Will AI Kill SEO? Here's What You Need to Know

AI is changing the way people search for information, and naturally, that has business owners wondering: will AI kill SEO? With tools like ChatGPT, Google’s AI overviews, and voice search becoming more advanced, it’s easy to assume that traditional SEO might not be as important today as previously. But that's not the case. AI won't kill SEO because AI relies on SEO for the information it gathers and shares. This is simply the next evolution of SEO. 

If you want to keep driving organic traffic to your website in this AI-driven world, you need to understand how SEO is shifting and what you should do to stay ahead. Businesses that fail to adapt will be left behind, wondering why their traffic has disappeared. You can't stop doing SEO today if you want to still be visible 5 years from now. 

AI Is Changing Search, But Not Destroying It

The biggest shift in search is how users find and consume content. Search engines are integrating AI-generated answers into results, meaning users sometimes get direct responses without clicking through to websites. AI tools like ChatGPT and Google’s AI Overviews pull information from existing websites, summarize it, and give users instant answers. This has led to concerns that less traffic will flow to business websites because searchers may no longer need to visit multiple pages to find what they're searching for. 

While this may sound like a serious challenge for SEO, it’s important to recognize that AI does not create content on its own. It sources information from real websites, meaning that well-optimized, high-quality content still has an important role in search. If your content is structured properly and optimized for AI search tools, it can drive traffic and visibility in traditional and AI searches. 

Users often want or need more than just a summary. AI-generated responses provide quick information but can't provide in-depth insights, personal experiences, or the expertise business owners bring to their content. People making important purchasing decisions, researching services, or seeking step-by-step guidance will still visit websites for more details. We're seeing AI Overviews (on Google) replace website visits for high-level, top-of-the-funnel informational queries, but when someone wants more detailed insights, they still click through the websites to learn more.

AI search is increasing, but Google still processes 373X the searches than ChatGPT does. SEO is not disappearing, but it is evolving. The businesses that keep up with the changes will continue to thrive; those that don't will struggle to remain visible. 

How AI Is Changing SEO

To stay competitive in an AI-driven search landscape, businesses should adjust their SEO strategy to reflect how AI processes and ranks content.

Focus on E-E-A-T: Experience, Expertise, Authority, Trustworthiness

Google prioritizes content that demonstrates clear expertise, authority, and trustworthiness. This factor has become even more important with the introduction of AI-generated results. AI tools pull content from sources they determine to be reliable, and businesses with a strong reputation are more likely to be referenced. We're seeing that sites with proper SEO that rank high in Google's search results tend to be chosen for AI Overviews, ChatGPT, and other search engines. 

Business owners need to create content that reflects real experience and deep industry knowledge to establish authority. This means including personal insights, client success stories, and real-world applications of shared information. Businesses should also focus on earning backlinks from reputable sources, as external links from trustworthy sites strengthen a website's trust with Google.  Keeping your content updated is important for Google and AI Search. They want to know the information they're sharing is current. 

Optimize for Conversational Search for AI 

AI changes the way users interact with search. Instead of typing short 1-2 keyword queries like best SEO strategies like they would in Google,  users are now asking full questions, such as: What are the best ways to improve SEO for my website in 2024? This means businesses need to optimize their content for more natural, conversational language. Rather than focusing only on short-tail keywords, website content should now include longer, question-based phrases that align with how people speak to AI chatbots. The good news is that this is what I've been teaching my students to do for years. If you've been following along, you're already ahead of those who haven't used long-tail keywords and key phrases. 

Prioritize Content That AI Cannot Replace

AI tools can summarize general information but can't replace human insights, experiences, or original perspectives. Businesses need to create content that goes beyond the basics by offering unique viewpoints, case studies, and personal experiences. 

For example, a generic post on SEO tips may not perform as well in AI-driven searches, but a post detailing a business owner’s real-life success with a specific SEO strategy will provide value that AI cannot replicate. Original research, data-driven insights, and in-depth analysis are also critical. AI-generated summaries often lack depth, so users will still seek detailed articles, tutorials, and expert opinions.

Use AI to Improve SEO, Not Replace It

Instead of fearing AI, businesses should use AI as a tool to enhance their SEO efforts. AI can assist with keyword research by helping identify search trends and providing insights into commonly asked questions. It can also generate content ideas, create outlines, and speed up content creation—but it should never replace you. I teach my students how to work with AI to speed up the content and SEO process in Simple SEO Content. Thanks to AI tools, you can do a lot to make your SEO and content work easier and faster. 

The Role of AI Optimization (AIO) in SEO Today

One of the most significant shifts happening in SEO is AI Optimization (AIO). Traditional SEO focuses on optimizing content for search engines like Google, but AIO takes it further by ensuring that content is structured so that AI-driven search tools can understand and prioritize. AIO involves adapting content so that it is more likely to be used in AI-generated responses. This includes structuring content with clear headings, short answers, and well-organized information. It also means optimizing for AI-specific search behaviors like voice search queries and conversational text. Doing this helps you potentially rank in Google, AI Overviews, ChatGPT, Perplexity, and other AI engines. My students and I rank in all of them. 

Businesses that embrace AIO will have an advantage over those that do not. AI search is expected to continue to grow in popularity. This is the time to focus on traditional and AI SEO so your website won't lose visibility to competitors who do SEO. 

Join me in Simple SEO Content and learn how to do SEO on your website for Google, AI Overviews, ChatGPT, Perplexity, and other AI engines. I have a step-by-step course on traditional SEO and a bonus lesson on how to format your content for AI. Register here. 

Final Thoughts: SEO Isn’t Dead Because of AI, But It Is Changing Yet Again

AI is not killing SEO. It is simply changing the way search engines process and present information. Businesses that continue to focus on SEO and adjust their formatting or keyword targeting, if necessary, will succeed, and those that do not will struggle with visibility in Google and AI search. SEO is changing again, and those who keep up with the changes will continue to grow their traffic, generate leads, and build authority online. If you want to stay ahead, the time to learn AI Optimization (AIO) is now.