Ranking organically on search engines has become challenging over time. Gone are the days when there was heavy emphasis on keywords, backlinks, and other traditional SEO practices. Although these practices are still prevalent and may provide a good ranking on the SERPs, the importance they held has been lost.
SEO evolves with time, and it has evolved from keyword stuffing to understanding the user’s search intent and context.
With the dominance of AI and ML in today’s world, there has also been a shift in users’ information consumption behaviour. Earlier, multiple tabs were used to understand topics, but with AI-SEO and the informational accuracy that these chatbots provide, users can now get comprehensive and precise answers in a single interaction.
Businesses or content creators who are stuck in traditional SEO practices are on the verge of losing visibility. Adapting to the new AI-based SEO is the only feasible option if you want to sustain the current shift in the SEO world.
Understanding Traditional SEO
Traditional SEO focused on predefined practices to rank on SERPs; it helped search engines crawl and index web pages.
The main objective of traditional SEO was to get a good organic ranking by focusing on specific keywords.
Key Components
Keyword Optimisation – Keywords were the core element of traditional SEO practices. High search volume keywords were selected for a specific topic, and the content was optimised using the selected keywords. The purpose was to match the search terms of users, incorporate some short-tail and long-tail keywords, and boost organic visibility.
Backlinks – Inbound and outbound links played a pivotal role in enhancing the trustworthiness and authority of a website, thus helping in organic ranking. While inbound links reflected the authority of a website, outbound links showed that the website is following E-E-A-T principles.
On-page SEO – Optimisation through title, meta description, and matching the search intent of the users through keywords were some of the integral parts of on-page SEO that helped the website maintain a smooth internal structure and enhance visibility on SERPs.
For more details, refer to our guide on How AI Search and Agents Are Changing SEO in 2026.
Limitations of Traditional SEO
Traditional SEO failed to prioritise human experience; it was focused on search engines and tricks to manipulate them for better ranking on SERPs. There was excessive keyword stuffing, multiple backlinks, and the users’ search intent was avoided.
The Emergence of AI-Based SEO
Search engines work because there are users who are using them for their needs and wants. There was a need to shift this focus from predefined algorithms and rules to the user’s intent and context.
AI-based SEO uses Natural Language Processing and Machine Learning to give the best experience to users. The purpose is to make content user-friendly and solve the search purpose, not just by using some high-volume keywords to rank.
AI-based SEO uses multiple advanced technologies to understand the intent behind the search and then provide the best contextual answers. The growing popularity of AI-SEO is the reason we are witnessing an increased number of zero-click searches.
In zero-click searches, users end their search journey by only reading the content provided by AI Overviews. AI understands the user’s context so well that it analyses thousands of pages and creates the most accurate answer. Thus, it reduces the need to click on several websites to get conceptual clarity on the subject matter.
Key Differences Between Traditional And AI-Based SEO
Intent Before Keyword – While traditional SEO revolved around keyword optimisation, the prime objective of AI-SEO is to provide intent-based answers. The focus is to solve the user’s search purpose rather than ranking.
Content Structure – Earlier, the content was framed in such a way that the high-volume keywords were stuffed multiple times in the blogs or articles. Now, the goal is to promote clarity and give answer-focused results.
Excessive Link-Building – There was an excessive use of link-building in traditional SEO practices. Websites used to promote all their previous content through backlinks, and it was impractical for users to go through all the content to get clarity on the searched topic. Now, the quality of backlinks matters more than quantity. AI analyses why a website is being linked and not how many times it is linked.
User Experience (UX) – An enhanced UX was not the primary goal of traditional SEO practices; the goal was to manipulate ranking by using different SEO tools. In AI-based SEO, UX is at the centre.
E-E-A-T – Although E-E-A-T guidelines were prevalent earlier, but got manipulated through keyword stuffing and excessive backlinks. Now, the content structure needs to be in such a way that it reflects the expertise and experience of the writer on the subject matter, thus building authoritativeness and trust in the SEO industry.
Performance Tracking – Keyword stuffing and unnecessary backlinks are no longer factors of performance tracking. AI-SEO analyses content based on its usefulness and engagement quality.
Shift to AI-Based SEO to Stay Relevant
Businesses need to understand the growing importance of AI-based SEO and switch to it asap. Traditional SEO practices may still be useful in some cases, but overall, your content needs to be AI-optimised for better visibility and for staying relevant.
Try to analyse what users are expecting with their search and frame your content based on their intent. If you are still following traditional practices rigorously, you might lose your Brand’s digital visibility.
For outsourcing, AI-based SEO services so that your brand can focus on its key working areas, associate with MadHawks. With multiple clients in our portfolio and experts in our team, we have helped several businesses in AI-based SEO optimisation.
For more information, go to our website and fill in your contact information. Our executive will get in touch with you and prepare a personalised plan that is best suited for your venture.
FAQs
1. What is the main difference between traditional SEO and AI SEO?
The key difference between traditional and AI SEO is the shift of focus from using traditional means for a good ranking to satisfying users’ intent.
2. How does AI change the way SEO strategies are created?
Both AI and users are getting smart with what they search and what they desire. Earlier, websites were not careful in considering users’ context. New and emerging AI SEO strategies have created a sense of obligation to keep the purpose of search at the top.
3. Does AI SEO require different tools compared to traditional SEO?
Traditional tools can be used for AI SEO; the change can be seen in the purpose of usage. You should still use keywords and backlinks, as it will widen the spectrum of the content, but you need to keep in mind that these tools are not used without purpose.
