Kelsey Libert on AI Reshaping SEO, Scalable Knowledge, and Building Authority
Published: June 10, 2025
Read Time: 18 minutes
Kelsey Libert, co-founder of Fractl and a speaker at SMX Advanced, shares practical insights on how AI is transforming SEO, digital PR, and brand visibility. Her experience working with top-tier clients and publishers offers valuable lessons for PR and communications professionals adapting to new user behaviors and technologies.
Embracing AI in SEO and PR
Kelsey leads a content marketing and digital PR agency that has been around for over 13 years. They are currently developing 30 AI agents focused on PR, SEO, and social media to scale workflows and boost efficiency. According to her, 74% of professionals in the field are already leveraging AI to expand their capabilities.
AI is no longer a niche tool. It is becoming essential for content creators and PR teams to stay competitive. This shift is embraced particularly by industry veterans who recognize the profound changes AI introduces to search and brand engagement.
Rethinking Search and Brand Strategy
Traditional SEO often focuses on keywords and rankings, but Kelsey points out that the future lies in semantic and probabilistic search. This means understanding intent and context rather than just keyword frequency.
She encourages brands to think beyond Google rankings and explore how their best content can be promoted across multiple channels where their audiences consume information.
- Search Everywhere Optimization: Creating valuable content and distributing it widely to meet audiences where they are.
- Brand Value: Ensuring that what your brand offers is genuinely useful and relevant to consumers.
Opportunities and Challenges with AI
AI opens doors for professionals with limited technical skills to innovate and deliver more impactful results. It enhances creativity and efficiency, allowing PR teams to do more with less.
However, Kelsey warns against complacency. Treating AI as just another routine update risks falling behind. Instead, staying alert to how AI shifts user behavior and emerging platforms is crucial for maintaining brand visibility.
Impact on News Publishers and PR
Concerns about AI replacing news publishers are overstated. AI does not report breaking news or provide original journalism. Instead, it pushes PR and media professionals to focus more on thought leadership and data-driven insights.
Publishers and media outlets will continue to play a critical role in search and brand authority, especially as AI tools become more integrated into content discovery.
The Future Role of SEO Professionals
SEO is not declining but evolving. The next generation of SEO professionals combines skills from analysis, product management, education, and influence. This multifaceted approach is essential to succeed in an AI-driven environment.
Insights from Recent Research
Kelsey shared findings from a survey of over 800 marketers on AI use and challenges:
- 78% of marketers and 68% of consumers are concerned about AI-driven misinformation.
- There is a strong focus on using AI responsibly and maintaining trust.
This research highlights the importance of transparency and accuracy in AI-powered communications strategies.
Looking Ahead
Kelsey’s first presentation at SMX Advanced promises to deliver actionable strategies based on fresh data. PR and communications professionals can benefit by paying attention to how AI impacts content distribution, SEO tactics, and brand authority.
For those interested in expanding their AI knowledge and skills relevant to marketing and PR, exploring specialized courses can provide practical tools to stay ahead. Consider checking out comprehensive AI training options available at Complete AI Training.
Adapting to AI’s role in shaping search and PR requires both openness to new tools and a commitment to authentic, valuable content. Kelsey Libert’s perspective offers a clear path to doing just that.
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