AI Search’s Missed SEO Opportunities

A recent podcast by Ahrefs has sparked discussion in the digital marketing community, questioning whether the growing obsession with AI search optimisation could be causing businesses to neglect more immediate and profitable opportunities elsewhere. The conversation highlights a widening gap between long-term speculation about AI-driven trends and the practical, high-impact strategies that are available right now.

One of the most striking points raised was the importance of YouTube as a search engine. Often overlooked in SEO discussions, YouTube is actually the second-largest search engine in the world, trailing only behind Google itself. Millions of people use YouTube daily to search for information, tutorials, reviews, and product demonstrations — making it a goldmine for businesses seeking to increase visibility and brand engagement.

Despite this, many companies are diverting time and resources into optimising for AI-driven answer engines like ChatGPT and Perplexity, which currently account for only a small fraction of overall online traffic. While these tools may play a greater role in the future, they cannot yet compete with YouTube’s scale and influence. Ignoring YouTube, therefore, could mean missing out on an enormous marketing opportunity.

Patrick Stox, an expert at Ahrefs, underscored this point by noting that YouTube not only offers vast reach but also converts interest into tangible results. He explained that Ahrefs sees direct sign-ups and engagement from users who first discover their brand through video content. According to Stox, diversifying traffic sources and investing in video should be a top priority for marketers today.

He further urged businesses not to “put all their eggs in one basket” by focusing exclusively on AI platforms. Instead, he encouraged marketers to start producing more video content immediately, viewing YouTube as a powerful, evergreen traffic channel. The potential benefits, he argued, far outweigh the speculative returns from AI search tools still in their infancy.

Tim Soulo, Ahrefs’ Chief Marketing Officer, agreed, expressing surprise that so many professionals are already looking years ahead to potential AI search opportunities while ignoring the tangible benefits YouTube offers right now. He emphasised that while AI optimisation is worth exploring, YouTube’s dominance is unlikely to fade any time soon — especially as younger audiences continue to favour video-based content.

Soulo added that the next generation of consumers is growing up in a digital environment built around video. Whether short clips on TikTok and Instagram or long-form tutorials on YouTube, video is becoming the preferred format for consuming information. Businesses that fail to embrace this shift risk losing relevance in an increasingly visual world.

The conversation also touched on the misconception that YouTube sits outside the traditional realm of SEO. Many professionals still view SEO as limited to Google rankings, overlooking the fact that YouTube operates under similar search principles. From keyword optimisation to audience engagement, video SEO requires the same strategic thinking — and the payoff can be substantial.

Beyond video, the podcast examined the broader expectations placed on SEO to fix all marketing challenges. Both Stox and Soulo pointed out that even the best-optimised website cannot overcome fundamental problems such as poor product quality or bad customer experiences. No amount of ranking improvements can repair a damaged reputation or negative brand sentiment spreading across social media.

Stox offered a realistic perspective, explaining that once negative opinions gain traction online, they can be extremely difficult to counteract. He illustrated this point with an example involving Nvidia, noting that if the public decides a product is flawed, a single SEO expert cannot reverse widespread sentiment. The “internet”, he said, ultimately controls the narrative.

Soulo echoed this view, recounting a time when Ahrefs faced backlash over a pricing change. Despite extensive communication efforts and attempts to manage public perception, the criticism persisted until the company reversed its decision. The incident served as a reminder that authenticity, transparency, and customer trust often outweigh any technical SEO tactics.

The discussion concluded that AI Search, SEO, and other optimisation strategies — including AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) — can enhance visibility, but they cannot fix deeper issues within a brand. Success still depends on strong products, positive user experiences, and genuine relationships with customers.

The key takeaway is balance. Businesses should pursue AI search optimisation but not at the expense of existing high-value opportunities like YouTube and other video platforms. By blending traditional SEO with video marketing and customer-focused content, brands can build stronger, more sustainable online visibility.

In short, the future of digital marketing won’t belong solely to AI or traditional search. It will reward those who combine creativity, adaptability, and authenticity. Video, community trust, and high-quality content will remain the backbone of visibility — regardless of how search evolves.