SEO in the Age of AI: How to Drive Traffic in 2025

AI Search Optimization: How to Drive Traffic in 2025

 

“Let your work do the work for you.” That’s a powerful reminder from retail strategist Jeanel Alvarado that hits home for many of us running brands today.

If you’ve been feeling like social media is too crowded, ads are getting too expensive, and your website traffic isn’t what it used to be, you’re not alone. At the same time, new tools like Google’s AI search engines, ChatGPT, and Perplexity are changing how people shop. Customers can now discover products, compare prices, and sometimes even buy directly inside search, without ever landing on your website.

On my podcast, Chase Your Dreams, I sat down with Jeanel Alvarado (Founder & CEO of RETAILBOSS) to talk about what this means for fashion and lifestyle brands. We both agreed that while the landscape is shifting, the opportunity is bigger than ever if you know how to adapt.

In this article, you’ll learn:

• Why AI search is becoming the new top of funnel for product discovery
• How shopper behavior is shifting toward more descriptive, detail-focused searches
• What every product page needs to succeed in 2025
• Why blogging is still one of the most powerful ways to build visibility and trust
• How to prepare your business for new Google AI shopping tools like virtual try-on, price alerts, and agentic checkout
• Simple steps you can take now to optimize for AI search and future-proof your traffic

If you want your brand to stay visible in 2025, mastering AI search engine optimization is key. This article breaks down our conversation into clear takeaways for your business. You’ll learn how search is evolving, what shoppers are doing differently, and how you can get your products seen and trusted in 2025.

Why AI Search Optimization Is the New Top Funnel

Shoppers are no longer just typing short keywords into Google. They’re asking full questions, using voice search, and relying on AI overviews to summarize the best results. This shift means that brands need to optimize content differently than before.

Instead of competing for attention in crowded social feeds, you can stand out by making your brand easy for AI-driven search to understand. The more descriptive and trustworthy your product data is, the more likely it is to show up in recommendations and snippets.

AI is Becoming the New Way Customers Discover Brands

Jeanel’s perspective:

Social media had its time as the main place for discovery. Now Google and other AI tools want to take that role back. They’re creating ways for people to stay inside search longer by showing answers, product suggestions, reviews, and even checkout options.

What this means for you:

Think of AI search as the new front door to your brand. Even if someone doesn’t click through to your website, you still want them to see your products and understand your story. That means your content, catalog, and data must be structured so AI systems can understand and represent your brand accurately — even if the shopper never clicks through.

Ask yourself:

• If a shopper never visited my site, would they still understand what we sell, what makes us different, and why they can trust us?
• What evidence (not claims) have we published that proves our quality, sustainability, sizing, and service?

Try this:

• Review your product pages, About page, and blog. Make sure they explain your values, materials, sizing, and what sets you apart. AI can only share what it can find clearly written online.

Shoppers Are Using More Descriptive Searches

Jeanel’s perspective:

People don’t just type “Gap sweatshirt” anymore. They type things like “100% cotton eco-friendly sweatshirt made in Canada.” Shoppers want specific qualities, not just brand names.

What this means for you:

Customers now search for details first, brands second. Your product descriptions, titles, and even image captions should include the details people actually search for. Think about fabric, fit, care, and values like sustainability or women-owned.

Ask yourself:

• Do my product descriptions answer the basics?
• Can a shopper (or an AI system) answer: What is it, who is it for, what’s special about it, and why should someone choose it?

Try this:

• Optimize product pages for AI search by including fabric, fit, care, and origin details.
• Update your top product descriptions. Instead of “linen dress,” write something like “100% linen midi dress with pockets, designed in Canada. Breathable, Machine-Washable, OEKO-TEX® Certified”
• Add fit guidance and context images (e.g., model height/size, front/back/side, fabric close-ups, size chart above the fold). AI favours clarity.

 

Why Google Shopping Matters More Than Ever

Jeanel’s perspective:

Search behavior is changing fast. Shoppers aren’t just typing in brand names anymore — they’re asking long, detailed questions. Google wants to capture those moments of discovery by making shopping easier right inside search. Features like virtual try-on, agentic checkout, and price alerts are designed to keep people on Google, not necessarily on your website. That means your product data in Google Merchant Center is now the front door to your brand.

What this means for you:

Your Merchant Center feed is no longer “optional.” It’s the foundation of AI search optimization. If your product titles, images, pricing, and policies aren’t complete and accurate, your listings may not qualify for the newest features like free product listings, comparison shopping, and personalized recommendations in AI-driven search. Google looks for clear product data, consistent inventory, and trustworthy signals (like return policies and shipping details) before surfacing your brand.

Ask yourself:

• Are all of my products uploaded to Google Merchant Center with complete details?
• Do my titles, descriptions, and images clearly describe the product (fabric, size, color, style, price)?
• Are my shipping, return, and refund policies easy to find and aligned with Google’s requirements?
• Have I verified that my product pages match what I submit in my feed (no price or availability mismatches)?

Try this:

• Set up or review your Google Merchant Center Next account. Make sure business information (tax, shipping, returns) is complete and verified.
• Run a feed diagnostics check in Merchant Center to spot missing attributes like GTINs, prices, or images.
• Update product titles to be descriptive — instead of “Alyssa Skort,” use “Alyssa A-Line Eco-Friendly Tennis Skort – Women’s Golf Apparel.”
• Add clear return and refund policies to your site. Google requires these to show your listings.
• Enable automatic item updates in Merchant Center so your feed stays in sync with your site’s pricing and availability.

Blogging Still Matters for AI-Driven Search Optimization

Jeanel’s perspective:

A lot of people assume blogging is dead, but that’s far from the truth. It hasn't disappeared, it's just evolved into many forms like written blogs, video blogs, Instagram roundups, or Substack newsletters. AI tools pull from these when they share answers with shoppers.

At its core, blogging is still about packaging knowledge, experiences, and recommendations in a way people can find and trust.

In fact, AI SEO relies heavily on blogs because search algorithms and AI-driven search tools look for well-structured, helpful content. Blogs give you the space to answer customer questions, share behind-the-scenes insights, and tell your story. When you regularly optimize content for clarity and usefulness, you increase your chances of being cited in AI overviews and recommendation boxes.

What this means for you:

If you don’t share your story, your values, or your knowledge, AI tools won’t have anything to show about you. Blogging, in whatever form you choose, is one of the best ways to build credibility and get found.

Ask yourself:

• What questions do customers often ask me before buying (e.g., “linen vs. cotton for travel,” “how to style a kimono for fall,” “what is mulesing-free merino”)?
• Have we published original, experience-forward answers with photos, data, and customer language and not generic fluff?

Try this (quarterly content sprint):

• Build 3 mini content hubs (pillar + 3 supporting posts each):
  1. Materials & Care (e.g., “Complete Guide to Linen Dresses,” “How to De-Wrinkle Linen on the Go,” “What OEKO-TEX® Really Means”)
  2. Fit & Styling (“How to Choose the Right Inseam,” “Petite vs. Tall: A Visual Guide,” “Occasion-Based Outfit Formulas”)
  3. Brand Proof (“Our Sizing Philosophy,” “How We Source Fabric,” “Behind the Seams: A Day in Production”)
• Repurpose each post into a Reel, 3 story frames, 1 email, and 5 product bullets.

What Every Product Page Needs in 2025

Jeanel’s perspective:

To stand out in AI-powered search, your product pages need:

1. High quality photos
2. Descriptive, specific text
3. Fair and transparent pricing
4. Details that highlight your values (like sustainability, inclusivity, or founder story)

What this means for you:

Think of your product page as both your online salesperson and your catalog. The more complete and honest it is, the more likely people will trust you.

Ask yourself:

• Would a stranger understand the feel of the fabric, the fit on different bodies, and the benefit in 5 seconds?
• If AI quoted your PDP today, would you be proud of the snippet?

Try this:

• Add 4–6 photos for each product (front, back, close-up, lifestyle).
• Follow this Copy Blueprint:
  • Lead line: What it is + key benefit (“Breathable linen shirtdress with real pockets”).
  • Details that matter: Material %, weight, hardware, pockets, closures, lining, stretch, sheerness, opacity scale, care.
  • Fit notes: Model specs, drape, where it sits (natural waist, low hip), who should size up/down.
  • Proof: Reviews w/ body data, certifications with sources, “why we made this” in 2 lines to show your thought process and values.
• Integrity Pricing: Publish a simple promo policy; use “Back-in-Stock” and “Waitlist” to avoid discount spirals.

Share Proof That You Are Who You Say You Are

Jeanel’s perspective:

Customers don’t just want to hear that you’re sustainable or ethical, they want to see proof.

What this means for you:

Evidence builds trust, both with your audience and with AI tools. That could be customer reviews, certifications, press features, or behind-the-scenes photos.

Ask yourself:

• Where can we prove what we claim (certificates, audits, lab tests, awards, press, customer stories)?
• Do I highlight certifications, reviews, or press mentions?

Try this:

• Add Author boxes with credentials on every hub article.
• Publish evidence posts twice per quarter: “How Our Fabric Passed Shrink Tests,” “What We Changed After 200 Fit Reviews,” “Supplier Profile: Our Linen Mill.”
• Create a Press & Proof page that consolidates certifications, features, and case studies — all linkable for AI to cite.

Keep Your Website Simple and Clean

My strategist note:

Even the best content won’t perform if your site is messy or hard to use. A clear, well-structured site makes it easier for both shoppers and AI tools to understand what you offer.

Ask yourself:

• Do I have duplicate or thin product pages that don’t add value?
• Are my product details, reviews, and business info set up in a way that search engines can read easily?
• Do my core pages load quickly, look good on mobile, and stay stable without shifting around?

Try this:

• Do a quick technical SEO check every quarter: clean up duplicate URLs, compress images, and make sure each product has just one clear page.
• Add structured info (like product details, reviews, and links to your social accounts) so search engines can trust your site.
• Test your navigation: can a first-time visitor find your new arrivals, bestsellers, sale items, and main categories in one click? If not, simplify.

Don’t Rely on AI Alone

My strategist note:

AI tools can be great for brainstorming or getting a first draft down quickly. But the content that truly connects with customers comes from your own experience. Generic writing without your voice and insight won’t build trust, and it’s less likely to be picked up in AI search results.

Ask yourself:

• Where am I showing my own knowledge and experience, like fit testing, sourcing trips, design notes, or customer stories?

Try this:

• Add a short “Designer’s Note” or “Founder’s Fit Tip” box to your product pages or blog posts. Keep it personal, specific, and just a few sentences long so it feels authentic and useful.

Reflection: Is Your Brand Ready to Be Found in AI Search?

My strategist note:

AI search rewards brands that are clear, complete, and consistent. It doesn’t matter how beautiful your website looks if your product data and content aren’t easy for both shoppers and AI to understand. Think of it as making sure your digital storefront is well lit, well stocked, and trustworthy from every angle.

Ask yourself:

• Clarity: Are my product titles, photos, and descriptions clear and easy to understand?
• Completeness: Can shoppers quickly see the important details like fabric, fit, care instructions, and where the item is made?
• Credibility: Do I provide proof that builds trust, such as reviews, certifications, or press mentions?
• Consistency: Are my product listings and website information consistent across every channel?
• Cadence: Am I regularly publishing helpful content and repurposing it for different platforms?

Try this:

• Pick one of your best-selling products and search for it on Google. Check what shows up in both the shopping tab and organic results.
• Review the product page on your own site. Are the details clear and complete?
• Compare the information to your Google Shopping listing or social shop. Do they match?
• Make a quick list of missing trust signals (like reviews, press mentions, or certifications) and add them where possible.

 

A Real-Life Example

One of my clients in Toronto runs a boutique with both a physical store and a Shopify site. She wanted to grow sales beyond her local community.

We focused on:

• Updating her product titles and descriptions with more detail
• Increasing word count on collections pages
• Setting up Google Shopping properly
• Writing blog posts around her customer’s interests (golf, tennis, pickleball outfits)

The result was more visibility in search, more trust from new customers, and more sales outside of Toronto.

Five Steps to Get Started with AI Search Optimization Today

1. Check your Google Shopping listings and fix missing details. Make sure your titles, prices, images, and policies meet Google’s new standards so your products stay visible in AI-powered shopping.
2. Update your top product pages with more specific photos and descriptions. Include lifestyle shots, fabric close-ups, and fit notes so you’re ready for features like virtual try-on.
3. Write one helpful blog post that answers a common customer question. Remember, AI tools often pull from blogs when giving answers, so your content needs to be helpful and original.
4. Share proof of your values on a dedicated page. Highlight sustainability practices, certifications, reviews, and press mentions so shoppers (and AI tools) can see your brand is trustworthy.
5. Test Google’s new shopping features such as price alerts, agentic checkout, and virtual try-on. These tools can help customers compare prices, complete checkout without leaving search, and even see how products look on different body types. Brands that start using these features early will be ahead of the curve.

 

Final Thoughts — And Your Next Step

The way people shop is changing fast, but that doesn’t have to be scary. The truth is that the brands who are clear, consistent, and trustworthy will always rise to the top. AI-driven search optimization is simply the next big way customers will find you.

If you’ve built a brand with heart and products people love, you already have what it takes. Now it’s about showing up in the right places with the right details so customers and AI tools understand why they should choose you.

If you’d like help figuring out where to start, I recommend beginning with a Site Audit Plus. It’s the best way to see what’s working, what’s missing, and what will give you the biggest lift in traffic this year.

And if you want to go even deeper, I invite you to join me for my free webinar, E-commerce SEO Strategies in the Age of AI, on October 9, 2025. I’ll share more practical strategies to help your brand show up in AI search and reach more customers.

👉 Register here

Ready to get seen by more of the right customers in 2025? Let’s start with an audit, and I’ll see you at the webinar.