AI and SEO: How RED66 Is Adapting to the New Search Landscape
Search is changing. And no, SEO isn’t dead.
What is changing is how people search, how answers are delivered, and how brands earn visibility along the way. AI is now part of the search experience, whether that’s through Google’s AI Overviews, AI-powered summaries, or people turning to tools like ChatGPT to research questions faster.
At RED66 Marketing, we’ve been paying close attention to this shift. We’re actively testing, learning, and adjusting how we use AI and SEO together to help our clients stay visible, relevant, and competitive as search evolves.
What People Mean When They Talk About AI and SEO
When people talk about AI and SEO, they’re usually referring to two related ideas.
The first is AI Overviews and SEO. These are the AI-generated summaries that sometimes appear at the top of search results, pulling information from multiple sources to answer a question directly. For some searches, especially informational ones, these overviews can shape a buyer’s understanding before they ever click a link.
The second is Generative Engine Optimization (GEO). This is the idea of optimizing your content so AI tools can understand it, trust it, and potentially reference it when generating summaries or answers.
When it comes to AI in SEO, the focus is really on clarity. Content needs to be helpful, well-structured, and rooted in real expertise so both people and AI tools can understand it.
How AI Is Changing Search (and Why It Matters)
The biggest shift we’re seeing is how early AI shows up in the buyer journey.
Buyers are asking longer questions. They want faster answers. And increasingly, AI is acting as the layer that summarizes information for them. That means:
- Not every search leads to a click (more than 50% of Google searches now end without a click)
- Visibility can happen without a visit
- Clear, credible content matters more than ever
For B2B brands especially, this early visibility influences perception long before sales enters the conversation. If your content is vague, outdated, or hard to follow, AI is less likely to surface it and buyers are less likely to trust it.
This is where SEO visibility in AI search becomes just as important as traditional rankings.
How RED66 Is Using AI and SEO Together
We’ve been very intentional about how we bring AI into our SEO and content workflows. It’s not replacing strategy, it’s helping us move faster and test smarter. And we’re not the only ones leaning in, either. HubSpot reports that 66% of marketers globally are already using AI in their roles, which tells us this shift isn’t “someday”… it’s already here.
Using AI tools to support content creation and optimization
We regularly use AI tools like ChatGPT and Claude to help with content creation, optimization, and updates. These tools help us:
- Draft or refresh content more efficiently
- Improve structure so answers are clearer upfront
- Rewrite sections to better match how people search
- Optimize content so it’s readable for humans and interpretable for AI
AI helps us move faster and explore better ways to present information. Every piece of content still goes through our team for accuracy, brand voice, and real-world usefulness.
Writing content that works for humans and AI
One of the biggest adjustments we’ve made is focusing more on how content is structured.
We’re helping clients update pages so they:
- Answer questions directly
- Use clear headings and logical sections
- Avoid burying the main point
- Feel natural and conversational, not robotic
This approach improves user experience and supports AI search visibility at the same time.
Testing Semrush’s AI Visibility Toolkit
We’ve also been testing Semrush’s AI Visibility Toolkit to better understand how our clients perform within AI-driven search experiences.
This allows us to dig deeper into:
- Where AI Overviews are appearing
- Which topics trigger AI summaries
- How client content shows up today
- Where opportunities exist to improve visibility
This testing helps us go beyond rankings and traffic and start looking at the bigger picture of AI and search visibility.
5 Things Businesses Can Do Now to Improve AI Search Visibility
If you’re feeling the shift but don’t know where to start, here are a few practical steps that make a real difference.
- Update existing content before creating new content: Older, high-performing pages are often the easiest wins when it comes to AI in SEO.
- Answer questions clearly and early: Start sections with the answer, then add context. This helps people and AI tools understand your content faster.
- Use clean structure and scannable formatting: Clear headings, shorter paragraphs, and logical sections matter more than word count.
- Focus on expertise, not volume: Fewer, stronger pieces of content outperform generic content created just to keep up.
- Look beyond rankings alone: How AI is changing SEO means visibility now includes summaries, references, and assisted influence, not just clicks.
The Bottom Line on AI and SEO
AI isn’t replacing SEO. It’s reshaping it.
At RED66, we see AI as a tool that helps us work smarter, test faster, and better support our clients as search continues to evolve. The fundamentals still matter. Strategy still matters. Relationships still matter. AI simply adds another layer to how content gets discovered and evaluated.
If you’re unsure how visible your brand is in AI-driven search or want help adapting your SEO strategy without chasing every trend, we’re happy to talk.
