Why You Should AI-Proof Your SEO Strategy & How to Do It

They say the only constant in life is change, and nowhere is that truer than in search. 

Not long ago, the biggest worry was simply keeping up with Google’s algorithm updates. It still is today, but now, on top of that, large language models like ChatGPT and Gemini have entered the picture, and they’re fundamentally changing how people look for answers and how brands and businesses get found.

The businesses that adapt will be the ones AI continues to surface, while those that stick with the old playbook risk being overlooked. That’s why having an AI-proof SEO strategy is no longer optional. It’s an essential part of staying visible and competitive.

In this article, I’ll walk you through what it really means to “AI-proof” your SEO strategy, why it matters for your business, and practical steps you can start using today.

AI is Changing Customer Search Behavior

AI is reshaping how people ask questions and how they choose brands. That’s largely because it now makes it easier and quicker for people to absorb information, which in turn drastically shortens the purchasing decision.

Traditionally, searching meant typing a query into Google’s search bar and then sifting through endless results. You’d click into one page, realize it wasn’t what you needed, go back, tweak your query, and try again. Before long, you’d have multiple searches running and a handful of tabs open. Just to find one decent answer.

Now, with the arrival of AIs, or more specifically, large language models (LLMs) like ChatGPT, Gemini, and Claude, that traditional process, which isn't even all that bad to begin with, suddenly feels a bit outdated, all because of the way LLMs are designed and trained:

• You no longer have to stick with short, generic keywords. Instead, you can type longer, more specific conversational queries. You can describe pain points in full sentences, and even add images and voice prompts. Within seconds, AI can respond with text, photos, videos, and even brand options, all in one response

• If you’re unsatisfied with the answer, you can simply ask follow-up questions. Since LLMs are designed to keep context, they’re more likely to give you a better response the second time around. You won’t have to start over like you usually would in a Google search.

• The interface is extremely simple, it feels like messaging a friend. You type, the LLM “on the other side” replies. It’s intuitive, clean, and free from ads or clutter (though there are speculations that LLM companies might add ads in the future, but that’s a bridge we’ll cross when we get there).

And all of this circles back to the one thing every business, whether you’re running a small shop or a giant brand, cares about: conversions.

In this context, LLMs act like proxy decision-makers for ready-to-buy searchers. They hand over a short list of brands to purchase from or to work with, based on specifics like budget, features, and location. It’s not just search anymore, it’s a shortcut to the checkout.

What’s just as, if not more, interesting is the possibility that less tech-informed searchers treat AI recommendations as gospel. It’s not far-fetched to imagine the mindset becoming, “If the AI recommends them, they must be legit.”

Love it or hate it, this will become the norm, and I’d go as far as saying it’s slowly coming to fruition. AI is here to stay, and it’s something you’ll need to prepare for if you haven’t started already.

What it Really Means to AI-Proof Your SEO Strategy

SEO digital marketer Neil Patel, Founder of NP Digital, said in one of his webinars on Transforming SEO into AI SEO something along the lines of: we’re now writing primarily for people and their queries, but packaged in a way AI systems can understand, pick up, and cite.

And I totally agree.

In fact, this is where SEO itself is shifting. It’s no longer just about ranking on page one of Google. It’s about structuring your content so it’s visible, accessible, and quotable for AI systems that are increasingly shaping how people search and choose brands.

That’s to say, being AI-proof doesn’t mean hiding from AI, nor does it mean resisting it.

Being AI-proof means embracing AI’s capabilities so your brand benefits from them. You go with the tide rather than against it. You make AI your ally instead of treating it as your opponent.

And if we were to strictly stick with the traditional interpretation of “proofing against something,” we could say we’re protecting ourselves from ending up on the bad side of AI. In practice, that risk shows up when:

• People ask AI for options, and your business isn’t even named.

• AI pulls outdated or inconsistent info, so you’re presented in the wrong context.

• AI compares you side by side with competitors, but because their data is clearer and richer, it recommends them instead.

• Buyers assume you’re not credible simply because AI leaves you out of its recommendations.

So how do you avoid these traps?

Ways to AI-Proof Your SEO Strategy

If you’ve been keeping up with the latest on AI, you’ve probably come across buzzwords like Generative Engine Optimization (GEO), Large Language Model Optimization (LLMO), AI SEO, and plenty more.

Now, this write-up won’t be a full-blown guide on those, but some of the strategies I’ll share do connect with them.

The funny part is, most of this stuff, well, it’s really just 90% the basics of good old ethical white-hat SEO!

I know this because that foundation, combined with a few techniques tailored for AI, secured Repulinks a spot in Google’s AI Overviews.

So, without further ado, here are some easy and straightforward ways to AI-proof your SEO strategy.

Secure Branded Mentions

Branded mentions are simply any time your business is named online, whether or not there’s a link attached.

In traditional SEO, the focus was mostly on chasing links to build Domain Rating (DR). But in the age of AI, I’d say it’s just as valuable to secure unlinked branded mentions.

Why? Because AI engines read and learn from brand names that keep showing up across credible sites. ChatGPT, for instance, often cites information from big names like Forbes and The New York Times, and even pulls from forums like Reddit, Quora, and Stack Exchange.

So, if you happen to land a placement on those sites, your chances of getting quoted or appearing in LLM-generated recommendations go way up. Think of it as a digital version of word of mouth, only in the language of AIs.

It’s also worth pointing out that Ahrefs’ data supports this theory. It shows how branded web mentions have the strongest correlation with appearing in Google’s AI Overviews:

Source: Ahrefs

Now, yes, AI Overviews are, in many ways, different from LLMs like ChatGPT or Gemini. But at the end of the day, AI is AI. If one system is weighing branded mentions heavily, it’s a safe bet that others are learning in a similar way.

At Repulinks, we secure a lot of these mentions for ourselves and our clients through digital PR outreach on platforms like Help a Reporter Out (HARO), Featured, and Qwoted. These platforms are free, easy to use, and aresurprisingly effective. There’s absolutely no reason not to try them if you want to secure branded mentions for your own business.

Secure High-Quality Backlinks

Backlinks have always been the currency of SEO authority, and in the AI context, that’s just as true. When LLMs scan the web, they look for authority markers to decide which brands are trustworthy enough to surface. And links from respected, relevant sites act as those markers.

Remember the Ahrefs data mentioned earlier? It showed that not just branded mentions but also Domain Rating (DR) and the number of referring domains strongly correlate with appearing in Google’s AI Overviews.

This tells us AI models aren’t reinventing the wheel. They interpret authority much the same way search engines have for years, just with more context (more on this context later).

In practice, an AI-proof business focuses on building backlink authority that looks solid to both Google and AI. Here’s what you can do:

• Secure links from diverse, authoritative domains instead of settling for a cluster of weak ones.

• Grow the number of unique referring domains over time, because breadth matters as much as depth.

• Keep your backlink profile clean by avoiding spammy links that could weaken your perceived authority.

Create Content With Real Expert Insight

When ChatGPT went mainstream in 2022, everyone was blown away by how quickly it could churn out long-form content. The first thought for many was probably the same: why not scale content this way?

Sure enough, the web was soon flooded with AI slop. Generic, soulless pieces that all sounded the same. And when the internet was already saturated with regurgitated content even before the AI craze, this only made things worse.

Ironically, that very wave of sameness sparked a craving for answers from real humans who’ve lived the experience. And AI, being designed to pick up signals of authenticity in prompts or queries, has no choice but to follow those cues as well.

With this principle in mind, here’s how to make your content more likely to be picked up:

• Write with semantic depth. Longer, more specific queries often include related terms that only a real expert would naturally know, even the rare ones tied to real pain points. If you know your field inside out, your writing will reflect that depth, and AI systems will recognize it and match it to the searcher’s intent.

• Back claims with proof. Case studies, real numbers, and firsthand results give your content a weight that generic summaries can’t match, and they increase the chances AI will cite you when recommending products or services.

• Add original analysis. Don’t just echo third-party sources. Synthesize them. Point out contradictions, add your own perspective, and shape unique quotes that LLMs can pull directly. Don’t be afraid to take a bold or even controversial stance.

• Showcase author expertise. Publish under a real name, link to an author page, and highlight credentials. This ties back to the classic E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) that AI systems still rely on.

Looking at all of this, it’s almost funny. None of it is really new! It’s just a return to what marketing always was: real people sharing real insight, long before the flood of regurgitated content took over.

This has always been the foundation of how we run our SEO services at Repulinks. We focus on building authority through genuine expertise and trustworthy content, both of which are the very signals people, and now AI, value.

Have a Search "Everything" Optimization Mindset

As I mentioned earlier, AI systems crawl not only web content like articles and blogs, but also online forums and social platforms such as Reddit. Beyond that, they even cite YouTube videos and other formats.

This tells us they piece together authority from everywhere your name appears. That’s why, when we talk about AI-proofing your business, there’s a need to think beyond SEO and Google rankings, and aim for a diversified digital footprint.

In my own experience, this is one of the reasons I’ve branched out into podcasts and posting on LinkedIn, and not just relying on the in-depth articles I publish on the Repulinks blog.

That said, here’s what you can do to build that kind of presence:

• Contribute to forums. Share practical insights on platforms like Reddit, Quora, or niche industry boards.

• Publish on LinkedIn. Post regularly, not just promotional updates but thought pieces that showcase expertise.

• Upload videos to YouTube. Even short explainers or how-tos give AI another format to associate with your brand.

• Appear on podcasts. Guest spots or hosting your own creates searchable, quotable content tied to your name.

• Keep sharing across platforms. Repurpose content into different formats so AI can connect the dots more easily

Be a Business People (and AI) Can Trust

It's not obvious at first glance, but at the core of being AI-proof is the quality of your product or service. A business that consistently delivers value earns positive feedback, while one that falls short inevitably collects criticism.

Those experiences get translated into online reviews and mentions.

And reviews, whether good, neutral, or bad, carry weight beyond human buyers. They are also scanned by AI systems and influence how your brand is presented.

Enough negative context, and you could end up being described in a poor light the next time someone asks an AI for recommendations.

That’s to say, reviews, then, act as a digital record of your credibility. Consistent positive feedback builds a body of evidence AI can recognize and cite, while repeated complaints or low ratings create a pattern that weakens trust.

Reviews aren’t the only signals AI systems pay attention to. The broader story of your business is pieced together from everything it finds online, which means consistency of information matters just as much.

If you’ve rebranded, added a new service, or updated your messaging but haven’t reflected those changes everywhere, AI may still pull outdated details. That could mean your old entry-level offer shows up more often than your current premium package, misrepresenting what you actually provide.

To summarize, here’s what you can do to keep both people and AI seeing your business in the right light:

• Encourage satisfied customers to leave reviews. Positive feedback builds a public record of trust that AI can pick up on.

• Respond constructively to criticism. Address issues directly and professionally so negative reviews don’t define your brand narrative.

• Audit your online profiles regularly. Make sure your information, like your offers, services, and messaging, is consistent and up to date across all platforms.

Repulinks Can Help AI-Proof Your Business

There’s certainly a lot to think about when it comes to AI-proofing your business. We’ve talked about branded mentions, backlinks, expert-driven content, a diversified presence, and trust signals, all of which shape how AI systems understand and surface your brand.

Taken one at a time, these strategies are practical and doable. In fact, you could start applying them today.

But if it feels like too much to juggle, or you’d rather get it right from the start. it pays to work with a team that’s already done it for themselves and for their clients.

At Repulinks, we’ve secured media placements in outlets like Forbes, helped clients earn branded mentions and authority, and even ranked in Google’s AI Overviews with our own content.

We're happy to lend a hand! You can choose from our linkbuilding packages, or simply reach out for a chat. I’ll personally walk you through how it all works and how we can put your business on a path to being truly AI-proof.