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 from the July 2025 webinar
- AI is drastically changing SEO, shifting focus from rankings to visibility across multiple platforms. Google has set out its direction in its AI search announcement.
- Traditional metrics (e.g. rankings, clicks) are becoming less reliable, so new SEO KPIs and reporting methods are needed.
- We’re offering monthly catch-ups instead of 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 Behaviour
- Searches are becoming more conversational and tilted toward long-tail keywords.
- Younger generations are using platforms like ChatGPT for information.
- Brand awareness across multiple platforms (social media, PR) is increasingly important for brand search and 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. Google’s own Search Console help documents the known data quirks.
- 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.
- Prioritise content quality, natural language, and user experience.
- Track fewer broad keywords but dive deeper into their performance and visibility.
- Offer optional Answer Engine Optimisation 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.
