Kelsey Libert: How AI Transforms SEO & Builds Authority
▼ Summary
– AI is transforming SEO, digital PR, and brand visibility by changing how users discover and engage with brands.
– Kelsey Libert emphasizes the need to shift from lexical to semantic and probabilistic search strategies in the AI era.
– AI enables marketers to scale workflows and innovate, with 74% of industry professionals already leveraging AI tools.
– Concerns include AI-driven misinformation and the risk of complacency in adapting to AI’s impact on search and brand visibility.
– Libert’s upcoming SMX Advanced presentation will share research on AI’s challenges and opportunities for SEO in 2025.
The digital marketing landscape is undergoing radical transformation as artificial intelligence reshapes how brands achieve visibility and connect with audiences. Kelsey Libert, co-founder of Fractl and recognized industry expert, shares critical insights about adapting SEO and PR strategies for this new era.
Libert’s agency has spent over 13 years helping companies from startups to Fortune 500s earn media placements in top-tier publications while ranking in search results. Their current focus involves developing 30 specialized AI agents designed to enhance PR, SEO, and social media efforts.
When asked about industry adaptation to AI changes, Libert noted: “74% of marketers now leverage AI to scale workflows and drive innovation.” She emphasizes that successful professionals view AI not as a temporary trend but as a fundamental shift requiring strategic evolution beyond traditional keyword-focused approaches.
The conversation explored several key themes:
- The transition from lexical to semantic search – Modern strategies must account for probabilistic models and LLM-powered discovery rather than just SERP rankings
- Cross-channel brand visibility – Content must now perform across search engines, social platforms, and AI interfaces simultaneously
- Skill transformation – AI enables marketers to expand capabilities into areas like coding and data analysis without extensive training
- Publisher relationships – Despite AI challenges, quality journalism and original research remain essential for trustworthy information
Libert will present groundbreaking research at SMX Advanced 2025 analyzing:
- How 800+ marketers are implementing AI solutions
- Consumer attitudes toward AI-generated content
- Strategies for maintaining brand visibility in evolving search environments
“66% of consumers expect AI to replace traditional search within five years,” Libert revealed, underscoring the urgency for marketers to adapt. Her session will provide actionable frameworks for building authority across emerging platforms while addressing concerns about AI-driven misinformation.
For digital professionals, the message is clear: The future belongs to those who can merge traditional marketing expertise with AI-powered innovation across multiple discovery channels. As search behaviors evolve, success will depend less on technical optimization and more on delivering genuine value through authoritative, multi-platform content strategies.
(Source: Search Engine Land)
