GenAI is revolutionizing SEO by demanding a shift from short-term tactics to long-term strategy.
This latest SEO Talk episode explores why SEOs must now think strategically, focusing on brand authority and adaptation to AI-driven discovery.
GenAI Changes Discovery and Ranking
Traditional SEO worked through tactical optimization like targeting keywords, building backlinks, tweaking site elements.
As Parth shared, “SEO has been an execution problem, mostly about optimizations after leadership sets growth goals.”
But with GenAI altering how search engines interpret intent and deliver results, that era has ended.
Visibility Is About Citations, Not Blue Links
The panelists mentioned – Visibility is no longer about ranking in top links. It’s about being the brand AI systems cite in synthesized answers.
Deepak added, “If your user knows your brand, you will get featured in AI answers or LLM result – user behavior now matters more than just queries.”
What Remains Uniquely Human in SEO
Automation can handle meta tags and linking but can’t define business value or priorities.
Parth explained, “Humans decide where to compete, and why those battles matter.”
SEO professionals are now becoming strategy architects, guiding brands through complex AI landscapes.
Tool Tracking & KPIs
Vijay brought practical insights, highlighting how advanced tools are vital for navigating GenAI’s landscape. Having used MCP for Google Search Console and DemandSphere for LLMs, he described MCP as “game-changing for analyzing which keywords rank and debugging possibilities.”
DemandSphere lets brands compare prompt outcomes across ChatGPT, Bing Copilot, and Google AI mode.
Vijay also builds internal tools using Gemini and Vertex AI, reverse-engineering which domains earn citations and visibility in AI answers.
“Tracking citation frequency is vital – you must know how often your brand is referenced in AI overviews,” Vijay stressed.
He also leverages Apps Script for deeper analytics and custom monitoring, revealing which prompts dominate and how Google’s query front technique evolves.
New Metrics Over Vanity Numbers
The panel stresses that citation frequency, retrievability in Google AI overviews, and brand search demand are the real metrics. Impressions alone are vanity numbers; today’s SEO needs to measure influence and visibility within GenAI-driven platforms to move the needle for business impact.
Your Thoughts?
Catch the entire episode here: