How to do SEO in the AI ​​Era: Strategy for Optimization and Citation

SEO is first and foremost a concept and needs to be prioritized strategically and intelligently. If you've come here looking for how to do SEO in practice, think of this guide as a complete roadmap for applying the method on the main fronts (website, video, social, communities and local).

Relying on just one platform is a risk. Experiments with AI in search - such as AI Overviews and AI Mode on Google, as well as Copilot Search on Bing - aggregate information from various sources, display links and citations and lead the user to continue searching when they find quality signals.

In other words, SEO ceases to be an isolated "channel" and becomes the umbrella that guides content, distribution and discovery at all points of contact.

This needs to speak directly to your content marketing within a complete digital marketing approach, serving as the basis for an inbound marketing strategy that underpins your marketing strategy as a whole.

By strengthening your strategic spaces on the web, you increase the likelihood of being referenced in these responses, which require deliberately distributing the same theme, adapting it to the format of each surface: Google (pages), YouTube (long videos), TikTok (short and long videos), Instagram (feed), Reddit (communities), Pinterest (authorial images) and Maps (local presence).

Distribution has become the biggest lever for organic traffic growth, including for LLM SEO, because it makes your content more findable and citable.

Google, for example, reports that AI experiences in search have connected more people to websites and generated more quality queries and clicks, according to the AI in Search announcement.

What you'll see in today's content!

• Why SEO is a concept and not just organic traffic
• How to do SEO and what has changed with AIs in Google and Bing searches
• Which sources AIs and search engines consult and cite most often
• How to do SEO optimized for each platform in order to be cited by AIs
• Which strategic spaces increase the chances of AI citing your brand
• Why relying on a single platform is risky for your SEO
• How the ICP journey loses conversions and how to avoid it
• How to SEO LLMs (AI Overviews, Copilot and the like)
• How to create a 90-day plan to implement this strategy
• How to do SEO and turn distribution into a continuous process
• Key learnings on how to do SEO and get cited by AIs

Happy reading!

Why is SEO a concept and not just organic traffic?

If you've ever felt the frustration of publishing excellent content and seeing it "disappear" from the feed or SERP, take a breath: it's not (just) about keywords. It's about how your brand exists as a whole on the web.

A useful metaphor is to think of SEO as digital urbanism: it's not enough to have a nice house (a post). You need well-marked streets (links and structured data), busy squares (communities), clear signage (entity/authorship) and access via different means (text, video, image, location).

When this city works, people and AIs can arrive, understand and trust.

This is exactly where well-planned content marketing underpins the consumer journey, from first contact to conversion, within your digital marketing.

SEO has evolved from "optimizing a page" to optimizing an ecosystem: everything that can be discovered and cited - website, videos, profiles, communities, pins, local tokens, structured data and FAQs - must be thought of as part of a coherent system.

The basis is Google's guidelines, especially Search Essentials and the people-first content guide, complemented by structured data that helps mechanisms and AIs understand the form and purpose of each asset.

When it comes to SEO as a concept, the focus is organized on four fronts:

• Brand entity: robust Author/Company pages.
• Multi-platform assets: a theme gives rise to a pillar page,long-form video, shorts/reels, pin and community topic.
• Continuous distribution: publish and redistribute where human searches and AIs take place.
• Combined measurement: demand captured in traditional search plus demand created in Discover/Explore, social perspectives and AI citations, with signals from Discover, Perspectives and Discussions & Forums.

In simple terms: if your knowledge only lives in one format, you limit the paths to discovery. By integrating this into your inbound marketing strategy , you create touchpoints that feed nurturing, social proof and conversion without relying on paid media.

When it's present in several connected formats, you widen the doors of entry and increase the chance of being cited by humans and AIs.

SEE ALSO THESE CONTENTS:

• How to increase visibility on Google: LLMs and AI to grow with SEO
• The 'New' sales funnel for SEO with LLMs
• ChatGPT vs Google: how to adapt your SEO for the AI era

How to do SEO and what has changed with AIs in Google and Bing searches?

Searches have become more conversational, multimodal and composite - in good Portuguese: the person searches as they speak, mixes formats (text, image, video) and brings together several intentions in the same query (compare, filter, decide).

In this scenario, Google has expanded AI Overviews and AI Mode, while Microsoft has launched Copilot Search. These experiences aggregate information from various sources, show reference links and encourage longer, more specific queries.

Microsoft makes it clear that Bing/Copilot cites sources directly in the answer, see Reinventing search, and Google highlights that AI is connecting people to the web with positive engagement metrics (AI in Search).

Practical example: someone searches "how to do SEO for a newly opened dental practice". AI Overviews brings together a pillar guide (website), a YouTube tutorial with checklist, a Reddit discussion on common mistakes and the Maps sheet of local clinics for reference.

If you only have one blog post, you run the risk of inspiring the user but letting them follow the journey on another brand's content.

What changes for you now: write like a conversationalist, anticipate the reader's next questions (People Also Ask - PAA) and offer the same answer in different formats - tying everything into your content marketing to strengthen organic traffic and inbound lead quality.

For each pillar topic, publish the full page on the website, record a step-by-step video, generate short clippings, create original images that illustrate the concept and participate in a relevant discussion, as this creates multiple proof points that AIs can track and cite.

Which sources do AIs and search engines consult and cite most often?

Think of three layers that work together: guidelines, structure and surfaces. In guidelines, align yourself with Search Essentials and people-first content. In structure, apply structured data and validate in the Rich Results Test; use Article, FAQPage, HowTo, Product, Organization and LocalBusiness to make your content machine-readable.

Finally, in surfaces, extend the reach in Perspectives and Discussions & Forums, take advantage of the Google-Reddit partnership and take care of the location with relevance, distance and prominence in Maps.

Translation to everyday life: "guidelines" ensure that you can rank, "structure" ensures that AI understands what you've published and "surfaces" ensure that people find you in different contexts.

How to do SEO optimized for each platform to be cited by AIs

Google (pages)

For pages, the backbone remains Search Essentials and the people-first content guide.

Apply structured data to Article, FAQPage and HowTo content, and validate everything in the Rich Results Test. Keep real FAQs at the end of each guide and connect pillars and satellites by internal linking (SEO ON Page).

Google itself makes it clear that good practices extend to AI resources, such as AI Overviews.

See also:

Overview created by AI: what is it and how does it work?

YouTube (long videos)

On YouTube, organize scripts as guides with a beginning, middle and end; use chapters and describe with natural keywords, avoiding stuffing.

Ensure account verification to upload videos longer than 15 minutes and understand how YouTube search works to calibrate metadata, landing pages and calls to action.

See also:

How to create a YouTube channel: a guide on how to get on well

TikTok (short and long videos)

In TikTok, the first few seconds are decisive. Create a clear hook within three seconds, write subtitles with searchable terms and keep the topic focused.

Explore Creator Search Insights to understand what people are looking for, learn how the #ForYou recommendation works and, if it makes sense, test paid search features with Search Ads Toggle to generate learnings applicable to organic.

Instagram (feed)

Carousels work well when they answer specific questions ("how to do X in 5 steps?") and when the cover makes a clear promise.

Encourage saves with checklists and invitations to delve deeper into the site. The workings of Feed/Reels ranking have already been explained publicly; a good overview can be seen in this market overview.

See also:

How to Make my Instagram Appear on Google with SEO

Reddit (communities)

In communities, deliver real value: comparisons, behind the scenes and honest lists of pros and cons. Write titles in question format, respect the rules of each subreddit and be useful before promotional.

Google has surfaces such as Perspectives and Discussions & Forums, and its partnership with Reddit makes it easier to show relevant discussions in the search results.

Pinterest (copyright images)

Publish Fresh Pins regularly and follow good creative practices. Use titles and descriptions with searchable terms and direct clicks to your pillar pages.

The updated audience building guidelines are in this official guide and the distribution logic can be optimized with these performance recommendations.

Google Maps (physical location)

Optimize your listing with the right categories, clear description, photos and responses to reviews. Keep name, address and phone number consistent across directories and understand that local ranking considers relevance, distance and prominence.

Publish posts and use the Q&A section to anticipate common questions.

How to distribute content by platform: what to publish, how to optimize and what signals do AIs read?

Below is a practical overview to guide planning and metrics, useful for operationalizing content marketing without losing sight of generating organic traffic.

Table 01: Distribution map by platform (what to publish, how to optimize, what signals AIs read)

Which strategic spaces increase the chances of AI mentioning your brand?

On your website, prioritize complete and durable pillar pages, each with an FAQ that captures real questions and with appropriate structured data (Article, FAQPage, HowTo, Product, Organization).

Strengthen Author/Company pages with signs of credibility (cases, certifications and awards).

In the Google ecosystem, understand that AI Overviews and AI Mode are designed to highlight the web and not replace it; Discover can generate attention outside of classic search; and Perspectives elevates content from creators and communities. On Bing, Copilot Search keeps citations visible.

Why is relying on a single platform risky for your SEO?

When your organic growth depends only on "blue links", you are exposed to fluctuations in core updates, lose coverage in non-text formats (video, image, discussion) and create fewer capture points for AIs, which scan the entire web.

Diversifying doesn't mean pulverizing: it means organizing topics into coherent formats, building a network of internal links and crossing media with consistency. The effect is compounded: more discovery paths, more chances of being cited by AI and greater brand recall.

How does the ICP journey lose conversions and how can it be avoided?

Imagine that your Google guide triggers ICP intent. This person then searches for long videos on YouTube to validate the step-by-step. There, a competitor with a practical tutorial, social proof and a clear CTA captures the lead. You've sown the seeds of intent, but another brand has reaped the harvest.

Now, visualize the same journey with full distribution: the pillar page features an embedded video; shorts/reels reinforce the first steps and lead to the guide; a Reddit thread answers advanced questions transparently; Pins summarize the checklist to save; and the Maps tab shows local authority.

The user notices consistency, finds evidence in various formats and maintains the thread with your brand, even when the AI aggregates the sources.

Moral of the story: distribution isn't about "spreading for the sake of spreading"; it's about linking formats so that the person never has to leave your ecosystem to take the next step.

How to SEO LLMs (AI Overviews, Copilot and the like)

To make this actionable in your day-to-day life, think of five continuous fronts, each with a simple definition, a practical example and a quick step-by-step to get you started.

If your question is how to do SEO to appear in these responses, start with the first two fronts below.

1) Canonicity and coverage. What it is: ensuring a pillar page that really "solves the issue" from end to end (definitions, steps, comparisons, pros and cons) and provides objective FAQs; AIs prefer short answers anchored in verifiable context.

Example: a "How to implement local SEO in healthcare clinics" guide with a "what is it" section, step-by-step checklist and frequently asked questions.

Quick action (15 min): audit your main pillar page and check that it clearly answers "what it is, why it matters, how to do it, common mistakes and next steps".

2) Structure and traceability. What it is: make content machine-readable; apply structured data, declare entities (Organization, Author) and maintain clear internal linking between pillar, satellites, video and communities.

Example: Article + FAQPage + HowTo on the same topic, linking to support posts and the corresponding video.

Quick action (15 min): validate critical content in the Rich Results Test and adjust missing fields (headline, author, datePublished, mainEntity, step/HowToStep).

3) Demonstrable authority (E-E-A-T). What it is: prove experience, evidence and authorship. Bring cases, backstories, methodology and references, following the people-first content guide.

Example: include mini case studies, screenshots of results and names of those responsible.

Quick action (15 min): add a "How we validated this guide" box with who wrote it, how they tested it and what sources they used.

4) Multiformat and multimodal. What it is: offer the same answer in text, video and image, prioritizing YouTube as visual proof and Pinterest for authorial variations, as well as discussions on Reddit and explanatory posts on Instagram.

Example: the pillar guide becomes a long video, three short clippings, a carousel and two pins referring to the page.

Quick action (15 min): list 3 excerpts from your guide that become short clips (hooks of up to 5 s) and draft subtitles with searchable terms.

5) Performance and clarity. What it is: make it easy to consume and cite: question format headings (PAA), short paragraphs, tables when it makes sense and links to official documentation in the flow of the text itself.

Example: section "How to appear in Google's AI Overviews?" with 2-3 sentence answers and a link to the source.

Quick action (15 min): rewrite the H2/H3 of your main guide in question format and add a summary table at the end.

If time is short, prioritize 1 and 2: canonicity and structure usually unlock 80% of the impact; the other fronts broaden reach and increase the chance of citation in responses generated by IAs.

Image: How to do SEO and get cited by AIs: a practical guide to optimizing for generative AI

How can I create a 90-day plan to implement this strategy?

Divide it into four phases, with clear goals, people responsible and success metrics for each stage. If you're starting from scratch, follow the bare minimum below and adjust the cadence according to your ability.

Phase 1 (weeks 1-2): Foundation and alignment

• Objective: to build the technical and editorial foundation of the first pillar theme, aligning SEO with the content marketing plan and your quarterly marketing strategy.
• What to do: define ten pillar themes for the quarter; prioritize #1; produce/adjust the pillar page (2,000-3,000 words) with real FAQ and structured data; review Author and Company pages (credibility proofs).
• Deliverables: 1 complete pillar page; 1 FAQ validated with the Support/Sales team; structured data tested; interlink map between pillar and satellites.
• Initial metrics: impressions and CTR in Search Console for pillar terms; average time on page; clicks on CTAs.
• Common risk: trying to write about everything at once. Antidote: focus on one pillar until it becomes publishable and trackable.

Phase 2 (weeks 3-4): Long media and drift

• Objective: transform the pillar into multimodal assets and open up new proof points for AIs.
• What to do: script and record 1 long video (YouTube) aligned with the page; create 3-5 short clips (TikTok/Reels); produce 1 Instagram carousel; publish authorial Fresh Pins leading to the pillar; insert the video into the page; write YouTube description with chapters and links.
• Deliverables: 1 long video + library of clips; 1 carousel; 3-5 Pins; consistent cover and thumbnails.
• Initial metrics: watch time and % viewed (YouTube), retention in the 3/5/10s (TikTok/Reels), saves per reach (Instagram), clicks to website (Pinterest).
• Common risk: publishing without semantic coherence between formats. Antidote: repeat the same thesis and core keywords in all assets.

Phase 3 (weeks 5-6): Community and local presence

• Objective: generate public validations (discussions and evaluations) and reinforce local entity.
• What to do: open or participate in 1 Reddit discussion on the topic, bringing real behind-the-scenes; optimize the Google Maps sheet (categories, description, photos, Q&A); encourage authentic reviews and respond to all; publish 1 short post on the sheet highlighting the pillar.
• Deliverables: Reddit thread with useful answers; Maps sheet completed and updated; new reviews published.
• Initial metrics: upvotes/engagement on Reddit; route/link requests; volume and average rating of reviews; review words related to the topic.
• Common risk: sounding promotional in the community. Antidote: transparency and usefulness before any CTA.

Phase 4 (weeks 7-12): Scaling and learning

• Objective: replicate the cycle in pillar #2 and refine #1 based on the data.
• What to do: repeat the playbook for the second pillar; convert recurring questions into additional FAQs; add HowTo with original images; adjust titles/descriptions of videos and pins; expand internal links between pillars and satellites.
• Measurement and prioritization: track impressions/CTR (Search Console), watch time (YouTube), initial retention (TikTok), saves (Instagram), clicks (Pinterest) and local actions (Maps). Connect these indicators to the stages of the inbound marketing strategy funnel (attraction → consideration → decision) for pitch and investment decisions. Identify which assets generate the most citations and cross-browsing and double down on them (new clips, new pins, new community topics).

How to do SEO and turn distribution into a continuous process?

You don't control where the user, or the AI, starts; what you do control is being findable, trustworthy and remembered.

If your question is how to do SEO every day without getting lost, treat SEO as a process: choose a pillar theme, publish a full page with FAQ and structured data, derive a long video and some short clippings, participate in a relevant discussion and keep your Maps file alive.

This way, your assets are citable on multiple surfaces and distribution becomes a continuous process, not an isolated act - integrating SEO, content marketing and inbound marketing strategy into your marketing strategy.

If you're short of time, start today with a simple step: revise your main guide to clearly answer "what it is, why it matters and how to do it", and link that guide to at least one video and one community post.

Keep producing. Distribute with intention. Diversify formats. Intensify your brand.

Key learnings on how to do SEO and get cited by AIs

To perform on Google and appear in IA responses, treat each topic with a pillar page that starts with a direct answer (2-3 lines), brings H2 in question format (PAA), lists/tables and structured data (Article/FAQPage/HowTo). Reinforce the entity (brand/authors) with visible E-E-A-T (bio, sources, dates) and build a cluster of satellites linked by clear interlinks. Optimize the technical basics (INP/LCP/CLS, canonicals, sitemap), use AEO/GEO (answer blocks and FAQs for generative engines) and keep references reliable and up-to-date. Distribute the same knowledge in native formats (blog, video, carousel, newsletter, communities) to multiply discovery doors and citations. Measure by channel (Search Console, YouTube, networks), connect to funnel/revenue and update pillars every 90 days.

To turn this plan into citable results for AIs and search engines, the next step is to structure your pages with Schema.org data .

Apply the Article, FAQPage, HowTo, Organization and LocalBusiness types to your pillar pages, FAQs and guides - and validate everything in the Rich Results Test.

This way, you make your content machine-readable, reinforce the brand entity and increase the chance of appearing (with citation) in AI responses. See step by step how to implement Schema.org correctly on your site.

FAQ - How to do SEO and be cited by AIs

What does SEO mean in the age of AIs?

Doing SEO today goes far beyond ranking on Google. The concept has evolved into a discovery ecosystem, where your content needs to be present on different surfaces - website, video, social networks, communities and maps. In this way, it becomes visible and citable by search engines and artificial intelligences.

Why is SEO a concept and not just organic traffic?

Because SEO involves the brand's complete presence on the web.
It's not just about keywords, but about how your brand is understood and connected digitally.
It's like building a city: pages are houses, links are streets and communities are squares. The more organized and coherent this ecosystem is, the easier it is for people and AIs to find and trust you.

What are the pillars of modern, intelligent SEO?

Today's SEO is based on four essential fronts:

1. Brand entity: robust Author and Company pages.
2. Multi-platform assets: transform each topic into several formats (page, video, carousel, post, discussion).
3. Continuous distribution: publish and redistribute where human searches and AIs take place.
4. Combined measurement: track demand captured in search, Discover, discussions and AI.

How have AI searches changed traditional SEO?

Searches have become conversational, multimodal and compound.
Google, with AI Overviews and AI Mode, and Bing, with Copilot Search, now gather information from various sources, cite links and display answers that connect users to the web.
This increases the importance of offering the same content in multiple formats and surfaces.

What types of content do AIs and search engines cite the most?

AIs prioritize machine-readable and reliable content, with validated structured data.
The most cited sources include:

• Sites with Schema.org data applied (Article, FAQPage, HowTo, Organization, LocalBusiness);
• Reputable platforms (YouTube, Reddit, Pinterest, Maps);
• Original, up-to-date content with proven authorship (E-E-A-T).

How to optimize SEO for each platform?

• Google: use structured data, connect pillar pages and satellites and maintain real FAQs.
• YouTube: create long, well-scripted videos and use clear chapters and descriptions.
• TikTok: focus on the first 3 seconds and use searchable terms.
• Instagram: create explanatory carousels and encourage saves.
• Reddit: participate in discussions with transparency and useful content.
• Pinterest: publish original pins with descriptive titles and links to the site.
• Google Maps: keep up-to-date with good reviews and photos.

How to distribute content to be cited by AIs?

The secret lies in coherence and consistency.
Each pillar theme should generate different formats connected to each other - page, video, carousel, pin and post - with consistent links and data.
The more interconnected formats, the greater the chance of being cited in AIs' responses and search results.

Which strategic spaces increase the chance of citation?

Prioritize:

• Pillar pages complete with FAQs and Schema.org data;
• Author and Company pages with proven credibility;
• Content in Discover, Perspectives and communities;
• Optimized local profiles on Maps and relevant topics on Reddit.

These elements extend your digital presence and reinforce your brand entity.

How to put together a 90-day plan for SEO with AI?

• Phase 1: build the pillar page and validate structured data.
• Phase 2: derive long-form videos, clips and pins.
• Phase 3: engage communities and strengthen local presence.
• Phase 4: replicate the process and measure results (Search Console, YouTube, TikTok, Maps).

This cycle creates consistency and generates continuous learning.

What is SEO for LLMs (AI Overviews, Copilot and the like)?

It is the set of practices that make your content citable and crawlable by language models.
The main actions are:

1. Creating complete and contextual canonical pages.
2. Apply validated structured data.
3. Demonstrate experience and authorship (E-E-A-T).
4. Distribute the same theme in multiple formats.
5. Maintain clarity and performance for easy citation.

How to turn SEO into a continuous process?

Treat SEO as a routine, not a campaign.
Choose a pillar topic, publish an FAQ guide, derive videos and participate in relevant discussions.
That way, your content becomes discoverable, trustworthy and remembered - by people and artificial intelligences alike.