How AI Is Changing SEO in 2025

Lately, I’ve found myself using Google less and relying more on tools like ChatGPT. And even when I do search, I rarely click through to websites. That got me thinking, how is AI changing SEO? In this interview, I chat with SEO veteran Matt Hodgson, founder of Bring Digital. With over 20 years in the game, Matt recently published an article titled “SEO is Dead? Not Even Close” - and in this episode, we dig into what he meant by that. We covered: * Why search traffic is declining, but why that’s not necessarily a bad thing * How Google’s new AI overviews are impacting website visits * What types of businesses are most affected by these changes * Where AI tools like ChatGPT are sourcing their business info and how to get listed * The critical role of Google Business Profile and online reviews * Why your About page still matters (maybe even more) * What tools can show your ranking in AI-driven search (and how to use them) Matt also shared some great advice for small businesses: “Focus on hygiene. Control what you can: your reviews, your profiles, your messaging. And if you’re short on time, just start with the platforms that matter most to your customers.” It was a fun, practical, and eye-opening chat, plus, Matt showed up injured and half-drugged after a cycling accident… so I extra appreciate the effort! If you’ve ever wondered how SEO fits into a world increasingly shaped by AI, this episode is a must-listen. Links & Resources: Matt’s article: SEO is Dead? Not Even Close – B&T: https://www.bandt.com.au/seo-is-dead-not-even-close-its-evolving-into-digital-performance/ Bring Digital: https://bring.au Tools mentioned: SEMrush, Ahrefs, SimilarWeb, NotebookLM, Google Business Profile Chapters 00:00 The Impact of AI on SEO 02:53 Evolving SEO Practices 05:06 Black hat SEO tactics of the past 06:53 Has search and web traffic dropped because of AI? 09:03 Local Business Strategies in the AI Era 12:05 Leveraging Google Reviews and Online Presence 17:48 Build your website for humans first, robots second. 19:41 Can businesses see how they are ranking on AI platforms? 20:58 Tools for Tracking AI Search Performance 21:57 The value of video content for SEO 24:09 Final Tips for Businesses 29:29 My way or the AI way Remix - courtsey of Mubert - 5 sec.mp3