SEO is not dead: 5 ways to win more citations from AI search


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ZDNET’s key takeaways

  • AI traffic to websites grew by 66% in 2025, yet AI accounts for less than 0.15% of all visits. 
  • Even if AI citations don’t translate to direct traffic, the added exposure is a survival necessity.
  • Here are the most effective ways to improve your standing with AI search engines.

You’ve been quietly losing traffic from organic search even though your rankings haven’t changed. Does that mean traditional SEO no longer works? No. But should you then treat AI as a black box to simply accept and ignore? Also no. 

All the things that used to score points with traditional search engine algorithms, like backlinks, website authority, performance optimization, and quality content —  they haven’t just stopped existing. AI search just treats them very differently, which is at once both better and worse. 

Also: Tired of AI Overviews? I found 9 Google Search alternatives that showed me links again

Sometimes, that means good content is more likely to be cited by AI tools, even if your website doesn’t have a high domain authority (DA) ranking. Yet it also means that most visitors will get their questions answered without ever leaving the AI platform, since the AI pulls all the information from your website into its responses without requiring users to click into your site. 

Luckily, that also means you get more opportunities to show up as a useful resource for your audience, even if they never actually visit your website. As long as you’re being cited by AI search engines, people will notice your brand, whether or not they register as inbound traffic. 

With that in mind, I’m going to share some advice for earning more citations from AI search platforms without throwing SEO to the curb. I’ll also share tools to help you measure your AI search visibility without breaking the bank. 

How much has AI changed search engines?

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Screenshot by Ritoban Mukherjee/ZDNET

According to Semrush’s recent analysis of more than 50,000 websites, AI traffic grew by 66% in 2025 compared to the previous year. But AI still accounts for less than 0.15% of total website visits. 

That means two things. First, AI is taking a lion’s share of search engine traffic away from websites. At the same time, not all of that traffic is being rerouted to websites through AI platforms like ChatGPT, Perplexity, or Google Gemini. Instead, AI platforms now serve as both the first port of call and the final destination for these internet users, enabling them to find everything they need without ever leaving the app. 

Also: Google’s new AI Search box is here – along with agents and 5 more upgrades

(Disclosure: Ziff Davis, ZDNET’s parent company, filed an April 2025 lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)

What’s worse is that websites that have been focusing on traditional SEO are suddenly finding that AI tools don’t treat them with the same priority. Search engines used to look for websites with a rich library of content and demonstrated authority in a topic. AI values that too, but more importantly, it looks for text that answers a user’s question precisely and immediately. 

Moreover, AI search engines require more targeted optimization than technical SEO typically provides. Along with a robots.txt and a sitemap, you might also want to consider having a dedicated llms.txt file for agents and bots trying to crawl your site. 

All of these are separate problems that, together, contribute to lower traffic and visibility from AI tools. But there are ways to solve them. 

How to check whether AI engines are citing you

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Screenshot by Ritoban Mukherjee/ZDNET

There are a few ways to assess your visibility on AI search, depending on how much time and money you are prepared to spend. 

Also: I tried Claude Cowork on my Gmail inbox after Gemini choked – and it saved me hours of work

  • The easiest way to do this is to go to ChatGPT, Perplexity, or Google AI Mode and ask 10-15 questions that you’d expect your content to show up for. Make a note of who gets cited and how many times. It costs nothing and takes very little time. 
  • Many tools, like HubSpot’s AEO Grader, are absolutely free to use for a quick analysis, which can give you a decent idea of your brand’s presence in AI search engines. 
  • If you have Google Analytics set up on your site, you can filter your referrals for traffic from chatgpt.com, perplexity.ai, gemini.google.com, etc. If you do this over several months, you can see whether your presence is improving or worsening. 
  • Once you’ve outgrown free tools, consider investing in a paid AEO analytics platform like Semrush One or Otterly.AI. You can get a limited plan for as little as $29/month to get started.

What actually earns an AI citation 

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Screenshot by Ritoban Mukherjee/ZDNET

There are several things you can do to increase your chances of being cited by LLM-based generative AI platforms, according to a study published by Princeton, Georgia Tech, and the Allen Institute for AI at the 2024 KDD Conference. They tested nine content visibility tactics across 10,000 search queries, achieving improvements of up to 40%. Here’s what they found to be working:

Also: AI agents are getting their own search engine

  1. Make sure your robots.txt file doesn’t block AI crawlers like GPTBot, OAI-SearchBot (OpenAI), PerplexityBot, ClaudeBot (Anthropic), and Google-Extended by default. Many popular content management systems do this, which hurts your rankings. 
  2. AI models extract passages, not entire pages of content. When you begin a new section, lead with a self-contained opening sentence with a clear statement before adding any nuance or context. 
  3. Citing numbers and sources adds credibility to your content, which helps it rank better with LLMs. Vague statements and claims often get deprioritized during verification. 
  4. Create a simple llms.txt file at the root folder of your site’s directory. This is a low-cost experiment proposed by Answer.AI’s Jeremy Howard, though it has not been corroborated by any major AI companies or AEO platforms. 
  5. Build a brand presence that extends beyond your website. LLMs like to pull content from a mix of sources, including YouTube videos and Reddit posts. Having a strong social media presence is a good way to get AI search engines to see you during queries. 

My thoughts on optimizing for AI search 

As the Semrush study clearly shows, there’s a lot of misinformation and propaganda floating around about AI search and SEO. While it’s true that websites are losing a lot of traffic to AI platforms, referral traffic from these tools doesn’t account for nearly as many clicks as they claim. Still, there are plenty of benefits to being cited by AI, even if that doesn’t lead users to visit your website directly. 

Also: The best SEO reporting software: Expert tested and reviewed

If you’ve been serious about traditional SEO, you’ll find that you already have all the things you need to get started with AI search optimization from existing platforms like Semrush or Ahrefs. More dedicated tooling for analytics and visibility also exists, but not everyone will need it. Also, it’s worth keeping in mind that the basic principle of creating useful and informative content hasn’t changed. But there are things that AI tools approach differently when it comes to researching answers to user queries, which can help you show up in more responses. 





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Most of us can remember a trip from years ago with remarkable clarity.

Perhaps it was watching wildlife emerge from the morning mist on safari. Maybe it was standing on the deck of a small boat as a glacier calved into the sea. It could have been a quiet evening in a centuries-old European city, wandering streets with no agenda beyond seeing where they led.

Yet ask someone what they did on a random Tuesday three months ago, and many would struggle to remember.

Travel has a unique ability to imprint itself on our memories in a way that everyday life rarely does. Some trips become part of who we are. They become stories we tell repeatedly, experiences we compare future adventures against, and moments that continue to shape our perspective long after we return home.

What makes certain journeys unforgettable while others seem to fade into the background? The answer has surprisingly little to do with luxury, distance, or how much money was spent. Instead, the trips that stay with us tend to share a handful of characteristics that have more to do with how we experience a destination than where we actually go.

Unforgettable Trips Take Us Out of Autopilot

Person taking a photo of truistic sail boat using smart phone camera, male hand holding cell phone while taking a photograph of night lights city in travel,taking a picture of outdoors,blur background
Photo Credit: Deposit Photos.

Much of daily life is predictable. We wake up, follow familiar routines, drive the same roads, interact with the same people, and solve many of the same problems.

Our brains become efficient at handling these routines, which is helpful for productivity but not necessarily for creating lasting memories.

Travel disrupts that pattern.

When we find ourselves in a new environment, our senses become more engaged. We pay attention to details that would normally go unnoticed. We notice the architecture, the language, the smells coming from local restaurants, the rhythm of a city, or the silence of a remote wilderness area.

The unfamiliar forces us to be present. That heightened awareness helps create stronger memories and deeper emotional connections to the places we visit.

The Best Travel Experiences Involve Discovery

Illustration of discovery journey road trip traveling on laptop
Photo Credit: Deposit Photos.

One of the biggest misconceptions about travel is that unforgettable moments are always tied to famous attractions.

Certainly, iconic landmarks can be impressive. There is a reason millions of people visit them every year. However, many travelers find that their favorite memories come from experiences they never planned.

It might be discovering a tiny bakery on a side street. It could be stumbling across a local festival, finding an unexpected hiking trail, or having a conversation with someone who offers a completely different perspective on the place you are visiting.

These moments of discovery feel personal because they belong to your journey rather than a standard itinerary.

While guidebooks and social media can point us in the right direction, some of the most memorable travel experiences happen when we leave room for spontaneity.

Challenge Often Creates Stronger Memories

Ed-on-Rappel-Lost-Canyon
Photo Credit: Jenn Coleman.

Many of our most cherished travel memories involve overcoming some type of challenge.

That challenge does not need to be extreme. It could be navigating a foreign city for the first time, hiking farther than you thought possible, learning to ski, snorkeling in open water, or simply stepping outside your comfort zone.

The challenge itself is not always enjoyable in the moment. In fact, it can sometimes be stressful.

What makes these experiences memorable is the sense of accomplishment that follows. Humans are wired to remember moments that require effort. When we work for an experience, we often value it more deeply.

This is one reason adventure travel remains so appealing. It combines exploration with personal growth, creating memories that are both meaningful and lasting.

People Matter More Than Places

Chef Rachel and her crab on Uncruise Wilderness Legacy Alaska
Photo Credit: Jenn Coleman.

Destinations often receive most of the attention when we plan a trip, but the people we encounter frequently become the most memorable part of the experience.

A knowledgeable guide can transform a landscape into a story. A passionate chef can help you understand a region through its cuisine. A local resident can provide insights that no guidebook ever could.

Even the people we travel with play a significant role in shaping our memories.

Years later, we may not remember every detail of a hotel room or attraction. We often remember the conversations, shared laughter, unexpected moments, and experiences we enjoyed together.

Travel has a unique way of bringing people closer because it removes many of the distractions and routines that dominate daily life.

The Trips That Stay With Us Engage Multiple Senses

Hikers hiking, enjoying the view of Famous Patagonia Mount Fitz
Photo Credit: Deposit Photos.

Think about one of your favorite travel memories.

You probably remember more than just what it looked like.

You may remember the scent of pine trees on a mountain trail. You might recall the sound of waves against a rocky shoreline or live music drifting through a city square. Perhaps you remember the taste of a memorable meal or the feel of cold air on your face during a winter adventure.

Experiences that engage multiple senses tend to create stronger and more durable memories.

This is one reason travel often feels so vivid compared to everyday life. New destinations bombard us with sensory information that our brains eagerly absorb and store.

The richer the sensory experience, the more likely it is to remain accessible years later.

Slowing Down Often Leads to Better Memories

Senior couple hiking
Photo Credit: Deposit Photos.

Many travelers fall into the trap of trying to see as much as possible.

There is a natural temptation to maximize every day by squeezing in additional attractions, tours, and activities. While that approach may increase the number of things you see, it does not always improve the quality of your memories.

Some of the most rewarding travel experiences come from slowing down.

A long lunch overlooking a harbor. An extra hour spent watching wildlife. A leisurely stroll through a historic neighborhood. An afternoon spent sitting at a café and observing daily life.

These slower moments often allow destinations to reveal their character in ways that rushed itineraries cannot.

Instead of collecting attractions, travelers who slow down often collect experiences.

Nature Has a Unique Ability to Leave an Impression

Kakabeka Falls Provincial Park Thunder Bay Ontario Canada
Photo Credit: Jenn Coleman.

There is something powerful about standing in front of a landscape that reminds us how small we are.

Towering mountains, massive glaciers, endless deserts, ancient forests, and expansive oceans all have a way of putting daily concerns into perspective.

Nature creates a sense of awe that many researchers believe contributes directly to happiness, well-being, and lasting memory formation.

This may explain why people frequently describe encounters with wildlife, dramatic scenery, and remote wilderness as some of their most meaningful travel experiences.

These moments provide a rare opportunity to disconnect from everyday pressures and reconnect with something much larger than ourselves.

The Most Meaningful Trips Reflect Who We Are

Lion family on log Ngorongoro Crater National Park Tanzania Africa
Photo Credit: Jenn Coleman.

Not every traveler seeks the same experience.

Some people are energized by cities. Others crave solitude and wilderness. Some love cultural immersion, while others prioritize food, adventure, relaxation, or history.

The trips that leave the strongest impression are often those that align with our personal interests and values.

A wildlife enthusiast may never forget a safari. A history lover may be captivated by ancient architecture. An outdoor adventurer may treasure a challenging trek more than any luxury resort.

There is no universal formula for the perfect trip because the best travel experiences are deeply personal.

The key is understanding what genuinely excites you rather than chasing someone else’s version of a dream vacation.

Memories Become More Valuable Over Time

Grey Whales in Magdalena Bay
Photo Credit: Jenn Coleman.

One of the most remarkable things about travel is that its value often increases long after the trip ends.

A hotel stay lasts a few nights. An excursion may only take a few hours. Yet the memories can remain with us for decades.

As time passes, we tend to forget inconveniences while holding onto meaningful moments. Delayed flights, rainy days, and minor frustrations fade into the background. The incredible experiences rise to the surface.

This process is one reason so many people look back on travel with such affection.

The return on investment continues long after the trip itself is over.

Final Thoughts

Two hikers with backpacks enjoying sunset view from top of a mountain
Photo Credit: Deposit Photos.

The trips that stay with us forever are rarely defined by luxury, distance, or price tag alone. Instead, they are shaped by discovery, challenge, connection, sensory richness, and meaningful experiences that pull us away from routine and into the present moment.

The destinations certainly matter, but unforgettable travel is ultimately about much more than geography. It is about how a place makes us feel, what it teaches us, who we share it with, and the memories we carry home afterward.

Years from now, you may not remember every hotel, meal, or attraction. What you will likely remember are the moments that surprised you, challenged you, inspired you, and reminded you how much there is still left to explore.

Those are the experiences that become part of our personal story. They are the reason some trips stay with us forever while others fade almost immediately.


Hi! We are Jenn and Ed Coleman aka Coleman Concierge. In a nutshell, we are a Huntsville-based Gen X couple sharing our stories of amazing adventures through activity-driven transformational and experiential travel.



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