Презентація Ксенії Демченко з SEO-конференції Collaborator, що відбулася 21 листопада 2025 року. Тези доповіді: - Як адаптувати продуктову SEO стратегію до нових реалій - Що продовжує працювати, а що варто депріоритезувати - Як заспокоїти та правильно комунікувати з клієнтами/стейкхолдерами - Які метрики успіху будуть релевантними у 2025 Про спікера: Експертка з продуктового SEO для англомовних ринків. SEO Team Lead в Ideals, ex MacPaw (CleanMyMac). Засновниця Brand SEO Hub — ком’юніті SEO-спеціалістів і маркетологів із продуктових команд. Спікерка International Search Summit 2025 (Барселона). Авторка курсів і тренінгів із SEO від Junior до Senior рівня. Навчила основам SEO понад 300 спеціалістів у Bazilik та Tech PR School.

1. Product SEO in 2025: How
to Bring Value While
Adapting to Change
Ksenia Demchenko, SEO Team Lead @ Ideals

2. About me
SEO Team Lead at Ideals
Independent SEO Consultant
AI search enthusiast
Founder of Brand SEO Hub
Author of SEO lectures and courses at Bazilik & Tech PR School

3. SEO is NOT Dead
Every time SEO "died," it only died for those who couldn't or
wouldn't adapt. Those who adapted? They're still thriving in
search.
Visit seoisnotdead.com to see the full timeline of SEO's supposed
demise – and its continued resilience.

4. Stop the panic
For the vast majority of projects, the share of AI-powered search traffic remains incredibly small.
Source: Ahrefs aggregated web-analytics data

5. Step 1: Communicate with Stakeholders
AI Traffic vs Total Traffic
Compare AI-driven visits against your
overall traffic to maintain perspective
AI Revenue vs Total Revenue
Measure the actual financial impact of
AI search on your bottom line
AI CR vs Total CR
Track conversion rate differences to
understand user behaviour patterns

6. Step 2: Focus on the Right Metrics
1
Positions
2
Traffiс
3
Revenue
4
Holistic View
Continue Tracking
Organic – remains a critical metric
Add to Your Dashboard
AI Tools – Traffic from all LLMs search
Organic + AI tools combined
Direct – includes ChatGPT app traffic

7. Configure LLM Visibility Tracking
LLM visibility score & LLM citation score
Profound Scrunch SE Visible Amplitude (Free!)

8. Monitor Your Brand Voice Across Google SERP
SERP Positions
Traditional organic rankings
AI Overviews
Citations in AI-generated
summaries
Social Media
Presence on platforms like
LinkedIn, Twitter
YouTube
Video content visibility
Forums
Reddit, Quora discussions
Developer Platforms
GitHub, documentation sites

9. The SEO Manager's Role is Expanding
Reddit PR Initiatives CRO
External Platforms YouTube Strategy Wikipedia page
Tracking & Analytics Niche channels Review sites

10. Be Proactive, Not Reactive
Take control of the narrative. Demonstrate that you're ahead of the changes, you understand the landscape, and
you have a clear plan forward.

11. What You Should Be Doing Now
Build Topical Authority
Focus less on top-of-funnel content
and more on middle and
bottom-funnel: blog posts, comparison
pages, service pages, and case studies.
Priority one: address frequent
questions from support and sales logs.
Priority two: target strategic keywords.
Optimise On-Page Content
Implement BLUF (Bottom Line Up
Front), create clear structure, write
encyclopaedic definitions, use
declarative sentences, avoid lengthy
rambling sentences, format
headings as questions (ideally using
target keywords).
Update Existing Content
Adopt an evergreen strategy by
regularly refreshing older content to
maintain relevance and authority (+
make sure to update the publication
date!)
Optimise AI-Cited Pages
Identify and enhance pages that are
being referenced by LLMs to
maximize citation frequency and
accuracy.
Publish Comparison Pages
Create comprehensive comparison
content on your own site to capture
consideration-stage traffic.
Produce Original Research
Publish unique research and data
studies, even if infrequently, to
establish thought leadership and
earn high-quality citations.

12. What You Should Be Doing Now
Improve Site Conversion
Test hypotheses ranging from
minor tweaks to major redesigns
to maximise the value of your
traffic
Smart Link Building
Reduce spam, increase relevant
mentions, and get featured in
top tools listings that LLMs cite
SERP Audit
Analyse search results and invest
in new content types and
platforms like YouTube and
Reddit
LLM Visibility Audit
Conduct an audit of your LLM visibility. Identify initial
actions to get cited in AI sources. Even simple brand
mentions without links provide value.
Monitor Hallucinations
Track hallucinated URLs from LLMs where AI systems
reference non-existent pages from your domain.
These represent content opportunities. Also, 301
them to existing ones.

13. What's Working Less
Effectively
1 Top-of-Funnel Content
2 Spammy Link Building
3 Low Quality AI-Generated Content
4 Excessive JavaScript

14. Ask for external help

15. Thanks!