The No-Fluff Guide On How To Do SEO Like A Pro

We are going to be straight with you. SEO in 2025 isn’t the same game it was five years ago. AI has completely changed the rules on how to do SEO, and if you’re still playing by the old playbook, you’re going to get left behind.

We’ve been doing this for years, and I’ve watched countless “SEO experts” peddle the same tired advice while Google’s algorithms evolved beyond recognition. We’re going to cut through the noise and give you the real deal on how to actually rank in the age of AI.

The Reality Check: What Actually Matters Now

Forget everything you think you know about keyword stuffing and link schemes. Here’s what Google’s AI actually cares about in 2025:

User Intent is Everything: Google’s AI doesn’t just read your content anymore, it understands what users are actually looking for. When someone searches “best running shoes,” they’re not looking for a page that mentions “best running shoes” 47 times. They want genuine recommendations, comparisons, and helpful information.

E-E-A-T is Your New Religion: Experience, Expertise, Authoritativeness, and Trustworthiness. This isn’t just SEO jargon, it’s how Google’s AI evaluates whether your content deserves to rank. If you can’t demonstrate real expertise in your field, you’re toast.

Google’s AI Mode: The Major Change

Understanding Google’s AI-Generated Search Results: Here’s what most people don’t realise: Google’s AI mode isn’t just another feature, it’s fundamentally changing how search results work. When users toggle to AI mode or when Google automatically generates AI overviews, your traditional SEO strategy might not be enough.

How Google’s AI Mode Works

• AI Overview generation: Google’s AI synthesises information from multiple sources
• Source attribution: The AI cites specific sources within the generated response
• Follow-up questions: AI suggests related queries to keep users engaged
• Conversational search: Users can ask follow-up questions in natural language

The New SERP Reality Traditional search results now compete with:

• AI-generated overviews at the top of results
• Conversational follow-ups that keep users on Google
• Synthesised answers that might reduce click-through rates
• Source citations within AI responses (the new gold standard)

Optimising for Google’s AI Mode

Content That Gets Cited in AI Overviews

• Direct, factual answers: Start paragraphs with clear, quotable statements
• Structured information: Use headers, lists, and clear formatting
• Credible sources: Link to authoritative references
• Recent content: Fresh information gets priority in AI responses
• Comprehensive coverage: AI pulls from sources that cover topics thoroughly

The AI Overview Optimisation Strategy

✓ Answer the question in the first paragraph

✓ Use clear, quotable statements

✓ Include relevant statistics and data

✓ Structure content with descriptive headers

✓ Provide context and background information

✓ Use natural, conversational language

Featured Snippet 2.0: AI Citations Getting cited in Google’s AI responses is like getting a featured snippet on steroids:

• Higher visibility: Your content appears in the AI-generated summary
• Authority boost: Being cited by Google’s AI signals expertise
• Traffic potential: Users may click through to read full content
• Brand recognition: Your site gets mentioned alongside the AI response

Content Strategies for AI Mode Success

The Answer-First Approach

• Lead with the most direct answer to the query
• Follow with supporting details and context
• Include related questions and answers
• End with actionable next steps

Conversational Content Structure. Since AI mode enables follow-up questions, structure your content to anticipate:

• Follow-up queries: “What about…” or “How do I…”
• Clarifying questions: “Is this suitable for…” or “When should I…”
• Comparative questions: “What’s the difference between…” or “Which is better…”

The Citation-Worthy Content Formula

1. Start with facts: Lead with verifiable, quotable information
2. Provide context: Explain why the information matters
3. Include examples: Real-world applications and case studies
4. Add expert perspective: Quotes from industry authorities
5. Link to sources: Reference credible, authoritative sites

Technical Optimisation for AI Mode

Schema Markup for AI Understanding

<!– FAQ Schema for AI Mode –>

<script type=”application/ld+json“>

{

  “@context”: “https://schema.org”,

  “@type”: “FAQPage”,

  “mainEntity”: [{

    “@type”: “Question”,

    “name”: “How does Google’s AI mode affect SEO?”,

    “acceptedAnswer”: {

      “@type”: “Answer”,

      “text”: “Google’s AI mode changes SEO by prioritising content that can be easily cited and synthesised.”

    }

  }]

}

</script>

Content Formatting for AI Parsing

• Use descriptive headers: H2 and H3 tags that clearly identify topics
• Create scannable lists: Bullet points and numbered lists for easy parsing
• Include data tables: Structured information that AI can easily reference
• Add definition boxes: Clear explanations of key terms and concepts

Measuring AI Mode Performance

New Metrics to Track

• AI citation frequency: How often your content appears in AI overviews
• AI-driven traffic: Visits from users who saw your content in AI responses
• Position zero variations: Featured snippets vs. AI overview citations
• Conversational search performance: Rankings for follow-up queries

Tools for AI Mode Monitoring

• Google Search Console: Track impressions from AI-generated results
• Third-party SEO tools: Many now include AI overview tracking
• Manual monitoring: Regular searches to see your citation frequency
• Brand mention tracking: Monitor when your content gets referenced

The Foundation: Technical SEO That Actually Works

Core Web Vitals (Still Matter, But Differently)

• Page speed: Aim for under 2.5 seconds loading time
• Mobile responsiveness: Not just mobile-friendly, but mobile-first
• Visual stability: Your page shouldn’t jump around like a caffeinated squirrel

The AI-Friendly Technical Setup

✓ Structured data markup (JSON-LD)

✓ XML sitemaps that actually help crawlers

✓ Internal linking that creates topic clusters

✓ HTTPS (seriously, if you’re still on HTTP, what are you doing?)

Content Strategy for the AI Era

Stop Writing for Robots, Start Writing for Humans: Here’s the thing that most people get wrong: Google’s AI is getting scary good at understanding human language. This means:

• Write naturally: If it sounds robotic, it probably is
• Answer real questions: Use tools like AnswerThePublic to find what people actually ask
• Go deep: Surface-level content gets buried. Comprehensive, authoritative content wins

The Topic Cluster Approach. Instead of targeting individual keywords, build topic clusters:

1. Pillar content: Comprehensive guide on your main topic
2. Cluster content: Detailed posts on subtopics that link back to your pillar
3. Supporting content: FAQ pages, case studies, examples

This isn’t just good for SEO, it’s how Google’s AI understands your expertise.

Keyword Research in the AI Age

Beyond Keywords: Understanding Intent: Traditional keyword research is dead. Here’s what you should do instead:

Use AI Tools (But Don’t Rely on Them Blindly)

• ChatGPT for content ideation and question discovery
• Google’s “People also ask” for real user queries
• Search Console for actual performance data

Focus on Search Intent Types:

• Informational: “How to…” queries
• Navigational: Brand or specific page searches
• Transactional: “Buy,” “best,” “review” queries
• Commercial: “Compare,” “vs,” “alternatives”

The Long-Tail Revolution Short, competitive keywords are harder to rank for than ever. Instead:

• Target conversational queries (thanks, voice search)
• Focus on specific, detailed questions
• Create content around problems, not just products

Content Creation That Google’s AI Loves

The HEART Framework: This framework is what Google is fond of.

Helpful: Solves a real problem

Expert: Written by someone who knows their stuff

Authentic: Genuine, not manufactured for SEO

Relevant: Matches user intent perfectly

Trustworthy: Backed by credible sources

Writing Techniques That Work

• Start with the answer: Don’t bury the lead
• Use natural language: Write like you’re talking to a friend
• Include personal experience: Google’s AI can detect authentic expertise
• Cite credible sources: Link to authoritative sites
• Update regularly: Fresh content signals ongoing expertise

Link Building in 2025

Quality Over Quantity (For Real This Time): The old “get 100 links fast” approach will get you penalised. Here’s what works:

Digital PR and Relationship Building

• Guest posting on relevant, high-authority sites
• Collaborating with industry influencers
• Creating linkable assets (studies, tools, resources)

The Skyscraper Technique 2.0

1. Find content that’s ranking well but outdated
2. Create something significantly better
3. Reach out to sites linking to the outdated content
4. Offer your improved version

Internal Linking Strategy

• Link to related content naturally within your text
• Use descriptive anchor text
• Create clear site architecture
• Build topic clusters through strategic internal links

Local SEO for the AI Era

If you’re a local business, AI has made local SEO both easier and more complex:

Google Business Profile Optimisation

• Complete every section thoroughly
• Regular posts and updates
• Respond to all reviews professionally
• Use local keywords naturally

Local Content Strategy

• Create location-specific landing pages
• Write about local events and news
• Build local citations consistently
• Engage with local community online

Measuring SEO Success in 2025

Metrics That Actually Matter

Forget vanity metrics. Here’s what you should track:

Traffic Quality Over Quantity

• Organic traffic from target keywords
• Time on page and engagement metrics
• Conversion rates from organic traffic

SERP Performance

• Featured snippet captures
• Position zero rankings
• Voice search optimisation results

Brand Authority Signals

• Direct traffic increases
• Branded search volume
• Social mentions and shares

Tools for Modern SEO

Complete Toolkit for Modern SEO (2025 Edition)

Keyword Research & SERP Intelligence

• Ahrefs / SEMrush / Moz Pro – Keyword gap, traffic potential, ranking difficulty
  
• Ubersuggest – Affordable alternative for beginners
  
• KeywordTool.io / Google Keyword Planner
  
• AnswerThePublic / AlsoAsked / Glimpse (for Google Trends) – Find search intent
  
• Thruuu – Deep SERP analysis & outline comparison
• LowFruits – Easy-win long-tail keywords with low competition

Analytics & Tracking

• Google Analytics 4 (GA4)
  
• Google Search Console (GSC)
  
• Matomo – GA alternative for privacy-first tracking
  
• Plausible / Fathom – Lightweight analytics
• Microsoft Clarity / Hotjar – Heatmaps and session recordings

Technical SEO Tools

• Screaming Frog SEO Spider – Industry standard for site audits
  
• Sitebulb – Visual audits + explanations
  
• JetOctopus / Deepcrawl / OnCrawl – Large-scale site crawlers
  
• Google Lighthouse / PageSpeed Insights / WebPageTest / GTmetrix – Performance & CWV
  
• Chrome DevTools – Inspect load, code, schema, and rendering issues
  
• Merkle / SEO Site Checkup / Varvy – Quick tech audits

On-Page & Content Optimization

• Surfer SEO / Frase / Clearscope – NLP-based content scoring
  
• MarketMuse – Content quality + topical authority
  
• ChatGPT / Jasper / Koala / Writesonic – AI content generation
  
• Grammarly / Hemingway Editor – Readability & tone enhancement
  
• Yoast SEO / RankMath / SEOPress – WordPress on-page SEO plugins
  
• InLinks – Entity-based content mapping and schema automation

Backlink Analysis & Link Building

• Ahrefs / Majestic / SEMrush – Backlink tracking & quality checks
  
• BuzzStream / Pitchbox / Mailshake – Outreach automation
  
• Hunter.io / Snov.io / Voila Norbert – Email finding tools
  
• HARO / Terkel / Featured.com – Earn links through expert quotes
  
• Check My Links (Chrome extension) – Quick link checker
  Local SEO
• BrightLocal / Whitespark – Citation management, review monitorin
• Google Business Profile Manager
• Yext / Moz Local – Listings consistency across platforms
• PlePer / Local Falcon / GMB Everywhere – Local SERP & map pack insights

Schema & Structured Data

• Google Rich Results Test
  
• Schema.dev / Merkle Schema Markup Generator
  
• Validator.schema.org
  
• RankRanger Schema Markup Tool
  

Rank Tracking & Monitoring

• AccuRanker / SERPWatcher / ProRankTracker
• Nightwatch.io / SE Ranking
• Wincher – Simple and affordable
• Ahrefs Rank Tracker / SEMrush Position Tracking

Automation & Integrations

• Zapier / Make / n8n – Automate SEO workflows
• Google Looker Studio (Data Studio) – Reporting dashboards
• Screaming Frog + Google Sheets + GPT via API – Custom workflows

Optimising for AI Tools: The New Frontier

Why LLM Optimisation Matters: Here’s the reality: people aren’t just Googling anymore. They’re asking ChatGPT, Claude, Perplexity, and other AI tools for answers. If your content isn’t optimised for these platforms, you’re missing out on a massive audience.

How AI Tools Find and Use Your Content Training Data vs. Real-Time Retrieval

• Some AI tools trained on data up to certain cutoff dates
• Others use real-time web crawling (like Perplexity)
• Many combine both approaches

The AI Citation Game When AI tools cite sources, they typically look for:

• Authoritative content: Clear expertise signals
• Structured information: Well-organised, scannable content
• Credible sources: Established domains with good reputations
• Recent content: Fresh, up-to-date information

Content Optimisation for AI Tools

Write for AI Comprehension

• Use clear headings and subheadings: AI tools love structured content
• Include definitions and context: Don’t assume the AI knows your industry jargon
• Answer questions directly: Start paragraphs with clear, direct answers
• Use bullet points and lists: Makes information easier for AI to parse and cite

The AI-Friendly Content Structure

✓ Start with a clear, direct answer

✓ Provide context and background

✓ Include step-by-step instructions

✓ Add examples and case studies

✓ End with actionable takeaways

Semantic Richness AI tools understand context better than traditional search. Include:

• Related concepts and terminology
• Synonyms and variations
• Context about why something matters
• Connections to broader topics

Getting Cited by AI Tools

Authority Signals AI Tools Recognise

• Author bylines: Clear attribution to real experts
• Publication dates: Recent content gets priority
• Domain authority: Established sites get more trust
• Factual accuracy: AI tools can fact-check against multiple sources

The Citation-Worthy Content Formula

1. Lead with facts: Start with verifiable information
2. Provide sources: Link to primary sources and studies
3. Use specific data: Numbers, dates, statistics
4. Include expert quotes: Real people saying real things
5. Update regularly: Fresh content signals relevance

Platform-Specific Strategies

ChatGPT and GPT-Based Tools

• Focus on comprehensive, educational content
• Include step-by-step guides and tutorials
• Use conversational language
• Provide multiple perspectives on topics

Perplexity and Real-Time AI Search

• Optimise for current events and trending topics
• Include recent data and statistics
• Use news-style formatting with clear datelines
• Make content easily scannable

Claude and Anthropic-Based Tools

• Create in-depth, analytical content
• Include nuanced discussions of topics
• Provide balanced viewpoints
• Use clear, logical structure

Schema Markup for AI Tools

Structured Data That AI Tools are Fond of

html

<!– FAQ Schema –>

<script type=”application/ld+json“>

{

  “@context”: “https://schema.org”,

  “@type”: “FAQPage”,

  “mainEntity”: [{

    “@type”: “Question”,

    “name”: “How do I optimise for AI tools?”,

    “acceptedAnswer”: {

      “@type”: “Answer”,

      “text”: “Focus on clear structure, direct answers, and authoritative content.”

    }

  }]

}

</script>

Key Schema Types for AI Optimisation

• FAQ schema for question-based content
• How-to schema for instructional content
• Article schema for news and blog posts
• Review schema for product/service reviews

How To Do SEO With The AI-First Content Strategy

Topic Clusters for AI Tools Instead of just thinking about Google, consider:

• Question clusters: Group related questions AI tools commonly receive
• Problem-solution mapping: Connect problems to your solutions
• Comparative content: “X vs Y” content that AI tools love to cite
• Definitional content: Clear explanations of concepts

Content Formats That AI Tools Prefer

• Comprehensive guides: Long-form, authoritative content
• FAQ sections: Direct question-and-answer format
• Step-by-step tutorials: Actionable, sequential content
• Data-driven articles: Content with statistics and research
• Expert interviews: First-hand insights from industry leaders

Measuring AI Tool Performance

Tracking AI Citations

• Google Alerts: Set up alerts for your brand and content
• Mention tracking tools: Monitor when AI tools reference your content
• Direct traffic spikes: Sudden increases often indicate AI tool citations
• Social media monitoring: People often share AI-generated content with citations

Key Metrics to Watch

• Reference frequency: How often AI tools cite your content
• Citation context: Whether you’re cited positively or neutrally
• Traffic from AI tools: Direct visits from AI-generated content
• Brand mention volume: Increased awareness through AI citations

The Future-Proof SEO Mindset

Adapt or Die

AI is constantly evolving, and so should your SEO strategy:

• Stay informed: Follow Google’s official communications AND AI tool updates
• Test constantly: What works today might not work tomorrow
• Focus on fundamentals: Great content and user experience never go out of style
• Build for humans AND AI: If real people love your content, both Google’s AI and LLMs will too

The 80/20 Rule for SEO

80% of your results come from 20% of your efforts. Focus on:

• Creating exceptional content
• Building genuine expertise
• Improving user experience
• Earning quality backlinks

Common Mistakes to Avoid

The AI Penalty Traps

• AI-generated content without human oversight: Google can detect this
• Keyword stuffing: Still doesn’t work, still gets penalised
• Buying links: Easier to detect than ever
• Ignoring user experience: Page experience is a ranking factor

The Old-School Mistakes

• Focusing on keyword density
• Neglecting mobile optimisation
• Ignoring page speed
• Creating content without purpose

Your Action Plan On How To Do SEO

Week 1: Foundation

• Audit your current technical SEO
• Set up Google Search Console and Analytics
• Identify your main topic clusters
• Set up AI tool monitoring: Google Alerts for brand mentions
• Track AI overview performance: Monitor citations in Google’s AI mode

Week 2-4: Content Strategy

• Research your audience’s actual questions (including AI tool queries)
• Create your pillar content pieces
• Plan your cluster content calendar
• Optimise existing content for AI citations: Add clear answers and structure
• Audit current AI overview presence: Check which content gets cited

Month 2-3: Content Creation

• Write comprehensive, helpful content
• Optimise for search intent, not just keywords
• Build internal linking structure
• Create AI-friendly formats: FAQs, step-by-step guides, data-driven content
• Structure for AI overviews: Answer-first approach with clear citations

Month 4+: Promotion and Optimisation

• Reach out for quality backlinks
• Engage with your community
• Monitor and adjust based on performance
• Track AI tool citations: Monitor how often your content gets referenced

Here’s a Short Note On How To Do SEO

SEO in 2025 isn’t about gaming the system, it’s about becoming genuinely valuable to your audience across ALL platforms where they search for information.

Google’s AI is sophisticated enough to recognise authentic expertise and helpful content. But here’s the kicker: so are ChatGPT, Claude, Perplexity, and other AI tools that are increasingly becoming the first stop for information seekers.

Stop trying to trick any algorithm. Start focusing on being the best resource in your niche. Create content that makes people think, “This is exactly what I was looking for,” whether they found it through Google, asked ChatGPT about it, or discovered it through any other AI tool.

The new SEO reality on how to do SEO: You’re not just competing for Google rankings anymore. You’re competing to be the source that AI tools trust and cite. The businesses that thrive are the ones that create content so valuable, so well-structured, and so authoritative that both search engines AND AI tools naturally want to reference it.

Build relationships, not just links. Solve problems, don’t just target keywords. Create content that works across the entire information ecosystem.

That’s it. No magic tricks, no secret hacks, no shortcuts. Just solid, strategic SEO that works in the real world of 2025, where AI tools are just as important as traditional search engines.

Now stop reading and start implementing. Your competition is already adapting to this new reality while you’re still planning.