In the rapidly evolving landscape of search engine optimization, the old ways of thinking about SEO—like focusing solely on ranking in Google’s classic 10 blue links—are no longer enough. As we move deeper into the AI era, the rules have changed dramatically. If you’re still relying on outdated strategies, you’re already falling behind. But don’t worry, because with the right skills and mindset, there is more opportunity now than ever before to dominate organic search and grow your business.
In this comprehensive guide, we’ll explore seven essential SEO skills you need to thrive in 2025 and beyond. These insights are inspired by the expertise of Nathan Gotch, a thought leader in SEO and digital marketing, who has been sharing how to adapt to this new era. Whether you’re an SEO professional, a digital marketer, or a business owner, mastering these skills will position you to win in a world where AI is reshaping how search works.
Traditionally, SEO has been synonymous with Google optimization. However, thinking of SEO as simply optimizing your website for Google’s organic search results is now an outdated approach. The reality is, search happens everywhere. Google remains the dominant search engine, but it’s just one piece of the puzzle.
Take a simple keyword like "how to dribble a basketball". When you type that into Google, you don’t just get a list of blue links anymore. You see videos from YouTube, posts from Reddit, Google Business Profiles, Amazon listings, LinkedIn content, and more. Google is pulling information from multiple sources and platforms, and AI-powered large language models (LLMs) like ChatGPT also draw on data from a variety of places.
This means the new SEO skill is to optimize your presence across multiple platforms, not just your website. Your website should still be your home base—a critical asset where you convert traffic into customers—but you need to think bigger and broader.
By diversifying your SEO efforts across these platforms, you increase your chances of reaching your ideal customers wherever they are searching. The goal is to own as much organic real estate as possible on Google and beyond.
For example, Nathan Gotch shares that he targeted the keyword "how to start an SEO business" and created content across multiple platforms: Google organic, YouTube, LinkedIn, Amazon, and more. This cross-platform domination allowed him to capture a wide variety of search results, pushing his brand to the forefront wherever the keyword was searched.
Key takeaway: Stop thinking of SEO as website-only. Think of it as search everywhere optimization. Own the platforms where your customers search and consume content.
Continuing from the first skill, the second skill is about owning as much organic search real estate as possible—not just on Google, but across other channels.
Many businesses still measure success by traditional Google organic rankings. However, with changes like Google’s AI mode, the number of clicks from Google organic results is decreasing. This means you can no longer rely solely on Google SEO to drive traffic and sales.
Instead, you need to expand your focus to other platforms that can send traffic or even allow you to sell products natively without sending users back to your website. For example, selling books directly on Amazon allows you to capture sales on the platform itself.
When choosing which platforms to optimize for, it's crucial to understand where your customers are actually spending their time. For instance:
Each platform has its own metrics and KPIs, but the ultimate measure of success is revenue growth. Month over month, quarter over quarter, and year over year growth in revenue is what really matters.
Practical advice: Build your presence on relevant platforms, create content tailored to each, and track how they contribute to your overall business goals. Don’t be romantic about any one platform; be pragmatic and data-driven.
With the rise of AI-powered search like ChatGPT, Google’s AI mode, Perplexity, and Gemini, understanding what influences these large language models has become a critical SEO skill.
Unlike traditional search engines, you can’t create a profile or directly optimize for these AI platforms. Instead, you influence them indirectly through signals they use to determine what content to show.
Consider the example of a local HVAC business in Plano that has naturally optimized for large language model visibility:
These signals help the business show up across multiple AI-powered search platforms, including Google’s AI mode, ChatGPT, and Perplexity.
Important: The AI models crawl search engines like Bing, DuckDuckGo, and others to gather data. So, traditional SEO signals like backlinks, content relevance, site structure, and trustworthiness still matter.
Simply put, the best way to influence LLMs is to:
There’s no magic trick to game these models. Instead, focus on being a good business, doing quality work, and marketing your brand well.
One of the most exciting developments in SEO and digital marketing is the rise of no-code and low-code platforms—what Nathan Gotch calls "vibe coding."
Vibe coding tools allow you to build real, functional web applications, websites, and marketing tools quickly and inexpensively, often with no prior coding skills. This is revolutionary because it removes the traditional barriers of cost, time, and expertise that held many entrepreneurs and marketers back.
Nathan shares an example of creating a simple linkbait tool using Replit (a popular no-code/low-code platform). The entire project took less than five minutes and cost roughly 25 cents to build, which is a stark contrast to traditional development costs that could run into thousands or tens of thousands of dollars.
He also built a fully functional SaaS business using vibe coding in just seven days part-time, complete with front-end and back-end functionality. The business is already profitable, demonstrating the power of these tools to rapidly prototype and launch real revenue-generating projects.
Why is this important for SEO? Because it enables marketers and SEO professionals to:
This skill is no longer optional—it's a game-changer for anyone serious about digital marketing in the AI era.
In a world where earned media strongly influences AI and large language models, mastering linkbait is vital.
Linkbait refers to content designed to attract backlinks naturally by providing exceptional value, sparking controversy, or offering unique insights. Backlinks remain a powerful signal for both traditional SEO and AI-driven search because they indicate trust and authority.
Here are some effective linkbait strategies:
Nathan recommends building a “dream 100” list of authoritative websites in your niche to target for linkbait outreach. But also look outside your industry for inspiration. Often, ideas that work well in one industry can be adapted creatively for another.
Remember: Don’t get caught up in debates about dofollow vs. nofollow links. Links from trusted, high-authority sites—even if nofollow—are valuable for brand visibility and trust.
The traditional image of an SEO expert as someone who tweaks meta tags, optimizes keywords, and builds backlinks is evolving. The future belongs to builders—those who create new digital assets, products, and experiences that users love.
AI tools can handle many of the routine optimization tasks faster and better than humans. This means your competitive advantage lies in your ability to generate ideas, innovate, and build projects that stand out.
Nathan emphasizes that AI tools like ChatGPT or Replit don’t do anything until you give them direction. They are powerful extensions of your creativity and vision, not replacements.
So, if you want to succeed:
The best ideas always win. Execution has been democratized by AI, so it’s the quality and originality of your ideas that will set you apart.
The structure of SEO teams is changing rapidly. With AI capable of handling many tasks, the demand for traditional SEO roles is shifting. SEO job postings have decreased, and budgets are tightening, but this is a natural evolution rather than a crisis.
Future SEO teams will be lean, strategic, and heavily augmented by AI technology. Nathan outlines a model for a modern SEO team:
One person, equipped with AI tools, can technically run an entire SEO operation, but having specialists or architects for each area is ideal.
The future team is a hybrid of human creativity and AI execution, working together to maximize efficiency and results.
Perhaps the most important skill of all in the AI era is adaptability. The SEO landscape changes rapidly, with new tools, algorithms, and technologies emerging constantly. What works today might be obsolete tomorrow.
Nathan stresses that clinging to old methods or sunk costs—the time and money invested in outdated skills—is dangerous. Instead, you must:
Learning by doing is crucial. Traditional education methods, like reading books or attending classes, are less effective in this fast-moving environment. Real learning comes from taking action, solving problems as they arise, and building experience through practical application.
For example, reading about keyword research won’t make you an expert. Doing keyword research repeatedly, encountering challenges, and figuring out solutions will. The knowledge you gain through experience sticks and compounds, unlike passive consumption.
Finally, Nathan highlights that many people resist change and waste time complaining about AI instead of embracing it. The reality is AI is here to stay and will only become more powerful. The winners will be those who jump in, learn quickly, and use AI to their advantage.
SEO in 2025 is not what it used to be. The rise of AI and large language models has fundamentally transformed how search works and what it takes to succeed. To thrive in this new environment, you must evolve your approach and develop new skills. Here’s a quick recap:
By embracing these new rules and skills, you position yourself to not only survive but thrive in the AI-driven future of SEO. The opportunities are immense for those willing to evolve and innovate.
Remember: It’s not about resisting change or clinging to old methods. It’s about being proactive, creative, and strategic—using the best tools and techniques to build a strong, visible, and valuable online presence.
Start today by expanding your SEO beyond your website, experimenting with AI-powered tools, and focusing on creating meaningful, relevant content that serves your audience across all platforms. The new era of SEO is here—are you ready to lead?
