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“AI has killed SEO.”
That’s the kind of bold claim making the rounds these days, and it’s got plenty of business owners and marketers worried. The logic seems sound: AI tools like ChatGPT and Google Bard answer questions directly, so who needs to click a link anymore, right?
Here’s the truth: SEO isn’t dead. Not even close.
AI still needs content—great content—from reputable sources to provide its answers. And if your content is what AI turns to for answers, you’re in the perfect position to win.
This article cuts through the noise and explains why SEO still matters, why AI relies on it, and how you can double down on the strategies that actually move the needle.
The Bold Claim: “AI Has Killed SEO”
The idea that “AI has killed SEO” comes from a misunderstanding of how these tools actually work.
AI platforms like ChatGPT, Bard, and even search engines like Google’s new AI-driven features don’t magically create answers out of thin air. Instead, they pull from existing content—articles, videos, and pages created by businesses, marketers, and thought leaders.
Think about it: where does AI get its information? From content that already exists online. And it’s not just any content. These tools prioritise reputable, well-structured sources to provide the best possible answers. So, if SEO is “dead,” why is AI still leaning on it so heavily?
What’s really happening isn’t the death of SEO—it’s the evolution of how users engage with search results.
AI may summarise answers, but the systems behind them still depend on the same core principles that have always driven SEO: high-quality, relevant, and optimised content.
The takeaway? The businesses that focus on creating valuable content will not only stay relevant—they’ll thrive.
Read: Best Content Marketing Strategy to Generate Traffic, Leads and Sales Revenue
AI and SEO Work Together
Far from killing SEO, AI has made it more important than ever. These tools thrive on well-organised, trustworthy content to generate accurate answers.
If AI platforms like ChatGPT or Google Bard are pulling information from the web, they need to rely on sources they trust—and that trust is built through creating valuable, user centric content and optimising these for SEO.
Think of it this way: AI tools are amplifiers. They can take well-optimised content and present it to a broader audience.
But if the content isn’t there, or it’s not up to par, there’s nothing for AI to amplify.
The businesses consistently creating and optimising content will become the go-to sources AI tools depend on—and the ones reaping the rewards.
The bottom line? AI and SEO aren’t adversaries; they’re partners. To succeed in an AI-driven world, building a strong SEO foundation through the creation of high quality content is non-negotiable.
Read: How to Train ChatGPT to Write Like You
Clicks Still Matter: AI Can Drive Traffic
One of the biggest myths about AI is that it eliminates the need for users to click on links.
While it’s true that AI can summarise answers, people don’t just stop at summaries—especially when they’re researching, looking for detailed insights, or ready to make a purchase.
When AI provides an answer, it often attributes that information to a source. If someone is genuinely interested in the topic, they’re likely to click through to explore further. Whether it’s to verify the details, dive deeper into the subject, or find the product or service being discussed, users still follow those links.
This is especially true in industries where trust, expertise, and context are essential. A well-placed source link isn’t just a footnote; it’s an invitation for users to engage with your brand. If your content provides the depth or solutions they need, that click becomes an opportunity to build trust and convert them into customers.
In short, the game isn’t about whether clicks will disappear—they won’t. It’s about making sure your content is the kind people want to click on when AI points them in your direction.
What Shiny Objects to Ignore
It’s easy to get distracted when someone claims a new tool or trend has completely upended the way things work. Headlines like “AI is the death of SEO” can make you feel like you’re doing everything wrong or that you need to reinvent your strategy overnight.
But here’s the truth: chasing every shiny object is a surefire way to waste time and resources.
One common distraction is the idea that traditional content like blogs and articles no longer matter. The reality?
These are still the foundation of any successful digital marketing strategy.
AI relies on written content to form its answers, which means consistent, high-quality articles are more important than ever.
In fact, if you look at our organic traffic report below, you can see that despite AI’s introduction, our traffic has been steadily increasing:
SEO still works for us. And AI is everywhere. Why wouldn’t the same be true for your business?
Shiny objects will come and go, but good content that answers your buyer’s questions stand the test of time because it’s a trust centric approach, and all buyers make purchasing decisions based on trust.
The Basics Never Die
No matter how much the digital landscape evolves, the fundamentals of marketing remain the same.
- Great Quality Written Content: AI thrives on accurate, authoritative information. Producing high-quality articles that answer specific questions or solve real problems makes your site a go-to resource for users and AI alike. This isn’t about volume—it’s about creating content that’s relevant, actionable, and trustworthy
- Long-Form and Short-Form Video: Video content continues to dominate user engagement. Long-form videos provide depth for those ready to dive in, while short-form clips capture attention and deliver quick value. Together, they create a balanced multimedia strategy that appeals to a wide range of audience needs
- CRM Systems Like HubSpot: Creating content and videos is only half the battle; nurturing leads is just as critical. A CRM system ensures that the people engaging with your content are guided through a journey—whether that’s signing up for a newsletter, downloading a resource, or making a purchase. Investing in a CRM to help assist you in nurturing your prospects is key
The businesses that succeed in this AI-driven era are the ones sticking to these basics.
Yes, embrace AI.
Yes, AI should absolutely be integrated into your business.
But that doesn’t mean forget about the basics.
Because the basics rule.
Here’s What You Should Do
Adapting to the rise of AI isn’t about abandoning what works; it’s about fine-tuning your strategy to stay relevant.
Here’s what you need to do: double down on quality content.
AI prioritises reliable, authoritative sources. Focus on creating well-researched, engaging content that answers your audience’s questions.
Whether it’s blog posts, guides, or resources, aim to be the go-to source in your niche.
How do you do that?
Check out this guide on how to become the most trusted brand in your industry.
