Are we all too busy optimizing for AI to notice we are leaving money on the table?
That is exactly what the latest Ahrefs podcast set out to explore.
With brands scrambling to “rank” in ChatGPT, Perplexity, or Google’s AI Overviews, Ahrefs’ experts argue that businesses might be chasing futuristic trends while ignoring opportunities that exist today and they are massive.
This is not about dismissing AI SEO altogether. It is about rebalancing priorities.
And as Ahrefs’ Tim Soulo (CMO) and Patrick Stox (Product Advisor) point out, the obsession with “Answer Engine Optimization.”
It may be causing marketers to miss out on the world’s second-largest search engine and the oldest marketing rule in the book: build something worth talking about.
Why Are Businesses Missing Real Opportunities While Chasing AI SEO?
The podcast begins with an observation that should make every marketer pause.
“YouTube is the second largest search engine,” Patrick Stox said. “And yet people are fixated on AI assistants that in total drive less than 1% of their traffic.”
Think about that for a second. While entire marketing teams are busy trying to get mentioned in ChatGPT responses, YouTube alone processes more search queries daily than any platform besides Google itself.
And this is not theoretical traffic, these are engaged users actively searching for tutorials, reviews, and “how-to” content.
In other words, real discovery moments where brand visibility directly converts to business.
Patrick’s advice was clear and almost urgent: “If you are not doing it, go do more video right now.”
For him, YouTube isn’t a secondary channel, it’s the biggest underused opportunity in SEO and marketing today.
Why YouTube Is Still a Goldmine for SEO and Brand Awareness
It is easy to overlook YouTube in a world obsessed with generative AI and voice search but the numbers don’t lie.
Over 2.7 billion logged-in users visit YouTube monthly. People use it to compare products, learn new skills, and research brands.
Yet, many marketers still treat it as “just a video platform,” not a search engine with its own algorithm, intent patterns, and ranking signals.
Tim Soulo captured this paradox perfectly:
“A lot of people are projecting three to five years ahead, assuming AI search will dominate. But YouTube already has far more business potential today. And I don’t see it losing relevance, it is only getting bigger.”
He is right. As newer generations grow up video-first, long-form and short-form video are becoming default formats for search. Whether it’s YouTube Shorts, Instagram Reels, or TikTok, video is no longer optional, it is the medium where intent meets attention.
And yet, companies continue pouring resources into optimizing for AI chat interfaces that might not even send them measurable traffic.
So here’s the key question – are you optimizing for tomorrow’s 1% traffic at the expense of today’s 40% opportunity?
Can SEO Really Fix Everything in the AI Era?
Ahrefs didn’t stop at just search platforms, they went deeper into what many marketers get wrong about SEO’s role in this new landscape.
Patrick Stox put it bluntly: “We can create a bunch of content and fix some issues. But if your product or service has real problems, if people are complaining on Reddit, YouTube, or social media, SEO can’t save you.”
That is a reality check many companies need to hear. Optimizing AI assistants like ChatGPT or Perplexity won’t help if your brand’s reputation is already damaged by user sentiment.
He even shared a story from Ahrefs itself: When the company once made a controversial pricing change, no amount of blog posts or content strategy could calm the backlash, until they actually changed the product decision.
It’s a powerful reminder: you can’t “optimize” your way out of a bad experience.
In the era of AI search, where reputation and relevance feed algorithmic recommendations, your product and customer experience are your SEO.
What Does Real “AI Search Optimization” Actually Mean?
Despite the skepticism, Ahrefs doesn’t dismiss AI SEO altogether.
Instead, Patrick and Tim reframed what effective optimization for AI really looks like and it is not about gaming the system.
Patrick explained how AI models like ChatGPT and Perplexity pick sources:
They look for credible, clearly written content that provides both consensus and information gain.
Which means your content should match what others say and add something unique.
“You need to say the same thing as the good sources do,” Patrick said, “and then add something of value on top.”
He emphasized that “marketing jargon” and vague brand statements are your worst enemy. AI models just like people understand plain language better.
Tim added: “We get too clever sometimes. We write a copy that sounds smart but says nothing. The best-performing content just explains what the product does, clearly.”
So if you’re writing for AI (and humans), keep it simple, factual, and consistent. AI learns patterns, not poetry.
Why YouTube and Video Are Central to the Future of Search
The discussion circled back to one recurring truth: video dominates attention.
When Patrick and Tim reviewed traffic data, they found that YouTube drives measurable signups for Ahrefs, more so than experimental AI channels ever have.
“We literally see it in our signups,” Patrick said. “People watch our videos and sign up for Ahrefs. It’s an incredible channel.”
Even beyond YouTube, Instagram Reels, TikTok, and LinkedIn video posts are emerging as secondary “search engines” where users discover information visually.
So if your entire “search strategy” focuses only on written content and AI citations, you’re missing the platforms where your audience already spends its time.
Tim Soulo summed it up: “If you’re putting all your eggs in the ChatGPT basket and nothing on YouTube, that’s a big mistake.”
Should Businesses Still Invest in AI SEO?
Yes but strategically.
Ahrefs’ stance isn’t to ignore AI; it’s to contextualize it. Optimize your site so it’s crawlable by AI models, but don’t obsess over being cited in a chatbot.
Patrick pointed out that AI-driven assistants are still responsible for less than 1% of site traffic, while traditional Google Search, YouTube, and social platforms remain dominant sources.
The takeaway?
- Continue investing in high-quality, factually clear content.
- Prioritize platforms that already deliver ROI today.
- Let AI SEO be an extension of your broader strategy, not its centerpiece.
At Stan Ventures, we have been helping brands adapt their SEO frameworks for the AI search era, ensuring that every piece of content is structured, discoverable, and contextually aligned for both traditional search engines and AI-powered assistants.
Through our AI SEO services, we focus on optimizing your website for emerging Answer Engines, LLM-powered search tools, and AI-driven content visibility, while strengthening your existing organic footprint.
What’s the Real Lesson from Ahrefs’ Podcast?
The underlying message from Ahrefs is about focus and balance. Chasing every new AI optimization trick might feel like innovation, but real marketing impact still comes from the fundamentals:
- Understanding where your audience spends tim
- Creating genuinely valuable content
- Building a brand people trust
Patrick summed it up with a line that’s as refreshing as it is honest:
“Your top tactic is actually business-related. Just be better, build a better product, a better service, a better business.”
TL;DR – Key Takeaways From Ahrefs’ AI SEO Discussion
- AI SEO is real, but small. AI assistants like ChatGPT and Perplexity drive less than 1% of site traffic today.
- YouTube remains the second-largest search engine and one of the biggest missed opportunities for marketers.
- Video content = discovery content. Audiences, especially younger ones search visually.
- SEO can’t fix bad products. Real marketing starts with value, not optimization.
- Write clearly, not cleverly. AI and humans alike reward simple, factual, source-cited content.
- Balance your focus. Future-proof your brand with AI readiness, but don’t abandon the platforms that already work.
Dipti Arora
AuthorDipti Arora is a Senior Content Writer with over seven years of experience creating impactful content across Digital Marketing, SEO, technology, and business domains. She has a strong background in managing news verticals and delivering editorial excellence. Dipti has contributed to leading publications such as The Times of India and CEO News, where her research-driven storytelling and ability to simplify complex subjects have consistently stood out. She is passionate about crafting content that informs, engages, and drives meaningful results.