In 2012, Brian Dean launched Backlinko with one goal: publish world-class SEO content that ranks.
And it worked.
He built one of the most trusted SEO brands in the world, powered almost entirely by blog posts and Google traffic.
But what if he started today?
I asked him. And here’s what he said.
1. Build a Multimedia Brand from Day One
The SEO landscape has changed.
AI Overviews are taking clicks.
LLMs like ChatGPT and Perplexity are replacing Google for early research.
And algorithm updates keep getting more volatile.
That’s why Brian would focus on multichannel visibility, not just rankings.
He’d still publish SEO-optimized blog posts.
But he’d also build an audience on:
- YouTube
- TikTok
- Podcasts
In fact, that’s exactly what he did with Exploding Topics:
- A weekly newsletter sent to 100K+ subscribers
- Viral threads and carousel content on X and LinkedIn
- Short-form video for discovery on Instagram
The takeaway?
SEO still matters. But to grow in 2025, you need a brand that travels — not just a blog that ranks.
2. Show Up in ChatGPT
Backlinko traffic from LLMs is up 800% year-over-year.
That’s not a fluke.
People are skipping Google and going straight to ChatGPT, Claude, and Perplexity.
Which raises the question: how do you get mentioned in AI answers?
Brian’s top recommendation:
If your content says the same thing as everything else online, it gets ignored.
But if it brings something new, you have a shot at being cited.
This is where Brian’s content strategy shines:
He shares personal frameworks and coined terms (an awesome tactic for LLMs)
He publishes SEO case studies no one else has
He backs advice with real data and experiments
That’s the kind of content LLMs recognize — and cite.
3. Use AI as a Lever, Not a Crutch
Here’s the paradox of 2025:
LLMs can write, research, edit, and brainstorm faster than ever.
But if you use them to pump out generic content?
You’ll disappear.
Instead, Brian recommends using AI as a multiplier:
- Speed up research
- Analyze top competitors
- Rewrite for clarity and style
- Test content angles before publishing
Check out Michael’s guide for How to Use AI for Writing Exceptional Content:
Remember, the final result should be yours — your voice, your perspective, your experience.
That’s how you stand out in a world of sameness.
Final Word
Brian wrapped our chat with a question for you:
Are you experimenting with new formats?
Changing how you publish?
Tracking brand mentions in ChatGPT?
Whatever it is — lean in.
Because in 2025 and beyond, the people who adapt fast are the ones who win.
Keep reading the article at Backlinko. The article was originally written by Leigh McKenzie on 2025-07-15 09:32:00.
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