Short introduction Dive into the future of digital marketing with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With search engines evolving at lightning speed thanks to AI-driven technologies and consumer behaviors shifting toward conversational, community-focused platforms, Anastasia offers unparalleled insights into how brands can adapt and thrive. In this interview, we explore the transformation of search from traditional keyword tactics to AI-powered discovery, the impact on website traffic, the rise of zero-click searches, and the growing importance of trust within social communities. Get ready for a deep dive into strategies that can redefine online visibility in this new era.
How have recent advancements in search engine technology reshaped the landscape for traditional SEO?
The shift from traditional keyword-based ranking to AI-driven discovery is a game-changer. In the past, SEO was all about optimizing for specific phrases to rank on Google. Now, with AI tools like Google’s AI Overviews and others pulling data from diverse sources such as social platforms and forums, the focus is on understanding user intent and delivering direct answers. This means that simply stuffing content with keywords won’t cut it anymore. SEO now requires creating content that aligns with natural, conversational queries and appears in the broader ecosystem of platforms where AI sources its information.
What makes AI-driven search tools different from the old systems, and how are they changing user behavior?
Unlike the old systems that relied heavily on matching keywords to static web pages, AI-driven tools interpret the context and nuance of a query. They don’t just list links; they synthesize answers from videos, discussions, and posts across the internet. This is why 43% of people are using AI tools daily for search, and 75% rely on them more than before. Users are finding that these tools provide quicker, more relevant responses, which is also why 42% feel traditional Google Search alone isn’t as helpful anymore. The way people ask questions has become more conversational, mirroring how they talk in real life, and AI is meeting them there.
Why are platforms like TikTok, Reddit, and YouTube becoming go-to sources for AI-generated answers?
These platforms are goldmines of authentic, user-generated content that reflect real conversations and trends. AI tools prioritize content that feels genuine and matches how people naturally express their questions or curiosities. TikTok offers bite-sized, visual insights, Reddit has raw, community-driven debates, and YouTube provides in-depth explanations through videos. Since AI aims to deliver answers that resonate with users, it often pulls from these spaces over polished brand websites, making social platforms critical for visibility in this new search era.
Can you break down the impact of AI search summaries on website traffic for brands and publishers?
The numbers tell a stark story. When AI Overviews appear on Google, the click-through rate for the top organic page drops by about 34.5%. Some publishers have seen traffic plummet by as much as 80% because their content gets buried under AI-generated summaries. Losing the #1 spot to these summaries can mean a loss of up to 79% of search traffic for a site. Essentially, if your content isn’t part of the AI answer or isn’t optimized to stand out alongside it, you’re losing a huge chunk of potential visitors who never click through.
What exactly is ‘zero-click’ search, and why is it such a big deal for brands?
Zero-click search refers to when users get their answers directly from the search results page or AI summary without ever clicking on a website. It’s a big deal because the traditional goal of SEO—driving clicks to your site—is being replaced by the need to be featured in these summaries. For brands, this shifts the focus from optimizing for traffic to ensuring your content or perspective is embedded in the AI’s response. If you’re not part of that initial answer, you’re essentially invisible to a growing number of users who don’t bother to dig deeper.
How is consumer trust evolving in this AI search landscape, especially with the influence of social communities?
Trust is becoming far more social than it used to be. People are leaning on peer opinions and community voices over polished brand messaging. With AI pulling from platforms where real conversations happen, like Reddit or LinkedIn, what people say about a brand in these spaces often carries more weight than what the brand says about itself. Social perception now directly shapes search perception, meaning trust is built in real-time through community dialogue rather than static web pages.
Why is engaging with communities becoming a cornerstone of modern SEO strategies?
Communities are the new front page of search. AI tools source answers from where people are already talking, so if brands aren’t active in these spaces, they risk being left out of the conversation entirely. Engaging authentically in community platforms isn’t just about building relationships—it’s about ensuring your brand’s narrative is part of the data AI draws from. Every comment, review, or discussion thread becomes potential SEO fuel, shaping how your brand appears in search results and summaries.
How can brands adapt their content approach to thrive in this conversational, AI-driven search environment?
Brands need to move away from content as a one-way broadcast and start thinking of it as a dialogue. This means creating content that sparks discussion, answers real questions, and feels authentic to the platforms where conversations happen. It’s about being discoverable through ongoing engagement rather than just static pages. Optimizing for natural language, encouraging user interaction, and showing up authentically on social platforms are key to staying relevant in AI search results.
What role do brand advocates play in building visibility and trust in this new era?
Advocates—whether they’re fans, creators, or employees—are incredibly powerful right now. Their voices often outrank brand messaging in AI summaries because they’re seen as more authentic. Empowering these advocates to share positive, genuine stories about your brand helps ensure that the narratives surfacing in search are favorable. Trust comes from people, not polished statements, so turning your community into your voice is one of the most effective SEO strategies today.
What is your forecast for the future of SEO as social communities and AI continue to shape the digital landscape?
I believe we’re heading toward a world where SEO and social media are completely intertwined. What I call ‘social SEO’ will be the norm, where visibility depends on how well brands integrate into community conversations across platforms like TikTok, Reddit, and YouTube. AI will only get better at understanding and prioritizing authentic dialogue, so brands that invest in building and empowering communities now will own the narratives that define trust and relevance in search. Those who ignore this shift risk fading into obscurity as the digital landscape continues to evolve.
