Learn how Brian’s rethinking search, business building, and growth in an AI-first world at Best AI SEO.
Here is a blog post summarising the key insights from the YouTube video “SEO, Content Marketing & AI in 2025” by Brian Dean:
SEO, Content Marketing & AI: Key Insights from Brian Dean
Brian Dean, founder of Backlinko, shares his perspective on the future of SEO, content marketing, and the impact of AI in 2025.
This blog post highlights the main takeaways from his discussion.
The Changing Landscape of Search with AI
Brian Dean’s view on AI’s impact on search has shifted dramatically. Initially skeptical about ChatGPT threatening Google Search, he now uses AI models frequently due to their advanced capabilities.
AI offers a more personalized and efficient search experience compared to Google’s broad personalization.
Building a Business Beyond Traditional SEO
For new businesses, focusing on personal brands is more effective than relying solely on SEO. With fewer, more dominant marketing channels (Google, YouTube, LinkedIn, X, and LLMs), a strong personal brand is crucial for standing out. Optimizing for LLMs is also essential.
The Evolution of SEO Skills
The primary skill for SEOs and content marketers will be creating content for both humans and AI. While keyword research remains relevant, the focus is shifting towards broader topics to accommodate AI’s conversational queries.
Content Creation Strategies for the AI Era
Prioritizing content for Google is still important, but incorporating elements that appeal to LLMs is key. Creating unique, helpful content that LLMs want to cite, such as original insights and data-driven studies, is crucial.
The Enduring Role of Link Building
Links remain significant for LLMs in determining credible sources. Broad brand mentions across the web also increase the likelihood of appearing in AI-generated answers, emphasizing the importance of PR, guest posting, and creating engaging content.
The Power of Video Content
Video offers a significant opportunity with high demand and less competition. New channels should prioritize video creation to understand audience preferences. Authenticity and a “gritty” approach often outperform polished productions on YouTube.
Measuring Marketing Impact in the Age of AI
AI overviews are decoupling impressions from direct website traffic. Marketers need to focus on broader brand visibility, even if direct measurement is challenging.
Advice for New Marketers
Building a personal brand on a familiar platform is crucial for gaining experience with AI-integrated systems. Personal experience and unique insights are a marketer’s greatest assets in the age of AI.