Search Me! How Smart Brands Are Turning SEO into a Profit Engine

Image Source: TBS Marketing

As 2025 ad spend budgets get squeezed, SEO is typically the first to be cut back. But insiders warn this long-term growth driver may not be the one to cut loose. With Google's AI-powered search redefining visibility, brands must rethink how they measure and safeguard their SEO investment.

Key Takeaways:

SEO returns compounding ROI over the long term, frequently outperforming paid media in cost efficiency and conversion.

Organic search continues to hold 26% of total traffic, compared to 23% from paid, despite AI summaries and zero-click occurrences.

Trimming SEO results in lost visibility in the SERPs, technical deterioration, and lost decision moments—recovery costing more.

The brands must shift away from "blue links" to full-blown SERP visibility: AI boards, People Also Ask, video carousels, and review sites.

Forecasting analytics such as Google Analytics and Semrush enable simulating traffic loss situations and linking SEO with revenue effect.

Strategic Steps:

Prioritize high-impact SEO activities like technical cleanups and SERP feature optimization.

Align SEO goals with business KPIs such as customer acquisition cost and share of voice.

Create executive dashboards that align SEO performance with bottom-line measures.

Invest in the content on which AI systems draw, and site performance, schema markup, and mobile UX refine.

Bottom Line: SEO isn't dead—it's evolving. Brands embracing SERP visibility and data-driven planning will own the moment of decision and leave the competition in the dust.

Sources: Search Engine Land, Biz Brief, SEOteric, Growth Minded Marketing.