Key takeaways
•AI is shifting the focus of SEO from rankings to visibility across multiple platforms
•Traditional metrics like rankings and clicks are becoming less reliable, so new SEO KPIs and reporting methods are needed
•BrisTechTonic is offering monthly catch-ups instead of quarterly calls to stay agile
•Clicks are declining while impressions often remain stable
•New AI visibility tools are emerging but are currently expensive (for example £100+ per month)
This page recaps a recorded BrisTechTonic webinar from July 2025. 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.
- Traditional metrics (for example rankings, clicks) are becoming less reliable, so new SEO KPIs and reporting methods are needed.
- We are 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.
- New AI visibility tools are emerging but are currently expensive (for example £100+ per 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 a new reporting system with a 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.
Written by Chris McDowell, Founder & CEO.