“SEO Is No Longer Relevant”? Let’s Examine That Claim
“SEO is dead” — it’s a phrase that’s been circulating more often in digital marketing circles lately.
The rise of generative AI like ChatGPT is gradually changing how people around the world search for information, reducing their reliance on traditional search engines like Google.
In Japan and elsewhere, more people are skipping the search bar altogether and heading straight to AI tools. This signals a turning point for marketers who’ve relied solely on SEO for inbound traffic.
Declining Website Traffic Might Be Inevitable
Even high-quality content doesn’t guarantee traffic anymore — and many content marketers are feeling that frustration.
You spend hours crafting articles, only for them to become training data for an AI. That’s the new concern being whispered in marketing communities.
“Create content, optimize for keywords, drive traffic.” This familiar playbook may soon become a relic of the past — as outdated as renting DVDs at Blockbuster.
The Business Models Most at Risk
Some business models may be especially vulnerable in this shift, including:
- Affiliate websites
- Comparison platforms
- Listicle or curation-style content sites
These sites exist to redirect users elsewhere — a function that can be easily replaced by one-stop AI answers. ChatGPT can summarize, compare, and recommend in seconds without clicking through to external links.
What Kind of Businesses Will Thrive in the AI Era?
But here’s something to think about:
- Can AI grill a steak for you at a backyard BBQ?
- Can AI buy your handmade cake and leave a heartfelt review?
- Can AI sense a frustrated client’s tone on a Zoom call and adjust your strategy accordingly?
Obviously not. And that’s why the following types of businesses will continue to matter:
- E-commerce brands selling original products
- Local service businesses like restaurants, salons, and gyms
- Consultants offering hands-on, personalized support
These are real businesses delivering real experiences to real people. No AI, no matter how advanced, can fully replace that.
From SEO to GEO and AEO?
Traditional keyword-based SEO may no longer be the best strategy. We’re entering a new phase where other forms of optimization may take precedence:
- GEO (Generative Engine Optimization): Structuring content to be referenced by AI tools
- AEO (Answer Engine Optimization): Making content easy for AI assistants to identify and summarize as a reliable answer
These concepts are still evolving, but it’s clear that optimization must now take AI behavior into account.
Don’t Forget the Core Purpose of SEO
Let’s not forget — SEO was never just about tricking algorithms. At its core, it was always about understanding human behavior:
- What words are people using to find solutions?
- Why are they searching that way?
- What do they hope to find when they click your link?
AI might replace the search engine, but not human needs, emotions, or motivations. The purpose of marketing — to connect with people — remains unchanged.
People still want to enjoy great food, explore new places, and find meaning in their work. Those experiences are, and always will be, uniquely human.
Summary: What Survives in the AI Age of SEO?
- SEO isn’t dead — but it is evolving
- Search behavior is shifting from Google to AI
- Understanding human intent is still the key
- You must now consider how your content is surfaced by AI
- Businesses that serve real people with real products will always matter
Rather than fearing AI, marketers should focus on adapting their content strategies to align with how people now consume information.