As search evolves in 2025, with AI-powered assistants like ChatGPT and Perplexity reshaping how users query the world, marketers and SEOs are laser-focused on “AI SEO” or Answer Engine Optimization (AEO). But in the rush to future-proof strategies for these emerging tools, are we sidelining proven, high-impact channels that deliver real results today? A recent Ahrefs podcast episode, dissected brilliantly by Search Engine Journal’s Roger Montti, shines a spotlight on this dilemma. The core question: Is obsessing over AI search leaving bigger opportunities—like YouTube—on the table?
Drawing from insights shared by Ahrefs’ Patrick Stox and CMO Tim Soulo, this discussion reveals not just the limitations of AI optimization but a call to action for balanced, pragmatic digital strategies. In a landscape where video consumption is exploding (global YouTube views hit 1 trillion hours in 2024 alone), ignoring the platform’s search dominance could mean missing out on traffic, conversions, and brand loyalty. Let’s dive deeper into why YouTube should top your 2025 priorities and the harsh realities of what SEO can’t fix.
The Overlooked Giant: YouTube as the World’s #2 Search Engine
It’s a stat that’s been true for years, yet it still surprises: YouTube isn’t just a video hub—it’s the second-largest search engine on the planet, trailing only Google. In 2025, with monthly active users surpassing 2.7 billion, more people type queries into YouTube’s search bar than into Bing, Yahoo, or even emerging AI interfaces combined. Searches for “how-to” tutorials, product reviews, and quick tips dominate, making it a goldmine for discovery and intent-driven traffic.
Yet, as Stox pointed out in the podcast, the SEO community’s gaze is fixed elsewhere: “YouTube is the second largest search engine. There’s a lot of focus on all these AI assistants. They’re in total driving less than 1% of your traffic. YouTube might be a lot more.” For Ahrefs, YouTube isn’t abstract—it’s a direct funnel. Viewers discovering tool tips or SEO breakdowns often convert to signups, proving the platform’s ROI beyond vanity metrics.
Tim Soulo echoes this, critiquing the forward-gazing trap: “I feel that a lot of people get fixated on AI assistants like ChatGPT and Perplexity… looking three, five years ahead… But again, if we focus on today, YouTube is much more popular than ChatGPT and YouTube has a lot more business potential.” He’s spot on. While AI tools like Perplexity boast innovative query handling, their traffic share hovers under 1% for most sites—peanuts compared to YouTube’s billions of daily searches.
Why the blind spot? SEOs often silo “video” as a content marketer’s job, not theirs. But that’s a false divide. YouTube searches mirror Google: informational (e.g., “best CRM for small teams”), navigational (e.g., “Nike shoe unboxing”), and transactional (e.g., “buy iPhone 16 deals”). Optimizing for it means keyword research via YouTube’s autocomplete, thumbnail A/B testing, and structured descriptions with timestamps—skills straight from the Google playbook.
The Video Revolution: Short-Form, Long-Form, and Everything In Between
Soulo nails the generational shift: “I don’t see YouTube losing its relevance five years from now. I can only see it getting bigger and bigger because the new generation… they are very video-oriented. Short form video, long form video.” Gen Z and Alpha aren’t just consuming—they’re searching via TikTok Reels and YouTube Shorts, with long-form deep dives for complex topics.
Consider this: In 2025, YouTube Shorts alone generate over 70 billion daily views, blending seamlessly with traditional videos for a multimodal experience. Brands like Duolingo and Gymshark have turned viral challenges into million-subscriber channels, driving e-commerce spikes. For B2B? Think HubSpot’s tutorial series, which funnels viewers to gated content and demos.
Stox’s action item is refreshingly direct: “If you’re not doing it, go do more video right now.” Diversifying here hedges against Google’s algorithm whims or AI disruptions—it’s a resilient bet on human behavior.
The SEO Myth: Optimization Can’t Fix a Broken Foundation
The podcast’s second bombshell? SEO (or its AI cousin, AEO/GEO) isn’t a magic wand for all visibility woes. As AI search engines pull from the web’s collective sentiment, negative buzz can tank your rankings faster than any keyword tweak can save them.
Stox lays it bare: “We only have a certain amount of control… If everyone suddenly is like Nvidia’s graphics cards suck… there’s only so much you can do to combat that… So this is going to get contentious… execs are going to be yelling, can’t you just change that, make it go away?” Spot on. When backlash hits Reddit, X (formerly Twitter), or TikTok, one SEO’s content blitz is drowned out by thousands of authentic voices. The internet owns the narrative.
Ahrefs knows this firsthand. A few years back, a pricing tweak aimed at affordability sparked outrage. Despite FAQs, blog posts, and outreach, the firestorm persisted—until they reverted the change. Lesson? Positive word-of-mouth stems from stellar products and service, not just optimized pages. In AI era, where models like Gemini or Grok synthesize reviews into responses, a toxic brand signal means invisibility.
This extends to AEO: Training LLMs to “recommend” you requires genuine authority. Gaming it with low-quality content? It backfires, as AI detectors flag manipulation. Instead, invest in customer success—Net Promoter Scores above 70 correlate with 2x better search visibility, per 2025 Moz studies.
Who Wins in a Balanced 2025 Strategy? A Quick Comparison
To illustrate the opportunity cost, here’s a side-by-side of AI SEO vs. YouTube focus:
| Aspect | AI Search Optimization (e.g., Perplexity/ChatGPT) | YouTube SEO Strategy |
|---|---|---|
| Current Traffic Share | <1% of total referrals | 10-20%+ for video-savvy brands |
| Timeline for ROI | 2-5 years (speculative) | Immediate (views → signups in weeks) |
| Skill Barrier | High (prompt engineering, schema markup) | Medium (keyword tools + basic editing) |
| Risk Level | High (AI volatility, algorithm shifts) | Low (evergreen video content) |
| Best For | Niche queries, long-tail answers | Visual demos, reviews, tutorials |
| 2025 Growth Potential | Explosive but uncertain | Steady (video market +$500B by 2028) |
Data drawn from Ahrefs podcast insights and industry benchmarks. The verdict? AI isn’t the enemy—it’s a complement. Do the groundwork (quality backlinks, E-E-A-T signals) to rank everywhere, but don’t bet the farm on it.
Key Takeaways: Actionable Steps for SEOs and Marketers
- Prioritize Video Now: Audit your YouTube channel. Target high-intent keywords with 5-10 new videos quarterly. Tools like TubeBuddy or VidIQ can supercharge optimization.
- Balance the Bets: Allocate 60% of your content budget to proven channels (YouTube, Google) and 40% to AI experiments. Track cross-platform attribution with GA4.
- Build Brand Resilience: Audit customer sentiment via tools like Brandwatch. Fix product pain points before they go viral—SEO polishes, but authenticity sells.
- Embrace Multimodal Search: As Google integrates video into SGE (Search Generative Experience), unified strategies win. Test Shorts for quick wins, long-form for depth.
The Ahrefs duo reminds us: In SEO, progress beats perfection. Chasing AI shadows while ignoring YouTube’s spotlight is like optimizing for flying cars when highways are clogged.
What’s your take—diving into YouTube this quarter, or doubling down on AEO? Share in the comments; let’s brainstorm video ideas that convert.
For more on SEO trends and video strategies, connect with me. Let’s optimize together!
