The New SEO Playbook: How AI is Redefining Search

The search landscape is undergoing one of its biggest shakeups in years. At SocialNext Toronto 2025, it became clear that AI is not just influencing SEO—it’s transforming how people find, trust, and engage with information. From AI-generated overviews to longer, more conversational queries, brands are being pushed to rethink how they show up online.

In this blog, we’ll break down the key takeaways from SEO-focused sessions and explore how businesses can adapt to an AI-driven search experience.

Adapting to the AI-Driven Search Revolution

While SEO remains a high-value channel, traditional playbooks no longer guarantee results. In the session “Adapting to the AI-Driven Search Revolution”, Basil Hatto from NP Digital walked through the seismic shifts happening in search—and how brands can evolve alongside them.

Here’s what stood out.

SEO Basics Still Matter

Despite the noise around AI, foundational SEO tactics—like meta tags, schema markup, and technical site health—still carry weight, ensuring online visibility and driving organic traffic. These basics around the technical aspect of SEO are at the core of every client strategy we implement at Foundery. The tools might be evolving, but the groundwork hasn’t changed.

Keyword Research Is Getting Smarter

Search behaviour is becoming more complex. People are asking longer, more specific questions – and that means marketers need to move beyond static keyword lists. Basil emphasized using social listening tools (like Reddit or Quora monitoring) to discover the actual language people are using. This shift from keywords to conversations helps uncover more relevant opportunities that align with user intent.

Content Must Cover Every Stage of the Funnel

AI search thrives on helpful, user-focused content, and that means showing up for every stage of the customer journey. Whether it’s a how-to guide, a calculator, or an explainer blog, the most effective content is specific, problem-solving, and tailored to user context. High-quality landing pages are no longer enough; content has to engage, inform, and convert across multiple touchpoints.

Your Brand Matters More Than Ever

However, brands with a limited presence may struggle to rank, even if their content is high-quality. In 2025, a strong, recognizable brand plays a key role in boosting search rankings. Citations, or brand mentions, are increasingly vital, as they convey trust to customers, much like traditional backlinks.

Understanding Consumer Intent

Alyza Keshavjee, Google’s Head of Consumer Insights, shared an inside look at how people are navigating the web in 2025—and it’s more fragmented than ever. From TikTok to AI summaries, users are bouncing between platforms and expecting fast, relevant answers.

To succeed, businesses need to think less about traffic and more about intent.

Optimize Web Pages for Intent, Not Just Keywords

To meet modern user expectations, on-page content must be optimized for keywords and intent. This means understanding why a user is searching and tailoring content to meet that need in the moment. Searchers are no longer passive; they are looking for answers that reflect their unique context and needs. Personalized experiences that answer questions and provide value are key to standing out.

Timeliness is a Competitive Advantage

People aren’t just searching for “what”—they’re searching for “when.” Phrases like “best time to switch” or “when to invest” are growing fast, signaling a demand for timing-specific guidance. To stay relevant, brands must align content with timely decision-making moments and real-world context.

Build Trust Through Credibility

With misinformation on the rise, trust is a differentiator. Users are seeking expertise, not generic summaries. Content that features real voices, qualified opinions, and clear sourcing resonates more—especially in high-trust sectors like finance, law, and healthcare.

AI Overviews Are the New Front Page

Google’s rollout of AI-powered overviews is shifting where (and how) intent-based searches are answered. These summaries are increasingly visible on commercial queries, giving users answers faster—and filtering out weaker content. Getting into those AI-driven placements means having stronger content, better authority signals, and a brand people already trust.

Final Thoughts

SEO today is about more than just rankings—it’s about relevance, intent, and trust. To stay competitive, brands need to create value-driven content, build credibility, and adapt to how users actually search in an AI-driven world.

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