AI is rapidly reshaping the landscape of SEO and digital advertising, from how people search for answers to how they engage with brands. As tools like ChatGPT, Claude, and Perplexity change the way people discover information, marketers and businesses are being pushed to adapt fast. Search engines are evolving, referral traffic is shifting, and the line between organic and paid content continues to blur.

At Hagan, we’re meeting this moment with curiosity and clarity. We’re not jumping on every trend for the sake of it, but we are paying attention. We’re leading with our values, staying grounded in what matters to our clients, and exploring the potential of AI with creativity and care.

AI won’t replace real people or authentic storytelling. But it can help us work smarter and better connect with the audiences that matter. Our job is to make those opportunities clear, actionable, and aligned with each client’s goals.

AI in Search Is Expanding. What That Means for SEO

AI in search results is becoming the norm, not the exception. Unlike traditional SEO where keyword matching ruled, modern SEO is about understanding intent. Today, it’s less about ranking for “best coffee shop” and more about answering, “Where can I find the best locally roasted coffee near me?”

Search engines like Google still hold the lion’s share. But we’re seeing more user behavior shift to platforms like ChatGPT, Perplexity, and others. This could result in less organic traffic from Google and more from direct queries within AI tools. People are getting their answers without clicking through to websites.

Community-Based Search Is on the Rise

People still trust people. Platforms like Reddit and Quora are gaining ground because users want answers from a community, not just an algorithm. For brands, this means being present and credible in the places your audience naturally turns to for insight.

 

Originality and Authority Still Matter

Google’s core ranking signals continue to focus on Experience, Expertise, Authority, and Trust (E-E-A-T). Leaked API documentation in 2024 even referenced an “OriginalContentScore.” That confirmed what we’ve long believed: Google rewards content that’s new, helpful, and human.

Voice Search Means More Natural Language

With the rise of voice assistants, people are searching the way they speak. Instead of “gift shop near me,” they’re asking, “Where’s the best gift shop open now near me?” This makes conversational phrasing and long-tail keywords more important than ever.

What About Paid Search Ads?

AI in search is also reshaping paid media. Generative search can reduce ad visibility by answering questions directly, limiting clicks on traditional ad placements. On the flip side, AI is making campaign optimization faster and more predictive.

Google’s Performance Max and Meta’s Advantage+ campaigns already use AI to identify high-intent users across platforms. And all digital ad platforms are coming out with new features utilizing AI. But automation doesn’t mean set-it-and-forget-it. Success still comes from strong creative, strategic inputs, and ethical oversight. Brands that understand their audience and feed AI the right signals will come out ahead.

So What Should Brands Be Doing?

• Reevaluate your SEO and paid search strategies with AI tools in mind.
• Focus on long-tail keywords and natural phrasing in content and ads.
• Create content and creative that answers specific questions.
• Monitor shifts in traffic sources and search behavior.
• Lean into human expertise to guide AI and optimize for the right outcomes.

 

At Hagan, we’re not just keeping up. We’re guiding clients through what’s next. We’ll continue to embrace AI, but never at the expense of authenticity, ethics, or creativity.

Because your brand is still human. And your strategy should be too.