How AI SEO is Driving Some Of Our Best Leads Right Now

Over the past 18 months, I’ve completely changed the way I think about SEO and specifically, AI SEO.

For most of my career, I stayed away from offer SEO as a service.

SEO felt slow, unnecessary technical, and full of people trying to game the algorithm. But something changed recently—and it has everything to do with AI.

We’re now seeing a noticeable uptick in high-quality leads coming from ChatGPT and other large language models (LLMs). These aren’t low-intent visitors. They’re people who asked AI a specific question, got a specific answer, and clicked through directly to our agency. Here’s what we’ve learned so far:

1. AI Sends Incredible Leads

The leads we’re getting from ChatGPT are incredibly strong.

That’s because by the time someone lands on our site, they’ve already gone through a kind of pre-sales conversation with the AI. They’ve described their problem in detail, received a curated answer, and chose to click on a specific recommendation—ours. It’s like SEO meets word-of-mouth, filtered through a hyper-intelligent assistant.

2. You Can Track AI Traffic—If You Know Where to Look

If you’re using HubSpot, you may already be seeing this traffic, but it won’t say “ChatGPT” directly. Here’s how we’ve been spotting it:

• HubSpot Original Source or Latest Source: Look under “Referrals” or “Other Campaigns.”

• ChatGPT (and sometimes Bing Chat or other AI tools) often use UTM parameters on outbound links.

• To properly attribute the lead, make sure you have HubSpot tracking scripts or forms installed on your site.

It’s a bit buried, but it’s there—and it’s worth paying attention to.

3. Traditional SEO Still Works—Maybe Better Than Ever

I’m not doing anything magical.

The same fundamentals apply: create good, relevant, useful content. Be clear. Be unique. If you do that, AI tools seem to reward you by referencing your site in their answers.

We’re not gaming the system. We’re just writing content that’s genuinely helpful—and that turns out to be the best SEO play in an AI-driven world.

4. AI-Generated Content Isn’t the Enemy (If You Do It Right)

I know this is controversial, but here’s the truth: AI-generated content can work—as long as it’s useful and somewhat unique.

We use tools like ChatGPT to help us write faster, but we always add our perspective, examples, and edits. Think of AI as the assistant, not the author.

Google and AI models alike are smart enough to detect fluff. What matters is that you’re adding value.

5. Bottom-of-Funnel Traffic is Easier to Capture Now

One of the biggest shifts I’ve seen is how much easier it’s become to capture bottom-of-funnel traffic. Our top of the funnel traffic is falling off a cliff, but that traffic wasn’t converting into leads anyway. The good stuff, people reaching out for our services, that’s going up.

That might be someone searching “best marketing agency for financial advisors” or asking ChatGPT “who can help me build a complete funnel?” If you show up in that answer box, and the user is ready to buy, you’re getting a warm lead with intent.

It’s never been easier to be the right answer at the right time.

Final Thoughts: The New SEO Playbook

We started offering SEO services to clients and we’re seeing the same exact results. It’s kind of mind blowing to be honest.

This isn’t the old game of backlinks, keyword stuffing, and black hat tricks.

This is a new era where the most helpful, relevant, unique, and well-structured content wins—because that’s what AI models want to show people.

I’m excited to keep writing, testing, and refining what I’m calling our AI SEO playbook. It’s early, but the results are promising. And if you’re not thinking about how your content shows up inside LLMs, you’re already behind.