designed processes and human expertise.<\/p>\n<p>In the evolving search landscape, the brands that adapt their marketing systems, not just their tools, will achieve the greatest visibility.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to build an AI SEO strategy that improves visibility in AI-powered search. Adapt your marketing processes with AI Overviews.<\/p>\n","protected":false},"author":4,"featured_media":7043,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-6989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI SEO Strategy: How To Use It For Updating Your Marketing Processes - Fortis Media<\/title>\n<meta name=\"description\" content=\"Learn how to build an AI SEO strategy that improves visibility in AI-powered search. 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