Published: June 9, 2025 | Last updated: June 9, 2025
In 2025, SEO still works, but its effectiveness depends on its integration with artificial intelligence technologies and a new approach to content creation, UX, and visibility strategies. AI will not replace SEO—it's just changing the rules.
For e-shop owners, this is good news. Despite dynamic changes in search engines and the growing popularity of zero-click searches, effective SEO can still increase traffic, conversions, and sales—provided it's modern, understandable, and adapted to the user's intent.
In this article, we'll show you the practical difference between SEO in the age of AI and the traditional approach, how artificial intelligence influences content marketing and visibility on Google, and—most importantly—how to adapt your online store to this new reality.
You'll get specific tips: how to create content, how to use AI for data analysis and trend prediction, which technical elements of your site influence its search engine position, and in what areas AI can realistically help you grow your e-commerce business.
Table of Contents
- SEO vs. AI—fictional conflict or real change?
- How is artificial intelligence changing SEO and marketing strategies?
- Google's AI Overview: How to optimize for the new search model?
- Content strategy: How to create content that meets the expectations of AI and users?
- Technical SEO—which elements still determine success?
- Modern link building: How to build authority in the age of AI?
- How to practically implement AI in your SEO and e-commerce strategy?
- SEO vs. AI—frequently asked questions (FAQ)
- SEO and AI: information in a nutshell
- AI is radically changing SEO: Google is generating answers, not just links—the classic approach to keywords is no longer enough
- SEO has not disappeared, but evolved: what matters is user intent, content quality, and adaptation to the AI Overview
- Content is created primarily for people: the E-E-A-T principle (Expertise, Experience, Authoritativeness, Trustworthiness) is key
- AI can support manual SEO but will not replace analysis and strategy: technology becomes a tool, not an end goal
SEO vs. AI—fictional conflict or real change?
In recent years, a change in rhetoric around SEO has been observed. Some experts openly say that classic SEO is dying. Others argue that it is not—it's simply undergoing a transformation. And the latter are undoubtedly closer to the truth.
Artificial intelligence, including generative technologies (so-called generative AI), is changing how users search for information and how Google presents answers. Instead of a list of pages, we get extensive descriptions, charts, summaries, and sometimes ready-made recommendations. This means that:
- A high position in organic results does not guarantee a click
- The user can make a purchasing decision at the search results level
- Content must be optimized not only for the user but also for generative AI mechanisms
This is not the end of SEO—but a completely new phase. It's a strategy based on intent, quality, and data, where artificial intelligence plays the role of an ally—not an enemy.
How is artificial intelligence changing SEO and marketing strategies?
Language models like ChatGPT, Claude, Gemini, Copilot, or Perplexity not only modify how people consume content but also influence how content strategies are created. Here are the main areas where AI is changing the rules of the game:
1. Analysis of search intent
Modern AI tools can instantly analyze semantic data and identify so-called search intent—the purpose for which a user enters a query. This allows for:
- better matching of content to customer needs
- creating articles that "answer before the question is asked"
2. Automation of research and topic planning
AI assistants (e.g., Surfer AI, MarketMuse, SEO.ai) suggest long-tail phrases, content gaps, ideas for FAQ sections, and structured data. This makes creating effective SEO strategies faster and more accurate.
3. Prediction of seasonality and user behavior
Machine learning models based on Google Trends or AI Trends data can help identify search patterns and predict topics that will soon be trending.
4. Optimization with the help of AI
AI can support your e-commerce activities by:
- optimizing headline content and meta descriptions
- creating product descriptions that include keywords
- automatically matching graphics and product data to schema.org structures
However, it is still the human who decides which of the suggestions make business sense. Intuition, brand, and industry knowledge are irreplaceable here.
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Google's AI Overview: How to optimize for the new search model?
In May 2024, Google officially launched the AI Overviews mechanism (previously known as Search Generative Experience – SGE). This is a groundbreaking moment—from now on, the user doesn't just receive a list of results, but a comprehensive answer from various sources, often without needing to click.
What does this mean for you as an e-commerce owner?
- Your site can still be cited in AI answers—but this depends on many factors
- Content must be structured—use bullet points, H2/H3 headings, and FAQs
- Structured data (schema.org) increases the chance that Google will use information from your site
Example: AI Overview in e-commerce
A user types: "Best laptops for work in 2025". Google displays a list of laptops with links, graphics, and summaries—but only those sites that contain refined, valuable, and up-to-date content have a chance to be included there.
In short: if you don't appear in the AI Overview, you may be losing traffic, even if you have a high position in classic results.
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Sources:
- Web Content Accessibility Guidelines (WCAG) 2.1 - W3C
- https://blog.google/products/search/generative-ai-search-update
- https://moz.com/blog/ai-overview-seo
- https://searchengineland.com/zero-click-search-study-2024
- https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data
