Marketing Against The Grain How to Rank #1 in ChatGPT Results (AI SEO Strategy)
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Jun 17, 2025 
Aja Frost, Sr. Director of Global Growth at HubSpot and an SEO expert, shares her insights on the seismic shift in SEO caused by AI and large language models. She discusses how AI-driven searches, like those from ChatGPT, are reshaping consumer behavior and emphasizing the need for brands to adapt their strategies. Aja reveals why AI search visitors are four times more valuable than traditional clicks and offers practical tips for optimizing content in an AI-first world, including the importance of unique, solution-oriented content.
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Shift from Traditional SEO to AI Search
- Organic traffic from traditional Google blue links is rapidly moving into AI-driven search experiences like ChatGPT.
- Businesses must adapt by optimizing for AI platforms to maintain visibility and leverage more valuable traffic.
AI Search Is an Action Engine
- LLM-powered AI search acts as an "action engine," enabling users to take immediate steps, unlike traditional search which mainly answers questions.
- AI visitors progress buyers efficiently through their journey, making this traffic more valuable.
Visits Matter Less in AI Search
- Traditional metrics like website visits are losing importance in AI search.
- What matters now is becoming the recommended solution visible inside AI platforms, not just driving visits.