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Until a few years ago, promoting your business mainly involved good natural referencing: choosing the right keywords, creating regular content and obtaining quality backlinks was enough to make your site climb in Google's results. Today, all these precautions no longer guarantee the same visibility.
AI is redefining the rules of the game, by introducing a new approach: GEO, or Generative Engine Optimization (also known by the acronyms AEO or GSO). This method does not replace SEO, but encourages you to learn how to deal with these AI-powered engines.
The real challenge, today, is to Know how to coax search engine algorithms by taking into account this new situation to maintain an optimal referencing of its site... without losing what is the strength of good content, namely: quality, authenticity and human sensitivity.
In this article, we are going to show you how to turn this technological revolution into an opportunity, How to combine AI and SEO intelligently to stay visible, relevant and above all, staying one step ahead of Google in 2025.
Artificial intelligence is evolving at a phenomenal speed and is profoundly changing the way in which SEO works. Likewise, this innovation is changing the way in which Internet users interact with the results that are displayed.
For a website owner or a content creator, it therefore becomes essential to understand how these augmented algorithms work in order to adapt their strategy, optimize their content and maintain the visibility of their site in the face of the competition. We will therefore try to understand the impact of AI on SEO and how to tame it.
Indeed, search engines now rely on systems that can understand language and learn continuously, which directly affects how content is classified and presented to Internet users. Sites that were previously less well positioned can thus be highlighted by AI responses thanks to their content that responds more precisely to the key query or search context of the user. But this consequence is far from being the only one...
More and more frequently, a simple question typed on Google is enough to get an answer that is automatically and immediately displayed on the results page. No need to click on the link leading to a site: everything is already displayed, summarized in a few lines. That's what we call a search without clicking.
This new “time-saving” solution offered by search engines is profoundly transforming the way brands are invited to work on their visibility. Indeed, content is no longer always consulted on the original sites, but absorbed by algorithms that generate automatic summaries. The result: fewer clicks, less direct traffic, but above all the need to develop a new strategy to attract attention.
Now, the challenge is no longer just to appear in the first results, but to create content capable of arousing curiosity, of encouraging the Internet user to click on the links that Google cites as being its sources of inspiration.
Among the other impacts of the AI explosion: while Google has so far held nearly 90% of the global market for online search engine searches, new generations of search engines powered by artificial intelligence are beginning to make a place for themselves.
These next-gen tools no longer just show links: they capture intentions, rephrase questions, and generate comprehensive answers, just like a human. Searches are becoming more natural, more contextual... and, again, often without a click.
Among these new technologies, some stand out in particular. This is the case of:
Together, these new generations of AI engines are profoundly transforming the way in which content is produced, distributed, and referenced. To remain visible at the heart of this revolution, it is crucial to understand their logic and to develop your editorial strategy by taking into account these new practices for seeking and consuming information.
We see it every day: the Web is changing. And Google too. Today, it is no longer enough to repeat keywords excessively to hope to deceive search engines and place your site at the top of the results.
Why? Because Google is getting smarter. Thanks to the progress of artificial intelligence, he is now able to understand the meaning of a text, to grasp its intentions, even its implicit ones. In other words, this tool no longer just reads words. He interprets them. And this evolution is completely changing the situation.
Content written only to appeal to algorithms is proving to be less and less effective. What Google values today is exactly what readers are looking for: useful and heartfelt texts. Articles that inform, inspire and offer real added value.
Adapting to the new SEO rules therefore requires the logic to be reversed: it involves starting to write for people, and only then thinking about SEO optimization.
In short, good content is the one that convinces your readers before increasing your rankings. And it is precisely this content that Google is now seeking to highlight.
Generative AI therefore impacts how people search for information and get answers, but what's true for national searches also applies to local searches.
Indeed, AI is also changing the way prospects discover businesses around them. Nothing could be more normal, by the way. Because, nowadays, when someone is looking for a service or a good, they are no longer satisfied with a list of links. He also wants to get opinions, recommendations... And with artificial intelligence, he can get a personalized recommendation, an answer that seems written for him.
Artificial intelligence takes everything into account:
For companies rooted in a territory, it is a unique opportunity. However, provided that the AI is fed with the right data: up-to-date, clear, and authentic data.
And that is only the beginning. A recent study conducted in Europe shows that nearly one in two consumers already trust AI to find out about a brand, and one in five uses it as their main search engine. In other words, the way in which Internet users discover the offers of retailers and service providers is changing profoundly.
For a long time, Google was the must for any search on the Internet. However, as we have just seen, this monopoly is gradually being eroded. With the arrival of AI and the rise of players like TikTok, Amazon or GPT chat, habits are changing.
Today, Internet users no longer hesitate to switch from one platform to another according to their research. They are on a quest quick, clear and contextualized answers, without necessarily wanting to explore the source site in greater depth. Result: the search becomes multiplatform and fragmented.
Faced with this evolution, many brands are wondering: how to remain visible in this new ecosystem? The key obviously lies in a more agile approach, capable of adapting to each channel and offering useful and attractive content to meet the expectations of your audience.
For professionals who were able to watch Google Marketing Live 2025, the message was clear: Artificial intelligence is redesigning the way in which Internet users explore the web. With tools like Performance Max, AI Max for search or even AI insights, Google is deeply transforming
In other words, we are entering an era where AI guides user journeys. For brands, this means revising their visibility strategy by combining intelligently SEO and AI.
However, even in this age of artificial intelligence, Google reminds us of one essential thing: The fundamentals of SEO remain essential. To continue to appear in the results generated by AI (which, remember, relies on human language to formulate its answers), you must:
In summary: AI does not replace SEO, it pushes it to improve. The brands that will succeed tomorrow will be those that know how to combine content strategy, technical rigor and intelligent use of AI to remain visible, credible and efficient.
Whether we use AI or not, the Google Search Central blog remains The reference for understanding the evolution of natural referencing and adjusting your strategy.
In 2025, Google shared several of its new features, designed to help content creators and brands better understand their audiences and increase their visibility:
In other words: these changes confirm that the key to good SEO remains the same: active monitoring and the ability to adapt quickly.
After their launch in the United States in 2024, AI Overviews (or “AI previews”) from Google have been arriving in Europe since March 2025 (Germany, Spain, Switzerland, Italy...).
The principle is simple: Google now displays an AI-generated response at the top of the search results. Result? Internet users often find their answer without even clicking on a site.
What are brands worried about? Yes... and no. Initial studies show a mixed impact:
So, AI Overviews are not necessarily a threat. They change the rules of the game, of course, but they also open up new visibility opportunities.
Unlike traditional engines that simply listed links, new engines like Gemini use artificial intelligence to understand the meaning of queries and provide complete and contextualized answers.
The other side of the coin? These tools rely on the content of existing sites to build their answers. The good news is that they cite their sources, and therefore potentially your site.
Your challenge: ensure that your site is regularly cited in these sources. The more your name appears, the more likely you are to attract visitors who are curious to know more. From this logic was born the GEO (Generative Engine Optimization), an approach that aims to strengthen the visibility of brands in AI-powered search engines.
But be careful: GEO does not replace SEO... it complements it.
SEO is no longer limited to technique. Today, Google values credible brands, those who prove their expertise, authority and reliability (EEAT). In other words, your online reputation is now a central driver of your visibility.
Moreover, it is estimated that nearly 90% of a company's value depends on its reputation. In other words, it is urgent to take care of them.
This is where the press relations come into play: they reinforce your credibility, boost your reputation and directly support your SEO efforts. By combining optimized content, PR strategy and coherent branding, you create a solid digital ecosystem, capable of permanently gaining the trust of Internet users and that of algorithms.
Search engines are evolving quickly, and artificial intelligence can now become a real asset to boost your online visibility. Here's how to use it concretely in your SEO strategy.
AI can play the role of an SEO expert who is always available. By automatically analyzing your site and those of your competitors, it provides you with precise ways to improve your performance.
Imagine an assistant that can review each page, identify pain points, and identify the best positioning opportunities without ever getting tired.
For example, some tools allow you to compare the content of your site with that of your competitors and to generate detailed recommendations to optimize it.
But that's not all: AI can also study the search behaviors of Internet users to identify emerging trends and anticipate changes in SEO.
AI makes it easy to create content, but beware of the quantity trap. Publishing a lot is only useful if your articles provide real added value.
Google does not sanction the use of AI per se, but it favors content that is relevant, well-structured and useful to the user. In short: a truly qualitative article is better than a dozen generic texts.
So focus on content that reflects your expertise and strengthens your credibility, even if it means producing less, but better.
Optimizing hundreds of meta tags, correcting broken links, updating image alt tags... These repetitive tasks quickly prove to be ultra-time-consuming for your teams. However, it is precisely on this type of task that artificial intelligence makes the difference: it makes it possible to automate this type of tedious operations and to free up time for what really matters: strategy and creativity.
SEO is based on an enormous amount of data: search volumes, visitor behaviors, technical performances... Sorting and analyzing all this by hand is almost mission impossible. AI-based SEO tools save valuable time. For example, they can classify your keywords by intent (information, purchase, navigation) and identify the ones that offer the most opportunities to boost your visibility.
AI can write, but it doesn't know your story, brand tone, or beliefs. It cannot convey the emotions or values that make a difference in content. It is your expertise, your experiences and your perspective that give value to your articles and that inspire confidence in readers and search engines alike.
So, as you can see, thinking that AI can stand on its own in terms of writing is a very bad idea. Here are some precautions to take when writing for your site:
It is therefore important to think of AI as an assistant, but it cannot in any way replace you.
AI continues to inspire the creators of SEO tools who exploit its massive data processing capabilities to offer experts in the profession ever more efficient technologies for analyzing results.
Semrush now integrates powerful automation and analysis tools powered by AI. It thus helps to track positions day after day, to audit a site from top to bottom and to estimate the traffic of any site, whether from a PC or from a mobile.
Ahrefs, for its part, is constantly evolving. Its new AI features make it possible in particular to check if a site appears in the results generated by AI engines (such as Google SGE or Bing Chat). Its content assistant, on the other hand, offers on-page optimizations (keyword ideas, questions to be addressed, editorial suggestions) based on competitor analysis.
And the icing on the cake: some of its AI tools are available for free.
Developed by Semrush, ContentShake AI, goes much further than a simple writing tool. It helps create powerful content thanks to artificial intelligence: find article ideas, write, optimize text and even generate visuals. In short, he is a real co-pilot to produce effective SEO content, without spending hours on it.
SEO surfing, for its part, is a valuable ally for planning and improving your content. The tool analyzes the quality of your texts and the relevance of your keywords live. The result: you save time, while producing content that is more consistent and better positioned on Google.
Do you need to illustrate your content without using an impersonal image bank? Midjourney and DALL-E transform your ideas into unique visuals based on a simple description. In a few seconds, you get images that are realistic, creative and perfectly adapted to your brand universe.
Your ICP (ideal customer profile) is not just a typical profile: it is the common thread of your entire marketing strategy. Refining this profile makes it possible in particular to target the best distribution channels in order to convert effectively without wasting your budget unnecessarily. The more accurate it is, the more effective and profitable your marketing efforts (content creation, advertising, or email campaigns) become.
Once your audience is well defined, it becomes much easier to adapt your distribution channels. In addition to SEO, social networks now play a key role in the search for information. Instagram, TikTok, YouTube, or Pinterest are no longer just used to “post”, but to look for ideas, products, advice.
Adopting a Social SEO approach proves to be therefore essential to optimize your presence on these platforms and strengthen your visibility, your traffic and your global impact. So, let's take stock of the specificities of each of these networks, the targets they allow you to reach and the best methods to exploit them to gain visibility.
TikTok is the playground for younger generations and for virality. The more your content engages (views, likes, shares), the more visibility it gains.
Is your target group young and receptive to this network? Bet on short, dynamic and well-constructed videos, with keywords in the description and an eye on trends.
What matters the most : The relevancy of your content, more than the frequency of publication.
For professional communication and B2B targeting, LinkedIn remains essential. Les links are referenced there by Google, and your posts can become real entry points to your site or your offers.
With its millions of users, the social network facebook reaches a very broad adult audience. The most effective content is in particular the video that is referenced there whileinstagram is particularly relevant for reaching its targets via a visual, without forgetting to create a bio, a description and links in line with your sector of activity and your marketing goals. Adding keywords is obviously highly recommended to strengthen your SEO.
Often underestimated, YouTube remains one of the biggest search engines in the world. Well optimized, the videos published there can become a lasting SEO asset. Every detail counts: the titre, the description, the metadata And the miniature contribute to the success of the referencing of its content.
Reddit is a great tool for understanding real intentions behind your customers' searches. By watching the discussions, you can see what your prospects think Even before to type their query on Google.
No wonder that Google is increasingly putting forward Reddit forums in its results: they reflect the diversity and richness of user needs.
Google My Business is a bit like your Internet storefront — even if you don't have a website. It is a simple and free tool that allows your business to be visible when potential prospects search locally on their traditional search engine or on Google Maps.
But its real strength is customer reviews. Each testimony reinforces your credibility and influences more or less favorably the decision of people who discover you for the first time. In a few clicks, you demonstrate to Google (and especially to your future customers) that your business is appreciated and trustworthy.
At 425PPM, we are convinced that artificial intelligence and natural referencing are not opposed: they complement each other. By combining the power of AI with solid SEO expertise, we help our customers build sustainable and effective visibility.
Our objective is simple: to make your company a real reference in its field — on Google, in the media, and even within AI ecosystems.
And because technology only makes sense if it serves projects that matter, we give priority to supporting companies with a positive impact. Are you working to change the world? We're making sure the world knows it. Because even the most beautiful initiative must be visible to continue.
The arrival of artificial intelligence has completely transformed the way we create content. Tools like ChatGPT, Gemini or Bard now allow you to structure your ideas, find relevant angles or write a first draft quickly.
But there is no substitute for human sensitivity and creativity. They are the ones who bring nuance, context and real personality to texts. Without this dimension, even well-optimized content may lack emotion and authenticity.
To conclude, in a digital world where competition is increasingly strong, The key is no longer to produce more, but to produce better. Indeed, search engines, just like generative AIs, now place more value on relevance, sincerity, and user experience.
In other words: it is no longer enough to write to please algorithms. You have to write for people. Your readers want the real, the concrete, the living. And that's where the synergy between AI and human creativity makes all the difference.
