Is your business’s SEO on life support because of AI?

For years, SEO has been the backbone of how we connect with information online. Keywords, backlinks, and the eternal, ever so slightly annoying dance with Google’s algorithm updates have kept businesses busy. But with AI-driven tools like Perplexity and ChatGPT emerging as alternative search engines, are we witnessing the slow death of SEO as we know it? Or is it just evolving? Let’s take a look at what’s going on.

Will SEO die?

Nope. But it’s certainly not going to stay the same.

AI-powered search is fast, conversational, and often skips the middleman (your website) to deliver answers directly. This means the classic approach to ranking your page as Google’s first result might not matter as much in the future. AI tools act as gatekeepers, deciding what content gets shown. The power is shifting. The question is: how long will it take?

While SEO won’t die, it’ll demand a deeper understanding of how AI processes and serves information. Businesses that cling to outdated tactics run the risk of their online presence fading away.

Is SEO just going to change?

It sure is. Here’s what you should expect:

• From search to serve: AI tools serve answers, not links. Your content needs to be structured for direct consumption by AI. Think FAQs, concise explanations, and high-quality summaries. If you want to understand this, take a look at what Gemini now shows at the top when you use Google.
• Emphasis on quality: Thin content stuffed with keywords won’t cut it. AI is ruthless when it comes to sniffing out useful content.
• New players: Perplexity, ChatGPT, and others are changing the search landscape. Think beyond Google (but do not forget it!). These platforms use different criteria to surface content, so diversify your efforts.
• Optimising for AI models: AI tools often pull from high-quality, authoritative sources. If your brand isn’t trustworthy, you’re invisible.
• Interactive content: AI thrives on engaging formats. Interactive guides, conversational tones, and multimedia will become essential in the AI-driven search era.

What’s the timescale?

Change is already happening. AI-enhanced search is here and growing rapidly. Expect a significant shift in the next 3-5 years, but don’t wait that long. Early adopters will have a clear advantage, but don’t panic yet, despite the rise of AI search tools, Google’s search remains dominant, and it’s revenue growth remains stable, showing the complexity of this evolving landscape (WSJ).

What should businesses do right now?

Here are a few tips to stay ahead:

• Audit your content: Is it genuinely useful? AI won’t tolerate fluff. Run through your existing material and update anything that’s outdated, vague, or irrelevant.
• Build authority: Be the go-to expert in your field. AI loves credible sources. Publish research, thought leadership pieces, and case studies that cement your reputation.
• Think conversational: Write like you’re speaking to a person, not a search engine. Make your content natural and approachable.
• Explore new platforms: Test how your content performs on AI search tools like ChatGPT or Perplexity.
• Experiment with AI tools: Use AI to improve your content creation and strategy. Tools like Jasper or ChatGPT can help you refine ideas, structure articles, and brainstorm effectively. Play the game both ways.
• Prepare for less traffic: Get used to zero click if you’re not already. If answers are served directly, fewer users will visit your site. Make sure your calls-to-action are strong and clear wherever you appear, from snippets to summaries. Branch out to other channels like social media. Also, don’t forget there is a world outside of the digital space. Continue to build human connections where possible.
• Invest in multimedia: Video, infographics, and interactive formats will help your content stand out in an increasingly competitive digital landscape. AI appreciates diversity in content types.
• Monitor performance: Keep an eye on analytics to understand how AI-driven search tools are affecting your traffic and engagement. Adjust your strategy based on what’s working. Have a look at this article on how to check whether any of your search traffic is coming from AI https://www.linkedin.com/pulse/does-your-site-get-traffic-from-ai-yet-heres-how-find-andy-crestodina-5vipc/

So, is SEO doomed?

Not doomed by any stretch, just different. Consider it an evolution, and start thinking beyond just the Google-dominated search box.

This article is just scraping the surface of a very detailed and often nuanced subject. What is for sure, is that with powerhouses like Google and ChatGPT involved, it will be interesting to watch how it evolves.

Contact us if you’d like to understand how AI might affect your business.