Artificial Intelligence is rewriting the rules of search engine optimisation (SEO). To make sense of these changes, it’s helpful to step back and analyse SEO within a broader growth framework. Brian Balfour, CEO of Reforge, developed the Four Fits Framework—comprising Product Fit, Market Fit, Channel Fit, and Model Fit—as a means to evaluate how businesses achieve sustainable growth. Applying this lens reveals how AI is transforming the future of SEO.
1. Product Fit: From Keywords to Intelligent Content
In the past, the “product” of SEO was straightforward—keywords, backlinks, and technical audits. With AI, product fit has expanded to include content that adapts to user intent.
- AI advantage: Large language models can generate SEO-friendly drafts, suggest topic clusters, and identify semantic gaps that manual analysis might miss.
- The shift: Businesses no longer produce content—they develop intelligent, dynamic assets that evolve in tandem with audience needs.
2. Market Fit: Expanding and Shrinking at the Same Time
AI is reshaping the SEO market by lowering barriers while automating tasks.
- Expanded access: Small businesses can now compete with larger players thanks to affordable AI-powered tools.
- Reduced demand: Basic activities, such as drafting meta descriptions or creating keyword lists, are increasingly being automated.
- The opportunity: Agencies and freelancers must reposition themselves as strategic advisors, helping businesses effectively integrate AI into their growth strategies.
3. Channel Fit: Beyond Google to AI Answers
Balfour defines channel fit as aligning with the proper distribution channels. For SEO, the most significant disruption is happening here.
- Traditional channel: Ranking on Google SERPs.
- Emerging AI channels, such as answer engines like ChatGPT, Gemini, and Perplexity, are reshaping the discovery process. Research from Ahrefs shows that AI systems are already distributing brand mentions, which means businesses need to be visible not just on websites, but also inside AI-generated responses.
- The shift in consumer trust: Nearly half of people say they trust AI assistants to recommend brands. This highlights the importance of considering visibility in AI summaries, not just in Google rankings.
4. Model Fit: Pricing, Tools, and Services
The final fit is aligning your business model to these changes. AI is already influencing SEO pricing and services.
- Old model: Agencies priced based on deliverables (e.g., X blog posts, Y audits).
- New model: Subscription SEO tools and credits for AI-assisted content are creating lower-cost entry points.
- Future model: Premium value will come from strategic consulting—teaching clients how to integrate AI tools into their SEO workflows and growth models.
Closing Thought
The rise of AI doesn’t signal the end of SEO—it signals its evolution. Using Brian Balfour’s Four Fits Framework, we can see how AI is reshaping SEO across product, market, channel, and model. As Ahrefs’ research shows, visibility in AI-powered answers is becoming just as important as ranking in Google.
The real winners will be businesses that embrace this dual shift—optimising not just for search engines, but for AI-driven discovery too. New to SEO? Here’s a quick guide for small business owners.
References
- Brian Balfour, The Four Fits: A Growth Framework, Brian Balfour’s Blog
- Ahrefs, Brand Mentions in AI Search Results, Ahrefs Blog