Jordan Koene, CEO & Founder of Previsible.io, breaks down how AI is reshaping the SEO landscape. As tools like ChatGPT provide direct answers, many websites are seeing noticeable drops in organic traffic—ranging from 10% to as much as 90%, depending on the industry and keyword.

This shift is happening quickly and requires a thoughtful response. Jordan explains why it's important for brands to focus on becoming trustworthy sources within AI ecosystems, addressing inaccuracies in AI-generated content, and leaning into unique brand assets. He also emphasizes the need to shift from broad outreach to more targeted strategies on platforms where the audience is most active.

AI isn’t replacing jobs, but it’s changing them—making skill development and retraining a priority. The future of SEO will center around helpful, relevant content, deeper personalization, and multimedia formats like video that build trust and engage users.

The key is to move from reactive to prescriptive marketing by focusing on serving specific audience needs within the evolving limitations of AI.