Yoast Explains Why SEO for AI Is Now the Priority for Traffic and Conversions

Key Takeaways

• SEO success depends on AI visibility. Tools like ChatGPT and Google’s AI Mode now require companies to expand beyond traditional SEO tactics.
• Tools help, but strategy still wins. Solutions like Yoast are important, but long-term growth comes from an SEO strategy aligned with business goals.
• Old metrics are losing relevance. As search behavior evolves, newer indicators like LLM mentions and AI discovery are crucial to measure real SEO impact.

The way people discover information online is changing fast. It’s not just about search engines anymore, it’s about showing up in AI tools like ChatGPT and Google’s AI Mode.

Alex Moss, Principal SEO at Yoast, knows this shift better than most. With nearly two decades in the search space, spanning technical SEO, content, and site architecture, he’s seen how SEO is evolving.

In our conversation, Alex shares his thoughts on what agencies and businesses need to do in this new search environment.

Who Is Alex Moss?

Alex Moss is Principal SEO at Yoast and Co-Founder of digital agency FireCask. With nearly two decades in search, his career spans in-house roles, freelance work, and agency leadership. Specializing in technical SEO and WordPress, he’s built plugins, custom themes, and frameworks while leading high-level optimization projects since 2010.

AI Is Changing the Rules of SEO

SEO used to be about optimizing for algorithms, but now it’s becoming about staying visible across a multitude of AI systems.

“The rise of large language models (LLMs) and platforms such as ChatGPT has changed the way a user discovers information online.

We’re no longer working with an algorithm to help a site or page rank well, instead the method of information retrieval makes data on how you appear online harder to track” Alex says.

That shift means companies must think beyond traditional SEO and prepare for what Alex calls “Discovery Optimization” and “Agent Experience Optimization.”

“Success metrics have to become wider, as other metrics we’ve used over the years (such as ranking success and CTR) are declining in value,” he says.

Automation Helps, But It Does Not Replace Strategy

Yoast SEO and similar tools are helpful, as they reduce the barrier to entry for non-technical teams and automate many SEO best practices.

But Alex cautions that relying too heavily on automation can create a false sense of confidence.

“Some believe that simply installing a plugin like Yoast SEO is the only key to SEO success.

But there’s still continual work attached to both growing and maintaining your site and brand’s online presence and authority,” he warns.

Alex points out that while Yoast handles a lot of the technical SEO automatically, brands still need a solid foundation.

That includes a performing site, helpful content, and a strategic approach.

The Metrics That Matter Are Evolving

As user behavior changes, so too must the way businesses track SEO performance.

Alex stresses that while impressions and CTR are still worth watching, these shouldn’t be your only compass.

“There’s the usual metrics: impressions, visits, CTR, bounce rate, conversion rate… but some of these are declining in value,” he explains.

He recommends shifting focus to newer indicators of visibility within AI ecosystems.

These include appearance in Google’s AI Mode, LLM-based server logs (Cloudflare’s AI audit is one early option), and mentions in AI-generated content.

“There will be more solutions being introduced in the near future to help track and report on these changes,” he says.

It’s a transition period, and Alex is clear that marketers need to broaden how they define success.

“Any metric you choose to monitor should have the end goal of increasing revenue and profit for the business.”

Agility and Experimentation in AI Search

Companies often fall into a pattern of “what’s worked before”, which can be deadly in a fast-moving space like SEO.

Alex sees this lack of agility as one of the biggest internal challenges facing SEO professionals.

“A brand may find themselves stuck in their ways, which can cause friction for an SEO who wants to experiment, test and be more bold with their SEO and general marketing activity,” he says.

When change is needed, data becomes your best asset.

“Ensure that any recommendations you make are backed up with data or research.

When an eventual discussion happens where you may be asked, ‘Why would we do this? We’ve always done it another way before and it worked,’ use that data to show that there’s also a risk by omission.”

That means rethinking brand messaging, content production, and even the way teams collaborate. As AI-driven discovery keeps evolving, standing still becomes a liability.

Choosing the Right SEO Partner Matters More Than Ever

In a crowded and often noisy SEO services market, Alex advises brands to go beyond surface-level promises when choosing an SEO partner.

“Do they understand your business? This doesn’t mean that you should only choose an agency because they specialize in your industry, as that has both pros and cons,” he advises.

What matters more is whether the team working on your account has meaningful experience and a track record of results.

“Ask for case studies, and how it applies to your own brand.

Does the agency itself have authority within a certain aspect of SEO, and does that in turn help your brand’s position?”

Choose a partner that knows how to adapt and tie SEO performance directly to business outcomes.

Testimonies of When Strategy and Tools Work Together

While Yoast SEO can’t replace strategy, it can make execution far easier.

Alex points to real-world examples where the combination of the right tools and a clear mindset led to quick results.

“We started doing things ourselves and used Yoast to help us throughout, and we immediately started seeing results a week in.

Yoast became one of the greatest tools for optimizing our website,” says David Darwish, CEO of Pridemark International.

Another long-time user referred the importance of ongoing optimization.

Ajay Patel, founder of ThemeSelection, told us that “The readability analysis ensures that our content is user-friendly, which has helped us maintain a good balance between SEO and user experience.

Over the years, we’ve noticed a significant improvement in our site’s search rankings and overall organic traffic.”

In both cases, results came not just from installing a tool, but also from learning how to use it to continuously improve content and site health.

The SEO Shift You Need to Understand

As SEO continues to metamorphose, so must the way brands approach visibility, performance, and strategy.

AI and LLMs are no longer just emerging technologies.

They’re already reshaping how customers find your brand. Those who adapt will gain the upper hand.

Alex's advice to executives?

“Keep learning, stay flexible, and focus on the next wave of discovery.”