Part of Foundations: Understanding SEO and AI (Articles 1–5) in Launch and scale an SEO business using AI tools
So, picture this: You’re sipping a lukewarm coffee, half-scrolling through Instagram, and suddenly you get hit with a thought—”Do I even understand SEO anymore?”
Or worse—“Is SEO still a thing?”
If you’ve ever felt that little panic flutter in your chest thinking you missed the memo on how Google now talks to AI like they’re best friends, you’re not alone.
SEO isn’t dead. It’s just growing up.
And AI? It’s like that wild younger cousin who showed up at the family reunion with a TikTok following and changed the whole vibe.
Let’s Talk About the “Old SEO” (A.K.A. The Good, the Bad, and the Ugly)
Remember the days of stuffing keywords into your blog post like it was a Thanksgiving turkey?
Yeah. Those were wild times.
- You’d throw “best budget laptop 2021” into every other sentence.
- You’d write blog posts like “Why Budget Laptops Are the Best Budget Laptops in the Budget Laptop World.”
- And weirdly, it kind of worked.
Fast-forward to now? If you tried that mess today, Google would side-eye your site so hard it might never recover.
The internet got smarter. Readers got smarter. And AI? Oh, AI got a seat at the grown-up table.
Okay, So What’s Changed?
In one word: Everything.
In more words: AI is now deeply integrated into how search engines work, how we create content, and how people find answers online. The tools have changed. The audience has changed. And if we’re being honest? The vibe has changed too.
Here’s what’s going down:
- Search Engines Now Think Like People (Kind Of)
Gone are the days of keyword matching being the star of the show. Google and friends now use machine learning models (like BERT, MUM, and whatever alphabet soup is next) to understand intent.
So instead of matching exact phrases, AI is interpreting the meaning behind queries.
You might search:
“What’s that green stuff people put on toast?”
…and Google will still give you articles on avocado toast recipes.
Yup. The machines are reading between the lines now.
- Content Creation Isn’t a Solo Sport Anymore
This might sting a little if you’re a one-person operation juggling SEO, product photos, shipping, and your sanity — but AI tools like ChatGPT, Jasper, Surfer SEO, and others are legit content teammates now.
They help with:
- Keyword strategy (without making you cry)
- Drafting blog outlines
- Writing product descriptions
- Even auditing SEO gaps in your pages
But — and it’s a big but — they’re not magic wands. They’re more like superpower-enhancers. You still need to guide them with your human brain and heart.
Because guess what? AI can’t tell your story. Only you can.
- Users Don’t Just Google — They “Chat” and “Ask”
People now type into search engines like they’re texting a friend.
“Hey, where’s a good brunch spot that isn’t basic?”
“Best eco-friendly phone case under $20?”
“Is it weird to buy candles for yourself?”
That casual, conversational tone? That’s what SEO copy needs to match now. It’s less about hitting keywords and more about answering real human questions in a real human voice.
✨ Pro Tip: Use tools like AnswerThePublic or AlsoAsked to spy on how real people phrase things. It’s a goldmine.
But Wait — Is AI Replacing SEO Experts?
Short answer: Nope.
Longer answer: It’s changing the role.
SEO isn’t just about technical tweaks anymore. It’s strategic. Empathetic. Creative, even.
Your job now? Be the voice of reason. The one who balances what the algorithm wants with what the audience needs.
AI can analyze data.
But it can’t care about people. You can.
✨ The New SEO Mindset (a.k.a. Stop Panicking and Start Adapting)
Let’s ditch the fear and reframe how we think about SEO in the AI age.
Here’s how to survive and thrive:
✅ Focus on Intent, Not Just Keywords
Old mindset: “I need to rank for ‘best dog shampoo.’”
New mindset: “What’s going through someone’s head when they search for dog shampoo?”
Ask better questions. Answer them better than anyone else.
✅ Create for Humans, Not Just Robots
Old mindset: “Make sure the keyword shows up in H1, first paragraph, URL, image alt text, and at least 17 more times.”
New mindset: “Does this content actually help someone?”
If your answer is “ehhhh,” go back and write it like you’re texting a friend who needs advice. Authenticity wins now.
✅ Use AI — But Don’t Let It Use You
Let AI help you brainstorm faster, write smarter, and stay organized. But don’t hand over the wheel.
Would you trust a GPS that didn’t know what a red light was? No. AI needs you to drive.
✅ Be Nimble, Be Weird, Be Real
SEO today rewards fresh ideas, niche expertise, and actual personality.
So yeah, if your blog about “Why cats are basically middle managers in fur coats” gets love from readers and answers a specific search need? That’s a win.
📚 Real-Life Tale: The AI vs. Grandma Test
Last year, I tested two versions of a blog post for a client — one written entirely by AI, and one written by a copywriter who pretends she’s explaining stuff to her grandma.
Guess which one performed better?
Yup. Grandma voice won. Big time.
Why? Because people crave warmth. Clarity. Humor. Humanity.
Final Thoughts: SEO’s Not Dead — It Just Found Therapy
If you’re overwhelmed, breathe.
You don’t have to learn all the algorithms.
You don’t need a PhD in search intent analysis.
You just need to listen, create, and care.
Think of SEO in 2025 like a conversation.
Your job? Show up. Add something meaningful. Be a good guest at the party.
And if AI wants to help you prep your notes or clean up your grammar? Cool. But don’t let it steal the mic.
🎯 Up Next in the Course:
“Hands-On: Using AI Tools to Research and Optimize for User Intent”