Future-Proof Your SEO: Winning Strategies for AI-Driven Search

How to stay visible, relevant, and competitive in the age of AI-powered discovery.

The search landscape is being redefined at lightning speed. Google’s Search Generative Experience (SGE), AI chat tools like ChatGPT and Claude, and a dramatic shift in how people seek out content are all pushing marketers to rethink SEO from the ground up.

In a recent webinar, “Future-Proof Your SEO,” New Breed’s Kate Quinn and Ali Lipman broke down what marketers need to know about AI’s impact on organic traffic—and what winning brands are doing differently.

This post summarizes their insights, strategies, and real-world examples to help you not just keep up, but lead.

Where Are We Now? A Landscape in Flux

“We're in the early days of a long period of radical change. Anyone who says they’ve got it figured out is lying.” – Ali Lipman

Search behavior has changed—and the platforms people use to find information have expanded far beyond Google. From AI-generated summaries in search results to 3.6 billion monthly visits to ChatGPT, the way users interact with information is evolving fast.

•  AI summaries show up in 7% to 80% of queries, depending on keyword intent.
• Informational searches like “What is cybersecurity?” are far more likely to be served an AI summary than commercial terms like “cybersecurity partners.”
•  Social platforms like Reddit, YouTube, TikTok, and even podcast directories are becoming essential visibility channels.

1. Don’t Abandon the Basics

“Just because there’s new tech doesn’t mean the fundamentals don’t matter.” – Kate Quinn

While AI is changing how users discover content, the core pillars of SEO—content quality, technical health, and relevance—still determine visibility.

Key Takeaways:

• High quality, intent-driven content gets rewarded by AI. Poorly structured, keyword stuffed content gets ignored.
• Keep content fresh. Updating a 2023 blog with 2025 stats can breathe new life into your rankings. 

• Fix technical issues. Search bots are like water--they follow the path of least resistance. If your site is riddled with errors, it won't be prioritized. 

Pro Tip: Don’t aim for “net new” content every time. Repurpose and optimize what’s already working.

Watch the webinar to learn how to navigate the future of SEO with confidence 

2. Rethink Your Metrics

“It’s okay if your organic traffic is decreasing—as long as other KPIs are improving.” – Kate Quinn

AI summaries and zero-click searches mean fewer people are visiting your site—but that doesn’t mean your content isn’t working. The real question is: Are the right people engaging in meaningful ways?

Shift Your Focus To:

• Click-through rates instead of just impressions.
• Sessions-to-conversion rates to assess lead quality.
• Keyword intent, not just search volume.
• Mid-to-late funnel KPIs, like MQLs and influenced revenue.  

📉 Traffic down?
📈 Conversions and engagement up?
➡️ You’re on the right track.

3. Diversify and Amplify Your Strategy

“You are not your buyer. Go where they are.” – Kate Quinn

SEO is no longer a solo channel strategy. Winning brands are embracing a multi-platform content approach to meet users wherever they’re consuming information.

How to Diversify:

• Format: Repurpose blogs into LinkedIn carousels, TikToks, podcasts, or even audio articles.
• Channel: Think beyond Google--lean into Reddit, YouTube, and other search-friendly spaces.
• Strategy: Balance inbound with sales-led and ABM tactics.  

HubSpot’s Content Remix tool was highlighted as a powerful way to scale content across multiple platforms while staying true to brand voice.

What Winning Brands Are Doing Differently

Kate and Ali wrapped up the session with a checklist of what top-performing teams are prioritizing:

✅ Quality over quantity
✅ Intent-driven and human-first content
✅ Strategic distribution—get it out where your audience actually is
✅ Error-free technical foundation
✅ AI as a creative partner, not a replacement

They’re also repurposing content for more than SEO. Sales teams are using blogs as outreach assets. Marketers are building internal training materials from thought leadership pieces.

“AI is a tool—not a replacement. Use it to sharpen, scale, and distribute your strategy faster.” – Kate Quinn

Final Takeaways

1. Stay nimble. Change isn’t slowing down.

2. Stay human. Keep your buyer at the center of every decision.

3. Stay visible. Show up where your audience actually looks—not just where you’ve always been.

Ready to Audit Your Content Strategy?

New Breed offers a complimentary content assessment to help you identify gaps, prioritize high-impact content, and future-proof your SEO in the age of AI. Learn more and request an assessment with one of our content and SEO experts. 

Want to watch the webinar? The on-demand version is available now. Watch the full webinar replay