After his keynote at MartechNEXT 2025, Neil Patel and I shared a quick exchange that led to a powerful realization: AI optimization and SEO are the same... but they aren’t.
The core strategy behind both remains unchanged. Success still depends on creating thoughtful, contextualized, and relevant content. At Flywheel, we’ve long described this as the intersection of Audience, Relevance, and Intent. That formula continues to hold true.
Where things diverge is in how we measure success. Traditional SEO focuses on visibility and funnel performance—getting more visitors, keeping them longer, and moving them toward conversion. AI optimization redefines that equation. The quality metrics have evolved.
Today, the best content doesn’t just attract people; it attracts algorithms. It must shine, sing, and lead the conversation even when we’re not in the room. Large Language Models like ChatGPT are now powerful intermediaries between our work and our audience. They consume, summarize, and amplify the ideas we share.
So, the question isn’t whether AI optimization replaces SEO. It’s how we adapt to ensure our content thrives in both spaces.
At Flywheel, that means embracing a new mindset: continue a relentless focus an useful content, measuring that impact less by time on site and more by clarity.
If we do this right, engagement may become shorter, but conversions will improve. The true signal of success will be resonance, not reach.