top of page
Search

Is SEO Dead with the Rise of AI? What’s Really Working in 2025

  • Writer: Nicole Thompson
    Nicole Thompson
  • Oct 2
  • 2 min read

Every few years, someone declares SEO dead. Now, with AI reshaping how we search, create, and consume content, that claim has resurfaced louder than ever. But here’s the truth: SEO isn’t dead—it’s evolving.

Search engines are adapting. Users are adapting. And if you want your business to stay visible, you need to adapt too.

Let’s break it down.


Why People Think SEO Is “Dead”

  1. AI-Powered Search ResultsTools like Google’s Search Generative Experience (SGE) and AI chatbots give users answers directly, reducing the need to click through websites.

  2. Content SaturationAI makes creating content faster and cheaper, which means the internet is more crowded than ever. Standing out is harder.

  3. Decline in Organic ClicksWith more AI snippets, ads, and instant answers at the top, organic listings get pushed down.

But none of this means SEO is gone. It just means the rules have changed.


What’s Working in SEO Right Now


1. Topical Authority

Google and AI tools look for trusted sources. Instead of cranking out surface-level blogs, build depth around your niche. Create clusters of content that show you’re an expert, not just a participant.


2. Quality > Quantity

AI can spit out thousands of articles, but quality signals—engagement, backlinks, expertise—still matter. Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is more important than ever.


3. User Experience (UX)

Fast-loading, mobile-friendly websites with clear navigation outperform clunky ones. AI may recommend answers, but when users do click, they expect seamless experiences.


4. Multimedia Content

Text alone isn’t enough. Videos, podcasts, infographics, and interactive tools are rewarded. Plus, AI often surfaces multimedia-rich content.


5. Branded Search

The more people directly search for your business or content by name, the stronger your position. Building brand awareness reduces your reliance on algorithm changes.


6. Human + AI Collaboration

AI is a powerful tool for keyword research, outlines, and efficiency. But human insight, storytelling, and unique perspectives set your content apart.


The Future of SEO in an AI World

SEO isn’t about gaming algorithms anymore. It’s about creating useful, trustworthy, and engaging experiences that AI and humans both recognize as valuable.

If you focus on authentic expertise, smart structure, and building trust, your SEO strategy won’t just survive the AI era—it’ll thrive.


Bottom line: SEO isn’t dead. It’s transforming. The winners will be those who embrace AI as a tool while doubling down on real value creation.

bottom of page