How Are You Approaching AI Visibility in Your SEO Strategy

Question

Hi everyone,As search engines become more advanced, I’ve been thinking a lot about how SEO is evolving. Are traditional tactics like keyword targeting and link building enough anymore, or are we entering a new phase?Recently, I’ve been exploring the idea of AI visibility, and it’s got me rethinking our strategy. This concept goes beyond simple ranking—it focuses on how clearly your content is understood by AI-based algorithms. These systems now consider context, user intent, structure, and overall clarity, rather than just technical factors. In this sense, visibility isn’t just about being indexed—it’s about being interpreted accurately.Since joining the Klaviyo Community, I’ve seen great conversations around content strategy and performance. I’d love to hear how others here are responding to this shift. Are you starting to adjust your content or site structure based on how AI might “read” it? Is AI visibility something you’re actively working into your planning?A few things I’m curious about:	Have you seen unexpected changes in search performance recently?			Are you creating content with machine interpretation in mind?			Should AI visibility now be as important as other ranking factors?	Looking forward to hearing how others in the Klaviyo Community are thinking about this. Appreciate any thoughts or tips!

ross_hopkins · Accepted Answer

Hi ​@gabriellabrowneI’m not directly involved with changing SEO strategy, but I can say from a Marketing Operations perspective it is something top of mind, and if it isn’t for someone at a company I’d say they are going to run into problems soon given that so many people rely on a high percentage of traffic from Organic.Of course, this isn’t a subject directly and only related to Klaviyo, but I am looking forward to seeing how attribution insights within the platform are going to be advanced to help with this topic.Away from Klaviyo, I’m using GA to begin my investigation; creating an AI-specific channel grouping of referral sites andviewing landing pages to determine the content currently surfaced within the likes of ChatGPT, Perplexity etc.I can say that we’re seeing a steady growth in last-touch attribution to that AI channel, so change is already happening. The learning area is the format of content that will be seen in the future. I’ve seen that FAQ / bullet-point style content works well, but I’ve no data to back that up.One more point - a lot of our organic traffic comes from articles that gate content. I do think that people will become even less willing to fill give up their email address to gain knowledge now, knowing that they can turn to AI tools to give them a quicker answer.Not sure if that answers your question, but my thoughts nonetheless!

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