Brand Signals Overtake Backlinks in AI SEO

A panel of SEO specialists at WordCamp Europe discussed how artificial intelligence is reshaping search visibility and what businesses need to prioritise to remain competitive. While opinions differed on how disruptive AI truly is, there was broad agreement that success now depends on a stronger mix of branding, expertise and content clarity rather than traditional ranking signals alone.

The discussion featured Alex Moss (Yoast SEO), Pam Aungst Cronin (Pam Ann Marketing and Stealth Search and Analytics), Jovana Smoljanovic Tucakov (Melograno Ventures), and David Cuesta (AMDSEO.es), with moderation by Kacper Bartoszak.

AI Is Reshaping Search Expectations

The panel opened by addressing how Google’s move towards AI-driven search interfaces is influencing SEO practices, particularly within the WordPress ecosystem.

Alex Moss argued that the fundamentals of SEO remain intact, stressing that content should still be created for human users rather than search systems or automated agents. He warned against scaling low-value or generic content, reinforcing Google’s stance that originality and usefulness remain key.

Other speakers, however, suggested that AI search is raising expectations, forcing businesses to produce more meaningful and differentiated content to remain visible.

SEO and Marketing Are Becoming One Discipline

A recurring theme was the growing overlap between SEO, branding and wider marketing activity. Panel members agreed that optimisation can no longer be treated as an isolated discipline focused purely on keywords or rankings.

Jovana Smoljanovic Tucakov highlighted that modern SEO now requires a full marketing perspective, combining brand positioning, product messaging and strategic content planning. She suggested this shift elevates SEO into a more central business function.

Brand Becomes the Key Visibility Signal

Pam Aungst Cronin argued that AI-driven search is changing how visibility works, with less emphasis on clicks and more focus on whether a brand is cited within AI-generated responses.

She explained that this shift places far greater importance on brand recognition and reputation, stating that “brand is the new backlink”. In her view, awareness and trust signals now play a bigger role in whether AI systems recommend a business.

Making Businesses Easier for AI to Understand

The panel also focused on practical steps companies should take to improve visibility in AI-driven environments. A common recommendation was to ensure information is clear, consistent and easy for systems to interpret.

Alex Moss pointed to structured data, entity clarity and strong data consistency as essential foundations. He noted that reducing ambiguity helps AI systems interpret information more accurately and reduces the risk of incorrect outputs.

Other speakers added that businesses should clearly define what they offer, who their products are for and why they are credible, while ensuring messaging is aligned across websites, social platforms and external references.

Experience Is Becoming a Key Differentiator

Another major theme was the increasing importance of real-world experience. The panel suggested that AI systems are becoming more capable of filtering out generic or repetitive content in favour of material that reflects genuine expertise.

Pam Aungst Cronin referenced Google’s emphasis on experience within its E-E-A-T framework, arguing that authentic, first-hand insight is difficult for competitors or AI-generated content to replicate.

No Shortcuts to AI Search Visibility

The speakers largely agreed that there are no reliable shortcuts for improving visibility in AI-generated search results. Instead, they encouraged businesses to focus on producing high-quality content and building credible brand signals over time.

While some promotional tactics may still support visibility, the panel warned against attempts to “game” AI systems, suggesting that authenticity is becoming more important than ever.

The Future of Search May Be Agent-Led

Looking ahead, the panel discussed the possibility of AI agents becoming a central part of search and decision-making. In this scenario, users may increasingly rely on automated systems to research, compare and even complete transactions.

However, the speakers noted that human involvement will likely remain important for higher-value or more complex decisions, where personal judgement and preference still matter.

Key Takeaways

The panel concluded that SEO is not disappearing, but evolving into a broader discipline that overlaps heavily with branding, marketing and user experience.

AI systems are increasingly rewarding:

Clear and structured information
Consistent messaging across platforms
Distinct brand identity
Evidence of real expertise and experience

Overall, businesses that invest in strong brand recognition and genuinely useful, experience-driven content are likely to be better positioned for both traditional search and AI-powered discovery.