The world of SEO is rapidly transforming with the advent of artificial intelligence.
In his video “AI SEO in 2025: The New Rules,” Nathan Gotch outlines seven essential skills that will be crucial for success in this evolving landscape.
As AI continues to reshape how information is consumed, SEO professionals must adapt their strategies and embrace new capabilities.
1. Search Everywhere Optimization [01:13]
Beyond traditional Google search, it’s vital to optimize content across diverse platforms. This includes YouTube, Google Business Profile, Reddit, and various social media channels.
The goal is to dominate “Google real estate” by focusing on a core topic and distributing content broadly [01:36].
Most platforms now utilize Natural Language Processing (NLP) to understand content, making cross-platform optimization highly effective [02:35].
With Google’s AI mode reducing clicks from traditional search results, a website-centric approach is no longer sufficient [03:59].
2. Understanding What Influences Large Language Models (LLMs) [07:14]
Directly influencing LLMs like ChatGPT isn’t possible through conventional profiles. Instead, visibility for LLMs is driven by signals such as strong Google reviews and high rankings in traditional organic search [07:58].
Businesses should focus on providing excellent service, actively seeking good reviews, and robustly marketing their brand and website [09:52].
Ensuring your site is easily crawlable and indexable, especially with pure HTML, is also critical for LLMs to comprehend your content [10:13].
Earned media, owned assets, and rented assets all contribute to LLM visibility and branded searches [10:45].
3. Becoming a Vibe Coder [12:03]
This skill involves leveraging AI-powered coding tools to build applications and websites rapidly and affordably [12:14].
Nathan Gotch demonstrates creating a functional prototype for roughly $0.25 in under 5 minutes, a task that previously cost thousands [13:45].
This capability democratizes development, enabling quick iteration from ideas to functional businesses [14:22].
4. Learning How to Create Linkbait [17:35]
Linkbait is crucial for generating earned media, which significantly influences LLMs [17:50]. Effective linkbait content tends to be:
- Controversial [18:49]
- Data-driven, especially with unique, self-built data [18:57]
- Utilizes engaging animated graphics [19:16]
- Features up-to-date statistics [19:38]
- Includes free tools or quizzes [19:54] A smart strategy is to adapt successful linkbait ideas from other industries to your own niche [20:38].
5. Learning to Be a Builder, Not an Optimizer [20:57]
As AI takes over granular optimization tasks, SEO professionals must transition into visionary builders [21:22].
The focus should shift to generating innovative ideas and using AI tools to execute and scale those concepts [22:20].
The competitive edge will increasingly come from superior ideas, as AI makes execution more accessible [22:46].
6. Understanding How to Build a Modern SEO Team [23:10]
Traditional SEO roles may be disrupted, emphasizing the need for individuals to enhance their value [23:53].
A contemporary SEO team will likely comprise:
- Search Strategists (Human + AI): Humans will conceive ideas and strategies, using AI for refinement [25:06].
- Content Team (AI-powered): Tools can create and optimize content for LLMs by focusing on entities and relevance [26:15].
- Technical Team (AI-assisted): AI agents can improve site speed, build front-end code, and assist with quality assurance [27:49].
- Analytics (AI-assisted): AI tools will simplify analytics setup and understanding, such as Google Analytics 4 [29:18]. The future envisions teams of strategists and architects who leverage AI agents and LLMs for execution [30:12].
7. Learning to Be Adaptable [30:40]
The rapid pace of AI innovation means skills can quickly become obsolete. Continuous adaptation and embracing new technologies are paramount [31:03].
It’s crucial to avoid “sunk costs” and remain open to change [31:31]. Nathan Gotch emphasizes ruthless and intense action, advocating for learning through practical application rather than passive information consumption [32:36].
To thrive in the future of AI SEO, professionals must pivot from traditional optimization to becoming strategic builders, leveraging AI as a powerful ally.