AI: SEO Welfare Check

Here’s the tl;dr: Use an AI tool like Perplexity for 5 minutes, and you won’t search for everyday answers the same again. It might prompt you to say the age old phrase “seo is dead” but there’s a more nuanced take to that. 

I think you have to look at each channel through the lens of the 5 stages of awareness (and not just on a business level but a division and even product level).   

The 5 Stages of Awareness: Your Customer's Journey

1. Unaware: Your potential customer doesn't know they have a problem.
2. Pain-Aware: They recognize the problem but don't know about solutions.
3. Problem-Aware: They know solutions exist but haven't chosen one.
4. Solution-Aware: They know about your product but aren't sure it's right for them.
5. Provider-Aware: They are familiar with your offering and see its value. They're evaluating how well it fits their specific needs.

I think Generative AI tools (mostly Google’s Gemini in this case but also ChatGPT, Perplexity etc) are going to dominate the search results for anything in the Pain-aware or Problem-aware stages. Currently, they really only show Generative AI responses for informational queries and tend to not show as much for YMYL (your money your life) type sites, but that is changing and rapidly. 

My worldview, especially when thinking about website content, how you present your story, and how to build or edit your content plan/s and online strategies is to work from the bottom up — and focus on an audience that is first aware of your solution and try to differentiate yourself showing as much expertise, and demonstrating your authoritativeness and trustworthiness as much as possible. 

1. SEO’s New Role at the Bottom of the Funnel (just more exclusively now)

It'll be increasingly kicked out of the middle funnel.

• Our take: As generative AI increasingly handles pain- and problem-aware searches, the long-term trend of declining click-through rates from search results is likely to accelerate, meaning less overall search traffic. SEO should focus on the bottom-of-the-funnel (BoFu) content—Solution-Aware and Provider-Aware stages.

• Strategy: Invest in high-value, competitive content aimed at audiences actively comparing providers or finalizing solutions. For instance, think of product comparison pages, detailed case studies, or content that positions your brand as the go-to expert in specific solutions.

• Why It Matters: This shift means we’re future-proofing SEO efforts by concentrating on content that serves audiences likely to convert (in part shifting from search-focused content to conversion-focused content), while generative AI handles broader, top-of-the-funnel (ToFu) inquiries.

2. Generative AI’s Influence on Mid-Funnel Content

• Our take: Generative AI is adept at answering mid-funnel questions, especially for those in Pain-Aware and Problem-Aware stages. As it improves, it could replace some informational content needs higher in the funnel.

• Strategy: Emphasize content formats and channels where AI doesn’t fully compete. For instance, experiential content, interactive tools, and videos create engagement that AI can’t replicate as effectively. Focus on Solution-Aware and Provider-Aware content for SEO, while allowing generative AI to serve as a gateway for less specific queries.

• Why It Matters: If AI is going to take over the initial exploration stages, it frees us up to specialize in content that builds deeper brand connections and trust.

3. Search Ads as a BoFu Powerhouse

Because they kinda have to.

• Our take: Search ads work best for audiences with clear intent (Solution- and Provider-Aware). When someone’s actively searching, they’re more likely to convert if they find exactly what they need. No shocking news here, just that this hasn’t really changed. Alphabet still has shareholders to answer to, so just know that almost everything in the search results pages is intended to funnel more clicks to advertising (“sponsored”).

• Strategy: Bid more aggressively on BoFu keywords, and pair these with your SEO strategy to create a unified lower-funnel presence. For Solution-Aware stages, consider branded search ads to reinforce brand recognition and capture leads before they dive deeper into competitor comparisons.

• Why It Matters: If someone’s far enough along to be searching with clear intent, showing up at this stage—whether organically or paid but ideally both—maximizes the chance of conversion. 

4. Awareness Ads & Shotgun Advertising for Unaware and Pain-Aware Audiences

• Insight: To capture the interest of those who are unaware or only vaguely pain-aware, Awareness Ads (particularly shotgun-style channels like broadcast and out-of-home advertising) excel at creating broad visibility.

• Strategy: Use these channels to seed early brand recognition with high-impact visuals and broad messaging. Out-of-home can be especially effective for localized campaigns, while broadcast is valuable for building broad brand familiarity.

• Why It Matters: This type of advertising creates a first impression with a wide audience, establishing a brand foundation that more targeted advertising and SEO can build upon.

5. Leveraging Meta for a Funnel-Progressive Ad Strategy

Note: this is less so in a B2B ads strategy IMHO, but worth noting.

• Insight: Meta is uniquely positioned to nudge users through awareness stages thanks to its hyper-targeted ad algorithms. “Dwell time” please enter the stage … A person who’s lingered on pain-related content will quickly start seeing problem- and solution-related ads.

• Strategy: For Meta, craft a content journey that moves people from pain-aware to provider-aware, using remarketing and sequential ads. Guide them along by addressing potential problems, showing solutions, and eventually positioning your brand as the solution provider.

• Why It Matters: Meta’s algorithm is optimized to move people through this journey, and using it intentionally means Meta becomes a natural fit for any brand targeting these stages.

6. Channel-Specific Play for Unaware Audiences Using Influencers & PR

• Insight: Podcasts, influencer partnerships, and PR are invaluable for reaching Unaware audiences with credibility. This is where a lot of audiences get their first impression of a brand.

• Strategy: Prioritize thought leadership content that can be featured across podcasts and publications, especially if the brand story or message has broad appeal. Influencer campaigns can also amplify these messages by associating your brand with voices people already trust.

• Why It Matters: Unaware audiences are most open to discovery when they encounter the brand in an organic, credible context. This builds early trust, which can reduce friction later in the funnel.

In short, these charts reflect a evolving approach to content -- SEO strategy -- and advertising that aligns with the current market shifts. By focusing SEO on BoFu content and strategically using ads across awareness stages, you’ll not only stay ahead of AI’s impact on search but also leverage each channel’s strengths to maximize return on ad spend. 

The bottom line? As generative AI rises, staying focused on targeted, bottom-of-funnel strategies with complementary ad placements across stages will drive sustainable, profitable growth.