Written by: The article discusses whether the rank-and-rent SEO model still works in 2025 in the context of AI search and AI overviews. It argues that while AI is changing search behaviour and attribution, core SEO fundamentals (on-page SEO, backlinks, trust, and local targeting) still drive results. It also emphasises shifting toward lower-competition local niches and maintaining adaptability as AI becomes more embedded in search.
As someone who’s been in the SEO game for over 15 years, building websites, running campaigns, and implementing the rank and rent strategy, I’ve seen a lot of changes in the industry. Recently, there’s been a lot of buzz around AI overviews and how they’re changing search results. It got me thinking: how will these advancements affect the rank and rent method I’ve used for years?
For those of you unfamiliar with the rank and rent model. In simple terms, rank and rent is when you buy a domain, optimise it, get it to rank for specific keywords, and then rent it out to businesses for leads. For instance, if you target a niche like “bathroom renovations in Sydney,” you build a website and rank it for related keywords, and when it starts getting inquiries, you rent it out to a business looking for those leads. It’s a great way to profit from your SEO skills, and I’ve been doing this for years.
AI: The Disruptor We All Fear?
The rise of AI has certainly stirred the pot. Tools like ChatGPT are becoming more prevalent, and there’s talk of AI-powered search engines and how they might change our SEO. But in my experience, while AI is shifting the landscape, it hasn’t drastically impacted my rank and rent strategy.
Here’s the thing-I still go out and pick up domains in whatever niche I focus on now. Just the other week, I was diving into industries like metal fabrication and steel fabrication for a client, and sure enough, I grabbed a couple of domains to see how they perform. It’s just what I do. I love the process of building a website, watching it climb the rankings, and seeing it generate leads. Despite AI being a tool in the mix, the fundamentals of SEO still work the same way.
SEO Fundamentals Still Rule the Rank and Rent Game
AI might be creating some noise in the background, but the core principles of SEO haven’t changed when it comes to ranking websites. Sure, more competitors are entering the game, and more genuine brands are out there. However, Google still values good old-fashioned SEO: quality content, high-quality backlinks, and a solid user experience.
I build websites targeting keywords relevant to local services, like “structural steel in Sydney” or “metal fabrication Brisbane.” And you know what? I still get leads. Every few months, I get an inquiry from a site I built months ago or even a year ago. There’s still a demand for these sites, and businesses always seek leads.
Trust is Now More Crucial Than Ever
While the basics haven’t changed, one thing I’ve noticed in recent years is the growing importance of trust and authority. With more genuine businesses entering the SEO space, ranking and renting websites to compete in certain industries is becoming harder. That’s why your rank and rent site will have a tougher time outranking businesses with a strong reputation and customer reviews if you’re going after competitive niches like plumbing or law. These brands have built trust, which Google values more than ever.
This shift makes sense. Google wants to deliver trustworthy, authoritative results. Businesses build up their reputation through customer reviews, social proof, and a genuine brand presence. The challenge for rank and rent websites, especially when targeting these high-competition industries, is that it’s hard to fake a trustworthy brand. So, while rank and rent can still work, targeting less competitive and more localised niches is key to success.
AI’s Role in Lead Generation: More Data, More Opportunities
AI is making its presence known in lead generation, and I’ve started seeing it reflected in my lead forms. More and more, I’m noticing that leads are coming from sources driven by AI tools. The attribution data in my gravity forms shows that most of my leads are coming through AI language models. That’s the kind of insight AI can provide, and it’s helping me get a clearer picture of where my leads originate from.
However, I’m not too worried despite these changes in how leads are sourced. Google and other search engines will still prioritise local businesses and service providers regarding local searches. Yes, AI is becoming a more common source of information, but it won’t replace the need for a genuine business to have an online presence. As long as the fundamentals of SEO remain the same-on-page SEO, quality backlinks, user experience-rank and rent websites can still find success.
The Future of Rank and Rent: Adapting to Changes, Not Fearing Them
Am I concerned about AI replacing rank and rent? Not at all. Rank and rent are still very much alive, and I continue to build out sites in a variety of industries. But I’m also diversifying. I’m not putting all my eggs in one basket. The key is to target niches that make sense-local, service-based businesses that aren’t competing with giant corporations or heavily branded industries.
One thing that’s become clear is that AI overviews and language models are just another tool in our SEO toolkit. They’re not a replacement for the fundamentals; they’re just a way to enhance and streamline some processes. As long as I’m building sites that are genuinely helpful to local businesses, offering them value through leads, and leveraging AI where it makes sense, rank and rent will continue to thrive.
Wrapping It Up: The Secret to Success in Rank and Rent
If I were to advise someone starting in rank and rent today, keep building quality sites, stay focused on your niche, and don’t let AI scare you off. The SEO game has become more competitive, but that doesn’t mean it’s over. AI tools are helpful but don’t replace the work and effort that goes into ranking a site. It’s still about on-page optimisation, building a solid link profile, and creating value for businesses.
So, will AI change rank and rent? Not in a way that makes it obsolete. Will it make SEO more challenging? Perhaps. But if you keep learning, adapting, and focusing on niches that aren’t flooded with competition, rank and rent can still be profitable in 2025 and beyond.
