SEO / AI Webinar with BrisTechTonic

Thanks to everyone who came along to give us a chance to explain recent changes in SEO due to AI and outline BrisTechTonic's evolving strategy and reporting methods.

Key Takeaways

• AI is drastically changing SEO, shifting focus from rankings to visibility across multiple platforms
• Traditional metrics (e.g. rankings, clicks) are becoming less reliable; new KPIs and reporting methods are needed
• We're offering Monthly catch-ups will replace quarterly calls to stay agile and adapt to rapid changes
• Content quality, user experience, and brand visibility across platforms are increasingly important

Topics we covered throughout the Webinar

Impact of AI on SEO

• Google's AI overview and upcoming AI Mode are changing how search results are displayed
• Users often get information without clicking through to websites
• Rankings are becoming less important as visibility across multiple SERP features gains significance
• Clicks are declining while impressions often remain stable

Changes in User Search Behavior

• Searches are becoming more conversational and long-tail
• Younger generations are using platforms like ChatGPT for information
• Brand awareness across multiple platforms (social media, PR) is increasingly important for SEO

Challenges in SEO Reporting

• Traditional SEO tools struggle to track conversational searches and AI-driven results
• Google Search Console data shows discrepancies and may not track all relevant metrics
• New AI visibility tools are emerging but are currently expensive (e.g., £100+/month)

BrisTechTonic's Evolving Strategy

• Focus on strategic, high-intent keywords rather than semantic variations
• Prioritize content quality, natural language, and user experience
• Track fewer broad keywords but dive deeper into their performance and visibility
• Offer optional AI visibility tracking services for additional cost

New Reporting Method

• Simplified monthly reports focusing on key metrics and visibility
• Interactive SERP history and visual search result representations
• Supplemented by monthly 30-minute catch-up calls for more in-depth discussions

Upcoming changes at BrisTechTonic

• Transition to new reporting system with focus on strategic keywords and visibility
• Schedule monthly 30-minute catch-up calls with clients
• Continue testing and evaluating AI visibility tools for potential future use
• Clients to engage more actively in monthly discussions about strategy and focus keywords
• Consider design uplifts and CRO (Conversion Rate Optimisation) to improve user engagement