In this guide, you'll get a complete introduction to how AI is transforming SEO. You'll learn to understand the role of AI in modern search, get a practical 5-step model for implementing an AI-powered SEO strategy, and gain insight into the best tools on the market. Most importantly, we'll show you how InboundCPH uses these methods to drive proven growth for our customers, so you can see how theory translates into practice.
What is AI SEO and how does it differ from traditional SEO?
AI SEO is a new discipline that focuses on optimizing content for AI-powered search engines like Google AI Overviews and conversational AI platforms like Perplexity and ChatGPT. Unlike traditional SEO, which has focused primarily on keywords and backlinks, AI SEO is about providing structured, authoritative and direct answers that AI models can understand and cite. At InboundCPH, we have developed a 5-step model that ensures visibility in both traditional and AI-powered search results.
The fundamental difference lies in the goal. Traditional SEO aims to achieve a high ranking in the blue list of links. AI SEO aims to become the answer - to become the source that Google uses to formulate its AI-generated answer. This requires a whole new approach to content, technology and authority.
| Parameter | Traditional SEO | AI SEO (GEO & AIO) |
|---|---|---|
| Primary Focus | Keywords and Backlinks | Entities, Answers and Authority |
| Goal | High organic placement | Getting cited in AI Overviews |
| Key KPIs | Rank, Traffic, CTR | Number of citations, AI Share of Voice |
| Tools and tools | Ahrefs, Semrush | Specialized AI tools, Schema Validators |
What specific tasks can AI automate in SEO work?
AI can automate a wide range of time-consuming SEO tasks, from keyword analysis and content production to technical optimization and competitor monitoring. By using AI tools, SEO specialists can free up valuable time for strategic thinking and analysis. At InboundCPH, we use AI to accelerate data analysis and identify complex growth opportunities that our clients would otherwise overlook.
Imagine being able to analyze thousands of keywords and group them by user intent in minutes instead of days. Or being able to generate hundreds of unique, optimized meta titles for product pages with a single click. These are no longer future scenarios, but part of the daily operations of a modern SEO agency. For one of our B2B clients, we used AI to analyze their industry and identified over 100 new long-tail keywords with high commercial intent, leading to an increase in qualified leads of 35% in just three months.
What are the best AI tools for SEO in 2025?
The best AI tools for SEO are those that augment expertise, not replace it. A modern toolbox should include platforms for data analysis, content optimization and technical SEO, but it's crucial to distinguish between tools that assist and those that simply automate without quality control. At InboundCPH, we recommend a stack that combines industry standards like Ahrefs with specialized AI tools like SurferSEO and advanced language models like GPT-4 for in-depth data analysis. These tools are designed to be used by specialists who can interpret data, adjust strategies and ensure the output meets the highest quality standards.
It's not about finding one magic tool, but about building an ecosystem of tools that work together. For example, data from Ahrefs can be exported and analyzed in a GPT-4 session to uncover hidden patterns in competitors' link profiles that standard reports would not catch.
| Tooling | How to use | Price level | InboundCPH Rating |
|---|---|---|---|
| Ahrefs/Semrush | Fundamental data analysis & competitor monitoring | High | 5/5 |
| SurferSEO | On-page optimization & content analysis | Between | 4/5 |
| Clearscope | Content optimization with a focus on entities | High | 4.5/5 |
| Screaming Frog | Technical SEO Audit & site crawling | Between | 4.5/5 |
| MarketMuse | Content strategy & planning | High | 4/5 |
Get started: 5 practical AI prompts for your SEO work
While expertise is essential, you can use AI to get a taste of the possibilities. Here are five concrete prompts you can use in a tool like ChatGPT to get you started. Keep in mind that these prompts are starting points - the results should always be validated and refined by someone with expert knowledge.
1. Find relevant user questions (Query Research)
Prompt:
“You are an SEO analyst. My main keyword is ‘[insert keyword]’. Generate a list of 15 related questions that a potential customer in the [insert industry] industry would ask. Group the questions by user intent: informational, commercial and transactional.”
Why it works: This prompt forces the AI to think like a customer and structure the output so you can easily prioritize the most business-critical questions.
2. Create an FAQ-based article outline
Prompt:
“Create a detailed article outline for a blog post that answers the question: ‘[insert your primary question]’. The outline should follow a FAQ structure, where each H2 is a relevant sub-question. Include a short, direct answer (2-3 sentences) under each H2, followed by 3-4 bullets with clarifying points.”
Why it works: You get a structure optimized for AI Overviews, with clear, quotable answers ready to be elaborated on.
3. Generate optimized meta titles and descriptions
Prompt:
“Write 5 unique and compelling meta titles and meta descriptions for a page about ‘[page topic]’. The main keyword is ‘[insert keyword]’. Titles should be a maximum of 60 characters and descriptions a maximum of 155 characters. The tone should be professional and address [insert target audience].”
Why it works: Saves time on a repetitive task and gives you more creative options to choose from, which you can test to see what gives the best click-through rate (CTR).
4. Create structured data (Schema Markup)
Prompt:
“Generate FAQPage schema markup in JSON-LD format for the following questions and answers:
Question 1: [Insert question 1] Answer 1: [Insert answer 1]
Question 2: [Insert question 2] Answer 2: [Insert answer 2]”
Why it works: This is a technical task that AI is extremely good at. It minimizes the risk of syntax errors and ensures that you send the correct signals to Google.
5. Analyze simple data
Prompt:
“I've attached a CSV file with keyword data containing the columns ‘Keyword’, ‘Search Volume’ and ‘Ranking’. Analyze the file and identify the 10 keywords with the highest search volume where I rank outside the top 10. Present the result in a table.”
Why it works: Shows how AI can be used to quickly find quick wins in large datasets that you can export from tools like Ahrefs or Google Search Console.
These prompts are your shortcut to putting AI into practice. But remember, the real value comes when an expert uses these tools to drive a coherent, long-term strategy. Without expertise, even the best prompts are just a shot in the dark.
How do you create content that gets cited in Google AI Overviews?
To be cited in AI Overviews, your content must be structured as direct and concise answers to specific questions, have high authority and use proper schema markup. At InboundCPH, we follow an FAQ-based content model designed to maximize the likelihood of being cited. This approach has successfully secured our customers top rankings and visibility in AI-generated answers.
The core of this model is to mirror the user's search behavior. Each H2 headline in your article should be a fully formulated question that a user would ask. The first paragraph under the headline should provide a short, direct answer of 2-3 sentences maximum. This answer is what the AI is looking for. After the direct answer, you can elaborate with details, examples and data. By combining this structure with FAQPage schema markup, you send a clear signal to Google that your page contains valuable, citable answers.
How do you measure ROI on AI-powered SEO?
ROI on AI-powered SEO is measured by tracking visibility in AI channels (number of citations and brand mentions), the organic traffic originating from AI-powered searches, and the subsequent conversions from this traffic. At InboundCPH, we use advanced, customized dashboards to correlate AI visibility directly with business-critical metrics like lead generation and sales. This gives our customers a transparent and clear picture of real business value.
The most important KPIs to focus on are:
- AI Share of Voice (SOV): What percentage of relevant AI Overviews mention your brand?
- Number of Citations: The absolute number of times your website is used as a source.
- Traffic from AI cited pages: How many users click through to your site from an AI response?
- Conversion rate from AI traffic: How effectively does this traffic convert compared to traditional organic traffic?
What are the pitfalls of using AI tools without careful consideration?
The biggest pitfall of AI tools is thinking they can replace strategic and human expertise. Using AI to mass produce content without a clear strategy and quality control is the modern version of “programmatic SEO” - a tactic that has historically led to massive drops in traffic and severe Google penalties. Without an expert at the helm, you risk creating thin, imprecise and soulless content that damages your brand and SEO performance in the long run. At InboundCPH, we use AI as an advanced tool, but the strategic decisions are always made by our specialists.
Research and numerous case studies show that uncritical use of AI and automation can lead to serious consequences:
- Loss of E-E-A-T signals: Google rewards content that demonstrates experience, expertise, authority and credibility. AI cannot fake real experience. Without human intervention and expertise, content will lack the depth and originality that builds trust with both users and search engines. [1]
- Risk of inaccuracies and “hallucinations”: AI models can generate compelling but factually incorrect information. Publishing this without thorough fact-checking can undermine your credibility and permanently damage your brand.
- Thin and duplicated content: Without precise control, AI tends to produce generic content that is similar to competitors. This leads to content bloat and cannibalization, where your own pages compete against each other and none of them achieve strong rankings. [2]
- Long-term damage to the domain: Companies like G2 and ZoomInfo experienced massive drops in organic traffic (up to 80%) after relying too much on programmatically generated content. Once Google flags a domain for scaled content abuse, it can take months or even years to regain lost authority. [3]
The crucial difference lies in, how to the tools are used. AI is a powerful engine, but it requires an experienced driver. Without a specialist to set the direction, validate the output and add unique human insights, you'll quickly go wrong.
References
[1] Stryng.io (2025, August 20). The Biggest AI-Generated Content SEO Risks for Marketers. https://stryng.io/ai-generated-content-seo-risks-for-marketers/ [2] Search Engine Land. (2025, October 30). AI-Generated Content: Benefits, Risks & SEO Best Practices. https://searchengineland.com/guide/ai-generated-content [3] AirOps. (2025, February 21). The Hidden Dangers of Programmatic SEO. https://www.airops.com/blog/hidden-dangers-of-programmatic-seo [4] Patel, N. (2025, November 2). AI SEO: How Artificial Intelligence Is Changing Search. https://neilpatel.com/blog/ai-seo/ [5] Gotter, A. (2025, November 18). Good GEO is good SEO. Search Engine Land. https://searchengineland.com/guide/good-geo-is-good-seo
4 expert advice from the industry's leading voices
To successfully navigate the new AI-driven landscape, it's crucial to listen to those closest to the developments. Here are four key insights from leading experts at Google, in the SEO industry and from InboundCPH's own experiences that highlight why a strategic approach is paramount.
1. Neil Patel: “Human expertise separates the winners from the noise”
SEO guru Neil Patel emphasizes that while AI can accelerate processes, it cannot replace the depth and originality that only a human can deliver. His analysis shows that human-created content consistently outperforms purely AI-generated content over time because it contains unique experiences, proprietary data and an authentic voice. [4]
“Draft writing can be done in minutes. Spend your time differentiating: original insights, case studies, expert analysis and the depth that builds authority.” - Neil Patel
For InboundCPH this means: Our role as an agency is to provide that human expertise. We use AI to handle the heavy data analysis so our specialists can focus on creating the unique value that makes our customers stand out.
2. Danny Sullivan (Google): “Good SEO is good GEO”
Google's own Search Liaison, Danny Sullivan, has made it clear that Generative Engine Optimization (GEO) is not a revolution, but an evolution. The basic principles of good SEO - clear, authoritative and user-focused content - are still the same signals that AI models reward. [5]
For InboundCPH this means: Panic is unnecessary. Our years of experience in traditional SEO is the strongest foundation for success in the AI era. We build on top of a solid base of technical SEO, quality content and strong authority - the same factors that now drive visibility in AI Overviews.
3. Ana Gotter (Search Engine Land): “Authority signals are crucial”
Search Engine Land, one of the industry's most respected sources, highlights that authority signals such as backlinks and brand mentions are still crucial for AI visibility. Their research shows that pages cited in AI Overviews often have higher domain authority and more backlinks than average. [5]
“Authority signals are important because generative systems need to distinguish between trusted sources and low-quality content.” - Ana Gotter, Search Engine Land
For InboundCPH this means: A holistic SEO strategy is more important than ever. It's not enough to just optimize content; a strong off-page strategy with a focus on digital PR and link building is essential to build the authority that AI models recognize as trustworthy.
4. Henning Madsen (InboundCPH): “AI is changing the way decisions are made”
AI isn't just impacting search - it's transforming the entire customer journey. In the crucial “messy middle” where potential customers research, evaluate and make decisions, AI-assisted searches are playing an increasingly important role. Data shows that visitors from AI chatbots are 4.4 times more likely to convert than visitors from traditional Google searches, and according to Semrush, AI search will overtake traditional search engines by 2028.
“We are witnessing the most fundamental transformation of the customer journey since the beginning of the internet. AI isn't just changing search - it's impacting the messy middle where users research, evaluate and decide.‘ - Henning Madsen, CEO & SEO Evangelist, InboundCPH A/S
For InboundCPH this means: Since AI's breakthrough two years ago, we've been focused on understanding and acting on the change AI is creating. Our analysis of over 1,500 marketing professionals shows that more than 80% are currently using a combination of an AI chatbot and a search engine. That's why we've gradually transformed our SEO framework into an AI-first approach, designed to maximize visibility and commercial value in AI-assisted customer journeys. It's no longer just about being found - it's about being chosen.
What is the future of SEO with AI?
The future of SEO is a fusion of deep technical expertise, creative content strategy and advanced data analytics, all augmented and accelerated by AI. Those companies that ignore these developments will inevitably lose visibility and relevance in the coming years. At InboundCPH, we invest heavily in research and development to stay ahead of AI developments. Our goal is to ensure that our customers not only survive, but become winners in the new AI-driven search reality.
We are looking into a future of hyper-personalized search results, proactive AI agents searching on behalf of the user, and an even stronger emphasis on multimodal search where text, images and video merge. In this future, authority, credibility and the ability to deliver structured data will become even more crucial.
Are you ready to win in the new AI reality?
Mastering AI SEO is no longer an option, but a necessity for growth. It requires a new way of thinking about content, technology and data. At InboundCPH, we have the expertise, tools and experience to make your business visible in the search results of the future.
Ready to see where your opportunities lie? Contact us for a free, no-obligation AI SEO analysis and let's strategize your success together.
