Talking AI and Chatbots with SEO Clients

The question of whether AI in SEO is this year’s version of EEAT is stirring up lively discussion online. On Reddit, many users were quick to dismiss the idea of “SEO for AI,” but it’s not simply resistance to change. The reality is that strategies for AI Search are still developing, and while some are sceptical, others see genuine disruption on the horizon.

One Reddit moderator, WebLinkr, noted how SEO has long been sold based on what sounds sensible, even to clients who might not fully grasp what SEO actually involves. Unlike EEAT, AI Search has the potential to significantly impact online visibility. Although not everyone is clear on how it works just yet, there are professionals – like those with computer science backgrounds – who are already finding ways to adapt their SEO approaches.

What’s becoming increasingly apparent is that some clients are actively seeking out SEO services that include AI considerations. This raises the question: has AI SEO moved past the “hype” stage, or is it merely the latest buzzword replacing EEAT in client conversations? When potential customers ask how SEO can support their visibility in AI-powered tools, a vague or dismissive answer is no longer sufficient. As Reddit user mkhaytman put it, SEOs need to be ready to give answers – even if it’s just to explain how existing best practices still apply to AI search systems.

There’s a growing belief that SEO professionals should not wait for clients to bring up AI optimisation. It’s something they should be proactively discussing. Even if terms like AIO, GEO, and AEO sound gimmicky to some, they represent the direction the industry is heading. Staying up-to-date and being able to communicate these developments confidently – whether to clients or higher-ups – is now part of the job.

At the same time, SEO fundamentals remain relevant. Quality content is still central to success. But the landscape is clearly shifting. Some marketers are even experimenting with newer techniques, like encouraging users to ask AI tools such as ChatGPT or Perplexity about their websites to increase visibility.

This phase of SEO feels much like its early days – full of trial, error, and innovation. Yet there’s a word of caution: just because a client asks for something AI-related doesn’t mean you must deliver it exactly as requested. It’s okay to voice professional concerns if you believe a certain approach may not yield the desired results.

Ultimately, we’re in a transitional moment for search optimisation. While AI presents exciting opportunities, it also demands thoughtful consideration. SEO professionals must strike a balance between adapting to client expectations and maintaining integrity in their strategy.